October 19, 2023

YouTube Creators Can Now Self-Identify Thanks To Launch Of Inclusive Media Initiative

Bri Hall

YouTube has launched its Inclusive Media Initative, allowing creators to self-identify in ways that capture their multiple identities and allow advertisers to target their advertising better. 

The initiative is in partnership with Pixability, the leader in brand suitability and contextual targeting solutions for advertisers on YouTube.

The Inclusive Media Initative

For the first time, YouTubers can self-select how they identify regarding their race, sexuality, and other factors.

Previously, creators on the platform had to rely on party ad vendors to choose the identity labels presented to advertisers, which often limits the creators to a single part of their identity.

“Launching this initiative is a critical step forward for Pixability and the industry,” said David George, CEO of Pixability.

“We’re passionate about enabling revenue for YouTube creators who produce impactful content and believe these creators should have the power to decide with which communities they identify.”

According to a press release, over the past several years, there has been a significant acceleration of investment from brands and agencies looking to allocate an increasing ad percentage to diverse communities.

However, until now, there hasn’t been an easy way for brands to direct these investments to self-identified diverse creators on YouTube.

Pixability is partnering with creator companies such as Whalar – a charter partner – to invite creators to join the initiative and self-identify.

A step forward

The program already has a large creator base that joined pre-launch and voluntarily provided their self-identified information about which diverse communities they represent.

Creator Bri Hall, who has participated in the pre-launch, told AdAge that before the initiative, she often had third-party vendors select identity markers for her without her input.

They often limited her identity to just being a Black woman, not taking her LGBTQ+ identity or two disabilities into account.

“I have a friend who’s a huge creator, and we, visually, are both Black women. But when we ran an analysis on both our channels, we only had a little over 1% audience overlap,” she said.

“When you only look at us visually, you’re actually not really reaching the maximum potential of who you can advertise to.”

Through the initiative, creators can identify as part of multiple communities rather than just one.

Sara Keenan

Tech Reporter at POCIT. Following her master's degree in journalism, Sara cultivated a deep passion for writing and driving positive change for Black and Brown individuals across all areas of life. This passion expanded to include the experiences of Black and Brown people in tech thanks to her internship experience as an editorial assistant at a tech startup.