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I Interviewed the YouTube Director of Content Partnerships

I Interviewed the YouTube Director of Content Partnerships


– Hey guys, it’s Jouelzy
and we’re out here. It’s a bit frigid, you
know, it’s a bit cold. But we’re out here with Malik Ducard, who is the Director of
Content Partnerships. Did I say that correctly? – You got it right.
– I got it right? At YouTube.
– At YouTube. – And we’re gonna have a
really great conversation. – I’m looking forward to it.
– Yes. – Well it’s great to see you. – It’s good to see you,
it’s always good to see you. So he is going to answer some questions that are really pertinent to the YouTube content creator world. You know, I be thinkin about the folk. I’m doin it, takin one for the team. By answering some them
questions about AdSense. (laughing) About how to get poppin,
how to get promoted. Why are we seeing more
black people on YouTube? Yeah, we’re gonna handle all of that. So we’re gonna have a great discussion – We’re gonna chop it up. – With Malik, yeah. – Cool, alright, let’s do it. Thanks for having me, I’m a big fan. Like we’ve been knowing
each other for a minute now. Yeah, just really happy to be here. – We originally met at
an event in Charleston. – In Charleston, South Carolina. – Yes.
– That’s right. – That was a great for the
Google, the black Googlers. – Yeah. – Yeah, we did a panel discussion
about using your voice. So here we are, what, four
years later, using our voice. – That’s right. – Okay, so let’s get into
the questions that are like, on top of everyone’s mind,
which is always monetization. It’s a big thing. For me personally, I don’t
really rely on AdSense. I think there’s like this misconception that essentially, from like the mainstream or people just like a lot of YouTubers, that believe that they come into this and in order to make money of off YouTube that they need to be like Eliza Koshy. They need to be like super popular, really high engagement, really high views. However, I do believe, well I know, that there are other ways to earn income. – Absolutely. – On YouTube, outside of
solely relying on AdSense. – Yeah, yeah. – And ways that you can hold on and maybe do more niche content or, you know, have a stronger
sense of brand integrity without having to sell yourself this idea of it’s all about, you know, AdSense. Do you have any thoughts on that? – Yeah, absolutely. I think that there’s a few areas here that we’ve been really working hard at. So, you know, one thing that we’re doing is building out a lot of
alternative monetization streams. So that creators can really
leverage the footprint and the audience that they have and that they worked hard at growing. For example, merchandise is something that a lot of creators are
really, you know, focused on, and building up revenue streams around. One of the early things that we’ve done is with a company called Teespring where creators are able to actually, directly in their channels, sell t-shirts, sell merchandise
and have a transaction that completes through YouTube. And that’s just, you know,
one of the starting points and we’re really working
hard at growing that. Another area that we’re focused on is specifically around
channel memberships. Where creators are able to for $4.99 a month or some stated price, offer up extra content,
extra sort of fanship pieces that the creators can offer up to those super fans for a channel membership. We also, probably about two years ago, bought a company called FameBit, that we’ve incorporated
deeply into YouTube and it’s a division of YouTube. What’s so great about FameBit is that brands and sponsors
get matched up with creators and a brand might have a specific thing that they’re focused on and will essentially tee-up an RFP that – – Wait, wait, we not Google
people, so we don’t do acronyms – A proposal.
– Yeah. – Let’s say its brand X and
they’re looking for partnership on a video to help support
one of their products or a mission that they have. Creators will be able
to look at that proposal and if that brand is something that is authentic to the creator, if it’s a fit with the
creator, the creator might say, you know what, yeah, this one’s for me and let me put in a pitch
to match up with this brand. It’s an area that’s growing
really, really quickly and one of the things I love about it, is that it’s really
important that creators can be their authentic selves. Like if they don’t like a certain brand, you know, they don’t
have to lean into that. But if they do, and if
they’re passionate about it, they can create a video or
have a sponsor title card, that’s really sort of natural to what their interests are
and match up with the brand and the brand is looking for
that authenticity as well. – How does YouTube decide
what creators get brand deals? – There’s a short answer
and a longer answer. The short answer is that, it really isn’t Youtube that decides. What we work really hard at is making sure that the brands have the information, the data on the marketplace,
the insights to make, you know, choices and to really determine where they invest their dollars into. At YouTube, we’re working
really really hard to open eyes, to open up opportunities
and one thing I mentioned is the YouTube Black brand
