How YouTube built the creator economy and how brands are still missing out - Pedro Pina, YouTube

Pedro Pina, VP of YouTube for Europe, the Middle East and Africa, joins us to explore how YouTube helped create the creator economy and why so many brands are still failing to take full advantage of it.

From the rise of full-time creators to the changing role of YouTube in the media landscape, Pedro explains what makes the platform unique, the metrics that actually matter, and why great content continues to outperform everything else. We also discuss the balance between long-form and Shorts, the "YouTube Confidence Gap" among CMOs, and how brands can build authentic partnerships with creators that drive real business results.

If you're wondering where marketing is heading next, this is a masterclass from one of the people shaping it.

Get the YouTube Confidence Gap Report from Little Dot Studios:
https://info.littledotstudios.com/little-dot-studios-the-youtube-confidence-gap-report

This episode is brought to you by System1. Download their creator effectiveness report here: https://system1group.com/the-creator-effectiveness-playbook

Timestamps

00:00 - Intro
01:35 - Why YouTube made a creator space in Cannes
03:06 - How Cannes has changed over the past 20 years
06:12 - How many people are paid to be YouTubers
09:39 - The secret of YouTube
11:08 - Who are the biggest creators on YouTube
12:36 - What are the most important metrics on YouTube
14:42 - Why content will always be king on YouTube
15:57 - What makes a succesful YouTuber
19:48 - Is YouTube a broadcaster, streaming platform or social network?
22:36 - How important is short form for creators in 2026
27:24 - The YouTube Confidence Gap
28:56 - What CMOs think about YouTube
29:54 - How to get more confidence in your YouTube strategy
32:53 - The biggest barriers for companies being successful on YouTube
35:00 - How can brands work successfully with creators
39:31 - How can brands be authentic when they work with creators
42:46 - What Pedro wishes CMOs understood better about YouTube
44:14 - The best advice Pedro has ever recieved

Tämä jakso on lisätty Podme-palveluun avoimen RSS-syötteen kautta eikä se ole Podmen omaa tuotantoa. Siksi jakso saattaa sisältää mainontaa.

Jaksot(286)

What every Marketer needs to know about the future of search - Google’s Sophie Neary

AI is rapidly changing how people search, shop and discover new brands. So what does that mean for marketers?Sophie Neary has spent the past few years inside Google, giving her a front-row seat to som...

9 Syys 47min

Why uncertainty creates better marketing & what AI will never replace - Dr Margaret Heffernan

Dr Margaret Heffernan is one of the world's leading thinkers on uncertainty, leadership and creativity. A bestselling author, entrepreneur and former CEO, her latest book, Embracing Uncertainty, chall...

2 Syys 1h 2min

How Heineken became creative brand of the year - Ali Payne

Ali Payne, CMO of Heineken, joins us to discuss how one of the world's most iconic beer brands became Creative Brand of the Year at Cannes Lions - and what it takes to keep a 150-year-old brand feelin...

26 Elo 45min

Why AI should drive growth, not just efficiency – Najoh Tita-Reid

Najoh Tita-Reid, former Chief Growth Officer at Mars Petcare, joins us to discuss why she made the unusual decision to step away from one of the biggest roles in marketing to embark on a self-describe...

19 Elo 55min

How creativity transformed Australia’s No.1 Telecom’s brand - Brent Smart

Brent Smart is one of the most respected marketers in the world. After spending more than 20 years in advertising, he made the rare move from agency life to become CMO of NRMA Insurance. Brent's most ...

12 Elo 54min

Why your brand can't afford to be boring - Rebecca Darley, Vodafone Australia

Bec Darley, CMO of Vodafone Australia, joins us to discuss what it really takes to grow a challenger brand in one of the world's toughest telecoms markets.From competing against an entrenched duopoly ...

5 Elo 48min

20 years of challenger brand lessons with Auto & General CMO, Jonathan Kerr

Jonathan Kerr, CMO of Auto & General, joins us to explore how one of Australia's most successful challenger brands has built sustained growth by combining strong marketing fundamentals with relentless...

29 Heinä 1h 3min