GoogleHow brands can collaborate with the perfect creator using YouTube BrandConnect
Summary
YouTube BrandConnect is a suite of tools enabling brands to connect with creators, capitalizing on the high trust viewers place in YouTube creators (98% more likely to trust their recommendations vs other platforms). Brands can use existing sponsored content as partnership ads, measure performance, create audience segments, and manage collaborations centrally. This authenticity drives results, as shown by MAC Cosmetics: partnering with beauty creators on YouTube Shorts for Video Reach Campaigns yielded 2.5 times better view-through rate and 66% lower cost per view compared to branded-only creatives.
Partnership ads work across Demand Gen, Video Reach, and Video View campaigns.
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