YouTube is wooing creators with monetization tools

, Internet, Retail, Tarjetas y Pagos Electrónicos, Tecnología Personal, Telecomunicaciones

YouTube unveiled new features aimed at helping creators generate revenue in areas beyond advertising, like subscriptions and merchandise. For creators, finding ways to monetize beyond advertising can be valuable, since ad revenue is often volatile — subjective factors like a video’s degree of brand safety can impact how much revenue it can generate.
How US Marketers Find InfluencersIf the company makes it easier to generate revenue from videos, creators might be incentivized to distribute more content on YouTube, which benefits the platform.
Below is a breakdown of YouTube’s new creator monetization tools and how businesses could utilize each:

  • A new subscription feature lets users access exclusive content from creators for $4.99 per month. This feature, which is already being tested with a select group of creators, will be expanded to a wider group of channels with over 100,000 subscribers. Creators will be able to host exclusive content, like videos and live streams, in the Community tab of their channels, and brands could pay creators for a product shoutout in a subscriber-only video, for example. For brands, this represents a good chance that messaging will be seen by viewers who are more likely to be engaged with subscriber-only content than with other videos on YouTube.
  • A merchandise feature will show pictures of creators’ merchandise in the scrollable display under their videos. This tool is now available to all US channels with over 10,000 subscribers, and greatly boosts the visibility of YouTubers’ branded gear on the platform: Previously, creators could only paste a link (with no pictures) to their merchandise in their video descriptions, which users had to click “show more” to see in their entirety. Increased visibility will likely help YouTubers sell more merch, which brands could take advantage of by tapping creators to do collaborations on their branded gear.
  • Another tool lets creators debut pre-recorded videos as “live” moments. The feature will be available to eligible creators with over 10,000 subscribers later this year. Viewers of these pre-recorded videos can interact with each other via live chat as they watch. A media company could use this feature to distribute pre-recorded mini-series or spin-offs of its popular linear TV shows, for example. This might attract viewers looking for a live TV-like viewing experience on digital, as there won’t be an option to fast-forward on pre-recorded videos debuted as live moments.

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