Hey there! We have a couple quick YouTube news-y bits to talk about today!
Barbara posted a video to Creator Insider last night talking about work the team is doing to help creators earn more money on videos with the yellow $ icons indicating “limited or no ads.”
The two things that comprise the solution are further stepping up self-reporting from creators and helping advertisers differentiate between the different kinds of limited-ads content.
YouTube had previously began experimenting with making creators validate that their videos meet the ad-friendly guidelines prior to monetizing, or in what ways they specifically don’t meet those guidelines. This was both to help improve the accuracy of the automatic tool which “demonetizes” videos, and to keep creators accountable for what videos they monetize.
Tim, the guest in the video from the ads team, said that they’re also using this data to help advertisers filter through “yellow icon” videos to determine which videos are “edgy but okay to monetize” versus completely inappropriate. Basically, the “limited ads” vs “no ads” content. This way, advertisers who are still okay with advertising on edgier content but had avoided the yellow icon category before will go back to investing in this content, helping creators earn more money.
This is great, and will hopefully help bring back the revenue streams for a lot of creators over time.
Secondly, Susan Wojcicki, CEO of YouTube, tweeted out an apology for the “frustration and hurt” caused by the emails sent out announcing the new verification program changes that I wrote about yesterday.
This might be a new record for the fastest turnaround time for a direct response from Susan or YouTube about an issue that has caused backlash. I’m impressed.
That being said, “we missed the mark” is definitely the slogan of YouTube’s communication branch, and they should definitely consider investing more into PR or publicity experts to help them stop messing things up so much. As I covered yesterday, the goals of the changes are great, simply the way of approaching it was not.
Susan says that they’re working to address our concerns, and I look forward to how they “fix” this.
In one of the quickest pivots in YouTube communication history, Susan Wojcicki has already released a new announcement stating that YouTube channels which currently have verification will now be able to keep their verified checkmark without appeal.
Not only that, but YouTube will also keep the verification application open for channels with 100,000 or more subscribers, while integrating the previously-stated verification requirements into the new process.
Lastly, the new look for the verification badge will be postponed until next year.
You can read more about the original decision and subsequent mind-changing here. You can read more about the eligibility requirements for verification here.
This is obviously a big win for creators, and I could not be happier, etc. I felt pretty confident in my appeal for my main channel - though for other creators, proving you have “reputable publications which have written about you” (a requirement for the appeal) might prove difficult - but assumed my side channel would be rejected.
While I don’t mean to move goalposts or anything, and I will remain optimistic about this, it does raise some questions regarding how quickly they turned this around. What other factors motivated this decision? How strong were those motivations if they were able to so quickly backpedal? Did they assume there would be backlash and thus already have this backup plan ready?
Everything about this was uncharacteristic of YouTube and a little… weird to say the least. But hey, creators of all sizes can breathe a sigh of relief on the matter for now.
Tech educator, '90s and '00s Nostalgia Nerd, Pixel and Framerate Junkie. 12 years on YouTube is a loooong time.