In an attempt to capitalize on the popularity of online video, companies are scrambling to produce creative, effective viral videos. The problem is many of these companies don’t know how. They’re using money and resources to promote material that falls short of maximizing the brand’s online presence. Fortunately, Google is here to help.
In September, brands will have access to YouTube’s Partner Program pilot designed to educate advertisers on online video content strategies. This initiative will focus on helping marketers create engaging content.
Robert Kyncl, global head of content at YouTube, just announced the program as part of this week’s Cannes Lions advertising event.
“YouTube is the best place to engage with your audience. If you start your campaigns on YouTube you will actually gain burning insights into what works and what doesn’t and you will find your messages amplified to advocates and influencers who are really passionate about your brands,” he said.
The program offers broad access to resources like Brand Labs and production facilities in Los Angeles and the UK. It will also foster partnerships and sponsorship opportunities between YouTube creators and the brands.
This service is aimed at new and existing companies that are willing to spend a certain amount with Google—it displays a brand’s dedication to creating content for YouTube, rather than just putting its ads there.
With this program, YouTube-owner Google seems to be encouraging businesses to produce advertising that’s specifically designed for the site instead of just repackaging television ads and other video content. These types of custom campaigns may ultimately be more profitable for YouTube and its content partners.
Initially, the program will include four brands: American Express, General Electric, Johnson & Johnson and PepsiCo, along with their ad agencies. YouTube plans on including 100 additional advertisers by the end of 2014.