This week we sat down with Rohit from the Alternative Monetization product management team at YouTube. He discusses how we’re thinking about new ways to help Creators make money on YouTube. It was louder and windier than expected and it was a bit of an impromptu interview for the channel during a company meeting so apologies for the audio. We’re working on getting better hardware.
Please note Rohit describes lots of ideas we’re currently researching, so any programs and activities described in this video may not reflect the actual experience.
If this video was helpful please remember to subscribe and help us spread the word about this channel. It’s still an experiment from some folks on the YouTube tech team so all our growth has been from word of mouth and other Creators telling their fans about our channel.
Please help transcribe and/or translate this video so more Creators can benefit here:
Team Creator Insider
Hey creators. We are in Los Angeles for a company meeting, and I ran into my buddy Rohit Rohit Welcome to the show thank you ever excited to be here, so you joined YouTube Wet so I joined Youtube about seven months ago, and you move from London all the way to the bay area I did I was I've been at Google for a very long time a lot of different things And I'm pretty close to some of the folks at YouTube That was based in London very happy with kind of like my life the world that I could ahead And my boss called me up my current boss, and you do said you got to do this role? I said well, you know it sounds interesting, but is it gonna be something. We're really gonna invested and make it very big He said yeah This is like one of the most important connect areas within Youtube obviously those others he told me that my I know exactly but he convinced me that it's made it to the made sense for me to like take my kids out of school moved to the Bay area and kind of do this role, and so what is this area? That's so much more important than fire We'll have a drink after yeah. Yeah, but it's a so we call it alternative Monetization, so that's an alliance of like monetization another way of saying it and As you know many of our creators? They make significant amount of money from YouTube ads but there's a lot of other revenue sources that our creators also generate money from So for example like deal so tickets or merchandising to create content deals and the list is actually fairly long and A lot of times they're creators they tell us that you know we're generating can be some of the money from this But it's a lot of effort on our part. We don't necessarily ships both with someone's advertisers be able with content partners and so on and if we could Productize this as company google that it could really make their lives essentially better Just from an effort at that point while making a lot more money for that. So everybody wins hopefully everybody wins yeah, so like You've got in alternative monetization fame bits also included because we were just talking to agnes at famebit Recently so how does fame bit how does that fit into this big picture? Yeah, so basically? the way that the team and I said let's let's figure out like where should we invest and the lowest hanging Fruit is like what our creator is currently doing right and product placement slash branded content deals is a very big current source of revenue for for our creators and You know from a Google perspective we have all the relationships with pretty much every single Meaningful advertiser throughout the world that creators could Substantially benefit and they'd actually benefit and become a couple ways one is it that'd be more revenue flowing through them, but secondly I've been inspired my time connect youtube in terms of the type of the passion the creators have with their work Right and they want it for you know put Forth like kind of the best kind of user kind of experience for like a video And so that's what we're trying to do with fame bit is I bring a lot more choice to our creators So they could not only I think said earlier like make money, but think that should make the organic video just that much better Yeah, so we need to get like Ferrari to sponsor this Go tool around So like you so that's fame bid and then you were mentioning other things like Ticketing or other things like can you share a little bit about other areas that you're exploring. I know you guys are still Researching okay like what are some examples of other ways people can monetize their videos yeah, so a lot of our creators they are credibly popular right so be it enough your music artist, then you'll often like a big concerts, but in a uniform on music our creators that the Millions of fans you know are tens of thousands hundred thousand thousand in size of you are You know people come want to meet you And so I didn't realize how big of an opportunity there is with respect to like enabling. It's Gonna meet greets yeah, where people buy tickets to kind of mean and You know traditionally you'd have to kind of be of a certain size to be able to couldn't like sell tickets Mm-hmm But what we want is is that when your fans come engage with you ie which is watching videos on YouTube watch page That if you so choose as a creator There's an opportunity for these viewers your fans to be able to buy tickets To come and see you and we wanted we want to be intelligent about it So if for example, you're gonna be in New York as a creator next month Then we would show just to the people who would then make it this up. Maybe a hundred miles and a venue a Fairly Prominent kind of unit says a Humans I Spend $5 $50. Whatever it is to