How YouTube Is Catering To Influencers More Than Ever

YouTube has long been known for reviews and how-to videos but, in recent years, their creators have become full-blown celebrities, making the network a prime destination for branded content. In fact, a recent study found that teenagers use the video-sharing network more than regular social networks. With ever-changing advertising rules and FTC crack-downs, YouTube wants influencers to know that they are not only welcome, but the ultimate VIPs.

An obvious way to support its massive creator community is through additional funding. YouTube Red offers subscriptions to streaming services that give control to the creators in a Netflix-style service. From episodic content to feature-length films, Red gives users the opportunity to binge watch their favorite YouTube stars.

YouTube Community allows these influencers to further build their brand with an extra boost of engagement and not just with video. The new tab allows creators to post photos and other non-video content and though still in beta, shows tremendous potential. MatPat of The Game Theorists, for example, posted a question for his audience without a video, and he got 17,000 responses in two days.

To help the increasing need to identify branded content, YouTube has launched a new feature that lets creators disclosed paid promotions by way of a small notice that appears in the bottom-left corner of the video player. “Since brands increasingly recognize the value of the connection creators have with their fans around the world, they are investing in collaborations to reach viewers in interesting and authentic ways,” YouTube explained on its blog. “At the same time, viewers appreciate transparency when brands and creators collaborate on paid promotions such as product placements, sponsorships or endorsements.”

Of course, creators will have to take it upon themselves to make sure they follow all disclosure rules for their region, but the “includes paid promotion” option will certainly make things a bit easier. Luckily to assist with all that fine print jargon, YouTube offers its creators legal support, another sign that the company wants creators to succeed.

With YouTube on its way to becoming a full-fledged social network, the company knows that creators are its heart and soul. With one YouTuber making a whopping $7.4 million dollars last year alone, the potential for successful influencer partnerships is at an all-time high.