 Yeah, so the year is 2022 and at this point I don't think anybody can tell you that content creation or full-time content creation or being a creative as a full-timer is Not going to earn you any money or it's not a viable career option. Nobody can tell you that it's 2022 we've seen people live off their creativity and It's working and as my friend Gloria Buckman said dear creative pro Don't let anybody tell you that starting a business or starting a creative endeavor solely to make money to look after yourself and your family isn't okay It's fine to do that. Don't let anybody tension you don't let people make you feel like yeah, you know You are monetizing your hobbies and it's not no People live off their creativity and they are creative. I mean content creation or whatever it is and it's okay to do that so yes, it's a business and As a business, there's also the angle of Exchange whereby you put something out Something of value and somebody pays you for that thing of value. It can be your time It can be a service you're offering or tangible product, which is fine It's business and when it comes to business Well, for example, they are models or people how people run their businesses and the business model of the platform on which you're watching this video Which is most likely YouTube is that well content creators feed their platform with enough contents like the one you're watching right now and Based on the fact that it gets people to watch or views or audience or eyeballs to see it They use that or they use the audiences to sell Advertisers as an advertiser's puts their products and services to your audiences that may be watching in hopes that somebody might be interested in the thing That was advertised on your video. So that is basically the business model for YouTube You are awarded by putting out a lot of content and that content when advertisers put their adverts on Gets you some kind of money, which is called what the ad sends right the question I've been thinking about or the question I asked on Twitter. How I tweeted was I'm curious. How do we create a strong business model and environment for the Ganyan YouTube space and How do we get real? Mutually beneficial and relevant business partnerships That's with precision YouTube content creation as a viable be to be advertising option. So here I'm concerned about Beyond AdSense There are YouTube channels almost everywhere in the world and yeah YouTube brands which have Brands advertise on their channels specifically or sponsored videos specifically So it can be a product for a service. It's can be Skillshare or Sony or whatever it is advertising specifically for a product they've brought out So how can we create such an environment for the Ganyan YouTube or the Ganyan YouTube space for us to be able to earn outside the AdSense now the reason why this is strong or I'm curious to know more about this is that everybody starts a YouTube channel and Based on what they may have heard in terms of how much people earn on YouTube or how possible it is to earn so much on YouTube they often want to earn Money with the views and AdSense and outside of that Well, there's the brand sponsorship and all that but the culture of that brand sponsorship It's not as strong in Ghana, which is what bothers me How do we make it strong in Ghana for people to earn outside AdSense or even earn Before your channel qualifies for this YouTube partner program So that is what bothers me a lot and I've been trying to find answers to how do we make it such that YouTube content creators can earn so much More than they are earning at the moment because when you look at the CPM, which is the cost per thousand views Currently Ghana's CPM rates is very very low if you have Pay your analytics if you have a lot of views or most of your views, let's say 70% of your views coming from Ghana your AdSense At the end of the 28 days is not a lot compared to channels which have viewers from USA, Canada and other parts of Europe So it's more like even when you are creating solely based on Views and AdSense as a revenue generation model for your YouTube business It's not a lot if all your viewers are coming from Ghana, which means that you need to do extra To earn more. So how do you do this now? with my little business knowledge that I have I Want to see if I can also break things down a little bit for us and For the average person to understand what it means to run your content creation platform as a business Now like I was saying in the beginning a business is an exchange. Well, that's your time Service or tangible product. You need to put something out there to be able to get something and the thing you're putting out There is your product now when it comes to marketing There's the four pillars or four basic principles of marketing which are the four piece of marketing If you've never heard of it before you might want to Google it after this I'll try my possible best to explain a little bit about the four piece of marketing and then you can Research further on this one. So the first one is the product The second one is the price of that product and the third one is the place and the last one is promotion That is what you need to understand as the basic principles that Govern marketing and business. So there's a product. There's a price of that product There's a place and it's the promotion. What is a product? This you're watching right now is The product that I am offering does it offer value to you watching right now. Are you learning something? Are you entertained? Are you? Sticking here as an are you staying are you watching for this long? Is that enough for YouTube to actually make something off this video by putting ads on it? If so, then I get a little bit of revenue in turn for my effort of putting my product out here Now when it comes to the product, how quality is a product? Who is this product relevant to and how will advertisers strategically sell those products that they think that the people watching my videos Will be interested in on it. So that's that the creative Exchange or the triangle or whatever it is. There's my products. There's advertisers. There's the audience and there's the value creation Chain which is happening. So the price of also your Products also depends on the numbers and the quality. So the quality of your products here Is what you're putting out there? What is your videos about? How are your videos presented? How are they packaged who watches your videos and how? How what brands would want to associate themselves with the level of quality of the videos you're putting out there and how many people are reacting or Interacting with these videos that I think informs the price of your videos So if you were to say that you wanted to charge a brand for this amount of money for putting an ad on your videos Or your channel Then it also means that you're giving them the kind of value whereby when they come to your channel Or when it comes to the numbers besides the numbers There's also the creative output whereby you know whereby you produce