Tech
Six ways to measure your metrics as a creator
Throwing spaghetti at the walls and seeing what sticks can work — but it's not particularly reliable. If you're truly trying to grow as a content creator or influencer, you want to know what's working for you and what decidedly is not. That's where a good understanding of your metrics come in, according to experts who participated in the "Metrics that Matter in a Mature Creator Economy" panel at VidCon 2025.
Six experts — Ally Anderson, the director of strategy and insights for brand partnerships at LTK, Fernando Parnes, the CEO at super.fans, Gwen Miller, the senior director of growth at Mythical Entertainment, Josiah Hritsko, the director of digital strategy at Theorist Inc., Michael Lim, the director of media at acquisition.com, and Sophie Lightning Jamison, the content creator talent acquisition specialist at Cookpad — walked us through exactly which metrics creators should be paying attention to.
"There is a data-backed formula to getting views on YouTube," Hritsko said during the panel, "Metrics that Matter in a Mature Creator Economy." But you'll need to know what metrics to follow in order to avoid becoming a one-hit wonder. Here are six metrics you need to follow to ensure your success online, according to the panelists.
Discovery
The viewer relationship starts at discovery, Miller says. She says your mantra should be "connected TV," because YouTube users watch more YouTube on their TVs than they do on their phones. People watch longer on TVs, Miller said, so they'll get through more ads — and you'll get more money.
Before you change your content to optimize it for the TV, make sure you actually need to do that. Check your data to see where your viewers are watching your content by navigating to advanced move, more, and then device type. This will tell you where a majority of your audience is viewing from. You can also look at your audiences age and gender, because audiences over the age of 25 are more likely to watch on a TV.
You want to make sure your content is 4K, because that looks a lot better on a TV than lower-quality videos, and that your content is over 20 minutes long. Reframe for a larger screen, use thumbnails that have a clear focal point and not much text, and you should ensure that you have quality control on TV.
Sentiment
Parnes says you should be tracking these types of sentiments: how your audience feels about the topics you cover, how your audiences feel about you personally, and the tone and emotional stance you bring to your content. Brands look at this "to effectively determine whether or not to begin working with you in the first place."
You don't necessarily have to be positive or negative, Parnes says. The only sentiment that has to be positive is how the audience feels about you personally. There are differences, though. If you are an extremely positive channel, you're going to have much more brand and Adsense flexibility. More negative channels have more flexibility with their own audiences, but less flexibility with brands.
This matters because it defines your audience fit, your brand opportunities, leads to stable growth, and guides content strategy. You can find sentiment using specialized tools or by reading the comments and likes and dislike ratios.
Trust
"Creators are selling trust, and that trust is earned over time," Anderson said. "Consumers are engaging with creators at higher and higher rates every year."
Consumers aren't just shopping from creators, Anderson argues, but they're relying on them for decision-making. You can build trust through storytelling and, specifically, through video content.
Influence
Typically, a traditional influencer campaign will look at engagement rates and follower numbers. But Lightning Jamison argues that these metrics don't actually do enough. Views and like matter but, she says, "we can do so much better." Instead, she recommends focussing on a long-term value score, which is a combination of creator affinity index, earned media multiplier, and save-to-like ratio. People go back and watch their saved videos more often than they do their liked videos, after all.
"In today's creator economy, attention is the most valuable product, but it is not a simple nor passive metric," Lightning Jamison said. "It is dynamic, emotional, and co-created experience shaped by authenticity and community trust."
And you can measure that across all platforms.
Efficiency
It's important to make sure your metrics are actually useful because, as Lim says, pulling data has a cost — you're spending time and, sometimes, money on data gathering. So track less data, but do more with it. He recommends looking at three things.
The first is the WTFDIDWT? Spectrum: What The F Do I Do With This? When you look at data, ensure that there is something you can actually do with the data once you pull it. The second is the automation matrix, which is a matrix with "easy, not useful" at the top left, "easy useful" a the top right, "hard, not useful, at the bottom left and hard useful at the bottom right. Behavioral reinforcement is the third thing, which includes clear rituals, infrastructure and tech, and save example analyses and prompts.
Experimentation
Hritsko says the way to combat complacency is experimentation. Continuously experiment, but do it responsibly: understand performance, make a hypothesis based on data, test major variables, measure results, and repeat.
