With YouTube quickly becoming a premium resource for advertisers, more and more companies are going to start developing ways to quantify a channel’s actual ad-selling power. One of those developments is YouTube-ranking site OpenSlate, which allows potential buyers to measure YouTube channels with a calculated number called a “SlateScore.” This number is created based on a channel’s reach, performance, engagement and influence, which is another way of saying “how many people are watching and paying attention to ads.”
These “SlateScores” lay it all out in the open for most channels in terms of how well they are able to capitalize on advertising and marketing. According to the site’s FAQ section, scores are calculated from “data points which are fed into a scoring algorithm that’s been developed and tested by a team of smart math guys and savvy advertising pros.” Smart math guys and savvy pros aside, OpenSlate, even in its BETA phase, seems to be a valuable resource for advertisers. But why should only advertisers get to use these tools?
In the dog-eat-dog world that is YouTube, creators need all the handholding they can get. OpenSlate, like many tools built for executives and advertisers, can easily be flipped and used for your own purposes as a content creator.
Use It To Measure Your Competition
As it is with most business industries, knowing what you are going up against is crucial. If you are in, for example, the comedy genre, knowing how many subscribers and views RayWilliamJohnson has isn’t the best way to understand your competitor. If you visit OpenSlate and check out RWJ’s “SlateScore,” you will find that his channel’s influence and engagement are lower numbers when compared to his extremely high-ranked consistency. This speaks volumes to the type of business that RWJ does. By relying on consistent output, RWJ is able to turn a profit less on advertisers and more on his own brand.
If you would like your channel to rival or even surpass your competition’s channel, you need to focus on the areas that they are lacking in and work on matching the areas they are excelling in.
Use It To Measure Your Channel
If you are looking to create a channel based around advertisers working with you, focus on numbers like engagement and influence. However, if you want your income to come from things like merchandise and pre-video ads, focus on keeping your consistency high. You can learn hordes of information from your own OpenSlate score in terms of how you are reaching fans and if that reach is consistent and valuable. If you have low scores in certain areas, find creators who have high scores in those areas, and study what it is they do to get them.
Use It To Attract Advertisers
As more tools are being created to measure a YouTuber’s actual ad-selling power, advertisers are no longer going to pay you based solely on subs and views. Sites like OpenSlate are the new precedent for how premium channels will be judged by executives who typically need things spelled out in dollar amounts. A clear and well-defined score based on your reach and engagement is something that you can show to potential advertisers as a selling point.
You can check out and sign up your channel for OpenSlate here. What do you think of this new tool? Is it worth a YouTube creator’s time? Make some noise below.