Monetization is a questionable subject. What sounds so bad about allowing YouTube to advertise on your videos? Monetization makes you money, gives you higher credibility with YouTube, and overall could make your channel look more credible to users. That all sounds great! However, there are potential downsides to monetization you should be aware of before making a decision.
Though monetization could make you some extra side money, this profit is nowhere near the amount of money that could be made from voiding monetization. Think about it like this: let’s say you’ve opened a small software company that has created a new type of photo editing software. You’ve established a following of users online by creating an explainer video about the software, and YouTube offers monetization for your channel. Great! You can make some extra money on the side while still promoting your brand! Well, let’s say once you allow monetization, Adobe runs a new ad campaign for the newest edition of Photoshop/Creative Cloud. If a user clicks on your explainer video, and the first thing they see is an advertisement for a new edition of Photoshop, this will only distract the user from hearing about your software, and potentially drive them to just pick up Photoshop. That click to Adobe’s site does make you a small amount of money, but not nearly as much money as if the user had purchased your software. This ad is only taking away from attracting people to your brand.
Now, just because ads can be distracting doesn’t mean monetization should be completely ignored. Monetization establishes authority with YouTube for your brand and puts you as close to partner status as a channel can get. This is something you can take advantage of. Remember that video you put on your channel with good intentions, but it never received the traffic you expected it to? Use these videos as your monetized videos. This way, the important videos on your channel will not lose focus, but YouTube will still know that you are interested in the authority that comes with monetization.
Aside from these, you have to think of the user. When a user is looking for a piece of content quickly from your channel, and a mandatory 30 second ad spot plays before your video, that user will seek other arrangements to find the content. With the increasing speed of technology and social media, typical users don’t have the patience or attention span to deal with waiting through an ad like that. Users want instant gratification, as many sources amongst the internet can provide that gratification. Making users sit through these ads could cause them to associate your channel with this impatience, causing them not to come back. You want to provide users with your branded content as efficiently and effectively as possible.
So where is the money really? Are the cents you make per ad click really worth more than potential leads? Monetization can be effective for authority, but ultimately, establishing your brand is the most important part of creating an online following, which could subsequently gain your company leads.
You can learn how to create a call to action ad here.