The question for marketers today isn’t if they should work with creators — it’s how.
As audiences demand more authentic, relevant content, creators have become the bridge between brands and consumers. But as Jonathan Savitch, Founder of Sundogs, shared at YouTube Day hosted by Google x VuePlanner, success in this space requires structure, scale, and collaboration.
“If you look at the average YouTube channel, you will see that about 20% of content is several years old. Short form content is going to have a half-life of a day or so. There is no way a brand can generate that much content for that kind of universe on their own. It’s not ‘should’ they lean into the creator universe, it’s ‘how.’”
— Jonathan Savitch, Sundogs
Creators bring agility, diversity, and speed — three things brands need to remain relevant in a content-saturated world.
“Brands need creators to help supplement the amount of content that they can create to stay relevant in the quickly evolving ecosystem.”
To succeed, collaboration must be both creative and strategic.
“You have to both give the brand access to creators who can represent the brand more effectively and also give creators the tools to make ads that are actually going to be effective.”
— Jonathan Savitch, Sundogs
Why This Partnership Works
Creators understand their audiences intimately. They know what resonates, what feels authentic, and what converts. When brands provide structure — and trust creators with creative freedom — the results are powerful: higher engagement, greater recall, and stronger connections.
As Jeremy Stewart, CPO and Co-Founder of Cadent VuePlanner, noted, creators have been early adopters of predictive insights.
“Creators have really been on the forefront of how they are understanding predictability — how their creative is going to perform.”
— Jeremy Stewart, Cadent VuePlanner
Connect with Cadent VuePlanner
The creator-brand relationship is the future of YouTube advertising — and Cadent VuePlanner helps make it measurable, scalable, and effective.
Connect with our team of experts to learn how to tap into proprietary tools and strategies that align your brand with the right creators and content on YouTube.
Watch the full YouTube Day session videos on our YouTube Channel for more insights from Jonathan Savitch, Jeremy Stewart, and other industry leaders.