Dive Brief:
- Google is expanding its ability to connect YouTube creators with brands with its acquisition of FameBit, an influencer marketing platform.
- In a blog post, Ariel Bardin, Vice President, Product Management, Google, wrote that the deal should help increase the number of available branded content opportunities on YouTube for advertisers.
- The post also pointed out that the top 100 YouTube advertisers have increased spending on the platform by 50% over the last year.
Dive Insight:
Marketers have been tapping YouTube creators for product placements, promotions and sponsorships, and the FameBit acquisition provides creators with another way to connect with interested brands. According to Google, the top 100 YouTube advertisers have increased spending by 50%.
Bardin wrote in the post, “Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today. This acquisition doesn’t change that. Our hope is that FameBit’s democratized marketplace will allow creators of all sizes to directly connect with brands, as well as provide a great technology solution for companies like MCNs and agencies to find matches for their creators and brand partners.”
Influencer marketing has been seen as a challenge for marketers as measuring the impact and ROI for influencer campaigns can be elusive, but the tactic remains a popular way to create brand awareness on social media platforms. And while influencer marketing grows, the FTC has been actively tracking campaigns to ensure that brands and influencers are making proper disclosures for paid content.
The FameBit acquisition is another example of how, as digital content consumption grows, the landscape for connecting advertisers with those creating the content is evolving. BBDO London recently launched Flare Studio, a curated and crowdsourced initiative designed to provide brands with access to video content and creators.
