YouTube wants agencies to learn from their top creators

YouTube wants agencies to take a leaf out of its popular content creators' books and has put together a certification program to equip them with the relevant tools and knowledge.

by Helen Leggatt

YouTube has announced the launch of a YouTube Brand Parter Program Certification, an online curriculum that will enable the creation of effective video content strategies.

Available in 22 languages, the program will initially be on an invitational basis and will build on the existing Brand Partner Program introduced by YouTube three years ago. It will consist of 80 minutes of video content, 20 lesson plans, test your knowledge quizzes, and an exam.

The video platform has garnered insights from their top creators, such as Hannah Hart, MysteryGuitarMan, and My Cupcake Addiction and the program will include insights into campaign optimization, creative treatments, working with content creators, and publishing frameworks.

"One of the things we consistently heard as people got even more involved with the platform is that they have an enormous appetite for continued learning," said Tara Walpert Levy, vice president of agency sales at Google. "The YouTube Brand Partner Program Certification is an online, accredited path that is aimed at training agencies how to make even more of the platform and develop their own video content strategies."

A recent survey from comScore highlighted the value of YouTube to marketers looking to engage people of both genders. Despite perceptions that YouTubers were mostly made up of male gamers, comScore found that, of those who considered themselves loyal YouTube watchers, 49% were female. Furthermore, comScore found that YouTube viewers were more likely to be responsive to ads on the platform.