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Most brands do not fully understand that. They want immediate results and will pull everything out if they don’t see it.
Yes!! Podcasts are another huge missed opportunity.
What you're saying makes sense. A problem I've noticed is that some brands don't seem to understand that YouTube videos need to be considered an evergreen asset. The return on them can take more than a few months. The other issue is that a short burst on YouTube means a brand is probably using only a small number of creators, which is basically a flip of the coin.
Yes, there’s a volume argument. If you’re going live with 2-3 creators a month and not 8-10, you won’t get enough data to know what works and what doesn’t. In terms of evergreen, I think for sponsored ads on videos, 90-days is about max. Very little long-term revenue there. For channels that post frequently, most revenue is going to hit in the first 14 days.
That’s the issue though. A lot of of these smaller to medium sized brands don’t have the budget or understanding on how campaigns like these are supposed to work. They think they’re supposed to have results overnight and when they don’t get them, they become impatient and move on.
This is true. The other challenge is there are very few really experienced operators from the brand-side that has seen significant success with it. Way more agency types working on the creator end. It leads to campaigns where small and medium sized brands overpay and then it fails and it’s a loop.