summit that we did yesterday, is a great example of getting, you know, large important brands into a place and a time,
a single place and a time to really show them the
value and the opportunity, the big opportunity in
this YouTube Black space. To get on board, to invest more. Part of my background,
like way back in the day, two decades ago, I go way back. I used to work in advertising. – Yeah? – Like, I was on Madison Avenue
and worked at an ad agency and I remember as a black
team member in a ad agency, one of things I was focused on, with others is, how can we
open up the eyes of advertisers who were our direct clients
on the value of black dollars and the value of the black consumer. – Yeah, I used to work at an
ad agency on Varick Steet. – Oh, wow, wow, get outta here. – Yeah, and I think that’s kinda what’s helped me understand that like I don’t always have to rely on AdSense. There are, for me working at an ad agency, explains how I can brand myself
even with a niche audience or niche audience,
however you say the word, and making sure that I
know how to sell my value, even though I tend to skew
with my engagement and stuff. Skew as a medium size YouTube
channel versus it seeming like only the bigger channels get
sponsorship opportunities. – Yeah. – By audience I was actually
thinking of mostly as like adult black people, black women, who feel like maybe it’s much harder for them to become successful on YouTube. I think part of that, that
I don’t see discussed a lot, is actually how the
YouTube algorithm works. In that, like most social media, it’s meant to keep you
on the website, right? – Yeah. – So it’s gonna feed you
the content that you know, that they can tell you’re already watching and I think that creates
an inherent bias, right? And that we, a lot of us, when
we start on something new, will tend to, and we’re all guilty of it, we will look for what looks like us. – Right
– Right? That’s what we connect with first. And so with that, the algorithm
will constantly show you stuff that’s gonna look like you. So like, my front page
is like all black women and I have no idea what
most of the other side, I don’t even know how many
sides there are to YouTube. But, every once in awhile,
I’ll kind of like trip into something new and I’m like wow, this whole new world , I didn’t even… Even here at YouTube Black, I
went up to somebody yesterday, and was like oh put
your YouTube channel in and I’m like oh, just
casually two million, okay. Hi nice to meet you…
(laughs) – That explains the Balenciaga, okay. Nice to meet you. But do you think that maybe,
that the way YouTube works kinda creates a echo chamber? And is there anything that YouTube can do or that they are doing, maybe, especially in this political climate, to kind of counter that? – Yeah, the mission of YouTube
is to give everyone a voice and show them the world
and that’s like one of the foundational principles that we have. It isn’t give everyone a voice and show them a slice of the world. We actually have a whole
initiative internally called a Machine Learning Fairness Project to really make sure that our systems and the machines that really
do this at scale across, you know 1.9 billion monthly logged in users and lots of, you know viewership, you know, every month, every day, to do this in a thoughtful way, at scale without bias. – So how much of this is
really YouTube’s responsibility and how much of this is like, do you think there might be some points where we can train the viewers? – There’s a lot that we
need to be thinking about, about digital media literacy. Viewers and just like people, society in general really need to scrutinize the
information that they get. But I also think it is very important for the social media platforms,
for platforms like YouTube, to make sure that it is teeing
up the right information so that people make those
discerning decisions and understanding the
sources of information. So, one thing that we’ve
done on news side actually, in the last couple of months, in the last year or so, is with news, we’re bringing in sort
of official news sources and teeing that up for users, to be able to see that on YouTube. As well as, bringing in
signals onto YouTube, so when you’re on a channel
and getting news on a channel, you have a little bit of
an icon in information on from where this news comes so you understand the source
of what you’re watching. – Yeah, I think I was watching
something from Al Jazeera and you were like, well
not you but YouTube, like light gray italics above, it says “Al Jazeera is owned
by the Qatar government”. – Right.
– Yes. – Right, right that’s right. So, we want to be able to
give the right information, so that people can understand where that information is coming from. – Is there anything or
any tips you can give for people like myself who
are the content creators with the ingrained bias that comes in with machine learning
and algorithms, right, that are supposed to keep you watching. Is there anything we can do,
maybe to like train our viewers or to counter it or like, is there any way we can be
of benefit to this system? – You know, I would say
that this is something that’s like always evolving
and my number one feedback to creators is, just
