YouTube is instituting sweeping changes to its Google Preferred program in a bid to reassure advertisers of its integrity as an advertising platform. Read about these YouTube advertiser changes and prepare your channel.
One of the significant YouTube advertiser changes announced was the introduction of manual reviews for videos included in the program. The site said in a statement that human reviewers will be curating the content of each channel. It added that ads will only run on videos and channels that have passed its guidelines.
We've made updates to the YouTube Partner Program to strengthen our community & prevent impersonators + spammers from harming our platform.
We understand this affects many channels, but believe it's necessary to protect our creators.
For the full update https://t.co/phnMnAHDaD
— YouTube Creators (@YTCreators) January 16, 2018
Google Preferred is a YouTube program where advertisers pay to place their ads on the site’s most popular content. YouTube CEO Susan Wojcicki hinted at the introduction of manual reviews for the program in December when she announced plans to get around 10,000 reviewers appointed this year.
YouTube expects to complete the manual review of Google Preferred channels by mid-February in the US, and by the end of March in other territories.
Aside from the above YouTube advertisers changes, the site also announced a revamp of the criteria for joining the YouTube Partner Program. Under the new guidelines, only channels which have already accumulated more than 10,000 views during the last year will be eligible to join. Additionally, they are required to have accumulated over 4000 watch time hours in the last 12 months, and have over 1000 subscribers for their videos to be monetized. Many have reacted harshly:
Fuck YouTube and there new policy changes demonetizing my channel, all that hard work right down the drain. #FuckYouTube
— OfficialMagisto (@OfficialMagisto) January 17, 2018
Others have taken a more… Sober approach:
Attention people who are mad about "YouTube policy changes."
If you get less than 4000 hours of watch time per year, you're not even making $100. You have much bigger problems than this policy change.
— Derek Halpern (@derekhalpern) January 18, 2018
YouTube said that the new criteria will help identify and protect creators producing quality content while weeding out spammers, impersonators, and other bad actors. It added that it will continuously monitor other signals like community strikes and abuse flags to better block inappropriate videos from getting monetized.
The new criteria are set to be implemented starting Feb. 20, 2018. Any channel which fails to meet the requirements will be stripped of monetization. They can still be re-evaluated later once they reach the required watch time.
The latest YouTube advertiser changes have a large impact on both advertisers and creators. Brands now know that their ads won’t end up being placed alongside undesirable content which can hurt their images.
Meanwhile, creators need to exert extra effort to meet the guidelines set by YouTube. Aside from the ranking algorithms, you now have to contend with human reviewers. Setting up a stringent editorial review process will help ensure that your videos meet the guidelines for publication. Our gorilla had a thought about the other issues:
…If ONLY there was a place where you could BUY those metrics…
(Make a LONG video, and buy some VIEWS!) 😉 pic.twitter.com/Wo43aVlsh2
— Devumi (@devumi) January 17, 2018
If you want to stay in the Partner Program, you can get some help from us. Use the following services to boost your channel to the point where it meets the new requirements:
Note that these are not just for maintaining your required statistics. Use these services to attract more people to your channel and ensure that you are seen as a quality creator on the platform. It’s time for you to take social proof seriously.
The recently announced YouTube advertiser changes have a significant effect on all the members of its community. Whether you are a channel owner or an advertiser, you have to be prepared to deal with the impact of these developments. Take these changes into account when planning your overall YouTube marketing strategy to ensure success.