At one point, everyone desired to be YouTubers and bloggers. Google’s pay-per-view and cost-per-impression models were fantastic, and people appreciated the opportunity to watch free content in exchange for a few adverts.
And I have no reason to blame them. Google AdSense has paid out more than $26 billion to content publishers since its inception on June 18, 2003.
It appeared to be the ideal enterprise for anyone interested in exploring their talents online.
However, despite the fact that Google earns nearly all of its revenue from advertising, the company has been unable to scale its business model. As a result, rival platforms have seized the initiative in terms of marketing and content creation.
As a result, the search engine business is in terminal decline at the moment, and as a content provider, you should pay heed to these indications.
However, why is this occurring with Google?
Businesses discovered a direct line of communication with their customers.
Amazon surpassed Google as the favorite starting point for shopping searches in 2017. The rationale was self-evident; it’s far easier to locate things straight from a reputable source than it is to seek for them on a page as unclear as the google search engine.
Then it began to deteriorate. You were no longer required to seek out the products; they discovered you through social media. It’s now easier for a person to discover a product while surfing his social networks than it is to conduct a direct Google search.
Then came the influencers.
Rather than believing in any advertisement paid for by virtually any scam page, we have products endorsed directly by our favorite celebs. This provided businesses with credibility and security.
Fashion Nova and Gym Shark have become billionaires as a result of this style of marketing.
The idea is that businesses recognized that there are more direct methods of attracting customers than Google. As a result, they have ceased to prioritize search engine optimization while developing their marketing plan.
Subscription-based payments are now preferred by content creators and users.
As a content provider, I’d rather have ten dedicated subscribers than a thousand infrequent readers. And, like me, many others have learned that subscribing to a service is more profitable than searching for views.
Assume the cost per thousand views (CPM) of a video you create on YouTube is $20 (according to several pages on Reddit and Quora, the current maximum is $15). Ten subscribers paying $5 each will earn you $50, however Google Adsense will require you to seek for 2500 views or clicks.
When you have a subscription-based payment model, you know exactly how much money you will receive each month and can determine if your marketing plan needs to be adjusted. When you are compensated for views, it becomes more difficult to determine what you need to labor for.
Additionally, customers prefer to pay a monthly price if they are not subjected to platform advertising. Additionally, they gain exclusivity, support, and customer service as a result of this.
As a result, hundreds of content creators have shifted their businesses away from Adsense and into paid streaming pages and applications like Twitch, Medium, Converkit, OnlyFans, and Patreon.
For creators, the algorithm is no longer profitable.
If you search YouTube for “I’m quitting YouTube,” you’ll find thousands of videos featuring prominent content creators discussing their reasons for leaving the platform. The primary reason for this is that they are no longer receiving the views and earnings they were before generating.
Many of them specified the alternate platform on which they intend to continue generating material. Thus, individuals are not weary of providing material; rather, they are weary of not seeing outcomes.
One of the reasons I left YouTube even before I started monetizing was that the suggestions on my channel made no sense and my videos were forgotten. As a result, I felt as though my efforts were in vain.
And the situation is deteriorating.
Google introduced a subscription-based alternative to YouTube, which eliminates the need for users to view ads. However, wages for content providers have remained rather stable.
Thus, regardless of how much Google wishes to satisfy its clients, there will be no community creating content on their platforms.
Additionally, Apple implemented an ad-blocking capability to their smartphones in 2015. iOS accounted for 75% of Google’s earnings from mobile search advertisements. Google is in serious jeopardy without that audience.
On PCs, adblockers are used by more than 763.5 million individuals.
However, even if consumers continue to block adverts, they have been conditioned to disregard them entirely as a result of the “banner blind” phenomena.
Finally, with Instagram and WhatsApp, Facebook has the finest ad marketing model in 2021: they have the users, the algorithm, and the data. And Google’s approach to this economic model could take years.