Critical thinking question1:

Why doesn’t Facebook adopt the Youtube Partnership Programme if it’s such a successful business model?


The natures of Facebook and Youtube are completely different. Facebook is a social network media whereas Youtube is a video-sharing platform. In Youtube, youtubers are more likely to reach audience that are completely remote to them. One may have as many as 20million views but the uploader has no connection with the viewers at all. The audience found the video by the “suggested column” or the “you may also like videos”.

Giving monetary incentives to the Youtubers urges them to produce more content, which has a high probability of expanding their pool of viewers as well as Youtube has functions of sorting videos with most views or highest ratings.

On the contrary, Facebook users are often friends with their own social circles, and the content from their News Feed are probably their “likes”/ “followed” pages. Encouraging certain users to produce higher quality and quantity content may not generate as much attention as Youtube will. Facebook does have “suggested page” occasionally pop out in their users’ News Feed but it just shows the pages’/ person’s titles and profile pictures. Their posts won’t be shown if you fail to click in.

As a result, if Facebook adopt the Youtube Partnership Programme, it will be less effective than the Youtube model due to its operation.