be the authentic self. At the end of the day, you know, that’s the drive that drives longevity and these classifiers that really help to match up viewers with
creators, content with eyeballs, it’s essentially driven by creators and viewers and the classifiers are really just a bridge between the two. So, I think it’s important that, you know, creators like in that equation, not necessarily try to like
box in to the classifiers but really open up to who their are because if the viewers
want to watch the creators then that linkage will happen. – I’m in Creators for Change, right? – Absolutely. – Which is a social impact
initiative by YouTube. – Yeah, yeah. And thank you and congratulations. – Well, thank you, it’s
a great opportunity. I’m really happy to be a part of it and I’m really excited for
my project to come out. But how do people, in general, find out about the
social impact initiatives that Youtube has going on. – Sure. We’re really excited about
the social impact initiatives, just in general. I’d say just one quick tactical thing is, on the Youtube creators blog we have a lot of information that comes out about that. There’s also, a YouTube
social impact site. But we’re gonna be rolling
out more in this space and one specific things I’m
really excited about here is that we just in beta rolled
out a new suite of tools, called YouTube Giving and one
is the the beta donate button that we just rolled out,
literally a couple of weeks ago, maybe a month or two ago. – Oh, wow. And it’s on Connor Franta’s
Creator for Change video. – That’ right, that’s right. – He’s doing a fun… – And with this button, and by the way, the button is gonna roll out
a little bit more broadly later on this year but
really in the first half of next year we’ll expand
out much, much wider. But, creators are able
to tee-up a non-profit, a charity, a specific cause,
that they’re involved with and ask their supporters,
their fans, their subscribers, to donate and in the early beta, I gotta you, it’s going
really really well. We did something, in addition to Connor, something with St. Jude’s
Children’s Cancer Hospital, with an animal non-profit
called Hope for Paws and it’s raised about
$400,000 in just a few weeks. So I really see a big opportunity for all of us to help society through some of these tools
that will be coming out. – How do other YouTubers get involved? Like, if there’s a YouTuber
who wants to do more content around advocacy work, about policy change and like advocating for
minorities in oppressed groups. I think the hard part for me was, when I first started, was
getting the access to information and I know YouTube does, on some level, do some programs where
they help the YouTuber get access to the information. Whether they’re doing training or events. So, how do other, the
broader sense of YouTubers, kind of slide themselves into this space, if this is where they want to be? – So, you know, we’ll have
some more turnkey ways of doing this like the donate button. Broader initiatives, I would
say, just reach out to us. – I had hit up LinkedIn and I started searching for this site. – Yeah, yeah.
– That’s what I did. And I figured out the e-mail nomenclature and just started e-mailing people. It worked
– You hustled. We want to make it easier
than that, candidly. I’m glad you did that but one of our lessons is let’s have more sort of, social giving, you know,
turnkey, central places, where, you know, creators, at scale, can come to a central place
to find out more information. – I’ve been on YouTube
since what, like 2011? So it’s like seven years and
there’s this thing about, your YouTube livelihood is
really like two to three years, if you do the same thing and then you kind of have to reinvent. And I’ve seen a few people
try to reinvent themselves, who are in my age group,
you know, we’re over 30, and try to gear themselves
towards teenagers because it does, I think, when I think people think of YouTube, they tend to think of teenagers. And even some of the products
that have rolled out, seem geared more towards
a teenage audience. Like the whole joined feature,
the fan club type stuff. Am I wrong, am I off base? – It’s a lot of people and
it’s more than teenagers. It isn’t only, give teenagers a voice, there’s definitely, there’s actually, a whole category of YouTuber that we lovingly call “Skill Tubers”. Who are everyone from nurses, who are inspiring another
generation of nurses. Or, there’s a whole channel
called Excel is Fun, – (laughs) – Is it fun? Do they make it fun? – They make it fun.
– Okay I have to check it out. – You know what, I was meeting
with a creator the other day that watched that channel a bunch and it helped her get a job at NASA and there’s so much
diversity in viewership and types of education and other
categories on the platform. But I use learning and
education as an example of the type of diversity
of audience that we have. – So are you guys rolling anything out for the multicultural markets? Cause like I said, doing
Creators for Change, realizing how big the
India, Indonesia market is, the Middle Eastern market. Of course, the continent
of Africa is wide open, you know, for someone to come
and cultivate that space. But are there any things that you’re rolling out in those markets? – Yeah, so, international is huge. Africa is huge. By the way, I went to the
