Google announced that they have acquired influencer marketing platform FameBit.
FameBit is one of several services that connect brands with influencers, typically focusing on the mid-sized creators, ones that might not otherwise have the access to brand deals. Interested creators sign up on the platform and browse available, fitting campaigns based on genre, audience reach, and viewer demographics. From there, they can send a proposal to a brand, including their video fee, what sort of video they’re able to make, and an estimated delivery date.
Google seems to be taking a more active role in helping out content creators – something that users would traditionally look to an MCN or management agency for. Earlier this year, they announced that all creators, regardless of channel size, would have access to dedicated email support.
YouTube’s VP of Product Management assures they’re not trying to oust MCNs, however:
Creators will always have the choice in how they work with brands, and there are many great companies who provide this service today. This acquisition doesn’t change that. Our hope is that FameBit’s democratized marketplace will allow creators of all sizes to directly connect with brands, as well as provide a great technology solution for companies like MCNs and agencies to find matches for their creators and brand partners.
Google’s acquisition of an influencer marketing startup isn’t all that surprising; in early 2015, Twitter made a similar move in purchasing Niche – an influencer marketing platform geared primarily towards creators on the Twitter-owned app Vine.
FameBit touts having connected brands and creators for over 25,000 videos, generating over 2 billion minutes of watch time. They raised $1.5 million in venture capital funding.
It’s not clear how, if at all, the FameBit platform will integrate with YouTube after the acquisition, but today their same service offerings still stand. Their service is currently available to creators with at least 5,000 followers on either YouTube, Twitter, Tumblr, or Facebook.