VidCon Europe 2018 Review: A Dutch Coffee Marathon

Last year, the inaugural VidCon Europe was dominated by YouTube “Adpocalypse”, the great brand safety scare of 2017. That year, the conversation amongst digital media companies and MCNs in Europe was largely focused on expanding their presence on other social platforms like Instagram and Facebook to reduce their dependency on YouTube, and in anticipation of those platforms enabling some form of scaled revenue share. Fast forward to VidCon Europe 2018, and the marketplace seems to have changed completely.

Last year’s EU event received mixed reviews, so attendees were uncertain what to expect in 2018, and VidCon organizers knew they needed to step up their game. Thankfully, this year’s venue was more central to the city, included a tasteful lounge sponsored by Facebook, and offered extensive networking options through VidCon’s Brella app.

Typically during industry conferences my schedule is packed, so I have to be extremely selective about what panels and other programming sessions to attend. Much of my day revolves around meetings with customers and industry contacts, allowing me to indulge my coffee obsession until my heart is on the verge of exploding from over-caffeination.

Takeaway #1: Social Platform Diversification is Essential.

Rian Bosak, owner and CEO at SuperBam (double-shot espresso), shared his outsider’s perspective that Europe’s digital video market is strong and growing, yet about 2-3 years behind the US in the sense that YouTube is still its core.

“Literally everyone who asks me, I tell them to get on Facebook, Instagram, Twitter, Mobcrush, Twitch, Patreon, anything that expands their business so they’re not tied to one line of revenue.”

This is not surprising due to the many policy changes and brand safety blunders that have continued to plague the YouTube ecosystem in the last year. Though Facebook’s recent data security issues and lackluster showing on Facebook Watch has some holding their ground on YouTube.

Takeaway #2: Long Live the Influencer Agency. And the Digital Producer. 

Recent changes to the YouTube Partner Program (YPP) were the last nail in the coffin for the scaled MCN model. European MCNs have responded by narrowing their focus, either focusing on developing top talent or doubling down on digital content production. But it is a crowded arena.

Former Studio71 UK lead Elly Garrod (decaf black coffee), is now Managing Director at HelloWorld,a live event with UK’s biggest influencers. Though impressed by VidCon EU 2018’s more intimate setting, Elly feels it was not representative of the industry’s increasingly fragmented state.

“There are so many channels and so many companies offering different versions of the same thing. Everyone is trying to find their place, so it will be interesting to see if the brand money increases enough in this sector to support so many players .”

Takeaway #3: New Platforms to the Rescue. Maybe.

Managing Director of Dutch influencer production company Onlane, Jonatan de Boer (classic black coffee), dreams of helping Musers (influencers on Musical.ly) develop superstar careers.

“YouTube had a rough year, Facebook is in the midst of an identity crisis, and while Snapchat is still one of the big guys… for how long will that be? Nobody really seems to know what the future will bring.”

The most common message I heard during my coffee sessions: Nobody knows what the future holds for digital video and influencer marketing.


Looking ahead, I’m curious to see what VidCon US 2018 will teach us. As the biggest show of the year, the original VidCon event regularly attracts more than 30,000 creators, fans, and industry attendees, all eager to gain insight into the latest video industry trends.

Will you be attending Vidcon US 2018 in June? Please give me a heads up so I can get a coffee with you. I prefer a cappuccino with a Dutch stroopwafel on the side. Feel free to contact us at [email protected]


Paladin is the essential influencer management platform. Trusted by media companies, brands, and agencies across 5 continents, our technology streamlines talent discovery, influencer management, and campaign reporting.

Paladin operates globally, with offices in the North America (Los Angeles, USA), Europe (Kraków, Poland), and Asia (Ho Chi Minh City, Vietnam). Learn more at paladinsoftware.com.

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YouTube Partner Program Changes: Everything You Need To Know (And How Paladin Can Help)

 

YOUTUBE PARTNER PROGRAM: WHAT IS CHANGING

As you’ve probably heard by now, YouTube has introduced new eligibility requirements for  the YouTube Partner Program (YPP), which allows creators to monetize their content. Sparked by growing brand safety concerns, these changes aim to protect YouTube’s advertisers from running ads on low quality content or content deemed unsafe for brands.

As of January 16, 2018, in order to join or remain eligible for the YouTube Partner Program, channels must have at least 4,000 hours of watch time in the last 12 months, and at least 1,000 subscribers. Once a channel meets these requirements, they will also be further evaluated for community strikes, spam, or other abuse flags in order to monetize.

These changes will definitely have an impact on MCNs and influencer networks, but don’t panic! In order to help you prepare, we’ve put together a helpful Q&A, and outlined solutions Paladin has created to help.

 

MCN QUESTIONS ANSWERED

What will happen to channels in an MCN that do not meet these new requirements?

According to YouTube, channels that do not meet these new Partner Program requirements will be fully demonetized and removed from CMS accounts by February 20, 2018.

How will this impact MCN revenue?

According to YouTube, about 99% of channels that will be removed from YPP are making less than $100.00 per year, with 90% making less than $2.50 in the last month.

Across Paladin’s clients with MCNs, we estimate a very small decline in gross monthly revenue from YouTube as a result of these changes, an average of -0.25%.

How will this impact the size of MCNs?

For most MCNs, Paladin predicts a significant reduction in the number of channels in CMS accounts, on average 80%. Note that the amount of channels that will be removed varies greatly across networks.

The silver lining is that this channel reduction will likely neutralize any gross revenue lost, or even result in revenue gains, as MCNs will make monthly payments to a smaller pool of creators, and in turn will shoulder fewer payment transaction fees.

If you are a Paladin client and would like specific estimates on the impact of  the YPP changes on your MCN, please contact your account manager.

 

SOLUTIONS FROM PALADIN

Can I still work with my creators that do not meet the new minimum requirements for YPP?

Yes! With the recent updates to Paladin, you are now able to add and manage creators who are NOT inside of a YouTube CMS. This works by having your creators authorize their YouTube or other social accounts directly with Paladin. You can still monitor their data, pitch them in campaigns, store all of their relevant personal data, and more!

Can I still accept applications from creators that do not meet the new minimum requirements for YPP?

Yes! You can accept new applications from creators who are ineligible for YPP and manage them within Paladin. Though note, you will be unable to invite them to a CMS and collect revenue from them until they reach the YPP eligibility threshold.

If you decide that you’d prefer not to work with a creator until they meet the YouTube Partner Program requirements, you can easily flag them in our system and send them an automated email explaining that they have not met the requirements. You can also monitor them and re-engage them when they do meet the requirements

Can I block creators from applying to my network if they do not meet the new YPP requirements?

Yes! Paladin can block applications from creators that do not meet the new YouTube Partner Program requirements.

 

Though YouTube is certainly enforcing rapid changes across their platform, our goal at Paladin remains the same: to offer easy navigation and understanding of these changes for our partners, and provide flexibility to run and grow your company using our tools.

Do you have additional feature requests related to the recent YouTube Partner Program changes? Feel free to contact us at [email protected]


Paladin is the essential influencer management platform. Trusted by media companies, brands, and agencies across 5 continents, our technology streamlines talent discovery, influencer management, and campaign reporting.

Paladin operates globally, with offices in the North America (Los Angeles, USA), Europe (Kraków, Poland), and Asia (Ho Chi Minh City, Vietnam). Learn more at paladinsoftware.com.

 

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