- Right now on YouTube there are brands
and businesses boycotting YouTube.
And they're literally pulling all their
advertising money to make a statement to YouTube.
What's this all about?
How does this affect you as a creator?
Stay tuned.
(electricity crackles)
- derralEVES.com
- Hey guys, Derral Eves here.
Now I think you've probably seen it in the news,
but there are a lot of businesses
actually boycotting YouTube.
And the list is getting longer, and longer, and longer.
It's like companies like AT&T, Dish Network,
Enterprise, FX Networks, General Motors of all things,
Johnson & Johnson, PepsiCo, Starbucks, Verizon, Walmart;
and literally the list is getting bigger,
and bigger, and bigger.
Now, this boycott is literally saying a statement
to YouTube and Google,
"Hey, lets fix a few things, we're really worried about it."
But it's also causing some undue strain on the creator.
Now, YouTube talks about, they preach about,
this holy triangle to keep YouTube actually running.
And this triangle is pretty interesting.
It's like something that most content creators
don't know about, but YouTube literally
has to take care of a couple parties.
They need to take care of the advertisers,
which will fund YouTube.
And then, you know, they take care of creators,
because creators are getting some of that money,
and then creators create content, which give the viewer.
And the viewer actually watches the ad from the advertiser,
and that's where the balance comes in.
Now this is something that's in balance,
and sometimes when it gets out of balance
it can get a little crazy because one of the parties,
whether it's the viewer, or the advertiser, or the creator,
has some issues it creates this imbalance on YouTube.
Now this one is probably the biggest imbalance
that I've seen, because it effects both the viewer,
and the content creator,
and it's something really serious.
And it's gonna affect you as a content creator,
I guarantee it.
We already seen a lot of posts and interactions
with channels we advise,
and they're already losing their ad revenue.
The ad revenue is starting to dip down, and they think,
"Oh, YouTube is just dealing with the algorithm."
But it's not, it has everything to do with inventory
for video ads.
Because that's kinda where, if there's more inventory,
then the cost goes up, if there's less inventory,
well, your CPMs go down,
you make less money per thousand views.
Now, what's this all about?
Well, it's all about these brands
in the UK and in Europe
that wanted to make a statement,
because some of their content was being reported
to being shown on some extremist YouTube videos,
and also websites.
And what that is, is you had some terrorists,
you had some ISIS groups that had some AdSense,
and the brands didn't wanna be associated,
by no means, with that.
So really who's to blame?
Well, is it YouTube, was is it the advertiser?
Well kind of both.
I mean, there's certain things that are going on,
and I totally get that the brands
really wanna make a statement to YouTube and Google,
telling them, "Hey, lets get this thing fixed,
"or we're not going to advertise."
And they literally pulled their money and said,
"We're not gonna do it until you fix it."
But two, some of the advertisers are not even utilizing
some things that are already built right in,
to really narrow it down.
And YouTube has a huge issue, they've been doing
this for a couple months now,
where they're trying to find brand-safe content.
And they're doing it through bots,
it's not humans that are actually doing it.
So you'll actually get content that is brand-safe,
that is talking about, you know,
the gay-lesbian community for example;
will get literally get flagged,
and shut down from getting any monetization
because they shouldn't because of some filters
that are actually set up.
So, it's a very difficult process, but there is a solution.
And it's a solution for both advertiser and content creator.
And I don't think YouTube is literally trying to
you know, take away your free speech,
but the people that are paying to put their ad,
maybe they don't wanna be associated
with the type of content you're actually creating.
So that's kind of the issue there.
So YouTube and Google made an official statement
saying the things that they're doing right now
to rectify the issue.
Now they're talking about,
the ads will only show up in creators that are in the
YouTube Partner Program.
Which is a big deal, cause they're kind of vetted.
You know, from there.
Two, YouTube team will revise the community guidelines
for all content.
And this is good news for all of us,
because as they revise the community guidelines,
it's going to be more defined,
and easily understandable.
Cause I don't know if you guys read
the community guidelines, but it's like,
in this legal jargon, and yeah, it's pretty interesting.
Next, would be new account level tools
for advertisers to manage ad visibility across
YouTube and also the Web.
That's the Google Ad Display Network.
Which is really really interesting.
And it's giving them new tools,
so they can actually monitor what's going on.
A lot of it is actually running right now.
It's not something that you have to wait for,
but it's going right now, it's working right now.
Also, they have video level support to all advertisers.
