Today's creators are evolving into entrepreneurs, establishing production teams and innovative business strategies while diversifying content formats, from long-form videos to Shorts. At South by Southwest, top YouTube creators discussed their journey in building fanbases, highlighting the desire of brands to leverage influential creators through YouTube BrandConnect.
YouTube BrandConnect Overview
BrandConnect offers tools for brands to connect with creators, capitalizing on the trust that creators hold with audiences. A survey by Ipsos indicates that online users are 98% more likely to trust YouTube creators' recommendations compared to those on other platforms. This trust leads to tangible results for brands.
Features and Benefits
Brands can utilize existing sponsored content in their campaigns through partnership ads, enhancing the reach of successful videos. In certain markets, BrandConnect integrates with Google Ads for measurement and reporting on sponsored content campaigns. Brands receive video promotion suggestions and insights into the performance of linked videos via a centralized management system for creator partnerships.
To leverage these features, brands can link existing assets to Google Ads campaigns, allowing for better performance measurement of partnership ads and audience segmentation of organic viewers from sponsored content.
Case Study: MAC Cosmetics
An example of successful creator partnerships is MAC Cosmetics, which aimed to boost awareness for its lipstick and foundation lines in India. By collaborating with beauty creators Ankita Chaturvedi and Naina Bhan through partnership ads on YouTube Shorts, MAC achieved a 2.5 times better view-through rate and 66% lower cost per view compared to campaigns using only branded creatives.
Streamlined Video Linking
To facilitate easier connections between brands and creators, the new creator-initiated video linking allows eligible creators to request links for their sponsored content directly with brands. Brands managing multiple creators can automate this linking process using the new video linking API, saving time and resources.
Brands of all sizes can harness the influence of YouTube creators to engage audiences effectively. For further insights into creator partnerships, a recent study conducted with EMARKETER is available.
