YouTube FameBit Is Now YouTube BrandConnect

The rebranded platform enables brand and creators to collaborate on branded content

YouTube BrandConnect is open to creators in the U.S. with at least 25,000 subscribers YouTube

YouTube’s FameBit branded content studio is now YouTube BrandConnect, which the Google-owned video site described as a platform where brands and creators can collaborate on branded content for its platform.

YouTube BrandConnect global business head Lori Sobel and product manager Henry Scott Green said in a blog post that the influencer marketing industry as a whole is projected to reach $15 billion by 2022, citing data from Business Insider Intelligence.

They wrote, “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.”

Eligible creators—those in the U.S. with at least 25,000 subscribers—have access to insight-based matchmaking tools that lead to branded content deals, and Sobel and Green said that over the past two years, the average deal size across the full-service product grew by over 260%.

Brands can now tap new measurement solutions such as brand interest lift, influencer lift and organic view-through conversations, giving them real-time results and adding accountability to their campaigns.

Brand interest left measures consumer search behavior resulting from viewing the creator’s video, while influencer lift measures consumer sentiment on purchase intent, brand recall and other categories.

Sobel and Green wrote, “Through Google insights and tools, it is possible for brands to measure the impact and ROI (return on investment) of influencer marketing for the first time on YouTube.”

Technology innovations that YouTube BrandConnect brings to the table include the shopping shelf and app shelf, which enables viewers to buy products or download apps being discussed in creators’ videos directly from the watch page.

A new media shelf, which will be rolled out soon, will enable viewers to buy or rent movies and shows in the same fashion.

Sobel and Green concluded, “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.”

YouTube David Cohen is editor of Adweek's Social Pro Daily.