Episode 12: YouTube - Creator Marketing’s Blue Ocean

For a channel that’s been around this long, YouTube still feels surprisingly underplayed.

This episode looks at why that’s starting to change, and what brands might be missing by treating it like just another platform in the mix.

In this episode of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis are joined by Rhone Eppelheimer, Head of Partner Growth at Google, for a closer look at how YouTube is evolving, and what that signals for the future of creator marketing.

The conversation moves past the usual platform comparisons and into something more foundational. It explores how creator marketing is becoming more structured, more measurable and more closely tied to real business outcomes, and the role platforms are playing in making that possible.

‍

There’s a clear shift underway. What once operated as a creative add-on is starting to look more like a core media channel, with better visibility, stronger integration and higher expectations.

YouTube sits at the centre of that shift in a way that’s hard to ignore. Not just because of its scale, but because of how it works. The blend of long form, short form and search behaviour creates a different kind of ecosystem, one where content lasts longer, trust builds deeper and audiences engage with more intent.

That changes how creators show up, how content is planned, and what brands can expect in return.

At the same time, the episode touches on the gap between attention and investment. While YouTube continues to grow, many strategies still lean elsewhere, raising questions around where the real opportunity sits and how it’s being valued.

This episode is for marketers, agencies and brands who want a clearer view of where creator marketing is heading, and how to think more strategically about platform choice, measurement and long term impact.

Follow, Subscribe and Stay Connected
Enjoyed the episode? Follow Influencing Outcomes on your favourite podcast platform so you never miss an update.