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Kevin Stratvert produces videos at his home in Seattle.
Tara Brown

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.”

That might have to do with the reach of Microsoft’s products. The company held 86% of the email and authoring market in 2020, according to technology research firm Gartner, with 1.2 billion Office users.

Not every one of those 1.2 billion knows how to do everything in Office, though, and people also need to keep up with the latest updates that Microsoft pumps out. Videos from Stratvert and his YouTube contemporaries are helping with that — and sometimes getting more eyeballs than Microsoft’s official videos.

Much better off

Stratvert arrived at Microsoft in 2006, the same year Google acquired YouTube for $1.65 billion. His first YouTube video showed footage from a drone flying over a town in New Jersey. Then Stratvert filmed videos of his travels in the Puget Sound and beyond. How-to videos and gadget-review videos followed.

In 2017 he posted his first Microsoft-related video, in which he toured treehouses on the company’s campus with his wife, Kerry Stratvert, a manager at the company. In the video description, he included a disclosure saying that he was a Microsoft employee.

Two months after the treehouse video, Stratvert was working on the small development team behind Office.com, a website that gives fast access to online versions of Excel spreadsheets and other Office documents. The site was not well known, especially compared with Office applications for PCs, so Stratvert and colleagues asked their peers in marketing if they could spread the word about Office.com. The marketers didn’t have enough resources to help, Stratvert said.

So Stratvert produced a video showing how people could use Office.com to get most features of Microsoft Office free of charge. It performed well, and his manager told him he had done a good job.

He went on to make videos about Excel, Outlook, PowerPoint, Teams, Windows and Word. Microsoft employees on other teams noticed and started asking him to make videos about their products. They saw how many people were watching and recognized that getting him to talk about their products could bring in new users, which in turn could mean more favorable employee reviews.

“It’s almost like teams appreciate that there’s this other outlet that’s kind of unofficial,” he said.

Then, in July 2020, months after the pandemic sent the Stratverts home, he gave up his position at Microsoft and began making five times as many videos as he was before. He no longer needed to include disclosures in videos that he was a Microsoft employee, and he could talk more freely about competing products such as Slack and Zoom.

YouTube users have hit the subscribe button. Today he has 85% more subscribers than the official Microsoft 365 YouTube channel focused on Teams and other Office applications, which he said has a team of 20 to 30 people producing content.

“Economically I’m much better off,” he said. His wife still works at Microsoft.

Promoting external creators

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.

Microsoft wanted more people like Tholfsen. The company formed a group to help people working on different products learn how to build sizable YouTube channels, said Jon Levesque, who posted YouTube videos as a senior platform evangelist at Microsoft before taking a job at DocuSign in March. There were issues at times. Some employees asked why they were concentrating on a service owned by a top competitor, and teams didn’t always agree with everything that employee-creators said in videos, Levesque said.

The effort didn’t get far, and Microsoft began promoting videos from non-employees instead, with the establishment of the Microsoft Creators Program. The company started including outsiders’ videos in its video playlists, and it offered to use their videos for customer support. That led to some additional video views, said Jason Sele, whose YouTube channel goes by the name Sele Training. In late June, Microsoft announced plans to put the program on pause.

Among the dozens of people who joined the Creators Program, the most popular is Leila Gharani, a software instructor in Vienna, with over 900,000 subscribers. After picking up skills in Excel and other software on the job, Gharani began teaching classes in person and online. She made her YouTube debut in 2016, with the hope of enhancing her filming skills.

The channel took off, and that brought in money, plus it drew more students to her premium courses, which her company, XelPlus, continues to offer. With the company growing, her husband left his position as a chief financial officer to join her. They brought on an editor and a writer, too.

Many of Gharani’s YouTube videos detail parts of Excel. That doesn’t mean she completely ignores the competition. One of her more popular videos in 2020 was called “Google Sheets BEATS Excel with THESE 10 Features!”

Like Stratvert, Gharani has heard from Microsoft employees. After she posted a video on the Whiteboard app, a program manager said the team loved her video and offered to show her updates that were coming soon. The program manager didn’t tell her to make a video but instead wanted to see if she thought the enhancements would be video-worthy, Gharani said.

She said users might ascribe greater authority to YouTube creators who work at Microsoft, unlike her.

“People appreciate that they’re at Microsoft,” she said. “‘They must know what they’re saying. They’re not going to say it if it’s not true. That authority thing does come with it. But not a lot.”

Jason Sele makes YouTube videos from a high-tech RV.
Jason Sele

It hasn’t stopped Gharani from growing into a major entity. She boasts more subscribers than almost all of Microsoft’s YouTube accounts. The Xbox channel remains a top attraction, with over 4 million subscribers.

