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At YouTube's annual Brandcast event, the king of online video touted its reach and new projects powered by celebrities as reasons why advertisers should invest their dollars with the web instead of television. According to CEO Susan Wojcicki, YouTube now has 1.8 billion viewers connected per month . Considering that this number does not account for viewers who simply go to YouTube to watch videos without logging in, this means that YouTube's reach continues to grow despite recent controversies surrounding its creators and how the site potentially treats offensive content .
Wojcicki did not give details about the recent YouTube content issues, but she stressed the importance of meeting the challenges associated with such a large and open platform. "It's extremely important to me and everyone at YouTube that we grow responsibly," Wojcicki said. "There is no manual on how open platforms work at our scale, but the way I think about it is that it's essential that we be on the right side of l & # 39; history. "
Wojcicki announced that YouTube wants more than 10,000 human moderators to examine "violent" content on the platform. In recent months, YouTube has added more humans to its moderation team, hoping to supplement the machine learning technology that it uses to moderate the content of its site. These changes occurred when YouTube placed new restrictions on creators authorized to monetize content through YouTube's partnership program, and that the company added new details to its content policies . definitions of what he considers to be offensive and inappropriate content.
Since ad-pocalypse more than a year ago, YouTube has been forced to continually attack its content problems to appease advertisers. When advertisers discovered that their ads were running on terrorist, salacious, and inappropriate videos, many of them withdrew from YouTube and took their money with them. Even if tracking billions of hours of video is not a trivial matter, more YouTube can say that it is cleaning up its monetizable content, the better it is.
Mastering the power of the stars
YouTube has pursued another part of its strategy by announcing new celebrity content partnerships. It can be said that the strangest and most dramatic collaboration is with Will Smith-YouTube which will broadcast live bungee jumping actor from a helicopter on the Grand Canyon on Smith's 50th birthday in a few months on the 25th. September.
In addition, YouTube has signed contracts with the NBA and LeBron James to broadcast a series of docu entitled Best Shot on basketball players on the NBA YouTube channel, and Youtube has also reached an agreement with the star of Quantico Priyanka Chopra for a show called If I could tell you just one thing in which the actress asks people around the world for their best advice. The company has also renewed some of its advertising-sponsored and celebrity-announced programs, announced last year, including What the Fit? comedy-fitness reality show.
The company's increased moderation and celebrity collaborations are undoubtedly intended to show advertisers that the online video site is just as attractive, if not more, than traditional television. Sophisticated content, such as celebrity collaborations, allows advertisers to benefit from clean and buzzy content, while YouTube also benefits from its creators who have their own audience, many of whom are wealthy. Only two home-grown creators gave speeches to Brandcast-Anna Akana and Tyler Oakley, both of whom pointed out how YouTube offered them a platform to reach a wide variety of viewers, as well as a space for that. They are creative.
However, Brandcast is an event for advertisers and it seems that YouTube has relied more on its high profile partnerships than last year. In addition to all the new celebrity content coming on the platform soon, YouTube has announced that it has renewed its Live Coachella broadcast rights for another three years. In addition, for the first time, YouTube will post an inventory of ads on all of the site's official music videos via Google Preferred, its leading advertising platform. This means that advertisers looking to buy on Google's premium advertising platform have a lot more content to choose from on YouTube, and that all content should show millions of views pretty quickly.