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Over the years, the relationship between brands and content creators has changed. Starting out as simple promotional posts that generally had a very limited impact on potential consumers, brands and creators are now coming together in a quest for authenticity that is often much more effective. It is with this in mind that Google recently launched the beta version of its new “Creator Partnerships” programme for YouTube Shorts.
Some advertisers have already discovered a new tab on their Google Ads platform. The online advertising giant recently launched a new programme called “Creator Partnerships” to offer advertisers a new way to promote brands on YouTube Shorts.
Thanks to this programme, brands will now be able to promote videos by creators that mention their brand or product names. “You can improve your campaign’s performance by adding creator content. Use native YouTube videos to boost your brand image and reach new audiences,“ says Google Ads.
To do this, advertisers can rely on the BrandConnect platform, which will help them find content that mentions their brand name or product names.
Using native YouTube Shorts content to promote your brand can have extremely positive effects. The authenticity reinforced by this type of collaboration with creators who are genuinely attached to the products and services they promote is enough to convince many users to take action. All this comes at a relatively low cost for brands, which have not had to intervene in the content production process.
This raises an issue: the use of third-party content for commercial purposes. To address this, Google Ads requires brands to send a proposal to the creators concerned before linking their content to the advertising account. This process must be carried out directly between the two parties. “Google is not involved in your agreements with creators. You are responsible for ensuring that you have the rights to use the video as commercial content,“ says Google, before clarifying that the rights holders may sometimes be third parties.
Due to this subtlety in particular, advertisers would be well advised to take precautions before attempting to take advantage of this new feature. However, it should be seen as a real opportunity for brands to have a greater impact on their audience with authentic and sincere content.
Currently launched in beta version and aimed at a handful of advertisers invited to try it out before a wider launch, Creator Partnerships fits perfectly into the current brand promotion trend, symbolised in particular by the rise of UGC (user-generated content) in recent years. Considered less intrusive and more engaging than traditional commercial operations, this practice, which incorporates real testimonials about the brands mentioned, is set to grow even more over the years.
Would you like assistance in improving your YouTube Shorts campaigns? Please do not hesitate to contact our Google Ads Agency.
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Pierre Blarre