YouTube’s recent policy changes around video views policy have raised the question – what counts as a quality view? In general, a view by YouTube’s definition hasn’t been fully disclosed because YouTube doesn’t want larger video producers to run ads, in which they believe inflates their view count, misleading views of the popularity of a video. The Google-owned company announced earlier this year that it has started periodically auditing and removing what they deem fraudulent views. How has this affected video views as of lately? With the weighted view, there are not as many real-time increases in the video view counter. In addition, videos are only audited once it reaches views over the 300 mark to determine quality views.
In addition, the video-sharing website discourages brands and marketers to use third-party marketing firms, accusing them of selling “fake views.” This has posed an issue with several brands and agencies working with third-party syndication companies. To address an immediate solve, these third-party companies have looked to embedded videos; however, copying the YouTube embed code and instructing the video to autoplay will not be counted on YouTube as video views. Using a customized video widget will also not count as views on the platform.
To explain its actions, YouTube posted its position on service views on their Google Support page, saying they can’t guarantee the validity of outside services so instead the company recommends its self-serving TrueView to distribute content and provide traffic. While YouTube lists several reasons not to use the third-party services, it asks companies to do their due diligence when using one, recommending brands to ask how the service seeds videos, transparency of data and analytics, targeted demographics, and if they use videos as incentives or gating items.
Which side are you on? YouTube or third-party services?