One more crisis for YouTube means more moderation for videos in its Google Preferred tier. As before, look for YouTube to turn a crisis into a buying opportunity.
The major online video platforms introduced innovative features in 2017 designed to attract both viewers and advertisers. Join us in recapping the highlights.
But can it do it? 2017 has been one crisis after another for the net's largest video destination. Will an army of mods do the trick?
Another scandal, another advertiser pullout. Will video brand advertisers give YouTube a third chance? Is the site simply too powerful to ignore?
There were a lot of bad actors giving CMOs brand safety nightmares this year. Thanks to a lack of transparency and rampant fraud, 50 percent want to bring ad buying in-house.
Some brands are stuck thinking they need to post to all the online video channels available, capturing viewers wherever they can. But focusing on a few key channels delivers better results.
By now you’re probably aware of the growing scandal involving YouTube placing brands advertisements next to extremist content on the platform.
In a nutshell: many brands are finding that their ads have been run alongside videos which are not “brand safe”. And that’s putting it mildly. Many of these offensive videos promote hate speech and terror.
Brands are pulling out of YouTube in droves. Among the growing list are Macdonalds, Marks and Spencer, Lloyds Banking Group, O2, L’Oréal, Channel 4, Havas, Royal Mail, TfL, ITV, RBS, Tesco, Volkswagen, Renault, Audi, Honda, Toyota, Sainsbury and Argos (Financial Times).
In fact, Nomura Instinet estimates YouTube are set for a loss of $750 million in revenue this year
To combat this, YouTube have decided to stop running ads on channels with less than 10,000 views (Tech Crunch). If you’re a smaller, niche publisher posting perfectly acceptable video content this will be devastating to your income. The good news is that vzaar recently partnered with AOL advertising allowing you to use AOL as your ad network (no matter what your size!).
But it’s not just advertisers who should be concerned, the growth of this type of content on YouTube should be a worry for all businesses who choose to upload their valuable videos to the platform. Regardless of if you want to use YouTube to generate advertising revenue, or are simply using it to serve videos to your audience.
The Brand Danger of YouTube
The latest scandal just serves to illustrate a huge problem that we have long since pointed out – if you upload your content to YouTube you lose control over it. In fact, back in 2013 (a full 4 years before this uproar) we wrote:
“One of the problems when you embed video on site and choose to use the YouTube player is that it is instantly recognizable as YouTube – do you really want your brand to become aligned with cute cat videos and epic fail compilations?
In actual fact, cat videos and epic fails were just the tip of the iceberg. Fast forward 4 years and the videos on YouTube have taken a much more sinister turn. The question now is much, MUCH more serious:
Do you really want your brand to become aligned with extremist content?
Because if you put it on YouTube, it is.
When you post your videos to YouTube is becomes a part of YouTube. Your videos drive traffic to YouTube (not you) and you have no control whatsoever over the other types of content on YouTube.
An Alternative To YouTube For Businesses
Well, instead of letting your videos become a part of brand YouTube, you need a video platform that sits within your brand.
Upload to a professional video platform and you’ll be able to brand the player so it’s most definitely NOT YouTube. You can even add your own CNAMEs to the embed codes so there’s absolutely no trace of the third party platform.
It’s time to let YOUR brand do the talking.