Google announced the acquisition of social media marketing company FameBit, in a bid to bring creators closer to marketers and make it easier to monetize branded content.
So far, YouTube creators have been able to make money from advertising revenue from their video views, as well as by teaming up with various brands looking to connect with fans. The latter may involve review videos, unboxings, demos or something else.
By buying FameBit, Google is now taking things to the next level and making it easier for brands and creators to connect and collaborate. This could translate in easier monetization through native ads and it should also make it far easier for video creators to distribute their sponsored content.
Simply put, FameBit is a marketplace designed to connect video creators with brands looking to sponsor their content.
"We believe that Google's relationship with brands and YouTube's partnerships with creators, combined with FameBit's technology and expertise, will help increase the number of branded content opportunities available, bringing even more revenue into the online video community," Google notes.
The company points out that creators will always be able to choose how they want to collaborate with brands and although there are plenty of companies currently offering such opportunities, FameBit might bring something more to the table.
Through FameBit, both big and small creators will be able to directly connect with brands, while companies such as agencies and MCNs will be able to discover the best matches for their brand partners and creators.
Once a creator hits a minimum number of subscribers, they can apply on FameBit to collaborate with brands. The marketplace offers a suite of options and creators have to contact the brand and pitch why they would be a good choice for promoting a product.
While ads do have their reach, advertising can be a lot more lucrative if it's integrated into the video itself and served by an influential creator. FameBit basically cuts the middleman from the equation, establishing a direct connection between brands and creators.
Founded back in 2013 by David Kierzkowski and Agnes Kozera, FameBit set out to bridge the gap between brands and prominent YouTubers, Tweeters and Instagrammers, tapping their influence to help sell their products.
In its own blog post announcing the acquisition, FameBit notes that so far it has helped creators and brands work together on more than 25,000 branded videos, which generated more than 2 billion minutes on watch time. FameBit says that it will continue to work just as it has so far, remaining a standalone operation "for now" despite joining Google.
"With Google's relationship with brands large and small, and YouTube's partnership with creators around the globe, we hope to connect even more brands to creators, engage more audiences, and make brand marketing more creative and authentic than ever," says FameBit.
