[0:00] so did you know that where you live
[0:01] determines on how much money you make on
[0:03] YouTube what are the most profitable
[0:04] topics on YouTube why is my ad Revenue
[0:06] going down the content in your videos
[0:10] can drive your CPM down
[0:12] so how does YouTube monetization
[0:14] actually work why do some creators make
[0:18] more money than you in this video we're
[0:21] actually going to be defining some key
[0:22] terms we're going to be talking about
[0:24] what is CPM what is rpm and some new
[0:27] updates to how YouTube pays creators and
[0:31] we're also going to be talking about the
[0:32] seven things that influence how much
[0:34] money you earn on YouTube plus the seven
[0:37] most profitable Channel topics According
[0:40] to some research and really this is
[0:42] going to be a deep dive training so
[0:44] buckle your seat belt and I'm going to
[0:46] be revealing how much money we have made
[0:48] at think media over the past 90 days and
[0:52] some of the insights we've learned from
[0:54] the different types of content that are
[0:56] paying the most and so let's first
[0:59] Define how YouTube pays creators once
[1:02] you get approved for the YouTube Partner
[1:05] program after getting 1 000 subscribers
[1:08] 4 000 hours of watch time in a rolling
[1:11] 12-month period period or if you get 10
[1:14] million shorts views in 90 days you can
[1:18] qualify plus having a thousand
[1:21] subscribers then you qualify to apply
[1:23] for the YouTube Partner program once in
[1:25] you can start earning money and the
[1:27] first calculation of how you earn money
[1:29] on YouTube is CPM stands for cost per
[1:34] Milli and it's really cost per a
[1:36] thousand Impressions Millie is a
[1:39] thousand I believe in like Roman days or
[1:41] something like that and so it's the cost
[1:43] The Advertiser needs to pay on YouTube
[1:45] for every a thousand Impressions their
[1:47] ad receives on on a video now an
[1:51] impression doesn't mean they've clicked
[1:52] through on the video it just means that
[1:54] the ad was actually seen there's an
[1:56] additional type of CPM though called
[1:58] playback based CPM so rather than
[2:01] calculating the cost an Advertiser pays
[2:03] for a thousand Impressions playback CPM
[2:05] calculates the cost and Advertiser pays
[2:07] for 1 000 video playbooks uh backs where
[2:10] the ad is displayed so the let's
[2:12] simplify what is CPM CPM is basically
[2:15] the amount of money an Advertiser is
[2:18] willing to pay to advertise on your
[2:20] videos and this varies by industry and
[2:22] we're going to clarify some of the
[2:24] highest paying Industries all the
[2:25] different details
[2:27] and to be clear this is the total amount
[2:30] of money that YouTube collects from a
[2:32] business or a brand that pays to
[2:35] advertise with them before there's any
[2:37] kind of split and so it's being measured
[2:40] by a thousand Impressions and thousand
[2:43] video views and it's also I think
[2:46] important to know that just because
[2:47] let's say you get a thousand views it
[2:50] doesn't mean an ad actually play
[2:51] sometimes people use Adblock blocker
[2:53] YouTube doesn't always Force ads to play
[2:56] even if you check every box of
[2:58] monetization it doesn't mean an ad will
[3:00] play so without getting too much into
[3:01] the weeds it's just if you're ever like
[3:03] well I got you know 100 000 views
[3:05] shouldn't those all count towards
[3:07] monetization well if it's playback based
[3:10] it means that actually The Advertiser is
[3:12] playing when their ad is actually
[3:14] displayed so then there's a second term
[3:16] like what's the difference between CPM
[3:18] and RPM well if CPM is how much money
[3:21] YouTube gets total so let's say a brand
[3:24] is like I'm gonna give you a hundred
[3:26] dollars RPM is how much money you the
[3:28] Creator get so YouTube typically they
[3:32] say is going to take
[3:34] 55 percent
[3:36] or rather actually we'll hit these
[3:39] numbers later and we'll actually maybe
[3:41] reveal why this isn't true but what
[3:42] YouTube says is that YouTube will pay 55
[3:44] of net revenues to creators so they take
[3:48] 45 you get 55 we're going to dispel some
[3:52] myths later because I actually don't
[3:53] think that that is true
[3:55] um but uh you let me know if you're
[3:58] watching the video version of this
[4:00] podcast in the YouTube comments what
[4:03] your experience has been in terms of
[4:04] like how much money you earn but let's
[4:05] break it down CPM is the let's say
[4:08] YouTube the the YouTube collects a
[4:10] hundred dollars from a business well
[4:12] then they would pay the Creator let's
[4:14] say 45 of of that transaction or it
