Collaborate with creators to tell your brand’s story
Every day, people come to YouTube to connect with their favorite creators and discover new products. With YouTube BrandConnect, you can partner with creators to build compelling branded content campaigns that support your business goals.
Viewers say that YouTube is the #1 video platform with content most personalized to them.1
YouTube organic branded content drives significant impact across the funnel, with a 100% lift in top-of-mind awareness and a 35% lift in purchase intent.2
Seventy percent of viewers say that they bought a brand as a result of seeing it on YouTube.3
How YouTube BrandConnect works
Make impactful connections
Because audiences trust creators for product and brand recommendations, creators can showcase your products with content that feels uniquely authentic.
Turn viewers into customers
Audiences can discover, experience, and take action as they watch your video with built-in features that help you get more results from your content.
Get meaningful insights
Understand what types of content work best for your strategy and check real-time ROI with exclusive insights and measurement tools.
Solutions to support your business goals
Awareness
Work with creators who are relevant to your business with audience-first matchmaking. Based on the search terms that your target customers are using, we’ll help you find creators who click with your audience.
Action
Get the viewers you’ve engaged with to come back to your business with remarketing lists. Our team can also create videos cut from your content to use in other YouTube ads – helping you get the most from your investment.
Consideration
YouTube BrandConnect campaigns include innovative features like Shopping Shelf and App Promo to make your products the center of attention.
Measurement
Know how well your campaign is doing and find opportunities to improve with Google-only measurement tools like Brand Interest Lift, Influencer Lift, and organic view-through conversion (VTC) rates.
Creators share a powerful connection with their audiences. Discover how Kimberly-Clark tapped into this relationship to boost searches and sales
Kelloggs MorningStar Farms piloted YouTube Shorts branded content and saw a 1,933% lift in searches and 153% in recall
For their holiday campaign, Hershey’s used creator-driven content to drive a 551% increase in searches.
Schick launched a campaign for their Hydro Silk razor and saw 40% lift in purchase intent.
Creators helped Wheat Thins connect with audiences – and lifted ad recall by 524%.
NortonLifeLock partnered with relevant creators for their campaign and saw a 109% increase in search lift.
MAC tapped a diverse range of creators for beauty tutorials that drove a 1.81% campaign shop click-through rate.
Using audience-based matchmaking, Ritz found relevant creators to create campaigns that boosted ad recall by 115%.
Calvin Klein’s campaign saw a 235% search lift and sold out of multiple products through the YouTube BrandConnect Shopping Shelf.
With over 21.9 million minutes watched, Office Depot’s back-to-school videos engaged new audiences when it mattered most.
Creator spotlight
Meet a few of the creators who are helping brands like yours connect with more customers.
Get started today
YouTube BrandConnect is now available in the United States, Canada, and the United Kingdom. Your Google sales team can help you find the right solutions for your business.
1 Google/Talkshoppe, US, whyVideo study, n=2000 ages 18-64 Genpop video users, Feb 2020. Competitive average includes TV, OTT, digital.
2 Google/Ipsos lab experiment, US, Nov 2019, n=1802 people ages 18-64.
3 Google/Talkshoppe, US, whyVideo study, n=2000 A18-64 Genpop video users, Feb 2020.