YouTube BrandConnect for Creator Collabs
Source: blog.google
YouTube BrandConnect: Connecting Brands with Creators
Creators are very influential, creating popular content and building large audiences. YouTube BrandConnect helps brands work with creators on sponsored content. Today's creators are entrepreneurs who create content, from videos and livestreams to Shorts. They also have significant reach.
Brands can use YouTube creators to support campaigns through YouTube BrandConnect, a set of tools and features that help brands connect with creators. People often trust the advice of YouTube creators. A survey by Ipsos found that online users are more likely to trust YouTube creator recommendations compared to other platforms.
Using BrandConnect Features
Brands can use sponsored content in campaigns with partnership ads to increase video reach. In some regions, BrandConnect in Google Ads provides measurement and reporting for sponsored content campaigns. Brands can find suggested videos to promote and gain insights into linked video performance in a central hub. All of this is facilitated by BrandConnect.
To use these features, link assets to Google Ads campaigns to measure partnership ad performance. Create audience segments from viewers of sponsored content. Using creators' authenticity, brands can reach audiences, increase engagement, and achieve measurable results. Partnership ads are available in Google Ads AI-powered campaigns like Demand Gen, Video Reach Campaigns, and Video View Campaigns.
Success with Creator Partnerships
MAC Cosmetics aimed to boost awareness for its lipstick and foundation in India. By partnering with beauty creators Ankita Chaturvedi and Naina Bhanu on YouTube Shorts Video Reach Campaigns, MAC Cosmetics achieved better view-through rates and lower cost per view compared to campaigns using only branded creatives.
Google Ads now offers creator-initiated video linking, enabling creators to request linking directly with brands for sponsored content, which simplifies partnership ads. For brands working with many creators, the new video linking API automates ad linking to save time. All brands can use YouTube creators to create engaging audience experiences. A study with EMARKETER offers further information on creator partnerships.