YouTube Monetization Explained: Highest Paying Niches, CPM vs. RPM, and Insider Tips

[00:00] so did you know that where you live

[00:01] determines on how much money you make on

[00:03] YouTube what are the most profitable

[00:04] topics on YouTube why is my ad Revenue

[00:06] going down the content in your videos

[00:10] can drive your CPM down

[00:12] so how does YouTube monetization

[00:14] actually work why do some creators make

[00:18] more money than you in this video we're

[00:21] actually going to be defining some key

[00:22] terms we're going to be talking about

[00:24] what is CPM what is rpm and some new

[00:27] updates to how YouTube pays creators and

[00:31] we're also going to be talking about the

[00:32] seven things that influence how much

[00:34] money you earn on YouTube plus the seven

[00:37] most profitable Channel topics According

[00:40] to some research and really this is

[00:42] going to be a deep dive training so

[00:44] buckle your seat belt and I'm going to

[00:46] be revealing how much money we have made

[00:48] at think media over the past 90 days and

[00:52] some of the insights we've learned from

[00:54] the different types of content that are

[00:56] paying the most and so let's first

[00:59] Define how YouTube pays creators once

[01:02] you get approved for the YouTube Partner

[01:05] program after getting 1 000 subscribers

[01:08] 4 000 hours of watch time in a rolling

[01:11] 12-month period period or if you get 10

[01:14] million shorts views in 90 days you can

[01:18] qualify plus having a thousand

[01:21] subscribers then you qualify to apply

[01:23] for the YouTube Partner program once in

[01:25] you can start earning money and the

[01:27] first calculation of how you earn money

[01:29] on YouTube is CPM stands for cost per

[01:34] Milli and it's really cost per a

[01:36] thousand Impressions Millie is a

[01:39] thousand I believe in like Roman days or

[01:41] something like that and so it's the cost

[01:43] The Advertiser needs to pay on YouTube

[01:45] for every a thousand Impressions their

[01:47] ad receives on on a video now an

[01:51] impression doesn't mean they've clicked

[01:52] through on the video it just means that

[01:54] the ad was actually seen there's an

[01:56] additional type of CPM though called

[01:58] playback based CPM so rather than

[02:01] calculating the cost an Advertiser pays

[02:03] for a thousand Impressions playback CPM

[02:05] calculates the cost and Advertiser pays

[02:07] for 1 000 video playbooks uh backs where

[02:10] the ad is displayed so the let's

[02:12] simplify what is CPM CPM is basically

[02:15] the amount of money an Advertiser is

[02:18] willing to pay to advertise on your

[02:20] videos and this varies by industry and

[02:22] we're going to clarify some of the

[02:24] highest paying Industries all the

[02:25] different details

[02:27] and to be clear this is the total amount

[02:30] of money that YouTube collects from a

[02:32] business or a brand that pays to

[02:35] advertise with them before there's any

[02:37] kind of split and so it's being measured

[02:40] by a thousand Impressions and thousand

[02:43] video views and it's also I think

[02:46] important to know that just because

[02:47] let's say you get a thousand views it

[02:50] doesn't mean an ad actually play

[02:51] sometimes people use Adblock blocker

[02:53] YouTube doesn't always Force ads to play

[02:56] even if you check every box of

[02:58] monetization it doesn't mean an ad will

[03:00] play so without getting too much into

[03:01] the weeds it's just if you're ever like

[03:03] well I got you know 100 000 views

[03:05] shouldn't those all count towards

[03:07] monetization well if it's playback based

[03:10] it means that actually The Advertiser is

[03:12] playing when their ad is actually

[03:14] displayed so then there's a second term

[03:16] like what's the difference between CPM

[03:18] and RPM well if CPM is how much money

[03:21] YouTube gets total so let's say a brand

[03:24] is like I'm gonna give you a hundred

[03:26] dollars RPM is how much money you the

[03:28] Creator get so YouTube typically they

[03:32] say is going to take

[03:34] 55 percent

[03:36] or rather actually we'll hit these

[03:39] numbers later and we'll actually maybe

[03:41] reveal why this isn't true but what

[03:42] YouTube says is that YouTube will pay 55

[03:44] of net revenues to creators so they take

[03:48] 45 you get 55 we're going to dispel some

[03:52] myths later because I actually don't

[03:53] think that that is true

[03:55] um but uh you let me know if you're

[03:58] watching the video version of this

[04:00] podcast in the YouTube comments what

[04:03] your experience has been in terms of

[04:04] like how much money you earn but let's

[04:05] break it down CPM is the let's say

[04:08] YouTube the the YouTube collects a

[04:10] hundred dollars from a business well

[04:12] then they would pay the Creator let's

[04:14] say 45 of of that transaction or it

[04:17] could be 30 or 50 or 60. but your RPM is

[04:22] how much represents the amount of money

[04:24] you've earned per thousand views so RPM

[04:27] is kind of the more important number in

[04:28] a way both actually are worth measuring

[04:30] but RPM when it really comes to to being

[04:33] able to pay your bills pay your mortgage

[04:35] you're going to need the money you

[04:36] actually collect not just the money that

[04:38] YouTube collects you're going to need

[04:40] YouTube to get some money from a

[04:41] business and then they're going to give

[04:42] you your cut and your cut is what you

[04:44] can actually deposit in the bank problem

[04:46] with RPM though is that RPM is actually

[04:48] based on several Revenue sources and I

[04:52] don't know if YouTube did this to mess

[04:53] with us but

[04:55] it can be kind of confusing because it

[04:57] is YouTube ads that would be the

[04:58] clearest but it's also Channel

