YouTube unveils new toolset for influencers and brands

YouTube is seeking to enhance its offering for brands and influencers by launching BrandConnect, a new set of tools to connect creators and brands that will replace the previous offering in this area, FameBit.

The offering includes, for creators, what YouTube describes as insights-based matchmaking tools that allow more access to branded content deals for eligible creators across YouTube.

For brands, YouGube has added new measurement solutions including Brand Interest Lift, Influencer Lift, and what it describes as organic view-through conversations that provide brands with real-time campaign results and bring digital advertising-level accountability to branded content campaigns.

Brand Interest Lift allows advertisers to measure consumer search behaviour resulting from viewing the creator’s video, and Influencer Lift measures consumer sentiment on purchase intent and brand recall.

The service taps Google insights and tools to enable brands to measure the impact and ROI of influencer marketing, according to YouTube.

The video platform has also introduced several ads technology innovations such as the shopping shelf and app shelf to help viewers buy products and download apps being discussed in creators’ videos directly from the watch page. This will soon expand to a new media shelf, where viewers can buy or rent movies and shows.

Other innovations include an AR-based experience that allows viewers to virtually try on and shop for products alongside their favourite creators.

Eligible creators in the US with over 25,000 subscribers will be able to sign up for YouTube BrandConnect directly in YouTube Studio,

YouTube says that the average size of deals between creators and brands has grown by 260% over the last two years.