YouTube - Creator Marketing’s Blue Ocean

Descripción

In episode twelve of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis are joined by Rhone Eppelheimer, Head of Partner Growth at Google, for a sharp, inside look at how YouTube is reshaping the future of creator marketing. With over a decade at Google and a recent pivot into influencer and creator strategy, Rhone brings a rare perspective on how platforms are evolving to support brands, creators and partners in a more connected ecosystem. The conversation explores the shift towards deeper infrastructure in creator marketing, from the rise of first party data to the opening up of APIs that give brands unprecedented visibility into creator performance, audience insights and campaign outcomes. Rhone breaks down what this unlocks for brands and why this marks a turning point for how creator marketing is planned and measured. They also dive into YouTube’s unique position in the creator economy, from its multi format ecosystem of long form and short form content to its role as both a content platform and a search engine. The discussion unpacks how creators are operating more like studios, why trust and credibility on YouTube runs deeper, and what that means for brands looking to build meaningful partnerships. The episode highlights the scale of opportunity, from the rapid growth of YouTube Shorts to the untapped audiences that brands are still missing, and why YouTube remains a largely underutilised channel despite its reach and performance. Rhone also shares how brands should be thinking about creator investment in 2026, why business outcomes are becoming the true north for measurement, and how creator partnerships are evolving into longer term, more integrated media strategies. In this week’s conversation, they unpack first party data, platform integration, YouTube’s evolving ecosystem, creator trust, multi format strategy and the future of measurable creator marketing. This episode is designed for marketers, agencies and brands who want to understand where the creator economy is heading next, and how to make smarter, more effective decisions in a rapidly maturing landscape. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn [https://au.linkedin.com/company/fabulate] | Instagram [https://www.instagram.com/fabulatehq/?hl=en]| TikTok [https://www.tiktok.com/@fabulatehq] | Youtube [https://www.youtube.com/channel/UCgV8_zAKSCaVVj9SZhomZQQ] Visit our website: www.fabulate.co [https://www.fabulate.co/?utm_source=Podcast&utm_medium=description&utm_campaign=Ep1]

Trust Issues: AI, Creator Deals & Platform Power

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis unpack three stories shaping the future of the creator economy and what they reveal about where the industry is heading. They kick things off with a closer look at YouTube’s growing role in creator strategy, from its unmatched trust with audiences to the rise of Shorts as a serious discovery engine. The conversation explores why brands should be rethinking platform mix heading into 2026, and how new tools like clickable links and brand mention tracking could reshape how performance and creator discovery work. The episode then shifts into one of the most talked about stories in the space right now, the rise and rapid fall of the Khaby Lame investment deal. What started as a groundbreaking moment for the creator economy has quickly unravelled, raising bigger questions around how creators are valued, the gap between influence and business, and whether audiences are ready to treat creators as investable assets. From there, they dive into a local case making waves, Stax Burger Co, and what happens when brand content pushes the boundaries of humour, regulation and platform rules. The discussion highlights the growing disconnect between what regulators say is acceptable and what platforms actually allow, and what this means for brands navigating risk versus attention. Finally, the conversation turns to AI and the growing shift in how audiences consume and trust content. With more people questioning what’s real online, brands are now starting to position “no AI” as a differentiator, creating a new dynamic where authenticity is no longer assumed but something that needs to be proven. Across all three stories, a clear theme emerges, the gap between how fast content is evolving and how slowly the systems around it are catching up. The episode explores what this means for brands, creators and platforms, and why trust is becoming the most valuable currency in the space. In this week’s conversation, they unpack platform strategy, creator monetisation, paid vs organic, brand safety, AI scepticism and the future of trust in digital content. This episode is designed for marketers, brands and creators looking to better understand where the creator economy is heading and how to stay ahead of the shift.. Follow, Subscribe and Stay Connected. Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update. For more insights, industry trends and behind the scenes content: Follow Fabulate on socials: LinkedIn [https://au.linkedin.com/company/fabulate] | Instagram [https://www.instagram.com/fabulatehq/?hl=en]| TikTok [https://www.tiktok.com/@fabulatehq] | Youtube [https://www.youtube.com/channel/UCgV8_zAKSCaVVj9SZhomZQQ] Visit our website: www.fabulate.co [https://www.fabulate.co/?utm_source=Podcast&utm_medium=description&utm_campaign=Ep1] * (00:04) Introduction + YouTube Partner Summit discussion begins * (02:21) YouTube content insights + long-term value of videos * (06:31) New YouTube features: clickable links & “brand mentioned” tool * (11:36) Khaby Lame deal breakdown + creator-as-asset discussion * (30:16) Brands promoting “non-AI” content + trust challenges

30 de abr de 202637 min

YouTube - Creator Marketing’s Blue Ocean

Descripción

Comentarios

2 meses por 1 €

Todos los episodios