Google has been struggling over the past few months to deal with the all the drama and news sounding their Adsense features of websites, blogs and specifically Youtube. Google has been working very hard to create a better environment for brands wishing to use their service. In the past many brands and organisations have been very unhappy with their advertisements been associated next to poor quality content, hate speech and fake news.
Google has been focusing on keeping all the advertisers happy by not associating or showing advertisements next to content that violates the “safe content” rules. However the system they initially introduced resulted in many legitimate publishers and content creators being de-monetized when many brands would still like to be associated with their content.
The changes they have been trying to implement have been largely due to worldwide massive youtube boycott that initially was due to a large corporations advertisement being showed before a hate speech video. This quickly blew up in the media and quickly became a large issues than it needed to be, causing google to have to make quick decisions that saw many legitimate content creators loosing upto 80% off all their previous ad revenue, an amount that can change someones livelihood.
Since this time Google has been making frequent changes to its advertisement policies in attempt to create the best advertisement experience for brands, whilst trying to encourage content creators to continue what they have previously been doing.
From a digital marketers point of view this is a great things, as their is increased control over what content their message is being displayed with and thus overall more control of their brand equity, whilst removing the risk of any unwanted associations.
However the beautiful thing about Adsense and Digital Marketing in terms of the content creators previously was that it gave any type of individual the chance to earn income creating any type of content, which lead to authentic and trustful communities being built online (great for markers) that were often happy to watch as many advertisements as possible just to support the content creator they were following.
I think that by making it harder for Youtubers to be themselves in their videos due to the new rules and regulations, consumers will not be able to create the same level of trust with the content creators resulting in a less engaging market for digital marketers, whilst increasing the “barrier for entry” for content creators on youtube. This potentially means that less original content will be created and what does continue to be created will have a “sense” of censorship associated to it, something that youtube traditionally did not have thus preventing consumers to feel the same level of connection and trust with the content creators than they previously have. It is very interesting to see how small changes in policies can cause a large change in an entire industry.
What other implications to Digital Marketing do you think these policy changes will cause?