Sele would love the type of YouTube success that Gharani and Stratvert have had. Videos of his that contain tips and tricks on Excel and other applications have received more than 1 million views, but he’s not an on-camera star. Sele, who makes videos from his RV after 25 years of exposure to Microsoft products as a director of information technology, narrates while giving all the visual attention to the video feed from his computer. He said he spends time carefully writing and editing scripts before hitting record. The YouTube money is enough to live on, he said.

He said he isn’t worried about competing with Microsoft. “They’ll crank out all this training, but it really isn’t training you can just hand to your employees,” he said. “It’s either too high-level or low-level.”

Entertainment

While YouTube has no shortage of software walk-throughs, YouTube is more than just a destination for careful learning. It’s a venue for entertainment. Gharani gets that.

“It’s more passive, they don’t have to really concentrate,” she said of people who watch her videos. “They can let themselves also think about other things and come back and just watch and still get something out of it. You can’t get that out of writing.”

She strives to keep her YouTube videos moving along at a fast pace. She doesn’t want the videos to be too boring. Otherwise she won’t have many people watching.

“It’s not necessary that they actually learn something, but they just see the potential that they could learn something, or they feel like they’ve learned something,” she said. Her online courses have a different purpose. There’s no background music, they’re slower, and there’s less of her talking on camera.

The thumbnail images for her videos on YouTube always show her face, and her channel uses her full name, rather than some jumble of words such as OfficeIsSuperGreat, which helps her work stand out in search results.

The same can be said about Stratvert’s channel.

But his videos can be longer. Some run well past 20 or 30 minutes. He keeps them from becoming tedious by talking about how he uses software inside his made-up corporation, the Kevin Cookie Company. In one video about holding webinars in Teams, Kerry Stratvert made an appearance, posing as a Kevin Cookie Company employee who wanted to air her concerns. As the person running the meeting, he turned off her microphone and camera, demonstrating what webinar hosts can do in that situation in real life.

For years she had called Stratvert’s YouTube channel a hobby and pointed out that he hadn’t recouped the investment in production equipment. She didn’t think he could ever go full time. Then, last year, he did.

“It’s done extremely well,” he said. “My wife looks at that — ‘Oh, man, working at home, cranking out a video a day, maybe I should do this, too. Maybe I should pull together videos.’ Same with her sister, too.”

WATCH: These Big Tech investors discuss strategies, their Microsoft positions

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Americans are heating their homes with bitcoin this winter

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Americans are heating their homes with bitcoin this winter

As winter’s chill settles in across the U.S., and electricity bills become a bigger budgeting issue, most Americans will rely on their usual sources of warmth, such as home heating oil, natural gas, and electric furnaces. But in a few cases, crypto is generating the heat, and if some of the nascent crypto heat industry’s proponents are correct, someday its use as a source within homes and buildings will be much more widespread.

Let’s start with the basics: the computing power of crypto mining generates a lot of heat, most which just ends up vented into the air. According to digital assets brokerage, K33, the bitcoin mining industry generates about 100 TWh of heat annually — enough to heat all of Finland. This energy waste within a very energy-intense industry is leading entrepreneurs to look for ways to repurpose the heat for homes, offices, or other locations, especially in colder weather months.

During a frigid snap earlier this year, The New York Times reviewed HeatTrio, a $900 space heater that also doubles as a bitcoin mining rig. Others use the heat from their own in-home cryptocurrency mining to spread warmth throughout their house.

“I’ve seen bitcoin rigs running quietly in attics, with the heat they generate rerouted through the home’s ventilation system to offset heating costs. It’s a clever use of what would otherwise be wasted energy,” said Jill Ford, CEO of Bitford Digital, a sustainable bitcoin mining company based in Dallas. “Using the heat is another example of how crypto miners can be energy allies if you apply some creativity to their potential,” Ford said.

It’s not necessarily going to save someone money on their electric bill — the economics will vary greatly from place to place and person to person, based on factors including local electricity rates and how fast a mining machine is — but the approach might make money to offset heating costs.

“Same price as heating the house, but the perk is that you are mining bitcoin,” Ford said.

A single mining machine — even an older model — is sufficient. Solo miners can join mining pools to share computing power and receive proportional payouts, making returns more predictable and changing the economic equation.  

“The concept of using crypto mining or GPU compute to heat homes is clever in theory because almost all the energy consumed by computation is released as heat,” said Andrew Sobko, founder of Argentum AI, which is creating a marketplace for the sharing of computing power. But he added that the concept makes the most sense in larger settings, particularly in colder climates or high-density buildings, such as data centers, where compute heat shows real promise as a form of industrial-scale heat recapture.

