Category: In the News

Sign number 108 that creators aren’t just a tactic for marketers anymore: they’re hiring agencies of record to manage them.

It might not be as headline-grabbing as Unilever’s influencer pledge or Publicis buying up Captiv8, but it signals the same shift: marketers are, for the umpteenth time, done dabbling. The era of patchwork partnerships and borrowed budgets is giving way to strategy, accountability and the infrastructure to match. Naming an agency of record is the industry’s shorthand for saying this ins’t going away. 

“We’ve shifted from brands wanting to kind of go on a date to wanting to be in a marriage,” said Emma Harman, co-CEO of Whalar.

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Some creators are wary of YouTube’s AI slop cleanup, but marketers see it as a win for the platform.

On July 15, YouTube updated its creator policies for the YouTube Partner Program, renaming the platform’s pre-existing repetitious content guideline to more broadly cover “inauthentic content” such as repetitive uploads of slideshows with similar narrations or narrated stories with few differences between them. 

YouTube global communications lead Nicole Bell told Digiday that the change was a “minor update,” pointing to a video by YouTube creator liaison Rene Ritchie claiming the policy update was not specifically aimed at AI-generated content. However, some YouTube creators have interpreted the move as a crackdown against AI-generated videos, since YouTubers who mass produce videos typically do so using AI tools. Since 2023, YouTube has required creators to disclose when their videos involve altered or synthetic content made with AI tools, with creators prompted to tag videos as such during the upload process.

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