Google is getting serious about monetising YouTube by creating a partner program called YouTube Next which will help content creators to access revenue potential. It is this creation of business models from users’ hard work that has helped Google become the global phenomenon it is today.

YouTube Next follows the acquisition of Next New Networks – a video creation company who have amassed over 6million followers in 4 short years, and who created two of the biggest videos on YouTube during 2010. The partner program will bring expertise and funding to those who are serious about video as a revenue stream.

YouTube reports on its blog that there are now hundreds of partners making 6 figure sums in revenue share each year, but obviously the number making thousands of dollars will affect Google’s potential revenue from YouTube. Increasing the number of partners who are creating video content that appeals to the masses will bring YouTube into the market to challenge cable and TV companies.

Video is a valuable and proven weapon to add to the internet marketing arsenal for any company, and having access to professionals, expertise, funding and equipment through the YouTube Next program could mean a win-win all round.

Whilst this program is to be welcomed, internet marketing agencies should help clients to create video in the meantime. Video clips can feature in the first page of the SERPs for highly competitive terms where organic results may struggle. Even a video made by amateurs can feature in the SERPS, but it is worth considering the value of being able to get a top 10 SERP listing and consider using professionals to make your video for you.

The YouTube Next program should bring tools and guidance to those on whom Google relies – the users. Funding programs, seminars and access to video-making experts should all help create great content, and increase your chance of being able to earn money by featuring on YouTube, as well as gaining exposure for your brand and company.

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About the author:

A practising internet marketing consultant since 1996, Lindsey Annison helps companies improve their website marketing, online PR and information architecture. Lindsey is also a qualified adult education lecturer and author. As co-founder of the Access to Broadband Campaign, she has been instrumental in the provision of high-speed internet access to rural areas in the UK. Lindsey is also a past winner of's Outstanding Contribution to UK Technology