RPM is expected to be a metric similar to CPM, but much more focused on YouTube creators
The video platform plans to include in this indicator the videos that, for one reason or another, cannot be monetized
In this way, it is hoped to convince the accounts of the advantages of producing more ad-friendly content
Over the years, community content surviving platforms have been increasing monetization options for creators. This not only allows them to earn more money themselves. It also gives these channels and accounts an incentive to continue producing materials, attract people, and be able to deliver on their promises to brands. However, platforms like YouTube have also been gradually creating hell.
And, with so many sources of income, it is sometimes difficult for content creators to know exactly how their money flow behaves. This challenge makes it impossible for them to take a series of measures that could help them maximize their work. But, in . data, YouTube has finally recognized this problem. The company has just released a new metric for all its channels, Revenue Per Mille (or RPM), which should remove this barrier.
Through an official post on the Google blog, how the metric works is explained in detail. The idea is to show a consolidated counter that tells creators how much money they are making for every thousand visits on their channel. This not only adds the sources on YouTube, from advertising and subscriptions to donations and streaming features. It also allows them to see what content is succeeding (or failing) more than average to improve it.
Added value for YouTube
The relationship between creators and platforms has not always been pleasant. On several occasions, accounts on YouTube and other sites have complained about monetization challenges that threaten to ruin them. There is also constant competition between different companies to see who can seduce the most influential individuals to migrate to their communities. And to this we must add the claims of the accounts when preference is given to external agents.
In this sense, this new YouTube tool could give a decisive advantage to the video platform. It is no surprise that the Google company and its creators have for years been in a twist and turn for certain monetization policies. True, in the course of the last few months, attempts have been made to smooth these rough edges with certain facilities. However, it remains a strained business relationship on most occasions.
With these success metrics, you can become a slightly more attractive ally to collaborate with. And is that content creators have problems with almost all the sites on the market. In this sense, the true added value of one or another platform lies in where it is easier to operate and prosper. Although it’s a feature that should have been around for years, RPM certainly contributes to painting a simpler environment on YouTube.
However, RPM (or some similar metric outside of YouTube) will not eliminate the challenges that still persist for earning a living on these social networks. The constant change of the guidelines is a factor that contributes to generating confusion and uncertainty in the market. Also, on their way to increase profits, companies can make risky decisions. To this must be added the challenge of brands seeking to win favor with the community.
Although adding a metric to better track revenue on your platform will help the environment, YouTube should look at other ongoing monetization challenges. For example, as IO Technologies points out, the sometimes toxic ecosystem that comes out of the existence of content marketing. Or, according to iZooto, convince people not to use ad-blocking tools. For eMarketer, another constant fear is forging a relationship of trust with advertisers.
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