Today, impact.com announced an expanded collaboration with YouTube, as an early adopter of its Creator Partnerships API, a tool which enables brands to manage creator marketing campaigns on YouTube.
Through the integration, brands will be able to discover creators, manage sponsorships, and surface performance insights, the company shared.
According to the partnership marketing platform, brands and agencies will be able to access clearer visibility into content performance and build more of an understanding into what resonates with audiences, as well as the impact of organic and paid efforts.
Alongside this, the company said that the integration will provide end-to-end campaign management, while also enabling brands and agencies to source creators through verified, opt-in audience and engagement data.
Creators are becoming an increasingly important element of the media mix. impact.com’s own research shows that nearly 60% of brands plan to allocate at least a quarter of their affiliate budgets to creator partnerships this year. Why’s that?
Historically considered top-of-funnel partners, the role of creators is now expanding, playing a part in both discovery and decision-making.
But while investment in the channel is growing, creator marketing hasn’t always come with the same transparency and measurement brands expect from other media, Max Ciccotosto, Chief Product Officer at impact.com, said.
Their growth, influence and evolution within the space means brands are looking for that to change.
“As creators evolve into true media partners, brands need better data and clear performance insight. By expanding our collaboration with YouTube, we’re enabling marketers to identify what works, select the right partners, and scale with confidence,” added Ciccotosto.
