OPTIMASI FITUR YOUTUBE SHORTS SEBAGAI RESPONS TERHADAP PERUBAHAN SISTEM MONETISASI DAN POLA KONSUMSI AUDIENS (Studi Pada Yogyakarta Creator Community)

The development of digital technology has influenced media consumption behavior and content production strategies by YouTube creators. This study aims to identify optimization strategies implemented by the Yogyakarta Creator Community in optimizing the YouTube Shorts feature in response to changes in the monetization system and audience consumption patterns, in order to effectively reach their audience, with a focus on the Yogyakarta Creator Community.
The research method used was a descriptive qualitative approach, with data collection techniques consisting of semi-structured interviews, observation, and documentation. Data analysis employed the Miles, Huberman, and Saldana (2020) model, which includes data condensation, data presentation, and conclusion drawing. The results show that Yogyakarta Creator Community creators employ various optimization strategies in their use of YouTube Shorts. These strategies include attracting attention through hooks, maintaining upload consistency, improving visual and audio quality, using hashtags, and adapting to trends and themes. These findings indicate that content creators are adapting to changes in digital technology and shifting audience preferences, as a means of adapting to remain relevant amidst the dynamics of the YouTube platform.