[4:17] could be 30 or 50 or 60. but your RPM is
[4:22] how much represents the amount of money
[4:24] you've earned per thousand views so RPM
[4:27] is kind of the more important number in
[4:28] a way both actually are worth measuring
[4:30] but RPM when it really comes to to being
[4:33] able to pay your bills pay your mortgage
[4:35] you're going to need the money you
[4:36] actually collect not just the money that
[4:38] YouTube collects you're going to need
[4:40] YouTube to get some money from a
[4:41] business and then they're going to give
[4:42] you your cut and your cut is what you
[4:44] can actually deposit in the bank problem
[4:46] with RPM though is that RPM is actually
[4:48] based on several Revenue sources and I
[4:52] don't know if YouTube did this to mess
[4:53] with us but
[4:55] it can be kind of confusing because it
[4:57] is YouTube ads that would be the
[4:58] clearest but it's also Channel
[4:59] memberships it's also YouTube premium
[5:02] Revenue it's also super chats and it's
[5:04] also super stickers now it's kind of
[5:06] nice to think media is these are not
[5:08] really income streams we lean on we
[5:09] don't do Channel memberships we do earn
[5:12] YouTube premium revenue and that so
[5:14] would it everybody who's monetized it
[5:16] just means viewers that have YouTube
[5:18] premium ads are not being served to them
[5:20] you pay for YouTube premium to avoid ads
[5:23] I'm a YouTube premium user so when I
[5:25] watch YouTube videos every video I watch
[5:28] if it's monetized gets a cut of the pool
[5:31] of YouTube premium Revenue I know are we
[5:33] geeky yet buckle your seat belt because
[5:35] we're really getting into the weeds here
[5:36] but this is a deep dive training and so
[5:38] the problem with RPM is you could be
[5:40] like oh cool my RPM is really high well
[5:42] if you're getting super chats you're
[5:45] getting Channel memberships in my
[5:47] opinion it kind of dilutes the number
[5:48] like I want to know what I'm just
[5:50] getting in the ads relationship and I
[5:52] would love to just separate out these
[5:54] other streams of Revenue so here's a
[5:57] question how much are creators actually
[5:59] earning and Business Insider did an
[6:01] article this will be a range and we're
[6:03] going to talk about why this could be
[6:04] higher and lower I know we have an
[6:05] international audience different
[6:07] countries different demos they earn
[6:08] different amounts of money but here's
[6:10] what Business Insider revealed and these
[6:12] were RPM metrics creators said they got
[6:14] paid between
[6:15] 1.61 cents and 29.30 for 1 000 views on
[6:20] their long form videos
[6:22] that's a big range and that's the RPM
[6:25] that's how much they actually earned so
[6:27] depending on the niche for the topic 29
[6:29] is an insanely high RPM and 161 is not
[6:33] even necessarily terrible but is
[6:36] obviously on the lower end and depending
[6:38] on the niche or the quality of the
[6:40] content it could be even lower let's try
[6:42] to simplify some things bottom line if
[6:44] you ultimately were earning two dollars
[6:48] per a thousand views and you got a
[6:51] million views and they were all
[6:53] monetized you would earn two thousand
[6:55] dollars if you had a two dollar CPM you
[6:58] would actually YouTube would take like
[6:59] half of that and you'd get the other
[7:00] half of it so you get it like RPM is how
[7:03] much you keep CPM is the total amount
[7:05] that you share with YouTube so if you
[7:07] had a thirty dollar RPM and you got a
[7:11] million views you would make thirty
[7:13] thousand dollars so these things really
[7:16] matter obviously in terms of how much is
[7:19] possible to earn and the questions are
[7:21] how do we increase this and what are the
[7:23] best types of content now in this
[7:25] Business Insider article they also
[7:27] discovered that shorts make a lot less
[7:29] money and the average there was creators
[7:32] were earning between four cents to six
[7:35] cents RPM for a thousand views and we've
[7:38] experienced that at think media we
[7:40] earned six cents for a thousand views at
[7:43] think media that's our RPM on our shorts
[7:46] but our
[7:47] RPM on our long form videos is much
[7:50] higher and so in just a second we're
[7:52] going to get into the seven uh ways that
[7:55] uh seven things that affect CPM RPM how
[7:58] to raise it we're going to get into the
[8:00] most profitable niches but let me reveal
[8:03] some numbers that only I know and these
[8:06] are just think media numbers at the time
[8:08] of recording the think media podcast
[8:09] episode that we're doing this is January
[8:11] 2023 through almost the end of April not
