Own Your Content: Why Creators Need More Than YouTube copertina

Own Your Content: Why Creators Need More Than YouTube

Own Your Content: Why Creators Need More Than YouTube

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 Own Your Content: Why Creators Need More Than YouTube in 2026Two things I keep coming back to in content creation. One, you should own the house — you should own the land where you’re building. And two, you need to understand how to monetize your content. It’s nice to produce great work, but if you can’t turn it into revenue, you’ve got a hobby, not a business. And let me tell you, that monetization piece is trickier than most people admit.I invited three guests onto the Special Marcoting Live Show to dig into both of these problems: Caren Glasser, a tech evangelist whose mission is to take the fear out of technology; Jan Creidenberg, who manages product and growth at Open Video; and Connor Shield, head of creator success at the same platform. What followed was one of the most practical conversations I’ve had about what it really means to own your content and build a sustainable creator business.Owning the Land Isn’t a Metaphor — It’s a Business DecisionI’ve been saying this for a while, and Caren has been saying it even longer: if you’re putting your content exclusively on platforms you don’t own, you’re taking a massive risk. And I’m not being dramatic. I had a Facebook page stolen by a hacker a few years ago. I asked Facebook to give it back more times than I can count. Never got it back. All that content, all those followers — gone.Caren echoed this from her own experience. “I have colleagues — I’m sure you have colleagues, Marco — that have been shut down for no apparent reason. They’re just done,” she said. That’s why she was already storing her content across Google Drive, Vimeo, OneDrive, Apple Drive, and YouTube before she found Open Video. She knew the risk was real.And it’s not just about accounts disappearing. I’m an Amazon content creator, and I upload videos to Amazon.com, Amazon UK, and Amazon Canada. The same videos — same language, same content. Some get approved on one platform and rejected on the others. AI moderation is wildly inconsistent, and when you don’t own the platform, you have zero control over those decisions.The Platform Doesn’t Work for You — It Works for ItselfJan made a point during the conversation that really stuck with me. He said these platforms want to maximise watch time on their platform. They don’t care whether it’s your video or somebody else’s. A YouTube subscriber is essentially a vanity metric — it shows how popular you look, but you have no clue who those people actually are. You don’t have their email. You can’t contact them directly. You’re completely dependent on an algorithm that serves the platform’s interests, not yours.Connor took this further with a parallel that should worry every video creator. He and Jan have spent years in the publishing space, and they’ve already watched what happened to text-based content. Publishers who built their businesses on Google search traffic saw everything collapse when Google started keeping users on its own platform with AI-generated overviews. Overnight, businesses that depended on that traffic lost their lead generation.“We see the same risk profile in video,” Connor said. If YouTube decides to stop sending traffic your way, what do you have left? Do your viewers know about your brand, your website, and your products? For most creators, the honest answer is no.This is the core argument for owning your content on your own domain. It’s not about abandoning YouTube — Caren was very clear about that. Open Video is not instead of YouTube. It’s in addition to YouTube. You still use the big platforms for discovery. But your home base, the place where you truly own the relationship with your audience, needs to be on land you control.How Open Video Changes the Creator EquationWhat drew me to this conversation was how practical the Open Video solution is. Connor walked through the dashboard live on the show, and the first thing that struck me was the simplicity. Creators are already juggling too many platforms, so the last thing anyone needs is another complicated tool.The dashboard covers everything you’d expect — video management, analytics, channel hosting, audience management, and monetization settings. But the details matter. When someone subscribes to your Open Video channel, you actually get their email address. Compare that to YouTube, where a subscriber is just a number with no way to reach them directly. You can also upload existing email lists, and the platform automatically notifies your subscribers when new content drops.Caren demonstrated the YouTube import app, which lets you either manually import individual videos or set up automatic syncing so every new YouTube upload also lands on Open Video. The metadata — titles, descriptions, thumbnails, categories — all transfer over. You can tweak everything within Open Video’s interface, which mirrors YouTube’s familiar fields.One feature I found particularly ...
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