CASE STUDY: YouTube partner programme launches Michelle Phan to stardom

Background

YouTube's partnership programme is a revenue-sharing programme that allows creators and producers of original content to earn money from their popular videos on YouTube. People can earn revenue from relevant advertisements that run against their video using Google's proprietary technology and is based on cost-per-impression advertising. 

The programme has more than 20,000 partners to date, across 22 countries.

Aim

To continue bringing new entertainment and experiences to a wide audience, YouTube developed the YouTube Partner Program in which content creators have more opportunities to produce a bigger range of original videos.

Execution

Starting as a blogger, Michelle Phan found it challenging to demonstrate her instructions and methods of applying makeup and other beauty routines solely with words and pictures. Because YouTube gave her a global platform and a video medium she decided to broadcast her ideas through this website.

Upon joining the programme in 2008, Michelle turned what was then her interest into a fully fledged career. By 2009 she was able to quit her job as a waitress to dedicate her time to develop her passion thanks to YouTube’s revenue-sharing programme. The programme has also given her the ability to customise her personal channel page and the liberty in developing her contents.

Results

As of June, Phan's channel statistics show that she has over 70.8 million channel views, total upload view of 410 million and over 1.4 million people subscribe to her channel, making her the 17th most subscribed partner.

In addition, she has launched her own skincare brand, IQQU, and became the official video makeup spokesperson for Lancôme — the first such ambassador for a luxury cosmetics brand.