[8:15] quite the end of April there's five or
[8:16] six days left okay
[8:19] so when I set a date range inside of my
[8:22] YouTube analytics it'll fluctuate these
[8:25] numbers this is a way to measure it so I
[8:27] actually was able to go back and look at
[8:28] what January February and March and the
[8:31] RPM changed every month but this is then
[8:33] when you use your YouTube analytics you
[8:35] set a date range I set a date range for
[8:37] roughly three months on our think media
[8:39] channel in 2023. our videos had an RPM
[8:43] of 7.98
[8:46] so for every 1000 views
[8:48] that's how much we get to keep on our
[8:51] videos and fan funding during that
[8:54] entire time was only like a hundred and
[8:55] fifty dollars because remember if we had
[8:57] like a lot of live streaming and super
[8:59] chats with something we really focused
[9:00] on
[9:01] um or there was even Channel memberships
[9:03] so that those numbers are not really
[9:05] mixed with any any other income streams
[9:07] that's all just the amount of money
[9:09] we're earning from ads on our videos our
[9:12] shorts during the last 90 days earned
[9:14] six cents and our live streams had an
[9:18] RPM of
[9:19] 15.27 now disclaimer I don't think
[9:22] that's because I don't think the lesson
[9:25] there is that live streaming inherently
[9:27] pays more my prediction is from what
[9:31] we've seen at think media that when I go
[9:33] live with like deep dive trainings that
[9:36] are also that very educational and
[9:39] they're about YouTube making money
[9:41] online uh very tactical and I think they
[9:45] attract an audience that's probably
[9:47] similar to you
[9:48] someone that's smart you know wants to
[9:52] learn uh serious you're not just looking
[9:55] for fluff entertainment if you're
[9:56] listening to this deep dive about CPM
[9:58] versus RPM
[9:59] so apply the insights to your Channel or
[10:03] test it how you will but that's pretty
[10:04] legit so when I go live and then the
[10:07] replay values of my live streams are
[10:08] good and they're long that's maybe
[10:10] helpful as well because they could be
[10:12] closer to an hour there's multiple ad
[10:13] spots but even that being said it
[10:16] wouldn't necessarily mean the RPM is
[10:18] higher it just mean that more ads are
[10:20] served so that's it around eight dollars
[10:22] per
[10:23] um for videos around six cents for
[10:25] shorts and 15 for live streams was think
[10:29] media over the last 90 days now watch
[10:31] this CPM over the last 90 days was 20.49
[10:36] so as I'm able to look I'm looking at
[10:38] think media the reason I like CPM in
[10:40] terms of studying things is just to
[10:42] understand hey what's the channel worth
[10:43] it's not what what our cut is but it's
[10:46] like what is our content worth what is
[10:47] the value of our content what are
[10:49] advertisers willing to pay to advertise
[10:51] on our content and it doesn't
[10:53] necessarily mean advertisers are picking
[10:55] out to advertise on think media although
[10:56] they could be they're they're looking
[10:57] for a particular demographic Maybe
[10:59] particular keywords
[11:01] um they're they're that's a it's a
[11:04] bidding Marketplace that advertisers pay
[11:06] to get in front of certain audiences and
[11:08] so because it's a a bidding Marketplace
[11:11] things get bit up supply and demand
[11:13] competition so think media in the last
[11:16] 90 days was worth 20.49 but now let's
[11:19] kind of do the rough math if we only
[11:21] earn eight dollars RPM then we earn 39
[11:25] and YouTube earned 61 percent
[11:29] now I've been in the YouTube game for a
[11:32] while
[11:33] as far as I'm concerned to me that
[11:36] doesn't seem to be that YouTube will pay
[11:38] me 55 of net revenues
[11:42] apparently I'm getting paid 39 of net
[11:44] revenues now if you're watching this or
[11:46] especially if you if you're listening to
[11:48] this
[11:49] um it's you can't really comment on the
[11:50] audio platforms but if you're watching
[11:52] this leave me a comment because maybe
[11:53] there's something I don't know if you're
[11:55] from YouTube I'd love to understand this
[11:57] more but and by the way I'm not I I
[12:00] ain't even mad about it but we earned 39
[12:02] according to my horrible math probably
[12:05] and YouTube Took 61 percent so when they
[12:09] say this and they say this on the Google
[12:10] page that when you turn on ads YouTube
[12:13] will pay you 55 of net revenues for ads
[12:16] displayed or streamed on public videos
[12:18] on your videos so that's long form
[12:20] content not shorts okay or just normal
[12:23] videos not shorts so there you go and
[12:25] and that's how I come to that conclude I
