YouTube’s VP of Ads Marketing, a leading creator, and one of the biggest names in influencer strategy broke it down. Here’s what every brand needs to know.

Creator partnerships aren’t just a trend, they're now one of the most reliable ways to build brand equity, drive performance, and show up in culture. At POSSIBLE 2025, YouTube’s Anne Marie Nelson-Bogle hosted a candid fireside conversation with Haley Kalil (creator, model, and founder of The Nerd Herd) and Ryan Detert (CEO of Influential, now part of Publicis). The group shared real examples, clear frameworks, and lessons that every marketer should hear.

Here are five takeaways that stuck:

1. YouTube drives trust and long-term connection more than any other platform.

A recent Ipsos study found that viewers are 98% more likely to trust creator recommendations on YouTube than on other social platforms. Haley put it simply: “My audience has grown with me. They’ve seen every side of me not just the polished one. That builds real loyalty.”

Lesson: If you want lasting brand affinity, invest in platforms where creators can tell their full story, not just 15-second trends.

2. Authenticity isn’t optional it’s the whole game.

Kalil was clear: “Gen Z and Alpha can sniff out a script in seconds. They’ve been advertised to their whole lives.” The best-performing campaigns, she said, let creators speak in their own words, show their real routine, and build around what their audience already loves.

Lesson: Don’t hand creators a script. Hand them a story they can actually believe in.

3. Short-form content is winning but the best strategies blend short and long.

Detert described a YouTube Shorts campaign for Domino’s that used “creator squads” to activate quickly around cultural moments. But he emphasized the importance of linking short-form spikes back to long-form storytelling and community building.

Lesson: Use Shorts to capture attention but build with long-form to earn trust and deepen engagement.

4. Always-on beats one-off.

Great partnerships aren’t built in a single post. Detert advised brands to think about creators like they think about media: with an always-on strategy and repeat engagement. “Some brands even appoint Chief Creator Officers or Creators in Residence,” he said. “That’s how seriously they’re taking it.”

Lesson: Build creator relationships over time, not just for the campaign window.

5. AI is changing the game for creator production and access.

Kalil spoke about the rise of AI editing tools and how they’re leveling the playing field: “We’re going to see 15-, 16-, 17-year-olds making commercial-quality content from their bedrooms.” This means more creators, more niches, and more opportunity for brands to find their fit.

Lesson: Expect creator production value to go up and barriers to entry to go down. Be ready to work with emerging voices who are ahead of the curve.

Final Thought:

The creator economy isn’t just about content, it’s about connection. As Detert noted, “This is no longer just a social play. Creator content is now showing up on out-of-home, CTV, even gas station TVs.” The implication? Creators are the new media network and the smart brands are already treating them that way.

Independently Created. Not affiliated with POSSIBLE.

ClickZ is a ClickZ Media publication in the Events division