Content Engines, Developer & Creator Community
Building a new vertical from scratch requires proving value before you have resources. I built YouTube's Impact vertical—a global creator community and content ecosystem—that became a core platform pillar and model competitors later adopted.
THE CHALLENGE
YouTube faced a reputation crisis. As creators emerged as a viable profession, the platform needed to prove its societal value. The solution wasn't a campaign—it was building an entirely new vertical that would demonstrate authentic impact, engage creators systematically, and shift platform perception.
BUILT
Started solo with no budget. Proved the concept, earned investment, built the vertical:
- Built 0→500 creator community with systematic support and resources
- Developed systematic content programs: Educational guides, best practices, creator showcases.
- Created Impact Ads program that delivered 100M+ views and 22% conversion
- Launched YouTube Giving as platform-native fundraising tool (not a marketing play)
- Created Impact Creator showcase program with systematic amplification - model adopted by Instagram, TikTok
IMPACT
0→500 global creators engaged systematically
0
Raised annually, 55% YoY growth
$
0
M+