The video marketer’s guide to creator-driven audiences

Even as TV series generate hype, with the cost of production increasing and subscriber churn persisting, the traditional approach to the channel is no longer a sure bet. 

In response, creator-driven platforms are offering increasingly relevant messaging, delivering content their audience asks for — within a shorter time frame than other workflows. 

In this new guide, Digiday and Google highlight new data showing how consumption habits have changed across video-based platforms, specifically focusing on YouTube’s monthly audience of 2.6 billion. With the help of expert insights, the report unpacks how these behaviors affect how marketers approach video advertising and how they are building campaigns for 2023 and beyond.

Download this guide to learn about: 

  • The rise of creator-driven platforms and how they stack up against TV
  • Why consumers are finding creator-led platforms to be more personally-relevant
  • How Gen Z is engaging with these platforms and how this content moves consumers through the sales funnel 
  • How marketers are identifying the right video platform for their ads

Sponsored by: Google

More from Digiday

Teads’ M&A rumors are firming up with a deal to merge with Outbrain

The latest installment of ad tech M&A activity is leaving some industry folks surprised.

Manchester City uses Fortnite to expand its global audience

As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds.

How Chipotle’s fighting-game-focused esports strategy is paying off at Evo 2024

In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year.