Nobody Panic: Why the YouTube exodus is an overreaction

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By now we are all fully aware of YouTube’s woes with inappropriate content and keeping advertisers happy. Many brands have made an irresponsible knee-jerk reaction to pull all of their YouTube advertising. No doubt many are now seeing a decline in online activity and are probably wondering what to do next.

As with all social advertising, user-generated content always has an air of unpredictability. Luckily, there is always a way to mitigate these risks and ensure your ads are seen by the right people, in the right place. Yes – even on YouTube.

Here’s what you need to know

With all the furor, it’s understandable you may be concerned about your brand showing up alongside an undesirable video. Here’s why you shouldn’t panic about this:

In order for anyone to see your ad placed near an inappropriate video, they would first have to seek out that content and choose to consume it. So if you’re selling a people-mover to a mother of 5 who uses YouTube to watch craft DIY videos, then this probably isn’t going to pose a threat to your business. 

Why is everyone worried?

Of course, not everyone is selling people-movers, and if your target market might be viewing something aligned with questionable morals, things get a little murkier. Regardless, boycotting one of the world’s biggest social media platforms isn’t the answer, yet people are doing it. One key driver of this mass-exodus is that some agencies aren’t taking the full precautions when setting up YouTube campaigns. Google AdWords provides many options to tailor your ad placements, all the way down to specific channels and videos. Unfortunately, many agencies either aren’t taking the time to do this, or don’t even realise these options exist. Luckily, we do!

What is MCM doing?

As with all platforms, we optimise our YouTube campaigns daily. This includes checking where our video ads are placed and turning off any unwanted placements. While we can only access the information YouTube makes available for us this still gives us a lot of control over where our ads are seen.

Isn’t YouTube responsible?

Many have recently questioned why extremist or unlawful content even exists on a platform like YouTube. Let’s go over some key stats to put this in perspective:

  • Around one-third of the Earth’s population is using YouTube, and these users are consuming hundreds of millions of hours of video daily.
  • 400 hours of video are uploaded to the platform hourly to keep up with this demand – that’s 65 years of video every day. (Via: Social Media Today)

Clearly with a user-base of this size, a smart business-owner would want their brand to be present in this space. If you’re reaching your ideal audience on YouTube, why sacrifice all that potential traffic and sales just for the small chance of something going awry? Particularly when that “something” is largely avoidable.

What do you think about this whole debate? Tell us in the comments!

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