For manufacturers wanting to achieve customers with influencer-driven advertising campaigns, YouTube, celebrating its 20th anniversary this yr, could also be one of many oldest social media websites, however it’s nonetheless probably the greatest.

Jen Mahajan, a model partnership lead for YouTube, sat down with two of the platform’s greatest creators at ADWEEK’s 2025 Social Media Week in Might: Evelyn Ha, who makes content material together with her youthful sisters for her 4.5 million subscribers, and Adam Waheed, a comedy creator who has partnered with manufacturers like Previous Spice and boasts 20 million subscribers.

The YouTube benefit: connection

Waheed, who got here out to Los Angeles to be an actor, started making content material when he couldn’t land conventional roles. It’s modified the sport for him, particularly due to the real-time suggestions and connection he will get with audiences. 

“On YouTube, you’re not making content material for your viewers. You’re making content material with your viewers,” he stated. “The wonderful thing about YouTube is that they’re going to let you know in actual time what they like, what they don’t like.”

This connection creates an actual bond with the viewers that manufacturers can leverage. For Ha, she gained’t simply accomplice with a random model. 

“I’m very intentional relating to sponsorships and partnerships as a result of belief and loyalty is so vital with my viewers,” she stated. “I would like them to belief me after I promote one thing or put something in my movies. I actually lean into being genuine.”

For example, Ha partnered with Laneige as a result of she already liked their merchandise. She famous a brand new taste of lip masks that she loves: boba.

Waheed partnered with Previous Spice, specifically, attributable to its comedic model id. As a creator who focuses on comedy, it made sense, and he’s been working with them for seven years. 

“The content material finally ends up at all times being so natural as a result of Previous Spice is a comedy model,” Waheed stated.

Authenticity is paramount 

Each Ha and Waheed really feel like they’re in a position to make use of their private voice to assist join audiences with manufacturers, and this authenticity resonates with viewers. Ha goes so far as not modifying out a lot of her content material. 

“If [my sisters and I] struggle on digicam, I go away it within the video. If we’re having dangerous days, I stay it within the video,” she stated. “We’re very actual and uncooked.”

Mahajan famous that 98% of individuals belief the suggestions of YouTube creators greater than some other social platform. With 2 billion month-to-month customers, that’s a big attain for manufacturers on the lookout for new audiences.

With YouTube rolling out new merchandise like YouTube Shorts and YouTube Stay, together with its conventional video streaming, the platform is at all times on the forefront of content material creation, one thing Waheed sees as upside.