To make it work — it’s not like you can transport the heat somewhere by truck or train — you have to identity where the computing heat is needed and route it to that place, such as co-locating GPUs in environments from industrial parks to residential buildings.

“We’re working with partners who are already redirecting compute heat into building heating systems and even agricultural greenhouse warming. That’s where the economics and environmental benefits make real sense,” Sobko said. “Instead of trying to move the heat physically, you move the compute closer to where that heat provides value,” he added.

Why skeptics say crypto home heating won’t work

There are plenty of skeptics.

Derek Mohr, clinical associate professor at the University of Rochester Simon School of Business, does not think the future of home heating lies in crypto and says even industrial crypto is problematic.

Bitcoin mining is so specialized now that a home computer, or even network of home computers, would have almost zero chance of being helpful in mining a block of bitcoin, according to Mohr, with mining farms use of specialized chips that are created to mine bitcoin much faster than a home computer.

“While bitcoin mining at home — and in networks of home computers — was a thing that had small success 10 years ago, it no longer is,” Mohr said.

“The bitcoin heat devices I have seen appear to be simple space heaters that use your own electricity to heat the room … which is not an efficient way to heat a house,” he said. “Yes, bitcoin mining generates a lot of heat, but the only way to get that to your house is to use your own electricity,” Mohr said.

He added that while running your computer non-stop would generate heat, it has a very low probability of successfully mining a bitcoin block.

“In my opinion, this is not a real opportunity that will work. Instead it is taking advantage of things people have heard of — excess heat from bitcoin mining and profits from mining — and is giving false hope that there is a way for an individual to benefit from this,” Mohr said.

But some experts say more widespread use of plug-and-play, free-standing mining rigs, might make the concept viable in more locations over time. In the least, they say it is worth studying the dual use economic and environmental benefits based on the underlying fact that crypto mining generates significant heat as a byproduct of the computer processing.

“How can we capture the excess heat from the operation to power something else? That could range from heating a home to warming water, even in a swimming pool. As a result, your operating efficiency is higher on your power consumption,” said Nikki Morris, the executive director of the Texas Christian University Ralph Lowe Energy Institute.

She says the concept of crypto heating is still in its earliest stages, and most people don’t yet understand how it works or what the broader implications could be. “That’s part of what makes it so interesting. At Texas Christian University, we see opportunities to help people build both the vocabulary and the business use feasibility with industry partners,” Morris said.

Because crypto mining produces a digital asset that can be traded, it introduces a new source of revenue from power consumption, and the power source could be anything from the grid to natural gas to solar to wind or battery generation, according to Morris. She cited charging an electric vehicle at mixed-use buildings or apartment complexes as an example.

“Picture a similar scenario where an apartment complex’s crypto mining setup produces both digital currency and usable heat energy. That opens the door to distributed energy innovation to a broader stakeholder base, an approach that could complement existing heating systems and renewable generation strategies,” Morris said.

There are many questions to explore, including efficiency at different scales, integration with other energy sources, regulatory considerations, and overall environmental impact, “but as these technologies evolve, it’s worth viewing crypto heating not just as a curiosity, but as a small window into how digital and physical energy systems might increasingly converge in the future,” Morris said.

Testing bitcoin heat in the real world

The crypto-heated future may be unfolding in the town of Challis, Idaho, where Cade Peterson’s company, Softwarm, is repurposing bitcoin heat to ward off the winter.

Several shops and businesses in town are experimenting with Softwarm’s rigs to mine and heat. At TC Car, Truck and RV Wash, Peterson says, the owner was spending $25 a day to heat his wash bays to melt snow and warm up the water.

“Traditional heaters would consume energy with no returns. They installed bitcoin miners and it produces more money in bitcoin than it costs to run,” Peterson said. Meanwhile, an industrial concrete company is offsetting its $1,000 a month bill to heat its 2,500-gallon water tank by heating it with bitcoin.

Peterson has heated his own home for two-and-a-half years using bitcoin mining equipment and believes that heat will power almost everything in the future. “You will go to Home Depot in a few years and buy a water heater with a data port on it and your water will be heated with bitcoin,” Peterson said. 

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These underperforming groups may deliver AI-electric appeal. Here’s why.

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These underperforming groups may deliver AI-electric appeal. Here's why.

Reshoring and infrastructure products could be the next ETF play after AI, say ETF experts

Industrial and infrastructure stocks may soon share the spotlight with the artificial intelligence trade.

