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YouTube Rebrands Influencer Marketing Platform ‘FameBit’ To ‘BrandConnect’, Taps Google Vet Lori Sobel To Lead Unit [Video]

FameBit, the influencer marketing platform acquired by Google in 2016, has today been rebranded YouTube BrandConnect in a bid to align the venture more closely — in name — with the platform where it predominantly operates. The rebranding also arrives with new leadership. Google vet Lori Sobel, who has been with the company for 16 years in a variety of leadership roles in the U.S. and internationally, joined BrandConnect two months ago as managing director and global head of business. In this role, Sobel will oversee every aspect of BrandConnect, including strategy, operations, and revenue generation. She succeeds Beau Avril, another longtime Googler who departed FameBit last November, and was hired as Facebook’s director of global brand and video product marketing last month. The rebranding and Sobel’s appointment arrive in the wake of a strategic shift at BrandConnect. Formerly, as YouTube’s in-house branded content marketplace, BrandConnect offered two ways for brands and creators to link up: a self-service website where creators could personally seek out brand deals, and a full-service program, where an in-house team of experts serves as matchmakers between creators and brands, providing end-to-end campaign delivery. In March, BrandConnect sunsetted the self-service option, saying it only accounted for 4% of creator payouts, and that full-service deals generated 30 times more money. FameBit, the influencer marketing platform acquired by Google in 2016, has today been rebranded YouTube BrandConnect in a bid to align the venture more closely — in name — with the platform where it predominantly operates.

 

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