Brand partnerships are key to helping YouTube users get the most out of the content platform, celebrity chef Jamie Oliver said at Advertising Week on Monday.
Oliver, whose own successful YouTube channel, Food Tube, launched last January, said the future of content is all about brands, no matter the platform.
"Three years down the road, I see the digital revolution turning upside down," said Oliver, who has acquired more than one million subscribers to his new channel, which is the third largest food channel on YouTube. "I see brands getting close to becoming commissioners themselves for things like documentaries and long-form films and being able to have another bow for their creative expression for clients or their partnerships."
The main differentiator between TV and YouTube as content platforms is data, he explained.
"On TV, you don’t get data, but everything on YouTube is about data," Oliver said. "On YouTube, you know what parts of the world your viewers come from, when they come on your site – this is incredibly useful to the right brand."
However, it all comes down to trust when a YouTube user collaborates with a brand. If a YouTuber works with the wrong brand in the wrong way, a partnership can backfire, Oliver said.
"When you have a three- to five-year strategy with a trusted partner, then all the creative people in an organization can use [the partnership] as a resource that can hammer into everything else that has always been going on with the brand and bring that to life," he said. "That can be in the form of competitions, products, or explaining something like how a brand’s liquor is made."
For example, Food Tube works with rice brand Uncle Ben’s. Last year, Oliver launched the Search for a Food Tube Star competition in association with the brand. The contest garnered more than 250 submissions from 40 countries around the world.