YouTube Labs pairs brands & agencies with creators to produce platform-relevant content. In an attempt to help brands and their agencies create more relevant video content, YouTube has launched an experimental program called YouTube Labs that pairs advertisers with YouTube creators. “The YouTube Labs motto is better done than perfect,” said a Google spokesperson in an email to Marketing Land. The program launched last year with L’Oreal as the exclusive brand partner within the U.S. Over the course of four weeks, L’Oreal produced two episodes that were shared on its Essie, Maybelline and Dark & Lovely YouTube brand channels, and ran as TrueView Instream ads. The Google spokesperson said that the program offers a new way for brands to work with creators. Search Engine Land's SMX West is returning to San Jose in 2017! If you're looking to feed your obsession with SEO and SEM, then make it a priority to attend SMX West in March. We guarantee your investment will be worth it. Register today to take advantage of super early bird rates, our lowest rates available. About The Author Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Marketing Land and Search Engine Land.
In an attempt to help brands and their agencies create more relevant video content, YouTube has launched an experimental program called YouTube Labs that pairs advertisers with YouTube creators.
According to a Google spokesperson, the initiative aims to help brands and their agencies produce episodic content designed to build an audience, while executing a “test-and-learn” approach.
“The YouTube Labs motto is better done than perfect,” said a Google spokesperson in an email to Marketing Land.
The program launched last year with L’Oreal as the exclusive brand partner within the U.S. Over the course of four weeks, L’Oreal produced two episodes that were shared on its Essie, Maybelline and Dark & Lovely YouTube brand channels, and ran as TrueView Instream ads.
The Google spokesperson said that the program offers a new way for brands to work with creators.
“The YouTube creators weren’t beauty experts, but rather cross-industry talent who were used behind the camera as a creative consultant, as opposed to being the talent,” said the Google spokesperson, “Creators were selected specifically according to brands’ challenges, ethos, and brief.”
Google says it didn’t directly connect the creators to the brands, but worked with the influencer network,…
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