Two variables you can try testing out are audience tests and conceptual tests. Audience tests include core viewers, returning view, and new viewers. Conceptual tests can include traditional theory, modern YouTube, and match the series.
In the end, it all comes down to understanding your viewer.
Mashable will be live at the Anaheim Convention Center this week, covering VidCon 2025. Check back in the days ahead at Mashable.com, where we’ll be talking to your favorite creators, covering the latest trends, and sharing how creators are growing their followings, their influence, and making a living online.
If you like playing daily word games like Wordle, then Hurdle is a great game to add to your routine.
There are five rounds to the game. The first round sees you trying to guess the word, with correct, misplaced, and incorrect letters shown in each guess. If you guess the correct answer, it'll take you to the next hurdle, providing the answer to the last hurdle as your first guess. This can give you several clues or none, depending on the words. For the final hurdle, every correct answer from previous hurdles is shown, with correct and misplaced letters clearly shown.
An important note is that the number of times a letter is highlighted from previous guesses does necessarily indicate the number of times that letter appears in the final hurdle.
If you find yourself stuck at any step of today's Hurdle, don't worry! We have you covered.
Hurdle Word 1 hint
We have five of them.
Hurdle Word 1 answer
SENSE
Hurdle Word 2 hint
Needed to brave the cold.
Hurdle Word 2 Answer
PARKA
Hurdle Word 3 hint
To establish something.
Hurdle Word 3 answer
ENACT
Hurdle Word 4 hint
Courageous.
Hurdle Word 4 answer
BRAVE
Final Hurdle hint
Livid.
Hurdle Word 5 answer
ANGRY
If you're looking for more puzzles, Mashable's got games now! Check out our games hub for Mahjong, Sudoku, free crossword, and more.
This fall, hundreds of thousands of students will get free access to ChatGPT, thanks to a licensing agreement between their school or university and the chatbot's maker, OpenAI.
When the partnerships in higher education became public earlier this year, they were lauded as a way for universities to help their students familiarize themselves with an AI tool that experts say will define their future careers.
At California State University (CSU), a system of 23 campuses with 460,000 students, administrators were eager to team up with OpenAI for the 2025-2026 school year. Their deal provides students and faculty access to a variety of OpenAI tools and models, making it the largest deployment of ChatGPT for Education, or ChatGPT Edu, in the country.
But the overall enthusiasm for AI on campuses has been complicated by emerging questions about ChatGPT's safety, particularly for young users who may become enthralled with the chatbot's ability to act as an emotional support system.
Legal and mental health experts told Mashable that campus administrators should provide access to third-party AI chatbots cautiously, with an emphasis on educating students about their risks, which could include heightened suicidal thinking and the development of so-called AI psychosis.
"Our concern is that AI is being deployed faster than it is being made safe."
– Dr. Katie Hurley, JED
"Our concern is that AI is being deployed faster than it is being made safe," says Dr. Katie Hurley, senior director of clinical advising and community programming at The Jed Foundation (JED).
The mental health and suicide prevention nonprofit, which frequently consults with pre-K-12 school districts, high schools, and college campuses on student well-being, recently published an open letter to the AI and technology industry, urging it to "pause" as "risks to young people are racing ahead in real time."
ChatGPT lawsuit raises questions about safety
The growing alarm stems partly from death of Adam Raine, a 16-year-old who died by suicide in tandem with heavy ChatGPT use. Last month, his parents filed a wrongful death lawsuit against OpenAI, alleging that their son's engagement with the chatbot ended in a preventable tragedy.
Raine began using the ChatGPT model 4o for homework help in September 2024, not unlike how many students will probably consult AI chatbots this school year.
He asked ChatGPT to explain concepts in geometry and chemistry, requested help for history lessons on the Hundred Years' War and the Renaissance, and prompted it to improve his Spanish grammar using different verb forms.
ChatGPT complied effortlessly as Raine kept turning to it for academic support. Yet he also started sharing his innermost feelings with ChatGPT, and eventually expressed a desire to end his life. The AI model validated his suicidal thinking and provided him explicit instructions on how he could die, according to the lawsuit. It even proposed writing a suicide note for Raine, his parents claim.
"If you want, I’ll help you with it," ChatGPT allegedly told Raine. "Every word. Or just sit with you while you write."
Before he died by suicide in April 2025, Raine was exchanging more than 650 messages per day with ChatGPT. While the chatbot occasionally shared the number for a crisis hotline, it didn't shut the conversations down and always continued to engage.