motherland for the first time. – Where’d you go? – To South Africa.
– Oh, Okay. That’s always a good trip.
– I know you went there. – Yeah, I’ve been to Joburg and Cape Town. – I watched some of your videos. – Okay.
– So thank you for those. We’re rolling out versions of, or a version of Youtube, called YouTube Go that is specifically meant
for emerging markets. – It takes up less data? – It takes up less data. – Okay, because that was a big issue when I was in Ghana trying to watch videos – Yeah, yeah
– Data, yeah. – It takes up less data,
it’s for bandwidth, WiFi, mobile constrained areas. As you mentioned, YouTube
is very international and the latest, I thinks
some of our latest stats, is that YouTube is about 20% here, U.S domestic and 80% international. Do you see a lot of, sort of, global diversity, in your
viewership through your analytics or anything surprising
that’s come up for you in your analytics in that respect? – Yeah, I did an event in
London and it sold out. – Oh, wow.
– Yeah, it sold out twice. We kept having to add tickets. And I was like, oh I didn’t
realize how much of my audience were international just
because they appreciated me being an African American and
having an interest in culture. – Yeah.
– Right? And that I know a lot
about various cultures, or I know enough about various cultures and I respect all cultures
and I love my culture. So, I think that’s really kind of brought, especially having an audience here that might be like a
multi-hyphenante black and that they are a child of an immigrant and their first, second generation. And wanting to learn more about African American culture themselves and also have someone, who like, it’s like a mutual cultural exchange. – Yeah. – And so realizing that I
have an audience that like, I went to Ghana and I was
getting recognized on the street and I was just like this,
it wasn’t necessarily people that lived in Ghana, but they
were home for the holidays and so they were either
from the U.K or the States. – Yeah, yeah. – And you know, they watch my content. – That’s great.
– Yeah. – That’ beautiful and I
think it also speaks to a lot of the common ground that we sit on, as a society, with other cultures and a lot of that exchange
where you can see it. You know what, this might
be a specific experience, I’m having right here in my pocket, but someone else is having something that is not that dissimilar. – The thing that I have been telling content creators more recently, you know, that I interact with in person, you know if you really
wanna grow your brand, as I said before, like
embrace your culture and really and even more so, think about the way in which something that you relate to isn’t being
spoken to and fill that void. – Yeah.
– Right? Sure, the markets always oversaturated but there’s always some conversation that people are yearning to have that’s not being had in the
way that they would like it to and so there’s always room
to kind of grow your brand. – Yeah.
– Grow your platform, yeah. Do you have any last parting words? For the content creators out there or even for the audience out there. Like if there’s one sage piece of advice. – Yeah.
– Can we get a one-liner? – Oh man, a one-liner.
(laughs) Final words of wisdom, I would
just go back to authenticity. You know, when creators, when anyone, but specifically with the creator lens and creators in mind, that authenticity, that originality, that creativity, that is really, really what drives viewership, it drives YouTube
and it drives longevity. And I’d also say, along with
that creativity, is innovation. What I see with creators,
with you, with so many, is that you’re taking the,
so I grew up in the Bronx, in the 1980s…
– On the south side? – In the time and place where
like hip-hop was being born, creators are taking the two turntables and a mic of the YouTube
system and really remixing it, redesigning it and making it
something bigger and better than what YouTube had
even imagined originally. So I thank you and creators for that. – Well thank you for sitting down and having this conversation with me. – It was my pleasure. Thank you so much. – And answering all these questions. – Thank you, thank you. – I really hope the audience enjoys it and finds some insight. I would definitely say sign up for the YouTube Creator Newsletters. So we mentioned a lot of things and often times, you
know, I get the newsletter so I see where they announce it, you know. They announce when the
NextUp applications are open and I think maybe a lot of people, maybe they’re going to their spam or they’re not reading the e-mails. But if you wanna know what
YouTube is working on, the initiatives that you can take part in or apply in, definitely
signup for those newsletters. If there was one tip
that we gave you guys, what was the most insightful? What do you think would be
the most successful type of YouTube channel? What do you think is
the most successful type of YouTube channel? Is it beauty? Is it gaming? What do you think is really hitting? Funny enough, now I’m into this, I tried to do a Bob Ross painting. That’s been my favorite (laughs) I think it’s gonna be
like the new next trend. Alright, leave your comments down below and as always, thanks for watching. Deuces.
– Thank you. (dynamic music)

