Why Brands Should Aim For The YouTube Partner Program

Is growing your brand’s YouTube channel a priority? Not sure where to start?

Our recommendation: Focus on eligibility for the YouTube Partner Program (YPP). Not because of the revenue split or other monetization options (it helps), but because of what you unlock:

• Block competitors’ ads from your channel
• Keep sensitive ad categories off your channel
• Control your channel’s ad experience

You can apply for YPP access at 500 subscribers, but here’s the threshold to unlock key features:

• 1,000 subscribers
• 4k public watch hours (past 12 months) or 10M Shorts views (past 90 days)

Sidenote: Impressions for the 3rd + Lamar YouTube channel grew 22% in the 6 months after we joined the YPP. Could be a total coincidence since so many factors play into that. But joining the YPP definitely didn’t hurt our visibility.

If you’re building a content strategy around YouTube, email us at [email protected] and we can assist. For many brands, we recommend beginning with a video audit so you can grow your video efforts from a solid foundation.