Update to YouTube monetization (2021)

Do you know how YouTube monetizes your videos?

(TL:DR)

YouTube can now place ads in front of content without your consent, which is an issue for brands who have chosen not to have advertising in front of their videos
Brands need to focus on their content and channel strategy for YouTube to minimise the impact advertising has on the user journey
Brands can join the YouTube Partner Programme (YPP) and turn off the monetisation settings to solve the problem, but joining requires your channel to meet certain criteria

‘YouTube has the right to monetise all content on the platform, and ads may appear on videos from channels not in the YouTube Partner Programme.’
(YouTube, May 2021)

What has changed?

In November 2020, YouTube announced that they would be making changes to their monetisation terms of service in the United States and that these terms would eventually be rolled out in mid-2021 across the globe.

As of 1st June 2021, YouTube will begin putting ads against videos on channels all over the world. This means that channels of any size may now see ads run on their videos if they meet YouTube’s “Advertiser-Friendly Guidelines”. YouTube is not obliged to notify creators when ads are showing on their content.

Prior to the update, only channels who were members of the YouTube Partner Programme (YPP) were able to monetise their videos by allowing ads to run against them. The new terms will be mandatory for all channels and brands will need to accept in order to continue using YouTube.

Why does it matter for brands?

It’s clear that the update will impact both corporate brands as well as smaller businesses and content creators building their presence on the platform.

For brands, there is the issue of control. Having ads placed on and around your videos within YouTube is one concern but a bigger concern is that YouTube players are embedded on many brands’ websites. If you are not part of the YPP, YouTube has the discretion to sell ads against your content to anyone.

What can brands do about it?

Time will tell how much of an impact this will have on brands and how they will use the platform going forward.

It is important to note that not all content will have advertising in front of it. It will be placed sporadically and will be based on the habits of users watching your content.

We also must remember that YouTube is not doing this to directly persecute brands, but rather, considering YouTube is a free platform, they are finding ways to monetise the platform’s creators.

We advise that you look at joining the YPP. If you are a member, you will have the opportunity to turn off ads against your videos.

This, however, does not solve the immediate problem for smaller businesses and content creators who do not qualify for the YPP. Channels are required to have accrued 4,000 total hours of watch time over the last 12 months and have more than 1,000 subscribers. So, for smaller businesses who want full control over their YouTube content, now is the time to put in place a growth strategy to get you onto the programme.

Need help?

We are YouTube experts who will help manage, integrate, optimise, amplify and evaluate your YouTube content and channel, ensuring you reach the right audience and drive high quality engagement and action rates. Get in touch to find out how we can help with your YouTube marketing strategy: stuart@navigatevideo.com

Navigate Video NewsStuart StubbsFebruary 3, 2022