[12:27] look at what our CPM is I look at what
[12:29] our RPM is and if you're like well I'm
[12:31] making like 80 well is your RPM mixed
[12:35] with Super Chat super stickers YouTube
[12:37] premium Revenue that's something to
[12:38] consider and ours really isn't and so
[12:41] let's go a little bit deeper but before
[12:42] we get into some of these tactics and
[12:43] tips but here's also in the last 90 days
[12:46] where our money came from I'm going to
[12:49] give you the total this actually might
[12:51] have been four months January February
[12:52] March April that's actually four months
[12:54] to be clear like five or six days short
[12:56] of four months for all of these numbers
[12:58] okay fan funding we earned 150 dollars
[13:02] not a lot of super chats or anything
[13:04] that's all it would have been maybe
[13:05] people doing the thank yous and we never
[13:07] ask for them and we really don't go live
[13:09] that much okay shorts feed ads so this
[13:13] would be the proper ads playing in the
[13:15] shorts feed over four months on our
[13:17] content
[13:18] 1197 YouTube premium four thousand two
[13:22] hundred and eighty dollars watch page
[13:25] ads your standard in-stream ads on
[13:27] normal videos 151 098 dollars
[13:31] so in think media's case our normal
[13:34] videos with our close to eight dollar
[13:36] RPM that's where the game is in terms of
[13:39] making real money from YouTube ad
[13:42] Revenue the total for almost four months
[13:44] and 20 to 23 for think media was 156
[13:50] 727.21 not too bad so
[13:54] um and as you can imagine
[13:56] you know it's a good money but think
[13:58] media is also not a solo YouTube Creator
[14:02] anymore we have multiple creators
[14:04] editors helping now graphic design so it
[14:07] is also kind of important for a channel
[14:10] like ours that's if you could imagine
[14:11] the same kind of content or the same
[14:13] kind of numbers or the same kind of
[14:15] reach uh I don't actually have the
[14:17] amount of views that we got in that time
[14:19] forgive me because that would be
[14:20] interesting as well but at least gives
[14:22] you kind of an idea CPM RPM and so um
[14:25] let's talk about then ultimately what
[14:28] influences how you could raise your CPM
[14:30] remember that's not how much you get to
[14:31] keep but nevertheless let's make that
[14:33] Top Line number as high as possible and
[14:36] you can't affect the percentages in the
[14:38] middle right the RPM like how much
[14:40] YouTube's going to give you a cut I
[14:42] don't I can't think of one activity I
[14:43] could do but if I can get a higher CPM
[14:46] meaning what advertisers are willing to
[14:48] pay then YouTube is going to distribute
[14:51] whatever they want to me and the caveat
[14:53] for this whole thing is why I 100
[14:55] recommend you monetize in other ways
[14:58] other than ad Revenue like if you
[14:59] haven't watched our free class at
[15:01] thinkmasterclass.com
[15:03] you definitely want to diversify your
[15:05] income that's actually why I'm not mad
[15:06] about it creators probably are a lot
[15:08] more angry about some of these things
[15:10] like wait a minute I didn't get 55 why
[15:13] is this going up why is this going down
[15:14] you got to take your destiny into your
[15:16] own hands you cannot put the keys to
[15:18] your kingdom in the hands of YouTube
[15:20] ultimately nothing but love and
[15:22] gratitude for this free platform for the
[15:24] opportunity to reach people for all of
[15:27] the cool technology upload 1080 4K
[15:29] content 8K content you know Reach people
[15:32] YouTube's amazing and I don't think we
[15:34] should ever we should feel grateful not
[15:36] entitled
[15:37] but I think where a lot of anxiety comes
[15:39] is if you only rely on YouTube ad
[15:42] Revenue it's going to be hard to sleep
[15:44] at night even if you're really
[15:46] successful because it can be hot it can
[15:48] go up and down but nevertheless 156 727
[15:52] is a big piece of
[15:55] um maybe not even a big piece
[15:57] uh it is a significant piece of our
[16:00] think media ecosystem
[16:02] so how can we grow our CPM and how can
[16:06] you increase the CPM on your YouTube
[16:09] channel number one the geographic
[16:11] location listed on your channel so did
[16:14] you know that where you live determines
[16:15] on how much money you make on YouTube
[16:16] some countries have larger economies
[16:19] than others and that abundance
[16:20] translates to YouTube now actually by
[16:23] the way vidiq did a cool article and
[16:25] that's where I pulled these seven things
[16:26] and combined it with some of my other
[16:27] research I will admit that you might
