On April 6, Youtube published a blog outlining its revised vetting policy for new channels looking to make money through their YouTube Partner Program (YPP). Under this new requirement, channels will need to have at least 10,000 views across their videos before they can be considered. According to the post, it is part of a plan to “help ensure creator revenue continues to grow and end up in the right hands.”
But is viewcount an adequate metric for the veracity of a video or channel, or may the ruling produce unintended consequences for uploaders and brands alike? With the focus being directed towards quantity, what will happen to the quality of video engagement?
How to reward uploaders while helping brands
There has been much discussion about the policy change, the goal to reduce the chances for brands to have their videos run alongside a video of ‘questionable content’. However as view count can be purchased, the minimum limit does little to resolve their main challenge – how to reward people for great quality content while keeping brands happy.
There are some benefits for introducing some sort of limit – not for the brands, but for the content creators. It will hopefully help to reduce the number of channels who steal content to make a quick buck.
Verification, Verification, Verification…
Newsflare specialises in authenticating and distributing compelling user generated content to news organisations and production companies. In dealing daily with verification and copyright issues, our team are aware of the problems that content creators and publishers face when approaching pirated content.
Newsflare contributor David Freiheit is one Youtuber who has seen his content stolen by channels looking to make a quick buck. Two years ago, Freiheit rode the wave of internet stardom when his video of a squirrel stealing his GoPro achieved close to three million views on Youtube. His channel ‘Vivafrei’ has been the target of online video piracy ever since.
“It actually happens quite frequently with my more popular videos (and even with some of my less popular videos),” he wrote.
“[…] if someone has racked up 100,000 views by ripping off my video, it’s not so much that I depend on that $100 to live – it’s just that they certainly don’t deserve to derive any revenue by misappropriating the fruits of my creative labor!”
So how do we prevent these channels from getting away with it? And with the rise of services offering paid Youtube views, how do we make sure the stats are telling the truth when establishing the veracity of a video or channel?
“We check the user’s social media history, reverse image search the video and interview the filmer. Re-uploaders don’t stand to benefit as we don’t stand for any nonsense whatsoever when it comes to copyright” wrote Newsflare founder and CEO Jon Cornwell.
Hot to deliver the right content
Newsflare also provide content to brands, with user generated content being a great way to engage and inspire an audience. And with high profile companies like Verizon, Pepsi, and Walmart all recently withdrawing their advertising from Youtube due to ‘questionable content’ , verification and suitability of content is a hot topic.
“We talk to [our clients] in person, on the phone and over email. Regularly,” Cornwell wrote.
“All content is rights-cleared and authenticated, before being distributed to clients via curated feeds.”
With 300 hours of new videos uploaded to its site every minute, Youtube faces a tough task in ensuring all its content is advertiser-friendly. But time will tell if verification is just a numbers game.