Google and YouTube collaboration opportunities for brands and content creators: A conversation with Asha Patel

The Lead Creative

Content creators, brands and agencies are constantly looking for the most relevant information around collaborating with some of the world’s leading digital platforms. In this episode, we kick off our series of conversations with digital platforms that form part of most brand and content strategies.

Google’s Head of B2B Marketing in Sub-Saharan Africa & Head of Marketing in South Africa, Asha Patel joins our host, Mongezi Mtati, to discuss some of the opportunities available for creators and brands across Google and YouTube. These range from the $100-million YouTube Shorts Fund that Shorts content creators have access to and information on how to partner with Google.

“What we found in the long-form vs short-form content is that you should use short-form to remind people and use long-form to change their mind. If you are a challenger brand and you want to people to switch over, use a longer piece of content.” ~ Asha Patel, Google’s Head of B2B Marketing SSA & Head of Marketing in South Africa

She agrees with the insight shared by Nonhlanhla Dlamini in a previous episode that hyper-localisation in content increases relevance to your audiences. For brands, Asha also shares ways that advertisers and brands can optimise their advertising.

Their small business initiatives from mentorship to business tools also come up in the conversation.
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Audio editing and production by: Maishe Rakgoale
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Chapters

1. Intro (00:00:00)

2. What do you like about being part of the creative industry? (00:02:04)

3. Google and YouTube trends that content creators and brands should know (00:07:04)

4. Why the increase in YouTube watch time (00:10:11)

5. Hyper-localisation increases relevance (00:13:03)

6. How to collaborate with YouTube (00:15:29)

7. How brands can optimise content and advertising on Google and YouTube (00:17:37)

8. Optimising content and creative for YouTube (00:21:01)

9. Celebrities vs Everyday People in the performance of YouTube ads (00:25:01)

10. Opportunities for Black Founders, SMEs and startups on Google (00:26:12)

11. No shortage of talent and innovation in Africa (00:29:35)

12. Black Voices Fund (00:30:34)