[16:30] feel limited by okay well my country
[16:32] pays a lower amount of money but my
[16:35] Studies have revealed that it's actually
[16:37] where your audience is a little bit more
[16:39] than where your actual channel is listed
[16:41] like for example what if I started going
[16:42] nomadic and I started traveling the
[16:44] world and I'm uploading in Thailand and
[16:47] Vietnam and Australia and I'm just
[16:49] traveling but think media is based in
[16:52] the United States maybe it's where your
[16:54] channel is started but the big key is
[16:56] where are your viewers and what is the
[16:57] economic spending of your viewers in
[17:01] fact what who
[17:02] advertisers want to reach but number one
[17:04] is geographic location of your channel
[17:06] number two is the age of your audience
[17:08] advertisers want to be where money flows
[17:10] so what is their age think about this in
[17:13] terms of their buying power and then
[17:14] their buying Behavior not only how much
[17:16] buying power do they have how much
[17:18] disposable income do they have and what
[17:20] is their buying Behavior this is why you
[17:22] might say well I wish rich people watch
[17:25] my content on YouTube
[17:27] are you creating content that attracts
[17:30] affluent people this is why getting
[17:32] clear on your target audience and
[17:34] reverse engineering the kind of content
[17:35] you create is key and advertising
[17:38] ultimately is about getting the right
[17:39] message in front of the right people
[17:40] that take put on the shoes and put on
[17:42] the spectacles of The Advertiser the
[17:45] brand or business that wants to reach a
[17:46] target audience would they want to
[17:48] advertise on your channel and besides
[17:50] your channel topic in terms of the
[17:52] quality of your content or who you're
[17:54] talking to or who's watching whose
[17:56] attention can you hold who's respect can
[17:59] you hold it's the challenge of like you
[18:02] as a 20 year old life coach you may not
[18:05] actually be influencing a lot of 40 and
[18:07] 50 year olds they just might not trust
[18:10] you to coach them on life which is fine
[18:13] it would be just being aware of okay the
[18:16] content I'm creating who's it actually
[18:18] influencing now if you were a 20 year
[18:20] old curator of financial experts like
[18:24] Warren Buffett and Charlie Munger and
[18:27] you you are doing a faceless channel the
[18:30] audience consuming that content might be
[18:33] people in their 35 and above 45 55 that
[18:36] want to learn tips on investing and
[18:39] therefore you're getting paid more
[18:41] because you're talking about personal
[18:42] finance because advertisers want to get
[18:44] in front of people that are watching
[18:45] that content so there's different ways
[18:47] to look at okay who's watching my
[18:48] content what's the geographic location
[18:50] what is the age of my audience three
[18:52] what is your YouTube Niche or industry
[18:54] so what are the most profitable topics
[18:56] on YouTube now there are many and
[18:58] there's a lot of opportunity but there
[19:00] was some research done by a creator that
[19:04] discovered seven niches that make the
[19:06] most money and here they are Health
[19:08] business investing auto reviews real
[19:10] estate insurance and online marketing
[19:12] and this data was collected by studying
[19:13] cpms and different niches across Russia
[19:16] the US Canada the UK Germany Australia
[19:19] and India so global
[19:22] deep dive study what are the highest
[19:24] cpms health business investing auto
[19:26] reviews real estate insurance and online
[19:28] marketing so what are the most
[19:30] profitable topics on YouTube now if you
[19:33] were trying to financially position your
[19:36] channel to have the greatest Advantage
[19:37] it would be smart to pick a high-paying
[19:40] industry not just for CPM perhaps but
[19:43] because of brand deal sponsorships and
[19:45] other opportunities it doesn't mean
[19:47] however though that you'd have to be in
[19:49] one of those seven I think you
[19:50] understand that but it could also speak
[19:52] to the financial upside or lack of
[19:55] upside at least in terms of how much
[19:57] you're going to make from ad Revenue so
[19:59] one of the questions that you should be
[20:00] thinking is how much is how much are
[20:02] businesses willing to pay to advertise
[20:04] to this demographic if you think about
[20:05] it if it's auto reviews someone's
[20:08] actually going to buy a car and if it
[20:10] was a loan product of some kind perhaps
[20:12] or if it was Insurance of of something
[20:15] like that like these that would be a
[20:17] lucrative audience to advertise in front
