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What Is It to Monetize?
“Monetize” refers to the process of turning a non-revenue-generating item into cash. In many cases, monetization looks to novel methods of creating income from new sources, such as embedding ad revenues inside of social media video clips to pay content creators. Sometimes, monetization is due to privatization (called commodification), whereby a previously free or public asset is turned into a profit center—such as a public road being converted into a private tollway.
The term “monetize” may also refer to liquidating an asset or object for cash.
Key Takeaways
- Monetize converts otherwise non-revenue-generating items or activities into cash flows.
- Monetization often arises through identifying new or novel income sources.
- Website owners monetize their websites by making spaces available to advertisers, thereby earning income from various types of content published on their sites.
- Social media platforms have extended monetization by selling individual user data to the highest bidder.
- The U.S. Federal Reserve monetizes the nation’s debt by buying notes, bills, and bonds—collectively known as Treasuries—issued by the U.S. Treasury, which keeps interest rates low.
Understanding Monetization
The term “monetize” can take on different meanings depending on the context. Governments monetize debt to keep interest rates on borrowed money low. Though, if the need should arise, they may also do so to avoid a financial crisis while businesses monetize products and services to generate profit.
Monetization seems to go hand-in-hand with contemporary capitalism. The process of monetizing is very important to a business or other entity’s growth as it is key to its strategic planning. Indeed, finding novel ways to turn otherwise neutral or costly business operations into profit centers is a goal of today’s entrepreneurs and is sought after by investors.
Monetization is not new. Free TV and radio broadcasts have been funded by advertising for decades. And for decades before that, newspapers have relied on print advertising in addition to paid subscriptions.
Commercial Monetization Online
Web publishing and e-commerce activities have made monetization a well-known concept among average Americans. Website owners monetize their websites by making spaces available to advertisers, thereby earning income from various types of content published on their sites. More sophisticated forms of web monetization involve creating sales funnels from subscriber lists and producing e-books from previously published content.
When people browse websites and click on advertiser links, website owners—either individuals or large media companies—earn money. Website owners may be paid for the number of times site visitors see advertisements without engaging with them, depending on the arrangements with advertisers. If a website attracts enough visitors, the money paid by advertisers can add up to substantial earnings.
If a particular website has proven traffic stats, companies may pay more to place advertisements on the site’s home page or certain pages that attract large numbers of visitors. Selling software applications (apps), subscriptions, and multimedia content such as videos and podcasts are additional ways businesses monetize content.
Example of Commercial Monetization Online
The online music streaming service Spotify, for example, was able to monetize its streaming service by embedding both visual and audio advertising into its platform for “free” users. Those users who wish to do away with these ads can pay a regular subscription fee instead. Either way, the company has monetized its service among its customer base.
Monetization and Affiliate Marketing
Affiliate marketing is a powerful monetization strategy where people can earn commissions by promoting products or services on their platforms. Today, affiliate marketing can be used in many different contexts far including a blog or personal social media platform.
The process begins when a blogger joins an affiliate program relevant to their niche, gaining access to a variety of products or services to promote. They then integrate affiliate links into their content, whether it’s through product reviews, recommendations, or banner ads, directing their audience to the merchant’s website.
People can optimize their affiliate marketing efforts through strategic content creation and promotion. In this way, their personal brand can be monetized; viewers may visit someone’s page and by doing so, they’re exposed to affiliate links that may generate revenue for the person’s page they are visiting.
Social Media Monetization
An extension of web-based strategies to turn page views and clicks into revenues, social media has taken the idea of monetization a step further. In addition to embedding ads, social media platforms like Meta and Instagram collect user information and data to create targeted advertising and marketing campaigns. Here, user data itself becomes monetized and sold to the highest bidder.
Meta
For social media giant Meta, the importance of monetizing user data is paramount. Meta collects all sorts of data from its users, from demographic information to click behavior and social network connections. There’s a reason why Meta’s 10-K filing with the SEC uses the acronym ARPP, as in average revenue per person. The chart below highlights how much revenue the company brings in per year with ARPP summarizes at the bottom.
Since Meta owns Facebook, Instagram, and WhatsApp, it is able to aggregate even more data on its users and provide more screen space for advertisers.
YouTube
Similar to Meta, YouTube—and all other Google-owned properties, collect user data along with a variety of dimensions. The company pulls in more user data the longer users stay in the Googleverse, which includes YouTube but also sites like G-Mail, Google Search, Google Maps, and Android OS. All that data helps it market more efficiently across all its platforms. When watching YouTube videos, Google is able to target advertising and sell your data via its Adsense and Adwords platforms where companies bid for the opportunity to display their ad to you.
