FameBit, YouTube’s influencer marketing platform obtain by Google in 2016, is today undergoing a rebranding. The new platform will now be called YouTube BrandConnect. YouTube is Renaming its FameBit Influencer Marketplace to ‘BrandConnect’.
The YouTube BrandConnect is supposed to help YouTube creators and brands to create branded content, ensuring that it is both authentic and effective. The focus will continue to be driving and supporting revenue to creators and providing measurable insights to brand campaigns. And also reaching viewers with relevant and authentic content.
The company said creators to earn 30 times more from full-service deals compared with self-service deals. And self-service only represented 4% of total FameBit payouts to creators.
When BrandConnect will take over
The new BrandConnect platform will take over from FameBit on August 1st, with a note on the FameBit page which says that users will lose connection to the FameBit self-service marketplace on July 31st.
From this point forward, creators eligible for the full-service program will be able to sign up for YouTube BrandConnect through YouTube Studio. The company says it will add more campaign management features to the YouTube Studio platform in the months ahead.
Why Renaming YouTube FameBit into BrandConnect
For participating brands, the goal of the revamped program is to provide measurable campaigns related to their branded content deals with top YouTube creators. On this front, YouTube has added new measurement tools designed for greater accountability like; Brand Interest Lift, Influencer Lift, and organic view-through conversations. Brand Interest Lift measures consumer search behavior resulting from the creator’s video. Influencer Lift measures consumer sentiment on Purchase Intent, Brand Recall, and other factors.
Brands can also use Google Insights and other tools to measure the impact and the ROI (Return On Investment) of influencer marketing for the first time on YouTube, the company notes.
Who are eligible for BrandConnect
Creators interested in signing up to receive brand proposals need to have at least 25k subscribers. Those eligible will be able to sign up for BrandConnect directly in YouTube Studio.