[20:19] of it might be harder to sell Auto
[20:21] Insurance on a mine craft playthrough
[20:23] video so again that's the thinking we
[20:25] want to develop and so think about this
[20:28] what products are being sold to this
[20:29] audience if you're selling Medical
[20:31] Services to Baby Boomers they need a lot
[20:34] more Medical Services
[20:36] medical and Health Services are
[20:39] incredibly expensive think about cancer
[20:42] treatments
[20:43] so sometimes the cpms of of the health
[20:47] industry can be 50 60 80 100 plus people
[20:52] that are doing Investments or getting
[20:54] loans to Gen X so now we're combining
[20:56] just age and Industry what about SAS
[20:59] solutions for business owners SAS stands
[21:01] for software as a service what about
[21:04] luxury cars what kind of content has an
[21:08] audience that would purchase luxury cars
[21:10] and then what about fast fashion and
[21:12] drugstore makeup what kind of content
[21:15] maybe does have a high margin business
[21:17] still but it's more like even if it's
[21:19] more affordable products fashion makeup
[21:21] what about app downloads to Gamers with
[21:24] in-app purchases maybe that's not as
[21:27] much of a high CPM but it's a massive
[21:30] reach so typically if you go into
[21:32] something like luxury you have smaller
[21:35] amount of buyers a smaller audience but
[21:37] a higher value and then on the flip side
[21:39] if you go into something like gaming or
[21:43] mobile gaming you have millions and
[21:46] millions and tens of millions of
[21:47] customers potentially but maybe the
[21:49] amount you're earning the CPM per view
[21:52] and even the economics of the app itself
[21:55] it's a one-to-many play it's a digital
[21:57] good it's in-app purchases so they're
[21:59] willing a brand is willing to their cost
[22:02] of acquiring a customer is a lot lower
[22:04] than somebody that is the cost of
[22:07] acquiring a customer for a retirement
[22:09] home or for a cancer treatment number
[22:11] four seasonal changes in your Niche or
[22:14] your industry
[22:15] if you're ever wondering why is my CPM
[22:19] going higher or going lower if you're
[22:21] ever concerned about man why are why is
[22:24] my ad Revenue going down on YouTube one
[22:27] of the things to know is that it does
[22:29] fluctuate through Seasons which is out
[22:31] of your control in fact there's many
[22:32] external factors some certain Seasons it
[22:35] just goes down there's also times when
[22:37] advertisers spend more they spend less
[22:39] there's times when the US government was
[22:41] printing insane amounts of money and the
[22:44] whole stock market and businesses and
[22:46] everything was just getting absolutely
[22:48] inflated and so everything inflates
[22:50] during a season like that unless you are
[22:53] Jerome Powell and you work at the fed
[22:55] you can't really influence that so so
[22:57] there's certain seasonal things and then
[23:00] certain niches go up or down so perhaps
[23:03] in January you have a fitness channel
[23:06] or health and it's related to somebody
[23:08] thinking New Year New You and lots of
[23:11] people want to get in front of them at
[23:13] the end of December and the end of
[23:14] January with Health Products because
[23:15] people are thinking diet they're
[23:17] thinking lose weight they're thinking
[23:18] get fit they're thinking productivity
[23:20] they're thinking goal setting and so you
[23:22] your content might go through the roof
[23:24] during that time
[23:26] um and then there's maybe other times
[23:27] where by February March people are like
[23:29] I gave up on my diet I gave up on my
[23:32] goals I gave up on my productivity I
[23:34] gave up on my fitness
[23:36] um and so cpms are going down and it's
[23:38] out of your control I have a tech
[23:40] channel right think media talks about
[23:41] cameras tech and during Christmas or
[23:44] even pre that you go Black Friday Cyber
[23:46] Monday our ad Revenue usually uh not
[23:49] only usually always is high towards the
[23:52] end of the year as it's that season
[23:55] where a lot of people have sales holiday
[23:58] sales
[23:59] so that's number four number five the
[24:01] types of ads placed on your videos when
[24:03] you get monetized and you upload a video
[24:06] you can say turn on ads and then you can
[24:08] go into monetization and you can check
[24:11] boxes of the type of ads you want played
[24:14] on your videos
[24:15] we typically and sometimes by default I
[24:18] think just all the boxes are checked but
[24:20] a key here is you could for example say
[24:22] I never want non-skippable ads played on
[24:24] my videos have you ever watched those