[04:59] memberships it's also YouTube premium

[05:02] Revenue it's also super chats and it's

[05:04] also super stickers now it's kind of

[05:06] nice to think media is these are not

[05:08] really income streams we lean on we

[05:09] don't do Channel memberships we do earn

[05:12] YouTube premium revenue and that so

[05:14] would it everybody who's monetized it

[05:16] just means viewers that have YouTube

[05:18] premium ads are not being served to them

[05:20] you pay for YouTube premium to avoid ads

[05:23] I'm a YouTube premium user so when I

[05:25] watch YouTube videos every video I watch

[05:28] if it's monetized gets a cut of the pool

[05:31] of YouTube premium Revenue I know are we

[05:33] geeky yet buckle your seat belt because

[05:35] we're really getting into the weeds here

[05:36] but this is a deep dive training and so

[05:38] the problem with RPM is you could be

[05:40] like oh cool my RPM is really high well

[05:42] if you're getting super chats you're

[05:45] getting Channel memberships in my

[05:47] opinion it kind of dilutes the number

[05:48] like I want to know what I'm just

[05:50] getting in the ads relationship and I

[05:52] would love to just separate out these

[05:54] other streams of Revenue so here's a

[05:57] question how much are creators actually

[05:59] earning and Business Insider did an

[06:01] article this will be a range and we're

[06:03] going to talk about why this could be

[06:04] higher and lower I know we have an

[06:05] international audience different

[06:07] countries different demos they earn

[06:08] different amounts of money but here's

[06:10] what Business Insider revealed and these

[06:12] were RPM metrics creators said they got

[06:14] paid between

[06:15] 1.61 cents and 29.30 for 1 000 views on

[06:20] their long form videos

[06:22] that's a big range and that's the RPM

[06:25] that's how much they actually earned so

[06:27] depending on the niche for the topic 29

[06:29] is an insanely high RPM and 161 is not

[06:33] even necessarily terrible but is

[06:36] obviously on the lower end and depending

[06:38] on the niche or the quality of the

[06:40] content it could be even lower let's try

[06:42] to simplify some things bottom line if

[06:44] you ultimately were earning two dollars

[06:48] per a thousand views and you got a

[06:51] million views and they were all

[06:53] monetized you would earn two thousand

[06:55] dollars if you had a two dollar CPM you

[06:58] would actually YouTube would take like

[06:59] half of that and you'd get the other

[07:00] half of it so you get it like RPM is how

[07:03] much you keep CPM is the total amount

[07:05] that you share with YouTube so if you

[07:07] had a thirty dollar RPM and you got a

[07:11] million views you would make thirty

[07:13] thousand dollars so these things really

[07:16] matter obviously in terms of how much is

[07:19] possible to earn and the questions are

[07:21] how do we increase this and what are the

[07:23] best types of content now in this

[07:25] Business Insider article they also

[07:27] discovered that shorts make a lot less

[07:29] money and the average there was creators

[07:32] were earning between four cents to six

[07:35] cents RPM for a thousand views and we've

[07:38] experienced that at think media we

[07:40] earned six cents for a thousand views at

[07:43] think media that's our RPM on our shorts

[07:46] but our

[07:47] RPM on our long form videos is much

[07:50] higher and so in just a second we're

[07:52] going to get into the seven uh ways that

[07:55] uh seven things that affect CPM RPM how

[07:58] to raise it we're going to get into the

[08:00] most profitable niches but let me reveal

[08:03] some numbers that only I know and these

[08:06] are just think media numbers at the time

[08:08] of recording the think media podcast

[08:09] episode that we're doing this is January

[08:11] 2023 through almost the end of April not

[08:15] quite the end of April there's five or

[08:16] six days left okay

[08:19] so when I set a date range inside of my

[08:22] YouTube analytics it'll fluctuate these

[08:25] numbers this is a way to measure it so I

[08:27] actually was able to go back and look at

[08:28] what January February and March and the

[08:31] RPM changed every month but this is then

[08:33] when you use your YouTube analytics you

[08:35] set a date range I set a date range for

[08:37] roughly three months on our think media

[08:39] channel in 2023. our videos had an RPM

[08:43] of 7.98

[08:46] so for every 1000 views

[08:48] that's how much we get to keep on our

[08:51] videos and fan funding during that

[08:54] entire time was only like a hundred and

[08:55] fifty dollars because remember if we had

[08:57] like a lot of live streaming and super

[08:59] chats with something we really focused

[09:00] on

[09:01] um or there was even Channel memberships

[09:03] so that those numbers are not really

[09:05] mixed with any any other income streams

[09:07] that's all just the amount of money

[09:09] we're earning from ads on our videos our

[09:12] shorts during the last 90 days earned

[09:14] six cents and our live streams had an

[09:18] RPM of

[09:19] 15.27 now disclaimer I don't think

[09:22] that's because I don't think the lesson

[09:25] there is that live streaming inherently

[09:27] pays more my prediction is from what

[09:31] we've seen at think media that when I go

[09:33] live with like deep dive trainings that

[09:36] are also that very educational and

[09:39] they're about YouTube making money

[09:41] online uh very tactical and I think they

[09:45] attract an audience that's probably

[09:47] similar to you

[09:48] someone that's smart you know wants to

[09:52] learn uh serious you're not just looking

[09:55] for fluff entertainment if you're

[09:56] listening to this deep dive about CPM

[09:58] versus RPM

[09:59] 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