come and meet this creator at this kind of venue, and that will all happen in The watch page as a person's viewing the video in terms of the viewer interaction terms of what they've seen. Yes They'll see like on the watch page For the time being you click in a new row to off-site Yeah, but in terms of the most prominent. Yeah aspect of this overall funnel that would happen on the watch creature very cool are there other things in your researching yeah, so in the same vein creators very popular and who doesn't want to wear like creator gear so We are enabling merchandising kind of the same way, so if you want to it's a creator if you want to sell t-shirts or coffee mugs, or Anything else that a fan may Just kinda like owning right we are doing two things. What is that? Partnering with some third party providers that we've gotta get embedded making sure that they have a good quality product. They're very easy to use They work internationally And so use a crater you can sign up for one of these you know these providers and right now We're still early, so there's only a one or two that we're working with the time being Sign up with them. You can possibly help you a bit with the designs that you made so choose, but it should ideally be filling and then Once you're ready to go we will show those products again on the YouTube watch page So today a lot of creators Could put links in the description to these things yep So we do when you feature it more prominently does it make a big difference in terms of the potential Absolutely yeah, yeah, I mean absolutely I Can't tell you the number of times we've seen videos and haven't read the description Right I do see the description from time to time, but certainly not every time yeah the way We're trying to do it is is that when you're watching the video? That there's a much higher likelihood that you're gonna see not only like a link But it's gonna be like a graphical kind of unit, right, so you have to kind of guess Okay, like what what does a t-shirt look like you guys you can see what the t-shirt looks like yeah? And so those are two things that are very much kind of under way. We're also looking at efforts to help creators often talk about you know products in the videos often Sometimes wearing like you know fancy shoes or being like a nice stuff. You got a jag that I wear right now, but you got the bull shoes exactly it basically mean for trips find out And then you know you talk about It might might talk about the shoes might not talk about the shoes, but it's on the camera Yeah And a lot of the fans are getting what the type of video is there sometimes interested in purchasing the product or the products? That are in the videos. It's also making that much more accessible cool now we have we did a video in the past with Barbara from Super chat and She was talking about all the cool stuff with like Live-streaming and virtual goods and stuff and then and then we also did a video around ads Update and a lot of people have asked about hey like why can't you tube do more around? Sort of fan funding not just for the live streaming, but not just for regular Videos is that something you've looked into I think it's a great question and something that we are definitely looking into I don't know if it's specifically fan funding even right Versus a different way of than I'm thinking about it Yeah, but you know possibly the same concepts where we enable our fans not our fans, but the creator spans to The super ones super fans to get closer to the creator some of the things that are Super cool about what you're doing is for a creator Today they may be very dependent on the one sort of ad system yep And for whatever reason like that that might be doing great with it or the main wish they could be doing differently? And what you're doing is like kind of giving them diversification Yeah, I'm the weird look at it. Is is that I? Mean I really believed in Youtube spent a place for really bringing. You know people and kind of creators together Mm-Hmm, right? And I think we have like a massive opportunity for really kind of like the watch page Or that clear like channel to kind of be the home for graters where not only can Fans come and like engage in making a break and like not video content but also be able to buy my tickets and merchandise and maybe Something we talked about some bad funding type of stuff and one of the things that's awesome about this channel is There's a lot of creators that that do watch the videos. I know you don't watch all I Watch all of your kids videos there you go. I appreciate that And and they watch these videos they're really great at leaving comments and giving feedback If you could ask creators out there Anything you wanted to kind of give you more insights or perspective about what you're working on like what would you want Feedback on? Oh, I mean without a doubt. I mean the number one most important thing they love for all of you to do for me is provide feedback in terms of How can we Are the things that we can prototype so we made it kind of like part like native to like going to YouTube? Provided via tools, or just made it accessible to all kind of like viewers To suit you or make it available to viewers like what would make your life better And how could we kind of in a way that will generate more revenue all of you? Got it So if you had a magic wand and you had any way you could think of to make more revenue for your channel yep? And ro here here would build it for you. Well, what would you want in the built? Exactly awesome. Thank you very much. Thank you. That was the real right. Thanks for your time.