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Following several high profile scandals, YouTube is tightening the rules around its partner programme – raising the requirements vloggers have to meet to be able to monetise their videos.
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This means that for creators to make money from YouTube – and have ads attached to videos – they must have clocked up over 4,000 hours of watch time on their channel within the past 12 months.
Channels must also have at least 1,000 subscribers. Channels that don’t have these numbers will simply no longer be able to make income from ads. This change will effectively make it harder for new, smaller channels and hobbyists to be able to make money on YouTube.
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- This means that for creators to make money from YouTube – and have ads attached to videos – they must have clocked up over 4,000 hours of watch time on their channel within the past 12 months.
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It’s not surprising then that these tighter ad rules have been met with dismay by many YouTubers – who feel the changes are an unfair reaction to a small number of high profile events.
Bad actors
The main reasons for the changes are the widespread concerns about YouTube’s ability to regulate its content. And more specifically, monitor what content is inappropriate for adverts to appear on.
Brands such as Lidl and Mars left the platform in 2017, due to their ads appearing next to videos with predatory comments. Earlier in the year, Pepsi and Walmart left because of concerns about hate speech.
Take the popular gaming vlogger PewDiePie, for example, who sparked outrage after he was caught uttering racist slurs back in 2017. Then there was prank vlogger Logan Paul’s video showing the body of a suicide victim in Aokigahara, Japan’s “suicide forest”, while he laughed uncomfortably. The video has since been removed.
Content creators
A lot of the outrage around these types of videos is the fact that they court a young viewership. This has led commentators to question what types of media are acceptable and where the boundaries of this acceptability lie.
The content made by vloggers like the Paul brothers works very successfully alongside YouTube’s algorithms, so they are promoted widely by the platform. They post daily, their content is meme-saturated and self-referential, and they constantly “beef” with each other and other vloggers.
YouTube rewards these kinds of videos, as they keep viewers on the platform for longer. Logan Paul and his brother (who is also a vlogger) also receive tangible support from YouTube and were the centrepiece of 2017’s YouTube Rewind – an annual star-studded music video.
Everything in moderation
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Vanity Fair paints YouTube as a kind of Matryoshka doll of vlogging nightmares, threatening content creators will worsen, until they are “all there is” left in culture. Similarly, The Verge claimed these videos would “never pass muster at a traditional outlet”.
But from where I’m sitting, these videos are a lot like the TV show Jackass – which was on MTV between 2000 and 2002. The show featured self-injuring stunts including inserting a toy car into one cast member’s anus, snorting wasabi, and tattooing in a moving off-road vehicle. The show was broadcast before 10pm, prior to a campaign led by US Senator Joe Lieberman to remove it.
Jackass then moved from broadcast to a movie franchise, which allowed more outrageous stunts to be released – under an 18 rating in the UK.
For the Jackass crew, the question of suitability appeared to be solved by age restriction. Presumably, though, another factor in moving towards film were protests from advertisers – Jackass had become too hot for broadcast commercial viability.
Money talks
YouTube says it will be talking to high profile creators on the platform to hear their ideas and prevent future scandals. But YouTube also maintains it should not be regulated in the same way as broadcasters, saying it’s a platform that distributes content.
In blogs published by YouTube’s CEO Susan Wojcicki on the topic of the new regulations, it is advertisers and loss of revenue that are foregrounded. And in this way, it seems it is consistentlyadvertisers’ reactions that are invoked as the yard stick for measuring acceptability.
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YouTube already offers advertisers the opportunity to withdraw from advertising on some videos – such as LGBTQ content or discussions of mental health – if it doesn’t sit well alongside a brand’s message. It was revealed last year that this can sometimes then lead to content being demonetised. In other words, the creator does not receive a share of ad revenue for that video.
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Drawing the line
Of course, YouTube is funded by advertisers. So it makes sense to pay attention to their wants and desires. But under the current model, brands’ reactions are often a placeholder for third party regulation. And at the moment – as content creators are sketching the line for appropriate content – it is often advertisers who have the final say about acceptability.
So while viewers might want LGBT wedding vow videos, discussions about sexual health, and documentaries about suicide prevention, the reality is that some brands don’t want to be associated with these subjects.
This goes against what has drawn many audiences to the platform in the first place. YouTube has a history of LGBT acceptance – being the home of the “it gets better” videos, in which celebrities and public figures tell their coming out stories. Many people have also spoken about how YouTube’s videos on transitioning or mental health helped them greatly. So given this, it is hoped that going forward, YouTube also remembers to pay attention to their communities and audiences as well as the big brands and content creators.
Users have been gaming YouTube by purchasing fake YouTube views practically since the platform began. Some claim they’re merely trying to jumpstart their own imminent viral success, others are less nuanced about their intentions, but the mere existence of fake views draws the authenticity of every YouTube video into question, especially given recent worries over the popularity of the alt-right and conspiracy peddlers on the platform. Is Alex Jones’ propagandist nonsense actually trending, or were the numbers bumped? What about that crisis actor video? Or flat earth? Or Jordan Peterson? The problem is that the economy for fake views has only thrived, and YouTube has only made it more difficult to see their effects.
Views are the currency of YouTube. More views often translates into a higher ranking in user search results, or better circulation numbers in the sidebar, both of which affect the amount of money YouTubers make via ad impressions. What’s more, they’re the measure by which the outside world assigns worth, a credential that makes them more visible to vulnerable populations with malleable views. A high view count carries with it an air of legitimacy — approval from both YouTube and its users alike. It’s what users are supposed to strive for.
YouTube’s fake view problem is practically as old as the site itself. Viewbots were wreaking havoc on YouTube as early as 2009, and by 2011 the problem had gotten bad enough to attract media attention. Back then, fake views were easy to buy, but they were also easy to spot: YouTube still gave the public access to individual video statistics, which would indicate whenever, say, 5,000,000 random views happened to appear from one source.
