The YouTube Creator’s Guide to Sponsored Content

The YouTube Creator’s Guide to Sponsored Content

We recently wrote a post detailing ways you can make money through online video. One of the downsides of writing a post like that is that it’s difficult to go into real detail on each point.

That’s why in this post we are going to take a deeper look at sponsored content – talking about what it is, how to deal with sponsors, and how to get sponsored content right.

 

What is sponsored content?

Yes, certain types. The main rule you need to know is that if the advert could be placed on the video in a similar way with YouTube ads, then it should be done with YouTube ads.

So you can’t have an advertisers video advert just appear at the beginning of your video as this is something that could be created with pre-roll ads, the same thing applies for image overlays and other ad formats that youtube supports.

YouTube reserves the right to remove your videos or penalise your account if you aren’t complying with their terms.

 

Does YouTube allow sponsored content?

Yes, for certain types. The main rule you need to know is that if the advert could be placed on the video in a similar way with YouTube ads, then it should be done with YouTube ads.

So you can’t have an advertisers video advert just appear at the beginning of your video as this is something that could be created with pre-roll ads, the same thing applies for image overlays and other ad formats that youtube supports.

YouTube reserves the right to remove your videos or penalise your account if you aren’t complying with their terms.

 

Who do you need to tell?

If you have some sort of product placement or sponsored content then you will need to tell YouTube when you upload the video.

You can find the checkbox under the monetization tab in your video manager.

 

monetisation sponsored content checkbox

 

This might mean that Google will stop showing ads on that video as the content you are reviewing might be in conflict with the adverts Google might display.
As well as informing YouTube, you may also be bound by law to tell viewers of your video that it contains product placements. This obviously depends on what the laws are in your location. I’d recommend always telling people anyway but we will cover that later.

 

Negotiate the deal with the sponsors

The practice of companies using YouTubers for advertising is still relatively new, and because of this there hasn’t yet been a set consensus on what are fair terms for both the company and the YouTuber.

As a result of this some companies will try to take advantage or the YouTuber by stating in the contract that reviews must be positive, or the video should look or feel a certain way.

Remember that it is your brand that you need to worry about. Don’t compromise or change the style of videos  that built your audience as your subscribers won’t like it. Also don’t fake how you feel about a product, as keeping the trust of your subscribers is more important than one paycheck.

 

Make the sponsored content fit well with your content

If an advertiser is paying you to mention their product then you should blend it into your content. Obviously, if the whole video is a review of a product then this doesn’t need to be said.

However, if the advertiser is paying you for a mention then you should try not to break the flow or feel of your video with their mention.

You don’t want the audience to feel like they are watching an ad break that they should just skip over, this won’t help you get subscribers or help the advertiser.

Film Riot are good at this, and they’re a good example to advertisers about why giving creative freedom to the creators will benefit both parties. Check out the ad break at 5 minutes to see what this looks like.

 

Walking the fine line

The final point to make on sponsored content is that there is a fine line to walk. You have to be paid for your work somehow, so it is tempting to have as many ads as you can, but the reason sponsors are willing to sponsor your content is because you have an audience.

Overuse of ads, camouflaging, being dishonest to please a sponsor, among other things are all ways to get you more money in the short term.

But if you erode away at your subscriber base, get yourself banned, or have videos that don’t make people want to subscribe, then you run the risk of damaging your audience’s trust and will  lose out on money in the long run.

Jen Luv is a good example of how to do sponsored videos right. She creates reviews for beauty products, but does it whilst being completely honest about any affiliations with companies as well as not shying away from giving negative reviews to people who are paying her to review a product. Below is an example description from one of her videos.

 

Sponsored content jen luv

 

People understand that YouTubers need to get paid, and so don’t mind advertisers, but they do mind being misled, tricked, or made to feel like they are watching an advert instead of the video they came to see.

The main concern you need to have as a creator posting sponsored content is that your videos please both your subscribers and potential subscribers – because as long as you have enough subscribers, you will have people willing to pay to get in front of them.

 

1 Comment

  1. jealous telecast 2 years ago

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    i
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