Susan Wojcicki—YouTube’s chief executive officer—has announced the streaming giant’s top five priorities for Creators on the platform in 2018. Could this hail a new genesis after the ‘adpocalyse’?

Five things the Tube wants to do for you

In a post on the YouTube Creator Blog, Wojcicki lists five ways they plan to do things better for their volunteer army of content creators. She says they will:

·      Prioritise transparency and communication

·      Support creators’ success

·      Give audiences more ways to engage

·      Tighten and enforce our policies

·      Invest more in learning and education.

You might think it sounds like management doublespeak, but the post does include announcements of a couple of practical undertakings and subtly launched systems.

Policy policing

Some people think a comment that says ‘I can’t fap to this’ is funny. Others reckon it’s bad for the brands that incidentally get associated with it.

Now, in the ‘tightening and enforcing’ list item, Wojcicki announces that machine learning is being deployed to identify potentially offensive comments, holding them for the creators themselves to review and evaluate.

Also easing the concerns of potential advertisers, she says YouTube/Google will increase their dedicated workforce to 10,000 people working to address content that breaches their policies.

In the wake of the ‘adpocalypse’, has YouTube done enough to satisfy your brand concerns and earn your ad dollars?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.