Posted on

YouTube’s FameBit rebrands as YouTube BrandConnect, shuts down its self-service program

FameBit, YouTube’s influencer marketing platform acquired by Google in 2016, is today undergoing a rebranding. The new platform will now be called YouTube BrandConnect, and will remain open to eligible creators in the U.S. with over 25,000 subscribers. The update follows FameBit’s recent announcement regarding the closure of its self-service website which allowed creators to independently find brands to work with, submit deal proposals, and complete campaigns.

Now, YouTube BrandConnect will only focus on the full-service side of its offering, where a team of experts proactively matches creators with brands and provides end-to-end campaign management and delivery. The company said creators to earn 30 times more from full-service deals compared with self-service deals, and self-service only represented 4% of total FameBit payouts to creators.

The self-service website and all accounts will be closed on July 31, 2020.

From this point forward, creators eligible for the full-service program will be able to sign up for YouTube BrandConnect through YouTube Studio. The company says it will add more campaign management features to the YouTube Studio platform in the months ahead.

For participating brands, the goal of the revamped program is to provide measurable campaigns related to their branded content deals with top YouTube creators.

On this front, YouTube has added new measurement tools designed for greater accountability —  like Brand Interest Lift, Influencer Lift, and organic view-through conversations. Brand Interest Lift measures consumer search behavior resulting from the creator’s video. Influencer Lift measures consumer sentiment on Purchase Intent, Brand Recall, and other factors. Brands can also use Google Insights and other tools to measure the impact and the ROI of influencer marketing for the first time on YouTube, the company notes.

YouTube says it will also soon expand its ad technology offerings to include an updated “shopping shelf” that appears below a YouTube video. Soon, it will roll out the option for a “media shelf” which will allow viewers to rent or buy movies a video recommends, instead of only featuring merchandise for sale or apps for download, as the shelf can do now.

On the creator side, YouTube claims its insights-based matchmaking tools allow for access to more branded content deals. Over the past two years, the average deal size resulting from these matches across the full-service platform grew more than 260%, the company says.

Meanwhile, the influencer marketing industry as a whole is projected to reach $15 billion by 2022, YouTube says, citing Business Insider Intelligence data from December 2019. This forecast, due to its timing, does not take into account the impact the COVID-19 pandemic is having on influencer marketing, of course. The fallout from the spread of the coronavirus — including things like travel restrictions, business closures, and event cancellations — led to a related reduction in influencer brand deals, eMarketer reported in April. More than 1 in 4 U.S. influencers said in March they were receiving fewer collaboration offers from brands as a result.

The longer-term impacts from these changes mean brands working with influencers will want more reliable, measurable data, about their campaign’s success. In addition, a more robust platform for brand deals and measurement will also give YouTube a competitive advantage over TikTok, which has seen usage increasing during the pandemic, particularly with a younger user base.

“We’ll continue investing in our technology and expanding internationally to bring new experiences to creators, brands, and their fans globally,” said YouTube, in an announcement about the rebranding and update. “This is just the beginning for YouTube BrandConnect, and we’re excited to bring even more value to creators, brands, and viewers through branded content campaigns in the months ahead.”

Read More

Posted on

China’s lightning response to new Wuhan coronavirus outbreak may not be enough, says GlobalData

Following the news that the
spread of the Wuhan coronavirus developed into a dangerous epidemiology outbreak
with potential impact worldwide;

Kasey Fu, Director of Epidemiology at GlobalData, a leading data and analytics company, provides her view:

“China finds itself in a familiar situation from almost 20 years
ago during the severe acute respiratory syndrome (SARS)
outbreak.  This time, however, it seems China is not going to repeat
the same mistakes and has responded swiftly to contain and stop the outbreak.

“GlobalData analysis found that while some of the steps taken has
been astonishingly fast, they still may not have been enough. In the SARS
outbreak, China reported case clusters to the WHO three months after the first
case had occurred. And it wasn’t until almost five months later that the genome
was sequenced by Canada. This time around, however, you can certainly say China
reacted with lightning speed. Events that took months to happen with SARS took
place within days with the Wuhan coronavirus––the first case cluster was found
and reported to the WHO almost immediately and just 13 days later the entire
novel coronavirus genome was sequenced by China and published for free on
GenBank.

Description: C:UsersschandraDownloadsPR8228.jpg

IMAGE FOR PUBLICATION: Please
click here for enlarged chart

“Being able to completely sequence the genome so rapidly has been
the most important development that allowed China and other countries to carry
out crucial steps in stopping the epidemic, such as creating an accurate
diagnostic test and starting vaccine and drug target research. China’s current
public health system’s strength is plainly visible in its ability to identify a
novel virus amidst cold and flu season.

“Whilst China has been very open about information sharing and
cooperating with international public health agencies to contain this outbreak
compared with SARS, there is still criticism that the government did not do
enough to disseminate the information to the general Chinese population. On 20 January,
there was a sudden jump in infection count among medical staff from 0 to 14,
which is indicative of at least some information hording. This was alarming
because 14 is not a small number, especially among medical personnel who are
well aware of contamination precautions. Prior to that, it was not communicated
to the public that person-to-person transmission is a possibility. In addition,
travel ban wasn’t instated in Wuhan and neighboring cities until 23 January,
but by then, many people have already left the city for the lunar New Year, as
it is customary to return home before the 24th to spend New Year’s Eve
with family. It is possible that carriers of the virus have already
disseminated across all of China and the true extent of the outbreak will only
be seen after the New Year holidays.

“China’s public health system and government response will
continue to be put to the test in the coming months. According to epidemic
historians, containment this size was never attempted before. Several key
events that we will need to watch out for in the near future include the
following:

  1. The WHO declares this a global health emergency. It has not as of today’s writing due to China’s rapid
    response and control of disease spreading outside of China.
  2. Development of person-to-person transmissions outside of
    China.
     The disease is
    currently not a threat in countries outside of China, but it may change if
    there is significant person-to-person transmission. Significant person-to-person
    transmission will be indicative of virulence of the virus, which is
    unknown at this time.
  3. Expansion of large-scale quarantine within China. City-wide travel bans have started in Wuhan and expanded to
    nearly cities and towns, effectively instigating the largest quarantine in
    history. To put it in perspective, Wuhan has 11 million people, which is
    significantly larger than New York City’s 8.6 million population. The
    government will need to provide healthcare resources, foodstuff, and
    maintain clear communications and high moral in the areas affected by
    quarantine. Videos posted on the internet shows
    hospitals in Wuhan already overrun by the lack of resources. Travel restrictions have been put into place in provinces as
    far north as Jilin, where people entering the city must pass temperature
    checks conducted by healthcare personnel dressed in full protective
    gear.  If this continues, it may be inferred that the Chinese
    government is bracing for a significant increase in case count.
  4. Speed of increase in confirmed case count. How fast a disease spreads can be a measure of its virulence.
    Right now, the speed at which new case counts is climbing is worrisome
    compared with the total case count of SARS by the end of first year.
    However, the high rise in case count may also be due to better diagnostic
    tools now available since the virus genome was sequenced quite early in
    the outbreak.
  5. Development of vaccines and drugs. With the virus’s genome readily available, we may see quick
    development of vaccines and drugs. Some companies are expecting trials in
    humans in matter of months, working off backbone of our experiences with
    SARS vaccines and drugs. Though any medicines for human use will likely
    not be available for at least a year.”

Source: GlobalData