Networks represent a demand from consumers for YouTube to grow from being a collection of random videos to something more organized and therefore accessible and useful to audiences. The better networks such as those I feature in this post show the usefulness of teaming up for greater success. It's an approach that YouTube has identified and will address too in 2013.
There is some controversy around the usefulness of YouTube networks for channels who are making good content and generating interest in their videos independently. However, there are definitely ways to utilise your involvement with a network to improve your video output and general marketing.
Put simply, it is a collection of YouTube channels. How these networks come about varies. Some companies start a network and ask channels if they would like to be a part of it. Sometimes lots of channels get together to create a network. Networks usually involve some sort of exchange e.g. a percentage of the profit generated by your channels content, in exchange for support with production and marketing.
YouTube have made it very clear that they do not suggest that channels sign up to networks and they do not recommend any networks in particular. YouTube are not involved in the relationship between channels and networks and will not be able to support you if you want to end a contract with a network. If you sign up to a network, we would advise getting tied in to a long-term contract straight away.
There are lots of different business models but there is usually a sharing of revenue which comes from the revenue channels generate from Adsense. It depends on the individual network what other value a channel can benefit from by being part of a network.
This set of recommendations is written from the perspective of a brand looking to join a YouTube network themselves. However - there are plenty of marketing opportunities with the networks for businesses not involved in creating their own videos but looking for creative ways to get exposure for their brand:
Some networks (the ones set up by companies who bring channels together) will offer specific support to channels. This is often in the form of advice – letting you know what is working, what isn’t and how you can improve what you are doing. This is especially useful if you have less experience with YouTube and the online video industry.
Brands can also get advice form networks on how to leverage the channels within their network to reach new consumers.
Good networks seem to bring channels together that have something in common. That commonality may be as basic as the fact that all of the channels are producing good quality content. It may be more specific e.g. a network of musicians or a network of video production experts. Either way, there is an opportunity to work with other channels within your network to grow your audience. Reciprocal arrangements can give you the opportunity to reach a whole new range of YouTube users.
The same goes for brands - you could partner with a creator or a group of creators to make a series of videos; using well known creators means that you will have a ready made audience for your videos - you do of course need to ensure that the audience is relevant to your business.
There are opportunities to grow your brand through your network. An example is though product placement advertising. If there are channels in your network that are related in some way to what you are doing you can look at collaborating to support each other in building your brands.
The monetary value of handing control of your Adsense account to a network is debatable. Ultimately, if they are taking a percentage you will make less hard cash by being in the network. However, if the network helps you grow your audience and supports you to get better at what you do, you may actually make more money overall. Also, if the network offers support with production, you may find that you make savings elsewhere. Each individual channel needs to weigh up their unique situation with each of the networks they are considering.
It may be possible to use your network as a place to seek talent for your productions – practical talent to work on your video productions or on screen talent. It may be that you have talent within your team that can be offered out to other channels in your network.
I hope you've found this an eye-opener. Do let us know your experience if you have tried specialist YouTube networks.
By Neil Davidson
Neil Davidson is the Founder of MWP Digital Media, a leading Corporate Video Production Company. He also runs My Web Presenters who specialise in creating video spokesperson videos. They work with businesses of all sizes to create and market compelling and emotive videos that get specific and clear results. If you would like to have a conversation about how to create video for the web then please contact Neil here.
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