Brands are turning to YouTube creators to strengthen digital marketing campaigns, as creator-led videos play a role in Filipinos’ purchasing decisions, according to Google Philippines. Data from the video-streaming platform showed that 81% of Filipino viewers said that YouTube creators produce ‘trustworthy’ content about the products and brands they are considering buying. “YouTube not only works for creators, but it also works for the brands,” Ms. Palacios said. In YouTube Creator Partnership, brands can connect with content creators through search and management tools in Google Ads, filtering creators by subscriber count, location, and average views. After producing the video asset, brands can supercharge the content through Creator Partnership Boost, formerly known as Partnership Ads.