Last week at VidCon, YouTube introduced Video Creation Marketplace, which allows brands to pick established YouTube stars and use them to create or star in ad campaigns. It will open up later in the summer. It's a platform by which certain YouTube partners can be narrowed down by brands through search parameters to find the best creator for the job. The advantages of something like this is that brands who might not have the means to create video ads will have an affordable option, and they'll have an established YouTube star helping them find eyeballs to their videos and products.
We talked to YouTube Group Product Manager Baljeet Singh about Video Creation Marketplace.
ReelSEO Interview with YouTube Product Manager Baljeet Singh
ReelSEO: Where did the idea for Marketplace come from?
Baljeet Singh: YouTube has proved to be a really effective place for small businesses to build their brands - but they don’t always have the resources or ideas to create great video ads.
On the other hand, the creativity coming out of YouTube rivals that coming out of creative agencies any day of the week. Our creators are some of the most brilliant, creative, talented people around - and we already know that their content performs really well on YouTube.
For a small marketer, it means they can get creative that is born on the platform, suited to the platform, and that will perform well with the YouTube audience.
And for our creators, it means a new revenue opportunity as they grow their business - not to mention more exposure for their own brands.
ReelSEO: How does Marketplace work? Does a brand go to YouTube and ask for a YouTube star to make videos for them, or vice-versa, or both?
Singh: Marketers will be able to search based on things like target demographics, keywords and content type like how-to, scripted dramas, animation, web series, and so on.
The Ad Age article about Marketplace mentions Devin Graham (devinsupertramp) and Juicy Star 07 as Youtubers who have already connected with brands in the past. Here's a glimpse of their work:
Devin Graham for The Dirty Dash - World's Muddiest Race:
Juicy Star 07 for L'Oreal:
ReelSEO: Why would a brand use a YouTube star for their videos? What are the benefits of that?
Singh: We think YouTube can be a game-changer for small business - online video has made video advertising possible for every business of every size. Everyone has heard of Justin Bieber and musicians that have gotten their start on YouTube but we actually have a great culture of entrepreneurship on YouTube, and many businesses have gotten their start here as well. If you’re a boutique shoe designer and don’t have the resources of a huge luxury goods retailer, but still have a great story to tell in video, this marketplace might be a step towards helping get your brand in front of one of the biggest audiences ever assembled.
With YouTube’s True View ads marketers only pay when people watch their ads - which is really cost effective for small businesses. But for this to work and everyone to benefit, the creative needs to be really compelling and work on the platform. We think this marketplace will be one way we can encourage the level of creativity in advertising while making video advertising more accessible to smaller businesses.
We'd like to thank Baljeet Singh for his time!
YouTube's Video Creation Marketplace
So it looks like YouTube is working in an area much like Poptent does, with crowdsourcing. Poptent has loads of filmmakers all over the country who create ads for brands and the brand can pick and choose what is best. In this case, YouTube is trying to make it easier to find a specific creator that matches up with their wants and needs, so it's slightly different, but the common thread here is a whole bunch of choice with loads of material in which to base a decision.
Those creators who are privy to the program will be able to set up profiles that will highlight the type of videos they do, the hits they've had, who they appeal to, and so on.
It's a cool feature from YouTube, who has been busy with the original channel program this year and many of the YouTube stalwarts had been feeling neglected, especially with changes to the site causing them problems. Now, many partners can find a new revenue stream in addition to the ads, and not have to be dependent on whether those ads plastered across their videos get seen or not.
Thanks to Annie Baxter from Google for her help on this article.