YouTubers Are Making a Living on Videos About Microsoft Software

An anonymous reader shares a report: When Microsoft updated its Teams communication app with a more sophisticated way to give PowerPoint presentations in January, the company published a 500-word blog post on the feature. People could read the blog post and try to figure out how to use it, or they could consult YouTube. On the video service owned by arch-rival Google, a former Microsoft employee named Kevin Stratvert published a video on Presenter Mode to his more than 800,000 subscribers, garnering more than 180,000 views and hundreds of comments. Microsoft itself had not published a video on the topic. 'I've built a Microsoft audience,' Stratvert said in an interview with CNBC. 'Microsoft content drives a lot more viewership than non-Microsoft content. I've done Gmail and a few others, but they haven't done quite as well.'

Historically, developing and maintaining products has been the core of Microsoft. Today nearly 50% of employees work in engineering. Marketing is a considerably smaller part of the business, and employees work on ads, materials for Microsoft's website, events and other methods of promotion. In the past few years, a group inside Microsoft began focusing more on YouTube. 'On YouTube specifically, we're starting to explore the concept of what it looks like to do something native to YouTube,' Sonia Atchison, a market research lead who worked on the Microsoft Creators Program, said on a podcast last year. People often turn to YouTube when they want to get a better understanding of Microsoft software, and while Microsoft has plenty of its own videos available on YouTube, they don't always come up at the top of the site's search results, Atchison said. Videos from outsiders can receive higher rankings. Sometimes a video from a Microsoft employee might be there. The company does have employees with large audiences, including Mike Tholfsen, a 26-year company veteran whose videos show how teachers and students can use Teams and other applications.

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