Video king: The magic of collaboration between brands and YouTube

London – At our Youthquake II Network Evening, held at The Future Laboratory HQ last week, LS:N Global reporter Rowland Manthorpe spoke to James Marks, an expert in social video entertainment. Marks previously worked at YouTube content creator ChannelFlip, but now works independently, connecting brands to social media stars to co-create campaigns with them.

Discussing the reason that YouTube appeals to so many young people, Marks suggested it was the authenticity of many YouTubers. He said that the only way that brands which collaborate on YouTube can appear genuine is by 'working with people who are authentic, and who have built [the content and a following] for themselves.'

Watch the video above for more on how brands can engage with youth audiences through YouTube collaborations.