Every day, people come to YouTube to connect with their favorite creators, and in the process, they discover new products they love. In turn, this creates a valuable opportunity for brands to reach new audiences on YouTube and partner with creators to amplify their message. Over the years, we’ve seen branded content grow on YouTube, thanks to the direct connection creators have with their fans. In fact, the influencer marketing industry as a whole is projected to reach $ 15 billion by 2022.
Given the success our brands and creators have seen with branded content on YouTube, we are evolving FameBit to YouTube BrandConnect.
Through YouTube BrandConnect, we’re making it easier for creators and brands to create branded content that is both authentic and effective. Our focus will continue to be supporting and driving revenue to creators, providing measurable campaigns for brands, and reaching viewers with authentic and relevant content. We’ve built unique, industry-first features within our branded content platform to support each of these goals.
On the creator side, we’ve developed insights-based matchmaking tools that allow more access to branded content deals for eligible creators across YouTube. Because of the connection that creators have with their fans, our proactive matchmaking produces highly engaging and relevant branded content. And it’s working – over the past two years, average deal size across the full service product grew more than 260%.
YouTube creators have a real-time pulse on their community and have the flexibility to pivot their content to serve audience (and brand) needs, something we’re seeing firsthand right now. For example, the Reese’s brand’s March Madness campaign took a turn when the annual basketball tournament was cancelled due to the pandemic. Creators including 2Hype, Smosh Pit, and Eh Bee Family were able to adapt their previously-shot content to still bring a relevant vibe to fans at home, while driving strong consumer engagement and awareness for Reese’s Miniature Cups newly designed packaging, which was perfect for a stay-at-home game of couch basketball.
For brands, we’ve added new measurement solutions like Brand Interest Lift, Influencer Lift, and organic view-through conversations that provide them with real-time campaign results and bring the accountability of digital advertising to branded content campaigns. Brand Interest Lift allows advertisers to measure consumer search behavior resulting from viewing the creator’s video, and Influencer Lift measures consumer sentiment on Purchase Intent, Brand Recall, and more. Through Google insights and tools, it is possible for brands to measure the impact and ROI of influencer marketing for the first time on YouTube.
We’ve 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. We’ve also introduced new technologies like the AR try-on experience that allow viewers to virtually try on and shop products, alongside their favorite creators.
Eligible creators in the U.S. with 25,000+ subscribers will be able to sign up for YouTube BrandConnect directly in YouTube Studio, where we’ll be adding more campaign management features in the coming months. With YouTube BrandConnect, brands can easily connect and measure branded content campaigns with their Google and YouTube advertising strategies – allowing for full-funnel influencer marketing integrations.
We’re always looking for new ways to help creators earn more money, and we’ve added additional resources to help creators get started making branded content on Creator Academy. We’ll continue investing in our technology and expanding internationally to bring new experiences to creators, brands and their fans globally. This is just the beginning for YouTube BrandConnect, and we’re excited to bring even more value to creators, brands, and viewers through branded content campaigns in the months ahead.
Lori Sobel, Global Business Head of YouTube BrandConnect
Henry Scott-Green, Product Manager at YouTube BrandConnect
A new gaming platform called Meditations could be a great fit for people who love playing those random online games a few minutes a day to decompress. It promises to launch one new "tiny game" every day in 2019, each one accompanied by text to serve…
Engadget RSS Feed
Qualcomm’s Snapdragon 845 processor is the CPU of choice for most smartphone brands where flagships are concerned, as we’ve seen with the recent Galaxy S9, LG G7 ThinQ, OnePlus 6, and HTC U12+ launches. Mid-tier hands have been mostly using the Snapdragon 660 chip but we could soon see a bunch of mid-range flagships sporting […]
Come comment on this article: Qualcomm’s Snapdragon 710 platform brings premium features to the mid-range
Google announced a new platform they are working to roll out soon that will provide a source for “hyperlocal” news stories. The platform is called Bulletin and will enable people to “put spotlight on inspiring stories that aren’t being told.” Google has things constructed at present to drive the new platform via a smartphone app. […]
Come comment on this article: Google announces new Bulletin hyperlocal citizen news platform
While many consumers in the smartphone market are looking at new devices running Android Oreo or hoping their existing devices get an update to the latest version of the Android operating system, there is a group that is looking for Android Nougat support. Those users are those who want to run an Android compatible gaming […]
Come comment on this article: BlueStacks releases the first Android gaming platform to run Android Nougat
Still trying to make a name for itself in the streaming music market, Tidal has launched apps for both the Android TV and Apple TV platforms. The new apps give users more direct, easier access to Tidal and their video library of concerts, music videos and live streams on their big screen devices. If the […]
Come comment on this article: Tidal app launches for Android TV platform
As the CEO of YouTube, I’ve seen how our open platform has been a force for creativity, learning and access to information. I’ve seen how activists have used it to advocate for social change, mobilize protests, and document war crimes. I’ve seen how it serves as both an entertainment destination and a video library for the world. I’ve seen how it has expanded economic opportunity, allowing small businesses to market and sell their goods across borders. And I’ve seen how it has helped enlighten my children, giving them a bigger, broader understanding of our world and the billions who inhabit it.
