The YouTube Renaissance
Recently YouTube has released a policy that has content creators on their site in outrage. However, this policy, in my view, is not a negative thing.
There is confusion surrounding the issue. People took to twitter to exclaim their disappointment in the platform using the hashtag #YouTubeIsOverParty. Some say it’s the end of YouTube. Others proclaim that it’s outright censorship. Though I understand their perspective, it neglects the fact that YouTube and it’s affiliates are not only protecting themselves, but inciting better quality content that is meaningful for brands to advertise on. This is only a reflection of the state the internet is in right now. For the internet is governed by advertising agencies.
There is a growing gap between ‘small YouTubers’ and the YouTubers holding celebrity status on the platform. Many describe the uprising of quality content as the YouTube Renaissance. In many ways, it is. This policy encourages that those seeking YouTube as a business opportunity must conform to strict standards that is just the same as the traditional entertainment industry. This is nothing new.
To save the future of the platform, YouTube has taken the initiative to pair better quality content and brands to reach loyal audiences/ consumers. This makes YouTube money as well as those willing to challenge themselves to create more meaningful content that is not perverse, politically controversial, sexual, or violent that would ultimately reflect the integrity of the brands who advertise.
From an advertiser’s perspective, they do not want to have an ad on a video that doesn’t conform to these restrictions because it is reflective upon the integrity of what their brand stands for.
It is noted that the typical viewer relies on this type of unrestricted content for their own pleasure. It is often click bait and not genuine. YouTube is forcing those that currently make a living on the platform (or those seeking to) to create meaningful content that will better the brands that seek to advertise on their videos such as DanIsNotOnFire, Phil DeFranco, and many others. Besides, there is always Patreon. Celebrity-status YouTubers have large enough followings that Patreon could be the better option if they intend to continue with their current content.
If you are a creator, this DOES NOT mean your content will be censored. It will only be prohibited to be monetized for ad revenue. Your content will still be available for your audience.
Did you get that?
Let me rephrase, if you create a video that has foul language, sexually suggestive content, or controversial topics, it will still be available for your viewers.
Now, I am a YouTuber (and a small one at that). I don’t see this as the end of YouTube. I see this a significant shift in the type of content not only YouTube wants to encourage, but also as potential for those at the bottom of the platform’s spectrum to rise up.
The outrage is caused by viewers who are used to the culture YouTube has evolved into. One that is superficial, materialistic, and click bait worthy. It is now time to prove that YouTube is much more than that. YouTube is meant for positive outreach and quality content that is meaningful to viewers worldwide. The content produced on YouTube should be uplifting and inspirational. This is not the end. This is just the beginning. #YouTubeRenaissance