YouTube added creator liaison to improve its relationship with the creators. Those efforts have seen significant improvements in its systems, and have been largely welcomed by the creative community - but then, earlier this month, the platform announced that it generated some extra income this year.

Even though YouTube is benefitting out of it  creators have rightfully questioned where their cut of that huge chunk of change might be. While the systems have improved, if YouTube is generating billions off their work, there's seemingly more opportunity for better revenue share and profit mechanisms for them. That means that YouTube may need to do more to facilitate better relationships, and ensure that its creators have an even stronger voice into the future.

Aligning with this, YouTube has this week announced the appointment of a new "Head Creator Liaison" who will be tasked with advocating on behalf of creators from inside the company.

 As reported by The Verge , new Creator Liaison Matt Koval is a former YouTube creator himself, who then joined the company as a content strategist in 2012. As Koval notes in his tweet, his role will be to help creators better understand YouTube, and what can be done to assist them, while also providing the creator angle in relevant internal discussions.

It seems like a step in the right direction - while YouTube is also exploring new revenue opportunities for creators, including an option which would enable them to sell ad space direct to advertisers. That option is in limited testing at present, but it could provide another avenue for creators to maintain more control over what has become a full-time business for many.

 YouTube CEO Susan Wojcicki noted that YouTube's creative community has facilitated over 28,000 full-time jobs in Canada alone, while the number of channels earning more than $100,000 continues to climb 40% year over year. The platform has become a critical source of income for many - which, inevitably, also leads to increased sensitivity around any platform changes or updates.