- In creator marketing, YouTube video makers feature your product. Most people search for it as influencer marketing: around 1,600 searches a month, versus around 40 for “Creator Marketing”.
- There are three formats: your product in the creator's video, the creator's video as your ad, and creator-made videos for your own ads (UGC).
- According to an Ipsos study commissioned by Google, users are 98% more likely to trust creator recommendations on YouTube than on other social platforms.
- According to Google, securing the rights to use a creator video as an ad is your responsibility. Put it in the agreement before filming starts.
- A test tells you whether creator marketing pays off: one campaign with a creator video against a control campaign with the same budget.
In creator marketing, you partner with people who publish their own videos on a topic on YouTube and feature your product in them.
In Google Search, the topic usually goes by influencer marketing. In Germany, “Influencer Marketing” gets around 1,600 searches a month, while “Creator Marketing” gets around 40. “UGC Creator” gets as many as 12,100 searches a month (our own analysis of Google Ads data via DataForSEO, Germany, average September 2025 to August 2026, as of October 2026).
In this article, we break down the formats, show what Google's research says about impact, and explain how to decide with a test. Our article Creator videos as ads covers how we then use creator videos as ads in Google Ads.
Creator marketing comes in three formats
The three formats differ in who publishes the video and what you pay for:
| Format | Who publishes the video | What you pay for | How you measure impact |
|---|---|---|---|
| Collaboration on the creator's channel | the creator, to their own subscribers | the video and the product mention | dedicated link, discount code |
| Creator video as your ad | you, via Google Ads, under the creator's name | Usage rights and ad budget | Conversions in your ad account, lift studies |
| UGC for your own ads | you, under your name | video production | Conversions in your ad account, compared with your other videos |
The first two formats can be combined: a creator publishes a video on their channel and also licenses it to you as an ad.
In Google Ads, this feature is called boost through creator partnerships, formerly partnership ads. According to Google, the ad runs under the creator's name and profile picture.
Google's research shows high trust in YouTube creators
Two surveys commissioned by Google measure how much viewers trust YouTube creators:
- 98%: According to an Ipsos study commissioned by Google, users are 98% more likely to trust creator recommendations on YouTube than on other social platforms. The survey covered around 13,300 people aged 18 to 54 in seven countries, including Germany, in summer 2023.
- 78%: In a Kantar survey for Google in the US, 78% of viewers said YouTube has the most trustworthy creators for product recommendations. The survey ran from December 2025 to January 2026.
Both figures come from studies commissioned by Google. Only a test in your own account will show whether creator videos outperform your own videos in your market.
We assess margins, demand and existing video assets up front
In the initial consultation, we work out whether creator marketing fits your offering, based on your margins, the search demand for what you sell and the image and video assets you already have. You choose the creators; we advise on selection, briefing and the agreement.
Four things to prepare:
- Creators in your space: Search YouTube for your products. The videos already out there show which creators cover your topic.
- Ad budget: Without ad spend, a creator video only reaches the creator's own viewers. Run as an ad, it also reaches the audiences you define in Google Ads.
- Measurement before launch: Conversion tracking, dedicated links and discount codes are in place before the first video goes live.
- A benchmark: The cost per conversion of your existing video ads is the bar the creator video has to clear.
Settle usage rights and labeling before filming
According to Google, advertisers are responsible for securing the rights to use a video as an ad. This may require a separate agreement with the creator.
The agreement should cover:
- how long and on which channels you may run the video as an ad,
- disclosure as advertising,
- your sign-off before publication,
- claims the video must not make, such as about pricing or health benefits.
Have the agreement reviewed by a lawyer before filming starts.
The briefing sets out which product benefits the creator should mention. Leave editing, sound and tone to the creator; according to Google, creators know how to speak to their audiences.
We measure what videos contribute to brand searches, inquiries and purchases
We analyze branded searches, inquiries and purchases to estimate how much the videos contribute to customer acquisition. For creator videos, there are four ways to do this:
- Dedicated links: Each creator gets a link with unique campaign parameters for the video description.
- Discount codes: A creator's personal code also attributes purchases where nobody clicked the link.
- Post-purchase survey: A short question about how the customer found you captures creators that never show up in tracking.
- Lift studies: With Brand Lift, Search Lift and Conversion Lift, YouTube compares people who saw the ad against a control group.
For the comparison, Google recommends two campaigns with the same budget and targeting. The control campaign runs your standard video; the test campaign adds the creator video.
Conclusion: a test shows whether creator marketing is profitable for you
Google's own studies point to high trust in YouTube creators. For your decision, though, what counts is the comparison in your account: creator video against your own video, at the same budget.
Our article Creator videos as ads explains how we combine creator videos with Demand Gen and your search campaigns. Our YouTube Ads page shows how we run YouTube campaigns for profit.
