With a flick of a cursor and a click of a button, YouTube transports us to a dimension teeming with vibrant personalities, breathtaking visuals, and heart-stopping adventures. It’s a symphony of sound and sight, an epic tale woven by the imaginative genius of creators from all corners of the globe. One significant aspect of the YouTube ecosystem is its monetisation program, which allows creators to earn revenue from their videos based on certain eligibility criteria. However, recently, YouTube announced lowering its monetisation criteria in certain countries. While the creators have welcomed this decision wholeheartedly, many experts think otherwise. Let us navigate through the various reasons why this could turn out to be an unfavourable decision for brands.
The recent announcement
Creators with 500 subscribers, three uploads in three months or 3,000 watch hours in the past year or 3 million Shorts views in three months, will now be eligible for the Youtube Partner Program. Earlier to the announcement, a creator needed at least 1,000 subscribers and either 4,000 watch hours in the past year or 10 million Shorts views in the last 90 days to qualify for YPP.
YouTube is applying this new eligibility criteria in the U.S., the U.K., Canada, Taiwan, and South Korea. However, it plans on lowering the monetisation criteria in many other countries at the earliest too.
While this can be a welcoming opportunity for small creators who can earn for their creativity, it might result in many difficult situations for the brand, eventually tarnishing its goodwill. Let us understand why lowering the criteria for the monetisation program is not a good step.
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Low Quality Content
While opening the doors to more creators can be beneficial, it also comes with the risk of lower-quality content flooding the platform. Lowering the monetisation criteria might attract creators primarily motivated by financial gain rather than a genuine passion for creating high-quality videos. As a result, YouTube might experience an increase in poorly produced or spammy content that could degrade the overall user experience and potentially drive away audiences.
Implications for Advertisers and Revenue Generation
Lowering the monetisation criteria could impact YouTube’s advertising revenue. With more creators qualifying for monetisation, the ad space available for advertisers would become more fragmented. Advertisers might find it challenging to target their ads effectively or achieve desired reach and engagement. This could potentially lead to a decline in the value of ads on YouTube, affecting the revenue generated by the platform and the earnings of creators.
The strain on YouTube’s Moderation System
An influx of new creators could place an additional burden on YouTube’s moderation system. As the number of monetised channels increases, the platform would need to dedicate more resources to monitor content and ensure adherence to community guidelines. Maintaining quality control and tackling issues such as copyright infringement, hate speech, or inappropriate content might become more challenging, potentially compromising the overall user experience and reputation of the platform.
Brand Association with Controversial or Inappropriate Content
Lowering the monetisation eligibility criteria could attract creators who are primarily motivated by financial gain, rather than a genuine commitment to producing high-quality and brand-safe content. This increase in creators might lead to a rise in controversial or inappropriate content that may not align with a brand’s values or target audience. If a brand’s advertisement is displayed alongside such content, it could damage the brand’s reputation and negatively impact consumer perception.
To mitigate these potential threats to brand safety, YouTube would need to invest in robust content moderation tools, enhance its algorithms for ad placement, and improve transparency and control for advertisers. Stricter enforcement of guidelines and clearer communication with creators would also be necessary to maintain a brand-safe environment for advertisers. Ultimately, while lowering the monetisation eligibility may expand opportunities for creators, it would require careful consideration and implementation to ensure brand safety remains a top priority for YouTube and its advertising partners.
