YouTube’s FameBit Rebrands As BrandConnect Amid Growing Competition for Influencer Bucks

Influencer marketing is maturing on YouTube.

Allison Schiff//Tuesday, June 16th

Influencer marketing is maturing on YouTube.

On Tuesday, YouTube rebranded FameBit, the influencer marketing and branded content platform it acquired in 2016, as YouTube BrandConnect.

YouTube hopes to make BrandConnect into a full-funnel offering, from making it easier for brands and creators to collaborate through to campaign creation, management and measurement.

Influencer marketing has been growing in general, and on YouTube specifically, said Lori Sobel, a 16-year Google vet who took on the role of global business head of YouTube BrandConnect two months ago after serving most recently as managing director for Google’s technology ad sales team.

Over the past two years, the average deal size facilitated by FameBit on YouTube grew by more than 260%. “And we’re evolving our services accordingly,” Sobel said.

Full Article at AdWeek

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