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YouTube creators have cracked the code on delivering the compelling stories that viewers seek out and trust. This ushers in a new era in which you can simultaneously build your brand and deliver performance through creator partnerships.
So how do you actually execute YouTube creator partnerships that drive business results? Following up on our first creator marketing playbook, our latest resource provides an end-to-end blueprint for building creator marketing campaigns on YouTube.
This guide is based on internal platform experiments, creative research, and pilot programs that evaluated how the world’s most successful brands optimize their creator marketing investments.
It covers the key steps for partnering effectively, including:
- Finding the right creators. Discover how to leverage rich data and AI-powered tools to eliminate manual research and find the perfect YouTube creators for your brand.
- Building a strategic roster. See how leading brands deploy a tiered portfolio approach, where different types of creators map to distinct business objectives: macro creators scale broad brand equity; mid-tier experts explain utility; and micro creators drive direct action. When L’Oréal deployed this diversified model, it unlocked an 82% increase in overall views per mention.
- Building multiformat campaigns. Learn how to scale production efficiently by getting the right mix of content from creators and by deploying a split of creator and brand assets. Supergoop! stood out in a crowded summer market when it partnered with Liz Koshy in a multiformat campaign. Blending a hero film with bite-sized vignettes drove a 93% increase in searches for the brand’s featured product, alongside significantly higher average order values.
- Optimizing production for impact. See how to guide scripting, filming, and editing to leverage the unmatched ability of YouTube creators to turn views into value.
Discover how to engineer high-performing creator campaigns on YouTube.
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