YouTube Just Launched A New Feature That’s About To Mix Things Up In A Big Way

12 January 2017, 13:31 | Updated: 17 July 2017, 12:23

We the Unicorns

By Liam Dryden

YouTube are putting their up-and-coming creators in the spotlight with "On The Rise" - but is it the best decision?

YouTube have recently been doing a lot better in making their homegrown creators the face of the site; despite the ongoing issues with views and subscribers. Ad campaigns like #MadeForYou have done a lot to promote the YouTubers who have already found success; and now, YouTube have big big plans for smaller channels that are on the rise...

youtube on the rise

YouTube are officially launching a new feature on the site called "On The Rise".

This new section of YouTube's "Trending" tab on the homepage is rolling out across the US first; and will be dedicated to featuring up-and-coming creators and artists. Each week, Trending will highlight two "creators" (independent YouTubers) and two "artists" (music). And the best bit? Channels only need 1,000 subscribers to qualify.

on the rise

"With more than 1,000 creators crossing the 1,000 subscriber threshold every single day, new talent is constantly emerging," reads the statement on the YouTube Creator blog. "We want to celebrate these up-and-coming creators and artists and help them build a bigger audience."

But while it's exciting that YouTube are taking steps to promote their smaller creators, we have some tiny doubts. We've seen in recent weeks that YouTube's Trending page has some kinks to iron out; and they definitely need a better dialogue with the creators that don't want to appear on the tab. So will unsuspecting smaller creators appreciate being put out in front of the YouTube masses? It is a pretty daunting concept; but as YouTube have revealed they plan to notify creators when they are "On The Rise", hopefully they will keep the lines of communication open.

But one thing's for sure; when this feature makes its way to our corner of the world, you can bet we'll be using it to share some amazing new creators on the site!