100 thoughts on “I Interviewed the YouTube Director of Content Partnerships

  1. The most insightful for me was the newletter and the Tshirt partnership.
    I think round table talks are going to be the next BIG WAVE on YouTube…

  2. Спасибо за культурный обмен и за право голоса!Всем счастья!

  3. Симпатичные люди! Но ничего не понятно с сожалению, т.е Ваш язык не понимаю!

  4. Я так рад, что просмотров тут меньше, чем у меня на канале. Пиарят через ютуб и такой вот итог..

  5. I like your Auntie Maxine sweatshirt. If that’s SBG merch, I’m going to have to check it out! I really enjoyed this conversation… and your hair… 💇🏽‍♀️ 🔥

  6. As per usual Jouelzy comes through with the content!
    You should be in a Board Room (preferably your own)

    And i do think Gaming is probably most successful because it caters to the realm of escapism.

    You touch on and deal with reality which is definitely niche and caters to the type that enjoy lectures I would imagine. For me there is nothing more engaging that well presented research being delivered for my benefit.

  7. In my opinion, In general, people come to youtube because it is another one of those free99. Therefore, you will get a mix of ideas and collaborations that help understand not just our culture, but all cultures in general. I like how you are approaching this from a developer perspective, but how do you reach the people that are not really developers? They are just here because it's free. How do you transform the average Youtube user into a having an interest in being a developer, to understand that language that you are using in this video. Would love to discuss this subject more with you. As a starting developer, I am very impressed with the presence you have. Do you design all of your webpages yourself?

    Kind Regards
    [email protected]

  8. I have notifications banner turned off on tablet! How come YouTube is the only one that sneeks through? It's really ticking me off! Make it stop

  9. well are yu allowed to ask people for money through paypal or go fund me?….if not, what if you use a facebook link and then do it cus it seems like your allowed to use facebook waters

  10. do it or pay the price project zorgo only for a week im givin u a givin pass to do it its all over i promise u tht '

  11. That was a great video packed with information as a small youtuber its great to have videos like this.

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