Google acquires FameBit to strengthen its branded content on Youtube

The FameBit acquisition will help boost YouTube's branded content potential

Google has acquired FameBit, a marketplace that helps marketers connect with social influencers, in a move intended to help promote YouTube’s potential to offer branded content.

The acquisition will provide agencies and brands with more automation and data insights when connecting with digital talent and is intended to broaden and accelerate the growth of influencer marketing.

FameBit’s software allows brands to search for potential matches based on criteria such as an influencer’s audience demographics and can then hire the influencer to either mention the brand in a video or create content on their behalf.

The social influencer ecosystem has come under pressure from the Competition and Markets Authority (CMA) in the UK recently over the lack of clarity in branded content production and so FameBit’s expertise in the area could help prevent the prominence of infringements.

Google’s vice president of product management, Ariel Bardin, said: “We believe that Google’s relationship with brands and YouTube’s partnerships with creators, combined with FameBit’s technology and expertise, will help increase the number of branded content opportunities available, bringing even more revenue into the online video community.”

While Google does not receive any revenue from branded content deals on YouTube, more advertisers paying influencers to feature their brands in videos will ultimately increase the ad revenue that YouTube will receive.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.