Google made an announcement that it has acquired FameBit, an "influencer marketing platform for branded content."
Techniblogic narrates that YouTube creators have been earning money from advertising revenue generated against their video views and by partnering with brands that want to connect with its fans. This is done indirectly by means of making videos with a product, flying a drone or drinking a soda and reviewing it. There are also times that it's more subtle, like playing a video game or eating a snack without directly saying where it came from.
Majority of creators consider this income as important, if not more important, than the money they were earning through Google's advertising program. According to The Verge, by acquiring FameBit, Google will take what had been shadow economic activity and make it part of the mainstream YouTube platform. It would make earning money through native advertising and sponsored content easier for video creators. Also, it helps ensure that Google/YouTube manages the value flowing to creators, and gets a piece of the action for themselves.
Google made the announcement in a blog post which reads: "Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today. This acquisition doesn't change that. 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 find matches for their creators and brand partners."
After reaching a certain number of subscribers, creators can apply on FameBit to work with brands. The company provides a menu of options and creators need to contact the brand and explain the reason why they are a good fit for promoting a certain product.
Video advertising has been a trend. However, work a lot better if ads are integrated into the actual video and delivered by a creator that fans care about. FameBit makes it clear that Google acknowledges the new trend and wants to own a piece of the pie.