YouTube just dropped two updates that represent opposite ends of the creator spectrum: one incredibly practical tool that should have existed years ago, and one experimental feature. Let’s dig into both.

“YouTube Promote” now lets creators target boosted content based on actual audience interests. For those unfamiliar, “Promote” is YouTube’s simplified advertising option for creators. It’s designed for people who want to amplify their content without needing a marketing degree. You pick a video, set a budget, and YouTube helps you get more eyeballs on it. It’s straightforward functionality that feels simple and practical.

The feature is currently desktop-only, with mobile access coming soon.

Enter the AI video generator, Veo’s “Ingredients”. YouTube is also rolling out an AI-powered feature that turns still images into 8-second video clips. They’re calling it “Ingredients,” which lets users select up to three images, optionally add a text prompt, and YouTube’s Veo AI model combines them into a short video, complete with motion and sound.

What’s interesting about these updates is how they represent two very different philosophies of content creation. YouTube Promote’s interest targeting is about better connecting real content with real audiences. It respects the work creators have already done and helps that work find the right people. The image-to-video AI, meanwhile, is about expanding what’s possible to create in the first place. It’s less about discovery and more about generation.

Both have their place. Both will find their users. But they suggest different futures for the platform.

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