[24:26] like you have to watch the full 15
[24:27] second ad or the full 30 second ad I
[24:30] never want that
[24:31] um I only want skippable what I've
[24:33] learned is I just check them all because
[24:34] what I've also learned is they just
[24:37] don't always play like YouTube is
[24:39] curating the viewers experience they
[24:41] want to push ads to make money because
[24:44] that is how YouTube owned by alphabet
[24:47] the parent company of YouTube and Google
[24:48] that's how they make money but they also
[24:50] don't want to spam people so many ads
[24:53] that they lose Goodwill and it's
[24:55] probably attention that's constantly
[24:56] being managed that's just why
[24:59] non-skippable ads are not always playing
[25:02] or it's up to YouTube basically so I
[25:04] just check all the boxes but here's a
[25:07] key
[25:08] um I went into the last about four
[25:11] months of think media and close to 80 of
[25:15] our ads were skippable video ads and six
[25:20] percent were non-skippable and six
[25:22] percent were display ads and four
[25:24] percent were bumper ads and four percent
[25:26] were non-skippable ads and so the way
[25:28] you see this is you go to analytics
[25:30] Revenue watch page ads which is how
[25:32] different ads make money and if you say
[25:34] Sean why does this matter or what should
[25:36] I do to influence this I would say
[25:37] probably nothing I would I personally
[25:39] would just check all the boxes and let
[25:41] YouTube do its thing and focus on making
[25:42] your next best video but the key is that
[25:46] different ads pay different amounts
[25:48] number six made for kids content
[25:51] if you check the box that this content
[25:53] was made for kids and if the content was
[25:54] made for kids you should check the box a
[25:57] couple years ago YouTube was fined 170
[26:00] million dollars for violating the
[26:02] children's online Privacy Act this law
[26:04] states that websites can't collect
[26:06] personal information from users under 13
[26:08] years of age so that means that if you
[26:12] have a kids channel it essentially means
[26:14] that you're going to make Less ad
[26:15] Revenue so YouTube isn't allowed to
[26:18] collect personal data from most children
[26:21] or from children and as a result those
[26:23] views are not going to be as targeted as
[26:27] other views what does that mean it means
[26:30] that users that are over 13 you've
[26:33] probably seen this all the websites
[26:34] you're going to all your activity on
[26:35] Google all the other watch history of
[26:37] videos you're watching everything you're
[26:39] doing even other data about you through
[26:42] all kinds of different tactics Google
[26:45] knows a lot meta knows a lot about maybe
[26:48] how much money you make roughly or what
[26:50] your habits are the know a lot about you
[26:52] right and it's a whole privacy
[26:53] conversation but what the law states the
[26:55] children's online Privacy Act is that
[26:57] businesses are not allowed to collect
[27:00] that information about people under 13.
[27:01] okay so if that's true all these
[27:03] advertisers are willing to pay a hundred
[27:05] dollar cpms to reach Baby Boomers
[27:07] because that are maybe even of a certain
[27:09] economic level to get a certain medical
[27:12] solution in front of them cool kids they
[27:16] go okay we know these are children but
[27:18] that's all we know like we know they're
[27:19] under 13 so it just does not command as
[27:22] high of cpms so the bottom line is just
[27:26] like you if your content is for people
[27:29] under 13 you should check the box that
[27:31] this content is made for kids but if you
[27:35] have a kids channel that is a factor
[27:37] that could be driving your you YouTube
[27:38] CPM way down and don't sweat it I know
[27:41] that could be stressful I wish the world
[27:42] was different wishing things were
[27:45] different than they are has turned out
[27:46] to never really be much of an effective
[27:48] strategy I think you just kind of
[27:49] embrace the reality or should I not do a
[27:51] kid's Channel well that's up to you but
[27:53] if you can put out great kids content
[27:55] you could get millions and millions of
[27:57] views you could still make good money if
[27:59] you put out great kids content I I hope
[28:01] blippi is checking the box for made for
[28:03] kids because I think it is and obviously
[28:06] it's a pretty crazy case study but
[28:08] blippi's got he's got the fake blackby
[28:10] you know that guy have you seen him like
[28:12] it's not the real blippi I happen to be
[28:14] a blippi expert now that I have a two
[28:15] and a half year old you've got his
[28:16] blippi's YouTube channel not only blew
