What’s YouTube’s Brand Connect All About?
When it comes to video marketing, there’s something about YouTube that always makes it the first choice of marketers. With two million active monthly users, the video platform has become the second-largest search engine after Google. Moreover, more than 500 hours of videos are uploaded by people on YouTube every minute. It is projected that the platform will earn $5.5 billion as revenue from its ads in 2020.
YouTube never disappoints marketers with its continual upgrades and new platform launches. The platform is always striving to up its video marketing features—something that’s going to create a win-win situation both for the company and the brand promoting its content. In addition to video ads, YouTube has also become the go-to platform for many influencer marketers too.
From FameBit to BrandConnect
YouTube has a popular branded content and influencer marketing platform called FameBit, which Google acquired in 2016. But now, the whole platform underwent a massive rebranding—something that changes its name to BrandConnect. This new platform is open to video creators from the United States, garnering about 25,000 subscribers.
YouTube introduced the update after it announced that FameBit’s self-service website would shut down. The website allowed content creators on YouTube to find independent brands to associate with, propose deals, and run campaigns. YouTube’s BrandConnect will now focus solely on the full-service aspect of the offering. There will be a team of experts proactively matching content creators with different brands and offering full management and delivery of campaigns.
How does BrandConnect affect creators?
YouTube said that content creators could make thirty times more from the new full-service deals than what they are making from self-service deals. It’s noteworthy that self-service deals made up four percent of the overall payouts from FameBit to content creators. Now, creators become eligible for signing up to the full-service program through YouTube Studio. The video giant intends to bring in more features to manage campaigns in the coming months.
YouTube’s BrandConnect comes with insight-based tools that creators can use to match with relevant brands. As such, the new platform gives them easier and quicker access to different brand content on YouTube. The idea is to leverage the unique connection that content creators on YouTube forge with fans across the platform. Believe it or not, the matchmaking exercise of YouTube has helped creators come up with relevant, extremely engaging branded content. The deal size of these content is only growing exponentially.
YouTube’s advertising product
YouTube is rolling out BrandConnect to build the right level of influence. It is doing so through App Shelf, its advertising product. Ad viewers can simply download the app from below the video as mentioned in branded video content on the watch page. YouTube’s App Shelf conjuncts with the platform’s other products that fall under the umbrella of BrandConnect. This includes media shelf, which allows viewers to rent or buy streaming movies or shows as mentioned in the branded video content.
There’s also a shopping shelf, which allows viewers to check out products featured in the video. The shopping shelf of YouTube also allows viewers to integrate a try-on experienced backed by AR so that they can properly experiment with a product before purchasing it. These products can be added to sponsored videos only through YouTube-facilitated deals. The objective here is to engage YouTube users for them to show interest in a brand’s offerings.
In addition to BrandConnect, YouTube has also looped in Influencer Lift, Brand Interest Lift, along with view-through organic conversions. These new measurement solutions would allow real-time campaign measurement and proper accountability for results. For BrandConnect, this is just the beginning. YouTube is most likely going to add more exciting upgrades to create more value for brands, content creators, and viewers.
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