YouTube has launched a new feature, Jewels and Gifts, aimed at enhancing monetization for creators during vertical live streams. This feature enables viewers to support creators with digital items (Jewels) that translate into earnings (Rubies), fostering real-time engagement and offering creators a new revenue stream.
How Jewels and Gifts Work
Jewels are purchasable digital items bundled for viewers to send as animated gifts during vertical live streams. These engaging animations overlay the stream, creating an interactive experience that enhances the connection between viewers and creators. Unlike one-time purchases, Jewels in bundles streamline the process, allowing users to send multiple gifts without repeated transactions.
Creators earn Rubies from gifts, with each Ruby valued at one cent. For example, 100 Rubies equate to $1 in earnings. This straightforward system enables creators to track their income and understand the value of their audience’s support.
Eligibility and Rollout Details
Initially, the feature is available only to creators in the U.S. enrolled in the YouTube Partner Program (YPP) and who have accepted the Virtual Items Module. While only U.S. viewers can currently purchase Jewels, gifts are visible globally on vertical live streams. These streams can be hosted directly on YouTube or via third-party streaming software, though creators may need the YouTube app for a complete view of gifts.
Creators can activate gifts through YouTube Studio’s Earn Hub, where they’ll also find a limited-time bonus: a 50% earnings boost on gifts for the next three months, capped at $1,000 per month.
Comparison with Existing Features
The Jewels and Gifts system differs from Super Stickers in several ways. Super Stickers appear in the chat, while gifts are overlaid directly on the stream, creating a more immersive experience. This innovation replaces Super Stickers for vertical live streams, focusing on features that encourage real-time interaction and seamless gifting.
Early Incentives and Potential Benefits
To encourage adoption, YouTube is offering bonus earnings during the initial rollout phase. This incentive provides an excellent opportunity for creators to experiment with gifts while maximizing their income. By offering a user-friendly system for gifting, YouTube aims to drive viewer engagement and help creators build more interactive communities.
Implications for the Middle East Market
Although the rollout is currently U.S.-focused, YouTube’s global audience suggests the feature could soon reach other regions. In the Middle East, where live streaming and social engagement are growing rapidly, Jewels and Gifts could become a valuable tool for creators looking to monetize their streams. The feature aligns well with the region’s affinity for interactive and visually engaging content.
Regional creators could leverage gifts to connect with their audiences more intimately, creating unique experiences that resonate culturally. For example, influencers could host Q&A sessions or live tutorials while encouraging audience participation through Jewels.
Key Takeaway for Marketing Managers
Marketing professionals should keep an eye on the expansion of Jewels and Gifts, particularly as it becomes available in the Middle East. Brands collaborating with influencers could explore creative ways to integrate gifting into campaigns, using it to drive engagement and create exclusive experiences. With live streaming increasingly popular, this feature provides a fresh avenue for building strong audience connections.