the kind of content that they want to associate with now The place here is where you shoot this These videos are you a travel content? creator or you are doing a sit-down talk like I'm doing now and Place also in marketing in general means where you can be located. So it can be on the web or Yeah, that's in virtual office Where you're recording now where your office is where you're I mean creating your product As well as where your product is distributed So please affects both where the product is created how people can approach you and where your products are distributed And then promotion is when you're done doing all these things. How do you? Communicate what you have to people for more people to come and watch Promotion also happens with how your products look. So even the look of your products affects or It plays a role in the promotion because your brand look is also promotion in itself It's also communication in itself. So what kind of quality are you putting out there? What products are you putting out there? And are they that are they the kind of products or the standard that The Advertiser would want or the brand would want to associate themselves with so these are some of the things that I feel that the average person who wants to start a YouTube channel should look at and Like I've already mentioned when you have all these things in check Which means that you have to invest a lot while when we say this sometimes it's a bit difficult because in order for you to do this you need to start from somewhere which is also fine and Invest as you go on now the investments. I've realized that most people Which is understandable things are very expensive the country we are living in with our city and dollar ratio Makes it very difficult for you to acquire some of these things that will make you Be able to produce such content at such a high level for people to appreciate and brands to want to associate themselves with so I understand that but there's also the aspect of creating with what you have which is your mobile phone or Whatever it is, but understanding the principles of Creating or the creativity So you may not necessarily have the red camera or whatever camera That's will give certain effects to how your videos look, but you understand the principles of storytelling you understand the principles of Lighting you understand the principles of sound enough to know that if I'm recording a video at the beach For example, then I need something to cover my microphone to block the wind sound so that it makes it audible enough for people to still listen If I'm recording a video in the dark And I need to make sure that I have lights and if I have lights is the lights soft enough How do I get soft lights without breaking the bank and if I do how do I also create? video sequences that make people Stick around or watch without feeling bored. Am I putting out like? 50 seconds of one shot for people to look at when I'm trying to tell a story Or I am telling a story in a sequence that people can easily follow and tell that oh So this is what the person did without necessarily having to tell them what I did so some of these things Also things that I have realized about the Contents that we put out there mostly locally and yes, it's difficult to learn these things It's difficult to edit these things. It's very difficult. It's time-consuming but when you think about it the brand that you want to come sponsor your videos and You know pay you for putting out content has also invested a lot in building and You may have the numbers, but do you have conversion rates? People are watching the video, but are people actually buying your? Audience, do you know your audience enough to know that this brand partnership? Will benefit them in such a way that if you bring this brand on board you can defend With your numbers and your business model that besides the adsense they should pay you for Advertising their products on your channel. So yeah, there's a lot of conversation to be had around content as a business in Ghana and How to how to get better? I want to get better. I want I would I wish for us to have an environment whereby even the CPM is high enough if you're not getting enough Advertises or sponsored videos you can still make enough with the CPM But CPM is also affected by quality and the consistency Remember what Nana Shanti a youtuber and a creator as well putting out there that? She's not seen a lot of videos this year, which I had also noticed and Yes, people came to reply that yes It's it's tiring is difficult and the ideas like have run out And it's also not very rewarding when you think about it. That's even when your channel has been monetized You're not making so much. So some of these things are the questions Or the challenges that we need to find solutions as a collective to and if we can foster these conversations If you can find ways to make sure that we're both learning or we are all learning in finding ways to make YouTube as attractive and as a viable business source for advertisers and as Creators to earn as full-time creators Then it will benefits the generation that will come after us because well, I think the US markets For example, it's a mature markets. They've been doing it for such a long time even started from there So it's understandable But there's so much we can learn from them and replicates and replicates in our own setting not try to do Exactly what they're doing, but gannonize it as much But like I was saying there's some core principles that we need to know your sound your light your video quality and your storytelling how to engage people enough and besides engaging the people the relevance of the topics that you are Producing and how it benefits the audience because when they benefit the audience they keep coming back when the audience keep coming back Advertisers know that yes, you retain more people and they can bring their ads on to your channel and Brands also knowing the kind of content to create will definitely attract the people who they think might be potential Customers to them so that's basically my very long rant about the content business in Ghana, which it's a bit bothersome when I think about it and I Think there's a lot that we need to talk about and there's a lot that we need to do so if your content creator and you This I mean strikes you are something that you've also been thinking about and you have some solutions Kelly puts it in the Comments section and let's have a conversation about it. I could go on and on and on and on but I think that I'll end it here and figure out a way to force the conversation from here and Let us all learn from each other and see how we can better the environment because a competitive environment a competitive environment is rather beneficial to all of us because Competitiveness also improves price and price means more revenue and more revenue means you get that time To go full-time and concentrate and create even better videos. So, yeah, my name is Kwame and These are some of my thoughts catch you in the next video