Why You Shouldn’t Strive To Become Another Viral YouTube Partner

by on November 22, 2011 · 1 comment

YouTube Partners

YouTube is the world’s most popular video sharing site, not to mention the number two search engine in the world. With such a heavyweight online status it’s no wonder YouTube has become a key platform for online users to dominate on the web. One of the biggest ways users think to do this is by creating viral video content or by becoming a YouTube Partner, but you might find out that this approach is completely the wrong way to go about cracking YouTube.

YouTube Partnership has gone under a lot of scrutiny lately, and the concept of viral video has been debated in depth in both positive and negative lights. So why shouldn’t you want to become a YouTube Partner? Why should you want avoid a viral video status? This article aims to tackle those big questions once and for all.

There’s A Tiny Partner Profitability

Reel SEO recently published a very informative article highlighting how little money YouTube Partners actually make, noting how a viral standing on YouTube may not be that profitable at all. The article highlighted two case studies where the users were making between $1 and $2.50 per 1,000 views for their viral video content.

As YouTube allows on page advertising, it would be within reason to suggest that the ads being placed on these viral videos are paying for that placement and as such would surely be providing YouTube with a lot of revenue. Yet this money doesn’t seem to transfer equally to those who actually created the viral video content to begin with. Now this is just an educated speculation, but it certainly doesn’t paint a picture of viral video being profitable.

The biggest issue with viral videos gaining a Partnership is that the majority of YouTube Partners are individual users and not brands. This means that the amount of revenue Partners can generate from their viewership is very small. Unlike a brand that may have a strong connection with users, with lots of products/services to sell, individual Partner users don’t have such a connection or much in the way of products/services.

The two cases Reel SEO highlights are such genuine real-life experiences that there’s not an awful lot the YouTube users who made the video can do to gain any other source revenue, other than from views. The Partners may try and create stickers or t-shirts to try to monetize the viral wave, but the cost and distribution of those products will undoubtedly prove extremely costly once the viral hype fades away.

Realistically a viral Nike ad will certainly boost Nike revenue, but a viral video of a cute kid has no monetary worth in terms of branches of revenue, and clearly won’t make much from its viral standing either.

Viral Audiences Are Extremely Detached

The biggest reason you shouldn’t want to become a YouTube Partner is because it tends to only accept viral users and videos with viral potential, which means the whole process and cost won’t be worth your time and effort.

Viral video has typically been the dream of all Internet video marketers, yet it could quickly become a nightmare and here’s why:

The online world is fickle, fast moving and ultimately users only want to see entertaining videos, which are everywhere on the web. The furthest connection an online user will realistically make with a viral video is a comment, a social media share or a like. The extremely passive and detached relationship the online world has with viral videos means that they won’t invest much time or effort into watching the video, and especially not interacting with the video.

What Should You Want?

It’s not so much that you shouldn’t want your video content to go viral, but more a case of wanting a viewership that maintains a long popular life on the Internet without going stale. Establishing a longstanding amount of online popularity will allow you to grow your single video into a widely popular video series, which is far more powerful and profitable than a forgettable, one time video output.

If you are a brand or business you should want to use Internet video to help spread brand awareness and encourage a growth in sales, social media influence and of course website traffic. Bloggers too can seek to follow a similar path if they’re looking to boost their Subscribers and viewership. The reason brands, businesses and bloggers should do this is because playing a slow, popular game with Internet video allows you to build up a stronger online presence and create a stronger relationship with your viewers.

This is where you make those lasting connections that can create all sorts of short and long tail opportunities, and allow you to enjoy a greater stream of revenue than a mere few bucks a month for being a YouTube Partner.

There’s no easy way to crack YouTube and viral videos and Partner placements may actually do a lot more hindering than helping. However, by following the essential marketing basics of cracking YouTube through social media sharing, embedding video content onto your blogs and websites, search engine optimising your YouTube video content for a strong search engine ranking on both YouTube and Google, and perhaps testing out some creative video email campaigns, you may just do it.

What’s your experience with viral video and YouTube Partners? Share your knowledge in the Comments section below.

About Andy

Andy Havard is a Marketing Executive at Skeleton Productions, a UK based Internet video production company.

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{ 1 comment… read it below or add one }

Basile Rehill November 22, 2011 at 3:45 am

It is good to know that the best marketing practices are the best way to go when dealing with You Tube. Good SEO, quality content and a focus on our customer win over focusing on the almighty dollar

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