YouTube invented the Creator Economy—
but over the last few years, the iconic brand has been in a perpetual battle for Creator mindshare, as new platforms boasted virality and overnight success for Creators.
YouTube needed a fresh messaging strategy that reminded Creators that YouTube is always in their corner—and rewards them more than any other platform.
Refreshing YouTube’s Creator Messaging
YouTube didn’t have an awareness problem, they had a retention problem. The platform needed a fresh, research-backed message to Creators: that YouTube is the most rewarding place to share their passion, hone their craft, and reach success. I collaborated with the Creator Brand Marketing Team to develop a messaging strategy, the essence of which is “WATCH YOUR PASSION PAY OFF”. It launched at VidCon in 2024, and it has reached 61 Million Creators to date.
Work
Creator Brand Strategy
Messaging Strategy
Partner Program Strategy
Client
YouTube
Year
2023 - Present
