The Digital Marketing Podcast by Exposure Ninja

Working with YouTube Influencers Just Got 10x EASIER

Jun 25, 2025

Join Rebecca Pilkington, Head of PPC at Exposure Ninja, as she unpacks Google's Creator Partnership Hub, a game-changer for managing YouTube influencer collaborations. Discover how this new tool streamlines workflows and offers deep insights into audience data, previously unattainable. The conversation also dives into the evolving landscape of influencer marketing, the importance of trust in campaigns, and innovative strategies for partnering with smaller influencers to maximize engagement. Perfect for marketers navigating the digital space!

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INSIGHT

Creator Hub Transforms Influencer Ads

The Creator Partnership Hub integrates YouTube influencer videos directly into Google Ads campaigns.
It offers combined analytics and audience segmentation from creators' organic and paid video data.

INSIGHT

Google's Video-Driven Search Strategy

Google owns YouTube and is pushing video content prominently in search results.
Video search consumption, especially by Gen Z and Millennials, drives Google's strategic emphasis on video ads.

ADVICE

Use UGC Across Industries

Incorporate user-generated content (UGC) into both B2C and B2B marketing strategies to build trust.
Tailor content style to audience and industry, such as testimonials or educational videos.

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Google has just announced a solution to one of marketing's most fragmented challenges: managing YouTube influencer partnerships efficiently.

The Creator Partnership Hub integrates directly into Google Ads, eliminating the juggling act between multiple platforms, manual video uploads, and disconnected analytics dashboards. For marketing teams already managing complex campaign structures, this represents a fundamental shift from chaos to a streamlined workflow.

But the real opportunity lies deeper than operational efficiency. This integration provides unprecedented access to creator audience data and organic performance metrics — insights that were previously impossible to capture at scale.

In this week's episode of The Dojo, Exposure Ninja's Charlie Marchant (CEO), Dale Davies (Head of Marketing), and Rebecca Pilkington (Head of Marketing) dive into what the Creator Partnership Hub is and how you should use it within your Google Ads campaign.

In this episode, we discuss:

How the Creator Partnership Hub transforms the traditional influencer workflow from a fragmented, multi-platform nightmare into a seamless, integrated process
Why this represents more than just a new advertising feature — it's Google's strategic move to dominate video-driven search behaviour across generational demographics
The hidden analytics advantage that gives you access to creator audience data previously impossible to obtain (and how to leverage this for custom audience building)
Practical implementation strategies for both B2C and B2B businesses, including surprising applications for service-based companies and high-ticket B2B sales
Budget integration options that let you enhance existing campaigns without requiring separate influencer marketing allocations

As Rebecca explains in the episode:

"The main advantage of the partnership hub is being able to tap into that creator's audience and capture additional audiences to market to outside your normal reach. The data that you're going to get from promoting these videos is invaluable, and the audiences that you're going to reach are going to be invaluable."

If you're ready to implement these strategies whilst the platform remains in beta and competition for creator attention is still manageable, this episode provides your complete blueprint for establishing first-mover advantages in the creator partnership revolution.

Get the show notes:

https://exposureninja.com/podcast/dojo-55/

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