Google has acquired FameBit, a technology platform that helps creators and brands find and work with each other through sponsorships and paid promotions.
While the terms of the deal were not disclosed, Google said that FameBit will remain a stand-alone company.
The logic behind the deal appears to be simple. As brands continue to build out channels on YouTube, they look for creators that make perfect partners who can help them build branded content that consumers can recognize through the talent, product placements, promotions and sponsorships.
“Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today,” Ariel Bardin, YouTube VP of product management, wrote in a post. “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.”
Bardin also explained how YouTube launched its Partner Program nine years ago with the goal of helping creators earn advertising revenue by connecting with audiences. In the last year alone, the top 100 advertisers increased the amount spent on YouTube video ads by 50%.
"From Hauls to Lookbooks, to Game Plays and Skits, we’ve watched brands and creators collaborate on more than 25,000 branded videos, generating over 2 billion minutes of watch time," wrote FameBit co-founders David Kierzkowski and Agnes Kozera on the company blog. "Every day we see more brands grow, transform and build closer connections with customers, while helping creators turn passion and influence into successful careers."
With help from its new parent company, the founders expect to tap into Google's relationship with brands and YouTube’s partnership with creators to connect even more brands to creators, engage more audiences, and make brand marketing more creative and authentic than ever.