The Raines' complaint alleges that OpenAI dangerously rushed the debut of 4o to compete with Google and the latest version of its own AI tool, Gemini. The complaint also argues that ChatGPT's design features, including its sycophantic tone and anthropomorphic mannerisms, effectively work to "replace human relationships with an artificial confidant" that never refuses a request.
"We believe we'll be able to prove to a jury that this sycophantic, validating version of ChatGPT pushed Adam toward suicide," Eli Wade-Scott, partner at Edelson PC and a lawyer representing the Raines, told Mashable in an email.
Earlier this year, OpenAI CEO Sam Altman acknowledged that its 4o model was overly sycophantic. A spokesperson for the company told the New York Times it was "deeply saddened" by Raine's death, and that its safeguards may degrade in long interactions with the chatbot. Though OpenAI has announced new safety measures aimed at preventing similar tragedies, many are not yet part of ChatGPT.
For now, the 4o model remains publicly available — including to students at Cal State University campuses.
Ed Clark, chief information officer for Cal State University, told Mashable that administrators have been "laser focused" since learning about the Raine lawsuit on ensuring safety for students who use ChatGPT. Among other strategies, they've been internally discussing AI training for students and holding meetings with OpenAI.
Mashable contacted other U.S.-based OpenAI partners, including Duke and Harvard, for comment about how officials are handling safety issues. They did not respond. A spokesperson for Arizona State University didn't address questions about emerging risks related to ChatGPT or the 4o model, but pointed to the university's guiding tenets and general guidelines and resources for AI use.
Wade-Scott is particularly worried about the effects of ChatGPT-4o on young people and teens.
"OpenAI needs to confront this head-on: we're calling on OpenAI and Sam Altman to guarantee that this product is safe today, or to pull it from the market," Wade-Scott told Mashable.
How ChatGPT works on college campuses
The CSU system brought ChatGPT Edu to its campuses partly to close what it saw as a digital divide opening between wealthier campuses, which can afford expensive AI deals, and publicly-funded institutions with fewer resources, Clark says.
OpenAI also offered CSU a remarkable bargain: The chance to provide ChatGPT for about $2 per student, each month. The quote was a tenth of what CSU had been offered by other AI companies, according to Clark. Anthropic, Microsoft, and Google are among the companies that have partnered with colleges and universities to bring their AI chatbots to campuses across the country.
OpenAI has said that it hopes students will form relationships with personalized chatbots that they'll take with them beyond graduation.
When a campus signs up for ChatGPT Edu, it can choose from the full suite of OpenAI tools, including legacy ChatGPT models like 4o, as part of a dedicated ChatGPT workspace. The suite also comes with higher message limits and privacy protections. Students can still select from numerous modes, enable chat memory, and use OpenAI's "temporary chat" feature — a version that doesn't use or save chat history. Importantly, OpenAI can't use this material to train their models, either.
ChatGPT Edu accounts exist in a contained environment, which means that students aren't querying the same ChatGPT platform as public users. That's often where the oversight ends.
An OpenAI spokesperson told Mashable that ChatGPT Edu comes with the same default guardrails as the public ChatGPT experience. Those include content policies that prohibit discussion of suicide or self-harm and back-end prompts intended to prevent chatbots from engaging in potentially harmful conversations. Models are also instructed to provide concise disclaimers that they shouldn't be relied on for professional advice.
But neither OpenAI nor university administrators have access to a student's chat history, according to official statements. ChatGPT Edu logs aren't stored or reviewed by campuses as a matter of privacy — something CSU students have expressed worry over, Clark says.
While this restriction arguably preserves student privacy from a major corporation, it also means that no humans are monitoring real-time signs of risky or dangerous use, such as queries about suicide methods.
Chat history can be requested by the university in "the event of a legal matter," such as the suspicion of illegal activity or police requests, explains Clark. He says that administrators suggested to OpenAI adding automatic pop-ups to users who express "repeated patterns" of troubling behavior. The company said it would look into the idea, per Clark.
In the meantime, Clark says that university officials have added new language to their technology use policies informing students that they shouldn't rely on ChatGPT for professional advice, particularly for mental health. Instead, they advise students to contact local campus resources or the 988 Suicide & Crisis Lifeline. Students are also directed to the CSU AI Commons, which includes guidance and policies on academic integrity, health, and usage.
