Honing Filipino YouTube creators

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NOWADAYS, anyone with a smartphone can document their activities on video and put it online. Due to regular uploads and a developing following, an emerging creator can monetize the content that was produced initially as a hobby.

During a presentation at last week’s YouTube NextUp 2018 launch, Chris Klapwijk, YouTube manager and Artist Development Lead for Southeast Asia, said that YouTube has 1.9 billion monthly active users. Mr. Klapwijk added that 85% of Filipinos use YouTube to watch online videos.

Launched globally in 2011, YouTube NextUp is a program aimed to help creators develop their channels and YouTube career.

“We went from staying at home at 8 o’clock to watch a certain show to nowadays people want to watch what they want, where they want, and whenever they want. It’s really on the mobile first. That is one shift in technology that is taking place where we’re are just in the forefront because we are on people’s mobiles,” Mr. Klapwijk told BusinessWorld at the launch.

In YouTube, creators monetize their content by placing advertisements in front of their videos, selling merchandise (which they announce on their channels), and collaborating with brands.

Creators who wish to monetize their content must meet the requirements of the YouTube Partner Program. To qualify, a creator must have 10,000 channel views on his/her channel, 1,000 subscribers, and 4,000 hours watch-time.




These thresholds, Mr. Klapwijk explained, are in place to make sure that advertisers are paired with creators who are “serious about what they do.”

“It’s really trying to eliminate the ‘bad actors’ who maybe just occasionally upload something that is not even theirs,” he said, adding that creators who hit these thresholds can start earning on every video that they upload.

YOUTUBE NEXTUP 2018
In its second year in the Philippines, the YouTube NextUp program consists of 12 finalists who will go through a week-long creator camp on video production at the YouTube Pop-Up Space Manila at the BGC Arts Center until Sept. 12.

From 200 program applicants, the final 12 creators are: singers Carlyn Ocampo, Janine Teñoso, and Alicia Litonjua (Lesha); rock band Kithara; actor and comedian Stephen Flores (InReelLife); spoken word artist Beverly Cumla; vloggers Jam Raquion (Jam-packed) and Benedict Cua; makeup enthusiast Amy Talaboc; celebrity mom Melissa Ricks; interior designer Elle Uy (Elle Uy Décor); and figure skater Joel Minas.

The finalists all have channels with monetization enabled and a subscriber base of 10,000 to 100,000. They have all uploaded three videos in the last 90 days, and are of good standing (no guideline strikes).

“We want people to have already put some elbow grease into the game, so we can see that they are actually serious about it… We also don’t want people that are too experienced because we really want to help them through that journey,” Mr. Klapwijk said of the selection process.

The finalists will receive an equipment voucher worth P100,000, strategic account management from the YouTube Creator and Artistic Development Team, and a mentorship from program alumni and top creators.

“I think that the reason why we’re investing in these creators is that we see that they are serious in the message they [want to] spread, and this is just one way to help them spread that message.” Mr. Klapwijk told BusinessWorld.

YouTube NextUp, he added, helps creators take their channels “to the next level” and gives them the support they need to produce content on a more full-time basis. “That is one of the reasons why we get so excited about this,” he said, adding that YouTube also wants to “promote a healthy and diverse ecosystem.” — Michelle Anne P. Soliman