GoogleHow brands can collaborate with the perfect creator using YouTube BrandConnect
Summary
YouTube BrandConnect is a suite of tools enabling brands to connect with creators, capitalizing on the high trust viewers place in YouTube creators (98% more likely to trust their recommendations vs other platforms). Brands can use existing sponsored content as partnership ads, measure performance, create audience segments, and manage collaborations centrally. This authenticity drives results, as shown by MAC Cosmetics: partnering with beauty creators on YouTube Shorts for Video Reach Campaigns yielded 2.5 times better view-through rate and 66% lower cost per view compared to branded-only creatives.
Partnership ads work across Demand Gen, Video Reach, and Video View campaigns.
You Might Also Like
AppsFlyerUnlock the value of web-to-app
Web-to-app strategies boost conversions by 77% and achieve 13.6% average paying user rate. Brands like adidas saw 2.4x higher ROAS from deep-linked users, while AirAsia improved bookings by 19%. Key challenges include measurement gaps, siloed teams, and onboarding friction. Solutions involve Google Ads Web-to-App Install and Web to App Connect with AppsFlyer Smart Banners and deep linking. Actionable steps: set tracking, import conversions, activate smart bidding, and deep link users.
AppsFlyerWinning big with influencers: A comprehensive guide for app marketers
Influencer marketing drives app growth by building trust and authenticity beyond traditional UA. Budgeting should start with target markets, CPM benchmarks, and a 25% uplift in daily organic installs. Choose creators based on data: audience demographics, recent views, and content alignment. Measure performance with granular attribution links (e.g., AppsFlyer OneLink) to track installs, conversions, and ROI. Avoid vanity metrics; focus on CVR, retention, and long-tail effects. Start with small campaigns to gather benchmarks before scaling.
MetaNew Creator Marketing Tools to Grow Your Business
Meta launches AI-powered creator discovery and content recommendations for Instagram's Creator Marketplace. Key updates include AI-driven suggestions for top-performing branded content in Ads Manager's Partnership Ads Hub, improved creator matching via affinity-based recommendations and keyword search, and new insights like playable Reels, email contact, partnership badges, and active ad visibility. These tools aim to simplify creator partnerships, enhance ad performance, and drive sales, with 53% of consumers more likely to purchase after creator promotion on Reels and US influencer spend projected over $10B by 2025.
MetaIAB NewFronts 2025: Meta Presents New Solutions for Creators and Brands
Meta is testing Reels trending ads, allowing brands to run ads after popular creator Reels with brand safety controls. New tools like Trends in Creator Marketplace and a Discovery API help businesses find real-time cultural insights and scale creator partnerships. Ad formats expand with partnership ads featuring one header partner, Facebook Live Partnership ads, and Threads video ads. Video Expansion on Facebook Reels uses AI to optimize video aspect ratios for better performance.
AppsFlyerBoosting your user acquisition strategy with preload campaigns
Preload campaigns are critical for UA in 2025, offering early brand presence, higher trust, and cost-efficient growth. Key benefits include increased visibility, engagement, and LTV. Practitioners should leverage advanced segmentation, automated recommendations, predictive analytics, extended attribution windows, and incrementality testing. Partnerships with OEMs and platforms like Appnext, Aura, AVOW, Digital Turbine, and InMobi can drive significant results, as seen with Magalu's 100k+ monthly installs and 4x ROAS.
TikTokIntroducing TikTok Automotive Ads
TikTok Automotive Ads is a catalog-based solution for vehicle promotions, offering Inventory Ads (for dealers) and Model Ads (for OEMs). Powered by Smart+, it uses data signals and creative formats like Video+Product Cards and Multi-link Carousel to match users with vehicles. Early tests show 41% lower CPA for Inventory Ads and over 40% CPA improvement for Model Ads. The solution simplifies campaign setup and leverages TikTok's large in-market audience, making it a key tool for driving measurable results in automotive advertising.
TikTokIntroducing TikTok Messaging Ads: Where conversations fuel conversions
Messaging Ads on TikTok enable real-time conversations between businesses and customers via Direct Message or third-party apps like WhatsApp and Messenger. Benefits include shorter conversion paths, immediate lead qualification, and enhanced customer experience. Best practices include using Smart+ automation, replying within three minutes, and aligning creative with CTAs. Key results show up to 67% lower cost per conversation and conversion rates up to 22.5%. Available in select markets, these ads help drive measurable business outcomes.
TikTokCreativity pays dividends: Effective creative on TikTok drives long-lasting impact for brands
TikTok and System1 research shows creative fatigue diminishes ad effectiveness, but entertaining, emotionally-driven content sustains impact. Key insights: first impressions define success; joy/humor reduce fatigue; early branding boosts recognition and happiness. Creativity outperforms frequency—50% of campaign success relies on creative quality. Brands should iterate core concepts, use early branding, and prioritize emotion to achieve 1.7x higher recall and 2.9x higher association lift. TikTok's tools (TikTok One, Symphony) help scale creative production efficiently.
More from Google
Prepare for the holiday season with July’s Demand Gen Drop.
Holiday shoppers turn to video for authentic validation, with 94% of YouTube users taking further purchase steps after w...
Optimize your reach and frequency across campaigns with video campaign groups.
YouTube's reach and frequency optimization for video campaign groups is now globally available in Google Ads, allowing a...
Expanding AI transparency in ads
Google is adding a 'How this ad was made' section to My Ad Center, disclosing if an ad was AI-generated. For ads created...
Unlock deeper insights for YouTube brand campaigns.
New features for YouTube Video Reach and Video View campaigns include automatic inclusion of Shorts Ad Actions in budget...
Elevate your campaign performance with June’s Demand Gen Drop.
YouTube's Demand Gen expansion now offers broader video aspect ratio transformations, AI-powered creative insights via G...
Cannes Lions 2026: Strengthen creative campaigns with new tools from YouTube
At Cannes Lions, Google announced new insights tools built with Gemini to enhance creator marketing on YouTube. Key feat...