A YouTube creator switched her strategy and doubled the amount of money she made

Shelby Church (screenshot version)

  • Some creators on YouTube have techniques they use to maximize
    how much money they earn off a single video.
  • Shelby Church, who has 1.4 million subscribers, said she earned
    more than twice as much money in 2019 from YouTube ads than in 2018
    by extending her videos to over 10 minutes long. 
  • This is a common strategy among creators, and works because it
    allows them to include more ads in their videos to help boost their
  • Click here for
    more BI Prime stories

After talking with friends on the platform, YouTube star Shelby
Church (1.4
million subscribers)
realized she could be earning a lot more
money off her videos.

She told Business Insider that in mid 2019, she learned that by
simply extending her videos to over 10 minutes long, she could
double the revenue she was making from Google-placed ads.

Church earns a big portion of her revenue directly from the
platform this way, and by promoting brands on her channel and
Instagram page.

YouTube allows creators with 1,000 subscribers and 4,000 watch
hours to monetize their channels with
ads placed by Google
. How much money a creator earns (known as
AdSense revenue) depends on the
video’s watch time, length, video type, and viewer demographics

— among other factors.

How Church doubled her YouTube revenue by extending the length of
her videos to over 10 minutes long

One common technique creators on YouTube employ as a way to earn
more money is making their videos longer so they can contain more

Why does this work? 

A video over 10 minutes long can contain
multiple ad options
, like one pre-roll ad, multiple mid-roll
ads, and a post-roll ad that plays at the end of a video. 

In 2018, most of the videos that Church uploaded were under 10
minutes long, she said. Since they were shorter, she was only able
to include one ad. 

Midway through 2019, she began to extend the length of her
videos, and by the end of the year, she had made double the money
from AdSense that she made in 2019.

Other creators like entrepreneur Kevin David (who
has 838,000
subscribers on YouTube
) and Marina Mogilko (1.7 million
told Business Insider that they use this strategy as well.
also create videos focused on viewers who are more valuable to

Church said
now her videos are typically about 10 to 12
minutes. She’ll usually include one pre-roll ad before the video
(which is the default on YouTube), and two ads within the video,
three or four minutes apart. 

She found that in 2019, her videos over 10 minutes long
generally made around $5.00 per 1,000 views, while the videos under
10 minutes usually made around $2.00 per 1,000 views. Church said
in her experience, YouTube takes about half of that.

For more on Church’s YouTube business and how much money she makes,
check out these posts on Business Insider Prime: 

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A YouTube creator switched her strategy and doubled the amount of money she made