Hello fellow bloggers and readers! Today’s topic of discussion is about all things YouTube. Over the past few weeks, YouTube has been in the news for the wrong reasons. Many major brands such as Toyota, Pepsi and Johnson and Johnson have withdrawn their advertising from the video sharing website due to ‘appearing alongside controversial and offensive videos.’ This has been done, due to the brands not being able to control what videos they appear on and the fact that consumers would react negatively to their online marketing campaigns because of that particular video.
As a solution to the problem, YouTube have decided that YouTube Channels must now have 10,000 views on their channel in order to display ads. YouTube says ‘the 10,000 view threshold is a way to crack down on people who join the (YouTube Partner) program by re-uploading original content and try to make money off it.’ YouTube will then review the users content against YouTube’s policies and if there are no problems then ads will be implemented. As a result, this will protect video uploaders.
In addition, Google is hoping there will be a less likely chance that offensive and controversial videos will be displayed against brand’s ads as they are more likely to be flagged/reported and removed before the video/channel hits 10,000 views. This solution could help bring back brands like Pepsi, Toyota and Johnson and Johnson as YouTube are monitoring their website more carefully.
This blog shows that not all digital marketing can be good for business and that it may leave negative perceptions in consumers minds, hence brands have been withdrawing their ads from YouTube. It will be interesting to see over the few months, whether YouTube’s new rules will be affective or will brands continue to withdraw their ads? What do you think?