And that's actually coming up in the next couple months.
Which is a very big deal.
And then two, significant numbers of new hires,
and YouTube is actually hiring,
brand new people coming in;
there's some huge staff that's coming in,
so that there's actually more human review.
And YouTube will actually introduce new tools
that will interface with their AI in the Adwords ecosystem
that can go out and look at questionable content,
and then also flag it, or whatever,
to go for a human review.
Which is a pretty big deal for a lot of us content creators.
And lastly, YouTube and Google through AdWords
is gonna make it really easy for advertisers
to report violations, which is a very big deal.
So, can this all be resolved by hiring more people
and also doing some automation?
Well, no.
(chuckles)
Now you might say, "Okay why not?"
Well, it's because we live in the world of fake news.
We live in the world of fake websites,
and content going out.
And there are bots creating
these websites, and pumping out this content
to get people to click and so on.
And it's at a rate that you'd have to literally
change the infrastructure system.
But, for advertisers,
oh my gosh.
Literally shock a lot of these advertisers
that are not even doing the stuff that's already
built in AdWords.
And trust me, I literally set up a lot of campaigns
every day, I know exactly what's going on here.
Now you can literally create exclusions
of different websites you don't wanna be a part of.
You can do negative targeting,
and this is something you can exclude:
like you can do general audiences you can exclude,
or even down to mature audiences,
or content that's not yet labeled, live streams,
or maybe you wanna, you know, have a negative target.
Were your ad doesn't show up for tragedy and conflict,
for sensitive social issues,
or sexual suggestive content,
or shocking.
Whatever it may be.
And there's new areas to negative target
that's being added.
And there's a couple more than I hear about,
that's coming down the pipeline,
will be very very interesting.
But, advertisers, you have the control.
You have literally the control to lock it down.
To get rid of literally about 99%
of the content that's out there.
But most people,
they don't go for the negative targeting.
They just said, "Oh, you know what?
"We want it to blanket, to go to everybody."
Well, that's kind of dangerous, you know.
If you don't want your brand to be out there
you don't do it.
And it's not sometimes the brand's fault,
it's the ad-buyers fault.
It's because they're lazy,
and they don't wanna go through a little bit
more setup to do it.
But they can actually save a setting,
and hit it every time for a specific client.
But what they wanna do is get as many eyeballs
on that ad as possible,
and that's kind of where the problem's at.
So, what does this mean for you?
Well, expect your CPMs to drop.
Basically what happens when less people are advertising,
that means there's less inventory,
and when there's less inventory, your ad costs go down.
And so expect it to go way down,
unless it's something where this boycott,
and YouTube, and Google, can come together,
and say, "Hey, we fixed the issue, or we have an issue,
"or a plan, and lets start getting some of your ad revenue
"back and get those ads up."
So, as inventory goes down,
you as a content creator lose more money.
Now, you probably got a lot more than what you thought
in this video, but I'm passionate about it
because I do a lot of advertising,
and I've always had issues with YouTube and Google
about certain things.
And then I'm also a content creator,
and I understand what it takes to actually put out content
and a lot of the creators that feel like,
"Oh, you know, YouTube is filtering me."
But no, it's like the brands that don't
wanna advertise on that type of content anymore.
So basically YouTube is getting their big boy pants on,
and are growing up, and it's gonna happen.
As more ad dollars shift to this platform, they expect more.
They expect it to be a little bit more professional.
And so I would just be cautious with the type of content
that you're actually creating, if you're worried about that.
Or do this: crowd-fund everything.
Don't worry about advertisers, go on Patreon,
and set up your crowd-funding community, and get it done.
Cause you don't have to worry about that,
you're getting your money through sponsorship deals,
if the type of sponsors that want to associate
with your brand, and also crowdfunding,
that your fans actually giving you money to create content.
Now I'd really love to hear your thoughts
about you as a content creator.
How does this affect you?
Go ahead and put your thoughts in the comments below.
Is this something that is reasonable?
Or is it YouTube doing dumb things to appease
to the advertisers that's taking away
some of your first amendment rights,
or whatever it may be.
Put it in the comment below.
Let's have an active discussion.
This is something that I'm super passionate about,
because I work with advertisers,
and I do a lot of advertising,
but also I am a content creator,
and I understand that balance.
I just need more viewers.
So, go ahead and share this video,
if you haven't subscribed yet,
go ahead and hit subscribe.
And have an effective, wonderful day.