While presenting at the Cannes Lions International Festival of Creativity, YouTube announced that it’s going to selflessly help some of its partners produce more compelling (and more lucrative) content. The select few will be flown out to Los Angeles where they’ll spend a week working with production specialists who will help them create amazing, quality videos for YouTube. They’ll also be paired up with their own partner manager who will help them develop a killer content strategy.
It’s about sharing the wealth. It’s about raising the quality of YouTube. It’s a chance to rise above the rest and really shine.
And who are the chosen few? American Express, General Electric, Johnson Johnson and PepsiCo for starters.
Seriously, YouTube? Five companies who have the money and power to hire the best creative talent and rent the highest quality studios and equipment? These are the people who are going to benefit from your time and resources? I’m beyond appalled.
YouTube is what it is today thanks to the millions of average Joes and Janes who picked up a video camera and recorded something funny, exciting or educational. Pepsi didn’t make YouTube. Shane Dawson did. iJustine did. Annoying Orange did. Psy did.
If a company has an ad agency, then their doing just fine. YouTube should be extending this offer to the young, struggling YouTubers who are on the verge of a breakthrough – the people who are doing something creative without a budget. These are the people who deserve to spend a week in a studio in Los Angeles learning how to take their show to the next level.
I get why YouTube wants to court American Express. They have a huge ad budget and YouTube thinks if they can teach them how to produce more creative ad content, they’ll spend more of that budget on video advertising.
But here’s the thing. If it wasn’t for those “average” YouTubers, there wouldn’t be anyone on the site to watch that American Express ad.
There’s a lot at stake. Take a look at these numbers from TubeFilter:
I understand, this is business. But you can’t forget where you came from and on whose shoulders you rose to the top.
YouTube, if you insist on going forward with this partner program, couldn’t you at least offer a couple of slots to a young videomaker? They are the future and they’re a lot more loyal than any big brand name.