[28:19] up he hustled he started building it but
[28:21] then you've got action figures you've
[28:23] got Biz Dev you've got Netflix shows now
[28:26] you have blippi and Mika you have all of
[28:28] this he scaled an Empire well you can
[28:30] build your Empire as well so remember
[28:33] that CPM is not everything and ads are
[28:35] not everything building a brand becoming
[28:37] known at the end of his episode he goes
[28:39] let's spell it out together if you're
[28:40] ever looking for more blippi let's do it
[28:42] b l i p p i like my son doesn't even
[28:46] know how to spell or letters or words
[28:47] and he knows how to spell blippi and
[28:49] find him on my Smart TV like branding
[28:52] right and so
[28:54] even if your CPM is driven down because
[28:56] of kids content
[28:57] it's okay
[28:58] we're gonna be okay
[29:00] you can adapt and create
[29:03] the ideal strategy for your YouTube
[29:05] business model your target audience
[29:08] however these seven things could be very
[29:10] helpful for us right for making informed
[29:13] decisions about our content
[29:15] in the future number seven how safe are
[29:17] your videos for viewing the content in
[29:22] your videos can drive your CPM down so
[29:26] there's an article that Google has out
[29:28] of what content is not suitable for ads
[29:32] or will result in limited or no ads
[29:35] when it comes to monetization so there's
[29:38] two things that could happen if you have
[29:39] questionable content in your videos
[29:41] number one ads are just disallowed
[29:43] completely or number two they're limited
[29:45] or no ads which typically tanks your you
[29:48] might make it instead of making 10 or 20
[29:49] grand a video for big creators they'll
[29:51] make two grand significantly throttled
[29:54] amount of money so here are some of the
[29:56] main topics that are not Advertiser
[29:58] friendly and this is not even an
[30:00] exhaustive list but it's quite a bit of
[30:01] things
[30:02] so these things can drive down how much
[30:05] money you earn from YouTube
[30:06] inappropriate language violence adult
[30:09] content shocking content harmful or
[30:12] dangerous acts hateful or derogatory
[30:15] content recreational drugs and drug
[30:17] related content Firearms related content
[30:20] controversial issues sensitive events
[30:23] incendiary or demeaning content
[30:25] tobacco-related content and adult themes
[30:28] in family content so the summary there
[30:31] is PG PG-13 family friendly content is
[30:36] going to have the greatest opportunity
[30:38] for the most ads this is a whole
[30:40] conversation in and of itself because
[30:42] some creators who have more adult themed
[30:45] content want they say well there's a lot
[30:47] of brands or businesses that would want
[30:49] to reach our audience but my rebuttal to
[30:52] that would be yeah and that's why you
[30:54] can do brand deals and that's why you
[30:55] can do your own thing and you can build
[30:57] your own platforms other places or you
[30:59] could have you build an email list and
[31:00] you can sell email drops to sponsors but
[31:03] I empathize I mean I see the frustration
[31:06] is sometimes people sometimes these
[31:08] things are unclear or sometimes you
[31:09] don't know why your video has limited or
[31:11] no ads but nevertheless if you want the
[31:14] safest bet of not having limited ads on
[31:17] your YouTube videos than being
[31:20] thoughtful of those types of keeping
[31:23] inappropriate language and violence and
[31:25] harmful content out of your videos would
[31:28] be an important factor for just avoiding
[31:31] any of that drama in any of that trauma
[31:35] so ultimately what questions do you
[31:37] still have about monetization let me
[31:40] know especially if you watch this on
[31:41] YouTube where you're able to comment if
[31:43] you are part of our audio Community then
[31:46] it would mean the world to me if you
[31:48] reviewed the podcast on Spotify or
[31:51] you'll have to review and rated this on
[31:53] Apple seriously if you got value out of
[31:55] this episode that would go a long way
[31:57] for all the research that went into it
[31:59] and we covered right these seven
[32:02] different distinctions of CPM and seven
[32:06] most profitable Channel topics in there
[32:07] and also how much we made at think media
[32:10] so we covered a lot so save this one for
[32:12] reference and even share this with maybe
[32:14] somebody else that would benefit from
[32:16] some of this information and I am Sean
[32:18] Cannell rhymes with YouTube channel this
[32:20] has been the think media podcast and I
[32:22] look forward to connecting with you in a
[32:24] future episode