Youtube is breaking up with me. But it’s not me, it’s You…tube.
Last week Youtube changed the requirements of partner channels, effectively killing their partner relationships with all casual creators. This is my somewhat tongue-and-cheek commentary on the subject.
Ok, that’s a bit satirically-sappy, but there are a couple of things that are serious.
Youtube was built by smaller channels. The vast majority of the 300 HOURS of content uploaded every minute is uploaded to small channels. Without those channels, Youtube wouldn’t be the 2nd largest search engine in the world.
Any channel, of any size, can upload content that helps or entertains others. Youtube should not ignore that. Partner status isn’t about getting money as much as it’s about Youtube recognizing that your channel contributes in a positive way to the community. We are literally partners. Casual creators can and have helped Youtube as a business and platform. This move signals a lack of appreciation and respect for those channels.
That’s the big deal. I saw a few videos of people talking about how people shouldn’t be upset because the money they are losing is very small. They’ve missed the point entirely.
I always looked being a Youtube Partner as being in an actual partnership. I contributed to that relationship in some small part, and Youtube appreciated that relationship. So they shared a little of what I helped them earn. Not because it was a big payout, but because we were partners.
I felt a certain amount of loyalty to the platform. We were partners. I was a part of making it successful. They appreciated my videos, and I felt like I was helping people. And helping Youtube sell ads. My content was helping make Youtube a place where people could search for answers, or entertainment.
Turns out, Youtube just doesn’t care about channels like mine. I didn’t change, Youtube did. Youtube doesn’t care about the very channels that help make up the massive amount of content that is searched and served billions of times.