YouTube BrandConnect: Creator Collaborations
Source: blog.google
Creators are increasingly influential, producing shows, shaping trends, and growing audiences. YouTube BrandConnect helps brands collaborate with creators and sponsored content.
Today's creators are more than entertainers; they're entrepreneurs who are building teams, developing strategies, and redefining content through videos, livestreams, and Shorts. Attendees at South by Southwest heard how some top YouTube creators built their fanbases. Brands can tap into YouTube creators using YouTube BrandConnect, a set of tools and features to connect brands with creators.
Creator Influence
People make decisions based on YouTube creator recommendations. A survey by Ipsos found that online users are 98% more likely to trust YouTube creator recommendations versus other platforms. This trust yields results for brands. For instance, brands can use sponsored content in campaigns with partnership ads to expand video reach. In some markets, BrandConnect in Google Ads provides measurement and reporting for sponsored content campaigns. Brands can also see suggested videos for promotion and gain insights into linked video performance in a central hub. BrandConnect powers this process.
Using BrandConnect
To use these features, link assets to Google Ads campaigns to measure partnership ad performance. You can also create audience segments from organic viewers of sponsored content made with a creator. By using creators' authenticity and influence, brands can reach audiences, drive engagement, and achieve results. Partnership ads are available in Google Ads AI campaigns, including Demand Gen, Video Reach Campaigns, and Video View Campaigns.
Success Stories
Connecting with creators drives results. MAC Cosmetics increased brand awareness in India by partnering with beauty creators Ankita Chaturvedi and Naina Bhanu using partnership ads on YouTube Shorts in Video Reach Campaigns. MAC Cosmetics saw a better view-through rate and lower cost per view compared to campaigns with branded creatives only.
Simplifying Video Linking
Creator-initiated video linking allows creators to send linking requests to brands for sponsored content, streamlining partnership ads. Brands working with many creators can automate ad linking with a video linking API to save time. Brands can use YouTube creators to create engaging experiences. For more on creator partnerships, see a study with EMARKETER.