How it works: YouTube Partner Programme


Over the last few years it seems that YouTube has evolved itself into the social networking channel that we knew it would become as a consequence of small and large businesses uploading advertising material and messages. In 2012, YouTube opened its Partner Programme to all content creators to enable all types of businesses to create lasting relationships with customers and assist transactional marketing tactics through the use of video. The programme helps to provide those behind the scenes of the videos with tools and programs to enhance their skills, grow and build their audiences and monetise their videos.

Video content can be effective in a number of ways and as a YouTube partner you can have access to development programmes, video equipment and other tools that will help to develop production quality and in turn provide a cost-effective way of making video marketing work for you. As well as video related equipment, YouTube partners also receive additional marketing tools, including customised thumbnails and banners, to help grow a fan base both on and off YouTube. Partners are also able to add in-video links to drive traffic to external web pages such as a company website. As with most things nowadays, all custom features aren’t available right away and YouTube makes them available to new partners over time.

YouTube offers its partners an option to display adverts on videos to monetise the content being displayed. The adverts can be skippable or non-skippable pre roll adverts, display adverts and overlay in-video adverts which pop up whilst individuals are watching the content. Of course, this is just an option and monetising your content is not compulsory. However, the option may be preferable if you are trying to find an ROI from your video content. If you do choose this option, you will be eligible to earn money and receive payments from YouTube for hosting the adverts, before you do this however; you must monetise at least one of your videos and associate AdSense (Google’s ad serving application) with your YouTube account. As with any social network, YouTube also allows its partners to have access to analytics which project earnings and measure ad performance based on video views and reach.

On YouTube, it states that becoming a partner is ‘quick and easy’ and it is just that (see video below). You must enable your channel for monetisation by clicking ‘enable my account’ under account settings. Before registration is finished you will be asked to agree to YouTube’s monetisation agreement which states that you must not click on your own ads or upload content that you don’t have rights for, which are pretty standard rules for video marketing.

Realistically, if you’re already using YouTube to help benefit your business, becoming a YouTube partner is a must do as you will be able to test the features of the programme to see how it will help to enhance your YouTube presence, whilst providing an ROI through monetising your videos.


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