TikTok
In addition to placing ads like YouTube, TikTok videos are monetized through strategic brand takeovers and branded hashtag challenges. More than overt product placement, these ads appear immediately and are targeted to specific users, and engage users to participate through challenges—which incentivizes the creation of even more monetized content.
X Platform (Formerly Twitter)
X divides its revenue into two categories: the sale of advertising services, which constitutes the vast majority of the company’s revenue, as well as data licensing and other services. Aside from targeted ads that appear as tweets, It also sells subscriptions for access to its data via an API to companies and developers looking to “access, search and analyze historical and real-time data” on the platform. The “other sources” include service fees the platform collects from users of its mobile ad exchange, MoPub.
Government Debt Monetization
The U.S. Federal Reserve (Fed) monetizes the nation’s debt by buying government-issued notes, bills, and bonds—collectively known as Treasuries, which as the name implies are issued by the U.S. Treasury. The Fed purchases these debt instruments using newly-created credit money, which the government uses for its operations without actually having to print any excess physical currency. This type of monetization effectively puts the government’s debt onto the Fed’s balance sheet and puts liquidity into the financial system.
Example of Government Debt Monetization
As an example, let’s say that the government needs $5 million for a social program. It raises $4 million through taxation but still needs an additional one million. The government can either borrow the money, print the money, increase taxes, or reduce spending and budget that towards the program.
The government decides to borrow the money from the public by issuing $1 million in low-risk Treasury bonds. That $1 million in Treasuries can then be purchased by the central bank (i.e., the Fed), which creates $1 million in new bank reserves that banks can use to lend to borrowers.
Downsides to Monetization
Companies wanting to monetize their brand or image must be mindful of several downfalls. These issues can range from:
- Risk of Excess Commercialization. “Over-monetizing” content can lead to a poor user experience. Some people may become turned off by the attempt to profit off their attention, diminishing the trust people may have in the brand.
- Potential Conflict of Interest. Monetization through affiliate marketing or sponsored content may create conflicts of interest where people prioritize revenue generation over providing unbiased and valuable information to their audience. For instance, a blogger may receive a free product to review; they may feel compelled to give a good review if they are incentivized to then profit off of future sales of that good.
- Dependence on External Platforms. Relying solely on external monetization platforms, such as ad networks or affiliate programs, can make bloggers vulnerable. Consider situations where people’s online presence may no longer be advertised as strongly due to changes in search engine algorithms. In this example, a company or person’s monetization is constrained by something out of their control.
- Time and Effort Investment. Implementing monetization strategies requires time, effort, and resources. There’s also no guarantee in success as monetization is somewhat setting up a sales channel with no promise of future revenue. Companies may strive to monetize a brand but may not gain traction with consumers.
- Risk of Revenue Fluctuations. Monetization revenue streams may be subject to fluctuations based on seasonality, trends, or consumer interest. What might have captivated a consumer’s attention in one period may no longer generate interest or revenue in the future.
What Does Monetization Mean?
Monetization literally means to convert something into money. In practice, this means turning things into revenue-generating activities, services, or assets.
How Do You Monetize Something?
Monetization strategies are not always easy to figure out. It took social media sites almost a decade to figure out how to turn user data into dollar signs. Online advertising revenues make up a large chunk of monetization efforts today, but the commodification of user data may take on new and different purposes that have value to somebody willing to pay for it.
How Do I Monetize My YouTube Videos?
To start earning money on YouTube, you need to reach a large enough audience to make the ads shown on your videos add up. According to YouTube, you’ll also need a minimum of 4,000 watch hours in the last 12 months and 1,000+ subscribers to access the YouTube Partner Program (YPP). Some popular YouTubers may be able to earn extra money through product placement or other forms of corporate sponsorship in their videos. YouTube also has a feature to include mid-roll ads in videos 8 minutes or longer, generating more earnings for creators.
How Do I Monetize Instagram?
You can leverage your engaged fan-following to promote brands in return for a payment from product placement on Instagram posts. It’s also possible to generate sales for your own products and services with your posts.
Why Does the Fed Monetize Government Debt?
A central bank monetizes its government debt when it converts Treasuries into credit or cash. This is done to manage the money supply, and in some cases to create extra liquidity in order to stimulate a sagging economy.
The Bottom Line
Monetization involves taking a non-revenue-generating item or service and finding ways to access its income potential. Examples include ads embedded in social media video clips, services that were previously free now being available at a price, or different tiers of the same service being offered at different price points—such as a “premium” level that is more costly. Monetization can also be a function of the government, as in the example of the U.S. Federal Reserve, which monetizes U.S. debt through the buying of Treasuries.