Google has outlined its latest updates to BrandConnect, its process for connecting creators with sponsored content opportunities, which includes a new central management hub to help brands stay across their various partnership efforts.
As you can see in this example, now, within the Google Ads platform, you can view potential collaboration opportunities in the “Creator Partnerships” tab, which includes a display of all the videos that include mentions of your brand that you can sponsor, that creators have made eligible for potential collaboration via BrandConnect.
As per Google:
“To start taking advantage of these features, link any existing assets to your Google Ads campaigns. Once you’ve done that, you can better measure the performance of your partnership ads. You can also create audience segments of the organic viewers of any sponsored content you made with that creator, too.”
On the creator side, BrandConnect, which YouTube launched back in 2020 (renamed from “FameBit”), has its own dedicated tab in YouTube Studio, which YouTube added back in December.
This is where creators are able to track branded content partnership opportunities, while it also enables them to pitch brands with their ideas, in order to facilitate monetization.
The process essentially facilitates simplified branded content connection, giving advertisers more opportunity to tap into creator content, with the main focus being on Shorts, and facilitating Shorts collaborations.
Which is fast becoming a key consideration. Shorts is YouTube’s fastest-growing content type, now driving over 70 billion views per day, with the broader popularity of short-form content also extending to YouTube’s offerings.
In addition, according to recent research conducted by eMarketer, creators and influencers are now much more influential in purchase decisions than regular branded promotions.
It makes sense, then, for YouTube to be facilitating these connections where possible, and for brands to consider how they can tap into creator content to extend their campaigns.
The updated BrandConnect process is one way to do that, and it could be a valuable element for your planning.
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