The Google subsidiary is seeking to regain the trust of advertisers by raising the accessibility criteria for video monetization.
Bad news for Youtubeurs: now, it’s not enough to make more than 10,000 views on a video to start receiving advertising revenue. To regain the trust of advertisers, the Google subsidiary has decided to tighten its access rules to the ” YouTube new policy 2018 .
As of February 20, the channels will have at least 1,000 subscribers and 4,000 hours of viewing time over the previous year to monetize their videos on the platform. This is a necessary but not sufficient condition. YouTube still reserves the right to remove advertising from channels that violate its policies.
YouTube refuses to say how many channels will close the ad tap. But according to the group, 99% of affected creators today earn less than $ 100 a year. Cyprien or Squeezie do not have to worry.
At the bedside of advertisers
Second important change: YouTube will greatly simplify the way it allows advertisers to select the types of content they want their ads to appear on. The platform has divided its inventory into three parts, depending on the more or less secure nature of the videos. Advertisers reluctant to attach their name to any floral subject or vaguely suggestive image will one click choose the most prudent option, even to reduce the scope of their campaigns.
To top it off, YouTube has also promised to comb through its premium inventory, Google Preferred. Billed more expensive to advertisers, this subset includes the 5% of channels on which the engagement of the users is the strongest. The group has committed to manually review the videos currently enjoying the label, which should take him until the end of March for France. And all new “Preferred” content will be endorsed by humans in the future.
2017, a year of brand boycotts
With this salvo of ads ,; Youtube is looking to end a series of controversies that began last March when leading brands generating millions of advertising dollars, such as AT & T, Verizon, Pepsi, McDonald’s, L’Oreal and Walmart, pulled out of platform to no longer be associated with videos inciting hatred or terrorism.
In response to this “very small” problem, the platform announced in April a first update of its advertising use policy. The idea was to integrate more artificial intelligence into the system and give more control to advertisers on where they appear. It was also at this point that Youtube set the threshold of 10,000 views for a creator before starting to monetize his videos. But it was not enough.
Will these changes be sufficient? Youtube has to juggle on one side with the requirements of advertisers, who try to reach a young audience through their advertising, but also with the complaints of many creators, who believe that the platform should allow them more to monetize their work.
The Google subsidiary, which derives the majority of its revenues from advertising, ensures that these decisions aim to keep “spammers, imitators and bad people away … while continuing to reward those who make their platform great “.
To achieve this, the group intends to continue hiring in 2018, to reach 10,000 people dedicated to the validation of content in the course of the year. This army of moderators will not miss work: 400 hours of content are posted every minute on the portal.