According to ETF Action’s Mike Atkins, there’s a bullish setup taking shape due to both policy and consumer trends. His prediction comes during a volatile month for Big Tech and AI stocks.

“You’re seeing kind of the old-school infrastructure, industrial products that have not done as well over the years,” the firm’s founding partner told CNBC’s “ETF Edge” this week. “But there’s a big drive… kind of away from globalization into this reshoring concept, and I think that has legs.”

Global X CEO Ryan O’Connor is also optimistic because the groups support the AI boom. His firm runs the Global X U.S. Infrastructure Development ETF (PAVE), which tracks companies involved in construction and industrial projects.

“Infrastructure is something that’s near and dear to our heart based off of PAVE, which is our largest ETF in the market,” said O’Connor in the same interview. “We think some of these reshoring efforts that you can get through some of these infrastructure places are an interesting one.”

The Global X’s infrastructure exchange-traded fund is up 16% so far this year, while the VanEck Semiconductor ETF (SMH), which includes AI bellwethers Nvidia, Taiwan Semiconductor and Broadcom, is up 42%, as of Friday’s close.

Both ETFs are lower so far this month — but Global X’s infrastructure ETF is performing better. Its top holdings, according to the firm’s website, are Howmet Aerospace, Quanta Services and Parker Hannifin.

Supporting the AI boom

He also sees electrification as a positive driver.

“All of the things that are going to be required for us to continue to support this AI boom, the electrification of the U.S. economy, is certainly one of them,” he said, noting the firm’s U.S. Electrification ETF (ZAP) gives investors exposure to them. The ETF is up almost 24% so far this year.

The Global X U.S. Electrification ETF is also performing a few percentage points better than the VanEck Semiconductor ETF for the month.

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How tariffs and AI are giving secondhand platforms like ThredUp a boost

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How tariffs and AI are giving secondhand platforms like ThredUp a boost

At ThredUp‘s 600,000-square-foot warehouse in Suwanee, Georgia, roughly 40,000 pieces of used clothing are processed each day. The company’s logistics network — four facilities across the U.S. — now rivals that of some fast-fashion giants.

“This is the largest garment-on-hanger system in the world,” said Justin Pina, ThredUp’s senior director of operations. “We can hold more than 3.5 million items here.”

Secondhand shopping is booming. The global secondhand apparel market is expected to reach $367 billion by 2029, growing almost three times faster than the overall apparel market, according to GlobalData.

President Donald Trump’s tariffs were billed as a way to bring manufacturing back home. But the measures hit one of America’s most import-dependent industries: fashion.

About 97 percent of clothing sold in the U.S. is imported, mostly from China, Vietnam, Bangladesh and India, according to the American Apparel and Footwear Association.

For years, Gen Z shoppers have been driving the rise of secondhand fashion, but now more Americans are catching on.

“When tariffs raise those costs, resale platforms suddenly look like the smart buy. This isn’t just a fad,” said Jasmine Enberg, co-CEO of Scalable. “Tariffs are accelerating trends that were already reshaping the way Americans shop.”

For James Reinhart, ThredUp’s CEO, the company is already seeing it play out.

“The business is free-cash-flow positive and growing double digits,” said Reinhart. “We feel really good about the economics, gross margins near 80% and operations built entirely within the U.S.”

ThredUp reported that revenue grew 34% year over year in the third quarter. The company also said it acquired more new customers in the quarter than at any other time in its history, with new buyer growth up 54% from the same period last year.

“If tariffs add 20% to 30% to retail prices, that’s a huge advantage for resale,” said Dylan Carden, research analyst at William Blair & Company. “Pre-owned items aren’t subject to those duties, so demand naturally shifts.”

Inside the ThredUp warehouse, where CNBC got a behind-the-scenes look. automation hums alongside human workers. AI systems photograph, categorize, and price thousands of garments per hour. For Reinhart, the technology is key to scaling resale like retail.

“AI has really accelerated adoption,” said Reinhart. “It’s helping us improve discovery, styling, and personalization for buyers.”

That tech wave extends beyond ThredUp. Fashion-tech startups Phia, co-founded by Phoebe Gates and Sophia Kianni, is using AI to scan thousands of listings across retail and resale in seconds.

“The fact that we’ve driven millions in transaction volume shows how big this need is,” Gates said. “People want smarter, cheaper ways to shop.”

ThredUp is betting that domestic infrastructure, automation, and AI will keep it ahead of the curve, and that tariffs meant to revive U.S. manufacturing could end up powering a new kind of American fashion economy.

“The future of fashion will be more sustainable than it is today,” said Reinhart. “And secondhand will be at the center of it.”

Watch the video to learn more.

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