Independent voices are finding success online by posting videos to YouTube.

By using the video sharing platform, independent voices are able to find their niche audience, post regularly, and grow their platform, which allows them to reach more people and, eventually, make money.

Michael Buckley started uploading celebrity commentary on his show called “What the Buck.” Eventually, Buckley began making enough revenue from his humorous channel to quit his day job because his YouTube career was supporting him financially. It seems unlikely that a corporate entity like YouTube would pay Buckley and other users like him to produce content. But through an economic program, ad revenue is split between YouTube and the content producers.

According to a New York Times article, “YouTube, a subsidiary of Google, places advertisements within and around the partner videos and splits the revenues with the creators.”

This relationship is exceptionally useful for independent media outlets because they do not need to be in corporate media to get their perspectives out. Growing an online audience full of people that actively seek out certain content is how independent media outlets thrive on YouTube and online, in general. YouTubers, like Buckley, maintain an active online presence, which helps them develop and make relationships with their audience. This strategy helps bring viewers back every week to watch more content and, in turn, increase ad revenue for the content producers.

YouTube personalities are not the only independent voices that found success on YouTube. The Young Turks, a critical and web-based news show, also found their audience on YouTube.

Although independent media always struggles economically, programs like the advertisement program from YouTube, allow reader traffic to financially benefit the independent outlet. This enables the independent media outlet to create better content for their consumers, creating a positive feedback loop that is good for everyone. Corporate entities, independent outlets and consumers all benefit.

Let’s just hope the onslaught of advertisements do not interfere with what content is created, similar to what is happening in the mainstream press.


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