YouTube is the home of the viral video, the term for a video that spreads quickly to a large audience on the Internet. Marketers can use other social media avenues, such as Facebook or Twitter, to direct consumers to YouTube videos as a way of trying to get the videos to catch fire with the public.
Smart marketing tactics have always been very important for small businesses as they cannot directly lock horns with the bigger names in the industry. Over the past decade, with the increased involvement of the internet in our lives, business strategies have also changed. The prime focus has shifted from television to computer screens. To any business looking to grow using the web, YouTube has to be one of the most important platforms.
With over 2 billion views a day, YouTube is the second most visited site in the world. YouTube originally was a platform to share short videos with people. But over the years it has grown into an extremely powerful tool. It is an essential tool for any business or individual looking to reach a large number of people. The fact that it is extremely easy to use, and provides a brilliant platform for communication adds to its appeal.
Last week, big advertisers such as AT&T pulled ads from YouTube, inreaction to being matched with content that was deemed racist or inappropriate. YouTube has since said they are fine-tuning how people make money on YouTube in general, but content creators on the platform say their channels are being unfairly affected by changes they do not understand.
Figuring out how to make money consistently on YouTube is a bit of a struggle: while creators can get revenue from from ads, individual views don’t account for much money until they reach the hundreds of thousands. Making sure your videos can reliably have ads matched with them is essential for creators being able to have long term revenue. Six months ago, when YouTube introduced guidelines that outlined certain political content as inappropriate for monetization, creators like Philip DeFranco reacted with frustration, fearing their channels were over.
What is monetization?
Monetization is the process of converting or establishing something into legal tender. While it usually refers to the coining of currency or the printing of banknotes by central banks, it may also take the form of a promissory currency.
Earlier this year, the YouTube content creation community, advertisers, and YouTube itself were struggling to find an agreeable way to monetize videos. Advertisers want their adsdisplayed on relevant videos but don't want them shown on controversial or inappropriate videos.
YouTube and content creators both want to maximize ad placement to increase profits.
Numerous companies including AT&T and Verizon pulled their ads from Google and YouTube a few months ago after they appeared on content promoting terrorism and hate speech. There were also numerous stores of videos being taken down due to false copyright or content ID claims.
As a result, YouTube has announced a new feature to the Video Manager that makes it easier for content creators to understand the policies and their videos. Three icons can now appear next to a video on the Creator Studio. The first is a green dollar sign which indicates your video is earning money from the broadest set of advertisers as well as YouTube Red. This is no change from the previous policy.
The next classification is a yellow dollar sign, which means creators are still earning from YouTube Red but there are limited or no ads on the standard YouTube platform. This applies to videos that don't meet YouTube's advertising guidelines and is not suitable for all advertisers. The final classification is a crossed-out dollar sign. This means the video in question will not get any money from ads or YouTube because of Copyright strikes, Content ID claims, or a Community Guidelines strike.
The new policies don't change the amount of money earned by creators. Rather, they make the process more transparent and give creators an easy way to launch an appeal if they believe their videos have been incorrectly classified.