YouTube’s latest algorithm appears to weigh views paired with interactions — in the form of a like or comment — much more heavily. Buying likes doesn’t remedy this, as — even if both services are bought from the same panel — they won’t come from the same IP address as the views. As fool-proof of a system as this may seem, viewbotters appear to have already found a workaround. They’re called “non-drop views” or “real views” (though they’re not actually, you know, real), and panel owners claim they’re able to game the algorithm. It’s possible to compare engagement (i.e. likes and comments) to view totals, but that’s hardly a science. Since viewbotters have managed to stay ahead of the curve, and YouTube no longer gives access to video statistics, we are even more in the dark than ever about what is actually popular, and what is being forced into the cultural conversation through manipulation.
Social Media Garden's homepage. Paris Martineau
“Hey guys, I've just started CPA marketing,” writes a user on BlackHatWorld, the online marketing forum known for it’s uh, moral grey areas. CPA (or, cost per action) marketers get money when users perform some sort of action, like clicking on an affiliate link. “I know the basics, but I'm learning about sending traffic to the CPA offers. I chose to use YouTube (if anyone has better method, would appreciate to know!) for bringing the traffic and that's why I made a video. My question is: how to get first 1000-2000 views? You know, no one will watch the video if it has very low view count (like 100, 200, 500 etc.). So I thought to have at least 1000/2000 views on my video first and then spread the video.”
The first in-depth reply nonchalantly recommended buying a couple hundred views as a kickstarter. “On my last video I only bought 500 views to start and YouTube sent me 2000 more,” said the second user in response. “I'm happy with the 2500 views because it was just my third video and my subscribers are growing one by one. If I used my own voice and had more videos, I think the results would be even better.”
In the world of fake YouTube views, 500 is essentially nothing. Most purchases range from the tens of thousands well into the hundreds of thousands. And with prices at usually less than a dollar per 1000, buying in bulk makes sense in way.
The allure of monetization and virality has only made the practice more tempting. Views can be bought from Social Media Marketing (SMM) panels, digital vendors who provide traffic and/or engagement to clients on a variety of social media platforms through the use of automated (usually bot-driven) services. Most vendors either operate through forum postings and other decentralized pseudo-advertisements, or have a strangely candid website designed to promote their wares.
Take, for example, vendor “YoutubeSupply,” who was active from 2013-2017. Though it had a designated website (which is now offline), YouTubeSupply’s BlackHatWorld post was obviously popular, garnering roughly 115 pages worth of reviews and comments. In addition to functioning as a form of advertising, posts such as these seem to exist in order to soothe the worries of first-time customers by giving the vendor a semi-legitimate seeming front.
An excerpt from YouTubeSupply’s ad on BlackHatWorld. Paris Martineau
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Obviously, YouTube is far from a fan of this. The company’s been engaged in a game of whack-a-mole with viewbotters for years. The cycle is always the same: YouTube changes its algorithm, viewbotters suffer. Eventually a select few figure out a workaround and business returns to normal. Repeat ad-nauseum.
Craps tables in florida. The company’s harshest crackdown came a little bit over a month ago when YouTube announced that it would no longer be taking a conservative approach to the policing of third-party (read:illegitimate) views. Instead, it adopted a guilty-until-proven-innocent approach, which essentially freezes the view counts of all videos suspected of viewbotting until an audit can be conducted.
Unsurprisingly, this devastated the viewbotting community. In the days following the update, SMM panel after SMM panel went offline, leading to a noticeable community-wide freakout. in a thread comically titled “The current state of YouTube views (February 2018),” a number of BlackHatWorld users commiserated.
“Not so long ago a massive disruptive update was implemented inside the Youtube views algorithm,” wrote one commenter. “And like dominoes, each big and small player in the SMM niche fell like dominoes, cancelling practically every single views orders that was put into their panels. From my understanding, some highly known methods were patched, and now the only few methods left are what some providers are calling ‘real views’ , ‘slow as hell views’, which cost a ton of $$$ to produce.”
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Pricing info for Social Media Garden. Paris Martineau
Most of these panels claim that, despite all appearances, the views they’re selling are “real” (whatever that means). Popular sites like QTube and Social Media Garden offer little information to backup these assertions. Their FAQs are sparse, and full of vague one-line answers like,“Our views come from one of our websites that we promote your video with,” and “Yes, our views all come from real people.” Similarly, vendors insist that buying views from them won’t put a user’s channel at risk, even though YouTube itself states otherwise.
'We take abuse of our systems, such as attempts to artificially inflate video viewcounts, very seriously, and take action against known abusers, including termination of their YouTube accounts,' a YouTube spokesperson told The Outline. 'YouTube continues to employ proprietary technology to prevent the artificial inflation of a video’s viewcount by spam bots, malware and other means. As part of our long-standing effort to keep YouTube authentic, we periodically audit the views a video has received and validate the video’s view count, removing fraudulent views as new evidence comes to light.'
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Despite this harsh language, few channels have been explicitly taken down for viewbotting. More often than not, the fake views are simply removed (or not counted to begin with), and life goes on. Since viewbotting is essentially impossible to prove from the outside (unless you happen to accidentally post a image of the “Buy Views” tab to your public Instagram story), it often remains a mere accusation. The only thing that’s definitely being hurt by all of this is YouTube’s image (not that that was exactly pristine to begin with, especially in the last few months). The company has been embroiled in scandal after scandal — from Elsagate to crisis actors conspiracies to wanton moderators — all of which seem to point to the same conclusion: YouTube doesn’t have as much control over its platform as we thought. And it’s far from a new problem.