Google has acquired the digital marketing agency FameBit to help YouTube influencers easily get in touch with brands for sponsorships. FameBit has only been operating for three years, but it has undeniably been successful enough to catch the attention of Google.
YouTube creators are in charge of running their own channels. This means that they would have to build an audience and start connecting with brands to continue doing what they love by getting paid for product reviews or making sponsored content. Creators would often get paid sponsorships from brands, but having connections with brands can be daunting especially for creators who are just starting out.
With Google acquiring FameBit, it would make it a lot easier for YouTube creators to have access to brands. Creators will only need to have at least 5,000 followers on YouTube, Twitter, Facebook or Tumblr to be eligible to join the FameBit marketplace.
FameBit, which was founded in 2013, says that it has successfully produced more than 25,000 branded videos accounting to over 2 billion minutes of watch time. The company has also worked with the likes of Marvel Entertainment, Paramount Pictures, Sony, L’Oreal, Activision Blizzard and Adidas, according to Variety.
“FameBit will continue to work just like it has and will remain a standalone operation for now. We’re excited to continue helping brands and creators succeed in an even bigger way,” FameBit said about the acquisition.
“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.”
Although the deal between the two companies is official, neither of them have disclosed the details of the actual deal, according to 9To5Google.
Google says that the acquisition of FameBit doesn’t mean that YouTube creators will be forced to join FameBit in order to connect with brands. Creators will still have the freedom on how to connect with brands including choosing their preferred marketing agency.
“Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today,” YouTube’s VP of Product Management Ariel Bardin said in a blog post.
“Our hope is that FameBit’s democratized marketplace will allow creators of all sizes to directly connect with brands, as well as provide a great technology solution for companies like MCNs and agencies to fins matches for their creators and brand partners," Bardin added.