YouTube Creators

The Problem: Creators weren’t getting the help they needed from YouTube.

Data showed that newer creators consistently turned to third-party sources for guidance, bypassing YouTube's own resources entirely. The problem wasn't the information, it was how it was being presented: Dense, platform-forward, and not written for someone just figuring out how this whole thing works.

The brief: overhaul the Creator information hub into something that actually felt like it was built for creators, not for YouTube.

A messaging framework for a very wide audience.

The challenge with writing for creators is that they're not one person. They're a teenager making their first video. A small business owner trying to figure out monetization. A filmmaker treating the platform seriously. The framework had to flex across all of them without losing its footing.

Our approach centered on plain language, genuine utility, and a tone that respected the audience's intelligence without assuming their expertise. Less platform voice, more useful guide.

My role: Messaging strategy and copy across the hub, including UX copy, navigation language, and resource framing. All design and production done with Instrument