YouTube tries to reconcile with creators before Valentine’s Day, but the community is sticking with breakup songs.
The YouTube Creator Blog reached out to their community yesterday in an attempt to clarify what the company wanted to prioritize throughout 2018. It’s no secret that tensions have been high between the business and budding creative sides with the constant policy changes. Although many industry giants have voiced support for the new advertisement module, many new creators fear that the new implementations marked the end of being able to “make it from scratch” on the site and have contemplated going elsewhere.
In an attempt to bridge the gap to the community that made the site what it is today, YouTube laid out its predominant preferences as such:
- Prioritizing Transparency and Communication
“In 2018, we want to do everything we can to strengthen the trust that our community places in YouTube through open and frequent communication. Last year we communicated a lot through blog posts and product forums, but going forward, we’ll also use our @YTCreators and @TeamYouTube handles to keep you informed, answer your questions, and respond quickly to issues. We’ll also use email to notify you of news or updates, so be sure to sign up here.”
2. Supporting Your Success
“We understand the frustration you feel when one of your videos is demonetized or age-gated and the impact it has on your views and your revenue. While we worked hard this year to provide an appeals system and quicker responses to creators when a video is demonetized, we’ve heard loud and clear that we need a better system. We’re currently working on a more accurate solution that includes more human review of your content, while also taking your own input into account (since you know your videos best). Addressing your concerns about demonetization is a top priority of ours and we’ll continue to share updates with you throughout the year.”
3. Giving People More Ways to Engage With Video
“YouTube has transformed video viewing from a one-way broadcast to a two-way conversation. This year we will continue to build out all the ways you and your fans can connect on our platform to help build meaningful interactions, connect people with shared interests, and strengthen our community. Currently, we offer some fundamental ways for creators and fans to interact, including the ability to like, comment, or share a video and subscribe to channels. In fact, the number of viewers subscribing to creators and engaging with their channels every day grew 70 percent in the last year…Some of the features we’ve begun to roll out include giving more creators access to our community tab and Reels, our new way to create fast, lightweight stories. We will also push new innovations in AR and VR to create more immersive experiences. Stay tuned.”
4. Tightening and Enforcing Our Policies
“Some of our policies are no-brainers, like preventing people from impersonating other channels or using misleading thumbnails. But others are far more nuanced and unique to YouTube. We realize we have a serious social responsibility to get these emerging policy issues right, so we seek advice from dozens of expert advisors and third-parties. For example, on issues of hate speech we work with the Anti-Defamation League in the U.S. and on issues of self-harm, we work with the National Suicide Prevention Lifeline. These third-parties have been essential in helping us refine our policies and we will continue to work with them throughout 2018. We’ll also improve the enforcement of our policies through a combination of human review and machine learning technology. In 2018, our goal is to bring the total number of people across YouTube and Google working to address content that might violate our policies to over 10,000. Using machine learning, we now also allow creators to automatically review and hold potentially offensive comments…And we’re also currently developing policies that would lead to consequences if a creator does something egregious that causes significant harm to our community as a whole. While these instances are rare, they can damage the reputation and revenue of your fellow creators, so we want to make sure we have policies in place that allow us to respond appropriately.”
5. Investing More in Learning and Education
“The potential of our creators to enhance education and learning is incredible, so we’re going to do more to take advantage of the massive, modern-day video library that YouTube has become. That includes working with our educational creators to bring more of their content to the platform as well as expert organizations like Goodwill to provide and feature even more high-quality job skills videos on YouTube.”
Of course, in theory, all of these are reasonable and wonderful themes to focus on. No one in their right mind is going to be anti-communication and education. But after the shaky ground creators have been tiptoeing on, many are cautious about getting burned again.
The kindest were skeptically optimistic:
Many had their own opinions (on the internet? Shocking!) about how YouTube could improve:
And a large percentage of creators are still angry and not shy about sharing it:
Is it possible for YouTube to mend the burnt bridges of the past and keep it’s crown or is a new era on the rise? Let us know your thoughts on this and YouTube’s “2018 resolutions” in the comments below!