We recently hired one of the industry’s top experts on the YouTube creator economy, Sam Cosby, to join the Ad Results Media team and help lead our efforts in this area. I was able to sit down with Sam and pick his brain on the future of YouTube creator partnerships.
Kurt Kaufer: Sam, tell us a little bit about your background and how you entered the content creator space?
Kaufer: There are a number of different approaches to influencer marketing that brands can take. Why do you believe that content co-creation on YouTube and within podcasts are so powerful?
Cosby: Since our core business has historically been in the audio and podcast advertising space, we start by extrapolating key learnings from a brand’s previous success with specific podcast hosts and apply those to their content or channels on YouTube. In combination with those past learnings, we also look at two other key factors to pair brands with YouTube creators: the brand’s target audience profile and current topical or cultural trends on YouTube.
Kaufer: What are your general guidelines to ensure that the output of the co-creation engagement feels authentic and resonates with the target audience?
- Don’t write scripts unless there is very specific legal language that needs to be included verbatim.
- Provide a broad range of talking points that the hosts or creators can make their own.
- Be open to the creator’s suggestions.
- The promotional read should be seamless. Don’t restrict the time that the creator spends discussing your brand. The more the better!
Kaufer: What is your approach to helping brands measure success? What are some of the most common KPIs and methods of measurement?
Kaufer: What is the first challenge you look forward to tackling at Ad Results Media?
Link to original Ad Age article.