YouTube BrandConnect: Partnering with Creators
Source: blog.google
Brands and YouTube Creators
Creators are very influential, creating popular content and building large audiences. YouTube BrandConnect helps brands connect with creators and sponsored content.
Today’s creators are entrepreneurs who are building teams, crafting business strategies, and redefining content creation, including videos, livestreams, and Shorts. They have incredible reach.
YouTube BrandConnect
Brands can use YouTube creators to support campaigns through YouTube BrandConnect. BrandConnect provides tools and features to help brands connect with creators.
People make decisions based on recommendations from YouTube creators. A survey by Ipsos found that online users are 98% more likely to trust recommendations from YouTube creators compared to other social sites/apps. This trust leads to results for brands.
For instance, brands can use existing sponsored content in campaigns with partnership ads. In some markets, BrandConnect in Google Ads provides measurement and reporting for sponsored content campaigns. Brands can also see suggested videos to promote and gain insights into the performance of linked videos in a central location. BrandConnect powers this process.
How to Get Started
Link existing assets to Google Ads campaigns to measure partnership ad performance. You can also create audience segments of organic viewers of sponsored content made with a creator.
Brands can reach new audiences, drive engagement, and achieve measurable results by using creators. Partnership ads are available in Google Ads AI-powered campaigns, including Demand Gen, Video Reach Campaigns, and Video View Campaigns.
Success Stories
MAC Cosmetics wanted to increase brand awareness in India. By partnering with beauty creators Ankita Chaturvedi and Naina Bhanusing partnership ads on YouTube Shorts in their Video Reach Campaigns, MAC Cosmetics saw a better view-through rate and lower cost per view compared to campaigns with branded creatives only.
Streamlining the Process
Creator-initiated video linking allows creators to send linking requests to brands for sponsored content, which streamlines partnership ads. Brands can automate linking ads with a new video linking API to save time.
Brands can use YouTube creators to create engaging experiences. Learn more about creator partnerships in a recent study published with EMARKETER.