Why Brands Are Still Undervaluing YouTube Creator Partnerships
While YouTube consistently delivers depth, trust, and conversion power, many brands still struggle to benchmark success on the platform.
Sofia Aira
Journalist at Hello Partner covering the biggest stories in influencer and creator marketing.
Check out the latest posts
The Formula for a Winning Global Influencer Marketing Awards Entry: Extension Edition
Here's a quickfire guide on submitting your GIMA entry before the 2026 extension deadline.
👀 Gen Z are 14x More Likely to Follow Smaller Creators
Plus, TikTok has finally launched ad-free subscriptions in the UK.
The Goat Agency’s Hannah Ryan on Why Gen Z Trusts Smaller Creators
For Hannah Ryan, VP of Global Campaign Delivery at The Goat Agency, the shift reflects a bigger change in how audiences relate to creators online.
New Report Finds Shocking Amount of Influencer Brand Deals That End After One Post
A new report finds nearly two-thirds of creator partnerships in the US are still one-off collaborations.
TikTok Launches Ad-Free Subscriptions in the UK. Should Influencers be Worried?
TikTok is bringing its ad-free subscription model to the UK.
