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Beginning of section: Who is a YouTube Creator?

Who is a YouTube Creator?

A YouTube creator is anyone who makes videos for YouTube. Popular creators are savvy marketers with a knack for finding organic ways to engage their viewers. They’re adept at building big communities, with audiences that range from hundreds to millions. And while celebrities are known to increase brand lift and view-through rates1, statistics show 70% of YouTube subscribers relate to YouTube creators more than traditional celebrities.2

92% of consumers trust an influencer more than an advertisement or traditional celebrity endorsement.3

61% of YouTube subscribers say their views of a brand have been influenced by a creator.4

YouTube creator collaborations are significantly more effective at driving lift in brand familiarity (4x) and brand affinity (2x) than integrations with traditional celebrities.5

Takeaways

1

FameBit connects brands and agencies with a YouTube creator's loyal audience to produce targeted branded content.

2

YouTube creators are more influential than traditional celebrities.3

Beginning of section: FameBit Tips for Working with Creators

FameBit Tips for Working with Creators

Find out about the different types of creator partnerships offered by FameBit , how to initiate them, and the best practices for a successful campaign partnership.

What Do Creator Partnerships Look Like?

There’s no one-size-fits-all approach, so FameBit offers two easy ways to collaborate with creators:

Brand Initiation
Brands post requests for content proposals directly to the FameBit platform creator base. The platform uses data to inform decisions about the YouTube creators best suited to work with your brand. You can RFP, engage and hire creators directly. 



Creator Initiation
Creators can send proposals in response to a posted campaign and brands choose which creator to hire. Brands can see top level stats on a creator’s video performance such as CPV, watch time, engagement, total clicks and click geography.

FameBit VIP

FameBit VIP is an exclusive service that uses Google data to connect creators with a brand's target audience, and provides a portfolio of dedicated services, including:

Team of strategists to facilitate campaign

Team of project managers that work the campaign from end-to-end

Access to the full YouTube creator database

Cutting-edge branded content reporting after campaign launch

Contact your Google Account Executive to get a FameBit team assigned.

If you don’t have an Account Executive and you’re a brand, get one assigned here; if you’re a creator, you can sign up for FameBit here.

Brand Collaboration Basics

Dedicated Video
The ad is dedicated to a single brand with no mention of other products, brands, or any other content, examples include: product demo, product review, lookbook, game play, comedic sketch, tutorial, unboxing.

And there are a number of types of creative collaborations you can execute:

Product Demo/Tutorial – Video showcasing how your product works by highlighting features and functions. Works great for more complex products.

Product Review – Creator gives their honest opinion and rating of the product.

Lookbook – Stylized video where creator showcases multiple products from one brand. Works great for fashion lines.

Game Play – Creator plays through several levels or entire game typically with commentary on what they are experiencing.

Brand/Product Shout-Out – Quick mention of your brand, product or service, e.g, “I partnered with [Brand Name] to bring you this video”

Integrated Video
A brand is mentioned in an ad, but other content is also used to support it, including content supporting other brands and products, examples include: lookbook, brand/product shout out, favorites, hauls, unboxing.

 

Favorites –  Creator dedicates an entire video around a theme that they are excited about and is currently relevant. For example, “My favorite back to school items.”

Comedic Sketch – Creator uses your product in a fun and perhaps unexpected way.

Haul – Creator showcases several products that they received from a recent shopping trip.

Unboxing – Creator unpacks the product giving the customer a picture of what it's like to purchase your product, typically while giving their opinions and highlighting features. This content type works well for tech products.

Identifying The Right Creators

There are a few ways to identify the YouTube creator right for your brand, through research of your own or by leveraging FameBit:

Research a Creator on your own
Research creators on YouTube by subscribing and watching their videos. Familiarize yourself with their programming, tone, release schedule, and more. 

Leverage FameBit
FameBit by YouTube can now help you partner with the right creators by curating a custom list of YouTubers that fit your brand. It ensures their availability, and always fits your budget.

You can also visit YouTube’s Creator Services Directory that features over 200 companies, including FameBit, that specialize in brand-creator matchmaking.

The Creator’s Creative Brief

The first step in working with creators is giving them your brief. The brief outlines the clear vision of what you’d like to achieve. Some of the most essential elements of the brief include:

Objective
Describe the campaign’s purpose. Include brand challenges, and insights used to inform the strategy. Be as clear and specific and focus on the role the creator partnership will play in the overall campaign. Provide competitive benchmarks to demonstrate what you hope to achieve, and define which metrics you will use to define success.

Insight
Provide a brand insight so the creator can develop a compelling script or language that pays it off. Things to include are market research, data, or consumer insights, and who your brand is specifically trying to reach (including target age, gender, interests, etc.)

Style and Messaging
Define your brand’s personality—what is and is not on brand—along with any key messaging, phrasing or words to use to ensure brand consistency.




Deliverables
Define how many influencers you will use and what specifically they will create; it should also outline where the final creative will live (e.g. organically or on a creator’s channel), and if paid media placement will also be used.

Inclusions
State your must-haves, and conversely, things to avoid (e.g. media usage rights, brand safety requirements, monetization settings, FTC compliance, SAG requirements, category exclusivity.) Address requirements up front before signing contracts.

Creative Control
Provide detailed feedback up front and during content review, so brand and creator understand their levels of creative control. Be up-front about it to avoid costly re-shoots.

Best Practices and Other Considerations

New trends are always emerging on YouTube. Stay on top of them to maintain your brand’s relevancy and relatability.

Trust the creators—they know their audiences.

Outline the 3-4 most important messages you want reflected and let the creator storytell. Avoid excessive talking points or prescriptive phrasing.

Be transparent: FTC requires creators to disclose when content is sponsored.

Macy’s put on an at-home music festival to reach Millennials in their festival fashion micro-moments. The Summer Vibes Concert featured YouTube stars Todrick Hall, The Gardiner Sisters, AJ Rafael, and Macy Kate. The result? 4M+ views, 60% lift in festival product consideration and a 15% rise in searches for Macy's on Google and YouTube.6

Learn more on Think with GoogleMacy's Breaks into Festival Fashion with its Own Summer Vibes Concert on YouTube

Takeaways

1

Campaigns aren’t one-size-fits-all. Carefully consider whether your goals will be best achieved with shout-outs, one-off videos or an integrated campaign.

2

Partner with a creator who shares your values. Awkward collaborations make for inauthentic content.

3

Engage with creators directly or enlist the help of a matchmaking service like FameBit.

4

Be transparent from the beginning. Draw up a clear creative brief to ensure that you and your partner(s) are on the same page.

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Sources:

  • “Why YouTube Stars Are More Influential Than Traditional Celebrities,” Think with Google, July 2016.

  • Google-commissioned Ipsos Connect, “The Generation YouTube Study,” U.S., Nov. 2015.

  • Forbes, “Influencers Are The New Brands,” Oct. 2016.

  • Google-commissioned Ipsos Connect, “The Generation YouTube Study,” U.S., Nov. 2015.

  • 5 YouTube-Commissioned Branded Video Study, U.S., May 2017.

  • “Macy's Breaks into Festival Fashion with its Own Summer Vibes Concert on YouTube,” Think with Google, October 2016.

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