YouTube Works 2025: Our POV on strategy, trends, and creator-first content

Why YouTube still leads the pack

YouTube’s staying power isn’t accidental. It’s rooted in trust, versatility, and value. Here’s why it continues to set the benchmark:

• 98% of viewers trust creator recommendations. That level of authenticity is unmatched in the ad space.
• Multi-format, multi-screen engagement allows brands to connect with audiences wherever they are, however they watch.
• Emotional and creative power for creators: when done right, YouTube content delivers not just views but real impact: emotionally and financially.

Explore how influencer marketing plays a crucial role in building this trust.

The trends shaping YouTube strategy in 2025

We’re seeing a shift in how brands are using the platform. These are the trends worth your attention:

• Shorts as entry points: short-form content isn’t just snackable. It’s a powerful gateway to long-term brand affinity.
• Long-form as brand cinema: think of it as the director’s cut of your brand. It’s where you shape identity and narrative with depth.
• Creator Insights by Google: a new game-changer for spotting rising creators and identifying cross-niche momentum before it hits the mainstream.

How brands can actually win on YouTube

It’s not just about showing up. It’s about showing up right. Here’s how to make branded content that cuts through:

• Let creators lead. They understand the language, tone, and rhythm of the platform better than anyone.
• Read the comments. It’s a goldmine of real-time feedback and sentiment that no dashboard can replicate.
• Create content that gives back. Whether it’s joy, relevance, or emotional connection, content should offer something of value to the viewer.

We help brands connect with creators through tailored creator campaigns that drive engagement and results.

Big thanks to YouTube for having us at this year’s event. We’re walking away inspired and laser-focused on what works next.