Will Marketers’ Beloved Micro Influencers Survive YouTube’s New Rules?
YouTube has been receiving stated concerns from their partners about irrelevant, offensive, and inappropriate videos following their advertisements. In response, YouTube has just put into effect new rules on their ad revenue sharing program. This program is a 45% to Youtube – 55% to YouTuber split on advertisement revenues from the ads that video creators allow on their uploads. Tighter restrictions on the program is supposedly cutting thousands out of the program and making it harder for new users to enter the program. This brings us to the main question: what effect will the new video benchmarks on the YouTube ad revenue sharing program have on marketers and their love for micro influencers?
As ads have developed with technology and attempt to be discreet, human minds are able to realize when they are being advertised to much faster. Quick consumer decisions are made whether or not to engage with the brand. This is one of the reasons marketers have taken to micro influencers. These influencers can provide very discreet advertising because within their area of expertise, they show everyday usage of products within their videos and profiles. Consumer levels of trust towards the products and brand increase as they observe someone they can relate to recommending the products. Another reason why marketers love micro influencers is because they have a very specific and engaged audience. Their following is smaller than celebrities, but it sees much higher engagement rates, making partnerships with these individuals very cost-effective.
What happens if the number of small video makers on YouTube decreases due to revenue loss with the new restrictions?
Instagram is where people might look to for extra cash. Now that it’s harder to do trial and error on YouTube, the trials may flood Instagram. This platform still provides visual that has allowed current money making trend of profiles for shopping. Some people create profiles to sell their belongings for extra cash, similar to resources like Plato’s Closet, ebay, and LetGo. Some sellers are entrepreneurs beginning their low-cost startup digitally. From a buyer’s perspective, Instagram shopping is like Etsy, thrift shopping, and vintage shopping, all of which have become very popular over the years, through a more convenient platform.
The fate of small video makers and micro influencers has been strongly affected by YouTube’s new restrictions on its ad sharing program. Those that cannot obtain the video benchmarks will flee to the next easy platform to continue their business: Instagram. Marketers’ newfound love for micro influencers is sure to be affected by the new rules, and moving forward, marketers will have to reconsider how exactly they want micro influencers to fit into their company marketing strategies.