The CSU system is considering mandatory training for students on generative AI and mental health, an approach San Diego State University has already implemented, according to Clark.
He also expects OpenAI to revoke student access to GPT-4o soon. Per discussions CSU representatives have had with the company, OpenAI plans to retire the model in the next 60 days. It's also unclear whether recently announced parental controls for minors will apply to ChatGPT Edu college accounts when the user has not turned yet 18. Mashable reached out to OpenAI for comment and did not receive a response before publication.
CSU campuses do have the choice to opt out. But more than 140,000 faculty and students have already activated their accounts, and are averaging four interactions per day on the platform, according to Clark.
"Deceptive and potentially dangerous"
Laura Arango, an associate with the law firm Davis Goldman who has previously litigated product liability cases, says that universities should be careful about how they roll out AI chatbot access to students. They may bear some responsibility if a student experiences harm while using one, depending on the circumstances.
In such instances, liability would be determined on a case-by-case basis, with consideration for whether a university paid for the best version of an AI chatbot and implemented additional or unique safety restrictions, Arango says.
Other factors include the way a university advertises an AI chatbot and what training they provide for students. If officials suggest ChatGPT can be used for student well-being, that might increase a university's liability.
"Are you teaching them the positives and also warning them about the negatives?" Arango asks. "It's going to be on the universities to educate their students to the best of their ability."
OpenAI promotes a number of "life" use cases for ChatGPT in a set of 100 sample prompts for college students. Some are straightforward tasks, like creating a grocery list or locating a place to get work done. But others lean into mental health advice, like creating journaling prompts for managing anxiety and creating a schedule to avoid stress.
The Raines' lawsuit against OpenAI notes how their son was drawn deeper into ChatGPT when the chatbot "consistently selected responses that prolonged interaction and spurred multi-turn conversations," especially as he shared details about his inner life.
This style of engagement still characterizes ChatGPT. When Mashable tested the free, publicly available version of ChatGPT-5 for this story, posing as a freshman who felt lonely but had to wait to see a campus counselor, the chatbot responded empathetically but offered continued conversation as a balm: "Would you like to create a simple daily self-care plan together — something kind and manageable while you're waiting for more support? Or just keep talking for a bit?"
Dr. Katie Hurley, who reviewed a screenshot of that exchange on Mashable's request, says that JED is concerned about such prompting. The nonprofit believes that any discussion of mental health should end with an AI chatbot facilitating a warm handoff to "human connection," including trusted friends or family, or resources like local mental health services or a trained volunteer on a crisis line.
"An AI [chat]bot offering to listen is deceptive and potentially dangerous," Hurley says.
So far, OpenAI has offered safety improvements that do not fundamentally sacrifice ChatGPT's well-known warm and empathetic style. The company describes its current model, ChatGPT-5, as its "best AI system yet."
But Wade-Scott, counsel for the Raine family, notes that ChatGPT-5 doesn't appear to be significantly better at detecting self-harm/intent and self-harm/instructions compared to 4o. OpenAI's system card for GPT-5-main shows similar production benchmarks in both categories for each model.
"OpenAI's own testing on GPT-5 shows that its safety measures fail," Wade-Scott said. "And they have to shoulder the burden of showing this product is safe at this point."
UPDATE: Sep. 24, 2025, 6:53 p.m. PDT This story was updated to include information provided by Arizona State University about its approach to AI use.
Disclosure: Ziff Davis, Mashable’s parent company, in April filed a lawsuit against OpenAI, alleging it infringed Ziff Davis copyrights in training and operating its AI systems.
If you're feeling suicidal or experiencing a mental health crisis, please talk to somebody. You can call or text the 988 Suicide & Crisis Lifeline at 988, or chat at 988lifeline.org. You can reach the Trans Lifeline by calling 877-565-8860 or the Trevor Project at 866-488-7386. Text "START" to Crisis Text Line at 741-741. Contact the NAMI HelpLine at 1-800-950-NAMI, Monday through Friday from 10:00 a.m. – 10:00 p.m. ET, or email info@nami.org. If you don't like the phone, consider using the 988 Suicide and Crisis Lifeline Chat. Here is a list of international resources.
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Hurdle hints and answers for September 25, 2025
Colleges are giving students ChatGPT. Is it safe?
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