Take into consideration the final time you obtain one thing that mattered. A laptop computer. A brand new pair of trainers. A stroller. A splurge. Earlier than you hit that ‘purchase now’ button, chances are high you turned to YouTube. To not scroll aimlessly. However to validate your alternative.
In a world of ambient purchasing, the place shoppers are always toggling between curiosity and consumption, YouTube stands out as a spot the place folks actively hunt down product critiques, routines, tutorials, and trusted voices. They provide their time, and in return, achieve confidence.
So how can manufacturers leverage YouTube creators to fulfill audiences in these high-intent moments?
We lately hosted a dialog with Taylor Rodriguez, Traackr’s International VP of Buyer Expertise, Brittany Spade, Advertising Lead for Purchasing at YouTube, YouTube creator Erica Louie, and Nikky Martinez, Affiliate Influencer Supervisor at Neutrogena. The dialogue unpacked why YouTube is uniquely suited to transform viewers into patrons, and the way Traackr helps manufacturers harness that potential by pairing the correct creators with the correct methods.
TikTok Is Saturated. YouTube Is the White House.
A chief alternative exists for manufacturers on YouTube. Whereas different platforms are saturated, YouTube presents a high-impact setting with virtually 10X much less litter from paid posts on common from January to July 2025 than TikTok.
“YouTube stays a main alternative to interrupt by the noise and seize viewers consideration,” defined Taylor Rodriguez, Traackr’s International VP of Buyer Expertise.
On YouTube, Time Equals Belief
Final yr alone, viewers spent 35 billion hours watching purchasing content material on YouTube. That type of time funding creates a depth of engagement few platforms can match. Traackr’s 2025 Influencer Marketing Impact Report echoed this habits, revealing that YouTube ranked because the primary platform for consuming creator content material amongst Millennial and Gen Z shoppers, particularly in the case of product critiques and analysis.
Few embody YouTube’s energy to construct belief higher than Erica Louie. Over the previous 14 years, she’s grown a group that has adopted her by profession modifications, private milestones, and motherhood. Her content material doesn’t simply have interaction—it resonates.
“YouTube offers you the chance the place there’s an viewers prepared to sit down right here and devour minutes, hours, days of your content material. Storytelling creates such a deep emotional bond.”
From Creator Belief to Model Perception
78% of viewers in the US agree that YouTube has probably the most trusted creators for product suggestions. For manufacturers, the query is simple: how do you flip creator belief into model belief?
At Traackr, we see the manufacturers that win on YouTube taking a disciplined strategy: they don’t chase attain, they chase model and creator alignment. Neutrogena is a living proof. Their influencer technique begins with creators who already use and love their merchandise, guaranteeing credibility is in-built from day one.
As Nikki Martinez from Neutrogena defined, “When deciding on creators, the very first thing we search for is that they genuinely love our merchandise and already replicate the group we serve. Creator vetting is vital.” This pure alignment ensures the content material lands with credibility.
3 Methods Traackr Helps Manufacturers Win on YouTube
Within the first half of 2025, YouTube saw the highest lift in attention (measured by VIT, Traackr’s weighted index of views, engagements, and the standard of brand name mentions) throughout each the sweetness and style industries. The platform isn’t simply underutilized—it’s outperforming.
Right here’s how probably the most strategic manufacturers are unlocking that progress with Traackr:
1. Attain with precision, not guesswork.
Profitable manufacturers don’t go away creator discovery to likelihood. They use information to establish creators with actual affect in the correct classes, geographies, and communities. With Traackr’s advanced discovery filters, you’ll be able to zero in on creators who match your precise standards, from viewers pursuits and languages to progress tendencies and engagement high quality. Already discovered a high performer? Use Traackr’s lookalike recommendations to scale what works and speed up your impression (with out sacrificing alignment).
2. Like it, or go away it.
Probably the most impactful partnerships come from creators who genuinely love your model and replicate your viewers. With Traackr, you’ll be able to go beyond surface metrics to filter creators by viewers progress tendencies, model security filters, and previous natural model mentions. So that you could be assured the belief is actual.
3. Compete with readability.
With Traackr’s benchmarking tools, you’ll be able to examine your influencer technique towards rivals, spot blind spots, and seize white house. As an alternative of working in a vacuum, you’re making knowledgeable strikes based mostly on actual market context.
Optimize for Belief, Measure for Affect
Brittany Spade from YouTube laid it out clearly, “Getting began with YouTube creators doesn’t require a large manufacturing funds. It takes the correct associate, the correct plan, and the power to measure what issues.”
That’s precisely the place Traackr is available in. From precision discovery and content material efficiency monitoring to aggressive benchmarking, Traackr offers manufacturers the instruments to behave decisively.
As a result of in at present’s creator economic system, the manufacturers that win aren’t simply those who get seen—they’re those that get believed.
Watch the complete dialog with Taylor, Brittany, Erica and Nikky here.