But I’ve also seen up-close that there can be another, more troubling, side of YouTube’s openness. I’ve seen how some bad actors are exploiting our openness to mislead, manipulate, harass or even harm.
In the last year, we took actions to protect our community against violent or extremist content, testing new systems to combat emerging and evolving threats. We tightened our policies on what content can appear on our platform, or earn revenue for creators. We increased our enforcement teams. And we invested in powerful new machine learning technology to scale the efforts of our human moderators to take down videos and comments that violate our policies.
Now, we are applying the lessons we’ve learned from our work fighting violent extremism content over the last year in order to tackle other problematic content. Our goal is to stay one step ahead of bad actors, making it harder for policy-violating content to surface or remain on YouTube.
More people reviewing more content
Human reviewers remain essential to both removing content and training machine learning systems because human judgment is critical to making contextualized decisions on content. Since June, our trust and safety teams have manually reviewed nearly 2 million videos for violent extremist content, helping train our machine-learning technology to identify similar videos in the future. We are also taking aggressive action on comments, launching new comment moderation tools and in some cases shutting down comments altogether. In the last few weeks we’ve used machine learning to help human reviewers find and terminate hundreds of accounts and shut down hundreds of thousands of comments. Our teams also work closely with NCMEC, the IWF, and other child safety organizations around the world to report predatory behavior and accounts to the correct law enforcement agencies.
We will continue the significant growth of our teams into next year, with the goal of bringing the total number of people across Google working to address content that might violate our policies to over 10,000 in 2018.
At the same time, we are expanding the network of academics, industry groups and subject matter experts who we can learn from and support to help us better understand emerging issues.
Tackling issues at scale
We will use our cutting-edge machine learning more widely to allow us to quickly and efficiently remove content that violates our guidelines. In June we deployed this technology to flag violent extremist content for human review and we’ve seen tremendous progress.
Because we have seen these positive results, we have begun training machine-learning technology across other challenging content areas, including child safety and hate speech.
We understand that people want a clearer view of how we’re tackling problematic content. Our Community Guidelines give users notice about what we do not allow on our platforms and we want to share more information about how these are enforced. That’s why in 2018 we will be creating a regular report where we will provide more aggregate data about the flags we receive and the actions we take to remove videos and comments that violate our content policies. We are looking into developing additional tools to help bring even more transparency around flagged content.
A new approach to advertising on YouTube
We’re also taking actions to protect advertisers and creators from inappropriate content. We want advertisers to have peace of mind that their ads are running alongside content that reflects their brand’s values. Equally, we want to give creators confidence that their revenue won’t be hurt by the actions of bad actors.
We believe this requires a new approach to advertising on YouTube, carefully considering which channels and videos are eligible for advertising. We are planning to apply stricter criteria, conduct more manual curation, while also significantly ramping up our team of ad reviewers to ensure ads are only running where they should. This will also help vetted creators see more stability around their revenue. It’s important we get this right for both advertisers and creators, and over the next few weeks, we’ll be speaking with both to hone this approach.
We are taking these actions because it’s the right thing to do. Creators make incredible content that builds global fan bases. Fans come to YouTube to watch, share, and engage with this content. Advertisers, who want to reach those people, fund this creator economy. Each of these groups is essential to YouTube’s creative ecosystem—none can thrive on YouTube without the other—and all three deserve our best efforts.
As challenges to our platform evolve and change, our enforcement methods must and will evolve to respond to them. But no matter what challenges emerge, our commitment to combat them will be sustained and unwavering. We will take the steps necessary to protect our community and ensure that YouTube continues to be a place where creators, advertisers, and viewers can thrive.
Susan Wojcicki, CEO of YouTube
India continues to show signs of becoming a major market for the tech industry despite challenges related to the relative lack of wealth and Google is working hard to capitalize on that growth. The latest move from Google involves a mobile payment platform that is localized for India going by the name Google Tez, which […]
Come comment on this article: Google Tez is new mobile payments platform in works for Indian market
Facebook has announced their next platform to be released, a video streaming service called Watch. Many are pointing to the new Watch as being Facebook’s answer to YouTube TV, although Facebook says they are capitalizing on their own success with making video available on their platform. Watch will serve as a hub to help users find […]
Come comment on this article: New Facebook Watch platform for videos coming up next
Hot on the heels of Apple’s announcement of a new iMessage based payment processing framework to help Apple’s customers move money from person-to-person, a new bank-backed solution called Zelle was announced by Early Warning Services. The new Zelle system will be available to approximately 86-million mobile banking customers through their bank specific apps. Zelle promises […]
Come comment on this article: New Zelle P2P payment system to provide new safe, fast platform to move money
Every year the Black Hat conference highlights and analyzes security vulnerabilities in common services public awareness and a little infamy. On Sunday, a researcher released a paper criticizing the point-of-service purchasing system Samsung Pay for…
Engadget RSS Feed
Software management company Movimento has unveiled a new ‘On-The-Air’ automotive platform at the TU-Automotive event in Detroit. We spoke with Movimento CTO Mahbubul Alam about what the platform can do and the future of the software-defined car.
The post Movimento’s ‘On-The-Air’ software platform eyes a truly connected automotive ecosystem appeared first on Digital Trends.