YouTube runs ads on user-generated content and shares a portion of the revenue with the creators once they have got monetised. It keeps 45 per cent while the creator receives the balance 55 per cent.
Adopting a focused strategy: Many popular YouTubers, who ran multiple channels, all of which may not have crossed the threshold limit, have also become a casualty of the new policy. Many of them have abandoned some of their channels to devote their time and energies to the one channel that they think has the best prospects of crossing the monetisation threshold. Aditi Malhotra is a lifestyle YouTuber whose primary channel, Navigenes, has 735 subscribers. Previously she had multiple channels, but she has put them all on the backburner for the moment to focus on her primary channel and make it eligible for Google's new monetisation criteria.
Turn to other options: New creators who are looking at YouTube as a career option should bear remember that the platform offers multiple other sources of income besides AdSense, the primary source. Some of these include affiliate marketing, sponsorships, and merchandising.
Affiliated marketing requires the video creator to put a link to the product or service she is reviewing in the description box. If viewers click on that link and go to the site, the creator receives a commission.
Make the right moves
Build your reach to get noticed by brands
Making advertiser-friendly content can lead to more advertisement offers
Other social media platforms like Facebook, Instagram and Twitter, can also get you brand sponsorship if you have a good reach
To get brand sponsorships, new creators need to build their reach first. Only then do they catch the attention of brands. "Due to the penetration that YouTube and other social media platforms enjoy, and the popularity they have gained, brands readily sponsor bloggers and You Tubers who have good reach," says Ashwin Ganesh, tech YouTuber. Ganesh's YouTube channel name C4ETech has one million subscribers. Successful creators say that brands don't care how a video is done, they only look at how many views and subscribers it has got. These brands then pay the creator to review their products.
As for YouTube ads, they are served only on advertiser-friendly content. Hence, those producing advertiser-friendly content get more advertisement offers. “Clickbait or a once in a while trendy video can get you instant views, but won't get you, consistent subscribers. There is also a chance of your channel getting negatively affected,” adds Ganesh. Clickbait describes web content aimed at generating online advertising revenues.
If you fail to make it big on YouTube, you can always try your luck on other social media platforms like Facebook, Instagram or Twitter and work to enhance your reach on them. But Facebook, Instagram or Twitter do not give any sponsorships themselves. Only the concerned brands whose products are being reviewed can do so.