By Amanda MacArthur • 12/06/2011
You may not have noticed the new YouTube roll-out last week, but a few big things happened that benefit professional users everywhere. GigaOM calls it, “one of [YouTube's] most ambitious redesigns since its launch in 2006.”
Changes that a user might notice right off the bat include a new strategically-grey homepage that offers less distraction from videos than their former white background. Following in usual Google fashion, they’re offering users a customized homepage, and have created a more feed-like atmosphere by really pushing “channels”, which are the biggest change to the new YouTube. If you’re not familiar with channels, just consider them your YouTube profile.
Additionally, there are a few really big changes:
1. You’re now a shoe-in for video monetization.
What was once a privilege, seems to now be an option for anyone who uploads original, unlicensed content to YouTube. Although I haven’t read any official announcements, every YouTube account I own or operate has been invited to monetize their videos with Google Ads. Before, you needed to be invited into the program and it usually required a certain number of views before even being considered. Giving away this monetization feature to everyone is a way for publishers and Google to bring in a lot more revenue.
Just remember the golden rule for making money through YouTube: “Your video is not eligible if it “contains content that you didn’t create or get permission from its creator to use.” That includes music, logos, artwork and even song lyrics — so that funny video of your editors singing “Santa Baby” at last year’s Christmas Party will need to survive only on laughs.
Oh, and look out for this, or just go into your account settings and click the monetization tab.
2. Analytics just got awesome.
YouTube’s Insights were nothing special and some might even consider them the opposite of useful. Thankfully, YouTube upped their game with the new YouTube Analytics, resembling a similar set of metrics to the new Facebook Insights. Ted Hamilton, Product Manager at YouTube notes these specific updates:
- A Quick Overview: A new overview provides all of the information that you care about quickly, while also enabling you to easily access more detailed information.
- More Detailed Reports: Analytics now includes more detailed statistics so that you can have a more precise understanding of your content and audiences.
- Audience Builders: Discover which videos are driving the most views and subscriptions.
- Audience Retention: See how far viewers are watching through your video in the new audience retention report.
They’ve also updated and publicized the YouTube Creator Playbook, which is 73 pages of YouTube marketing geekery. Pardon our inactive Mequoda example, but here’s a little sample of what it looks like:
3. If you make great videos, you’ll get the credit you deserve.
Let’s be honest, finding a good video on YouTube used to be like finding a polar bear in a snowstorm. Finding videos were usually the result of a search, and the obnoxious filtering through all of the fake videos meant to make an AdSense buck.
But now, like any social media channel, you’re bound to get recognized when you’re consistently creating great content. YouTube’s update just made it a whole lot easier for people to share and like your videos through the YouTube platform and just as easily through other social networks like Facebook and Twitter. Users are encouraged to display their “top 10″ channels too.
You can bet that the result of these shares and likes will pave the way for a big change in YouTube’s search algorithm that will emphasize the importance of influence.
So how about you? Have you discovered anything in the new YouTube that will help you do your job better?
Also, we’re starting to get active on YouTube, so check out Mequoda on YouTube!
Posted in Audience Development Strategy