YouTube creators share the inside details of Google Preferred, the secretive program that helps influencers make a lot more money
YouTube star Remi Cruz attends the E! People's Choice Awards in Santa Monica, California on November 10, 2019.As part of its broader advertising strategy, YouTube curates a lineup of its top channels called "Google Preferred" where it highlights brand-friendly content that advertisers pay a premium to appear alongside.
"I remember feeling an insane amount of pride," said Remi Cruz, a YouTube star who posts DIYs, cooking tutorials, and makeup and fashion videos for her 2.5 million subscribers. "I think I watched four years or so as a silent viewer and then decided I could make my own videos. A year and a half ago I was admitted into the program."
YouTube sells its Google Preferred lineup as an alternative to traditional linear TV advertising. The company drove $15 billion in revenue across its various advertising products in 2019, with the majority of its ad-supported earnings going to creators. That number isBut for a program designed to compete with traditional TV advertising, YouTube is highly secretive about Google Preferred.
Passion: A signal that examines "how engaged an audience is with a channel," including how often users interact with content. While Google doesn't release any additional information about P-Scores, last year a group of creators managed to track down the metric for individual channels byof a YouTube page in a web browser. They discovered that P-Score varied based on geography, and that channels tended to fair better in their home countries. Google has since removed access to this data point for external users.
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