Create Like a YouTube Star: Developing Lasting Relationships through Content

Johannes Helms, Creative Effectiveness Lead, Google

Ingrid Nilsen, YouTube Creator

YouTube creators are positioned to help marketers and agencies strategize how to develop lasting relationships with consumers through content that evolves with the creators’ values and the broader culture, influences purchases, and updates the rules of engagement throughout the customer journey.

“My no. 1 core value is integrity—everything stems from that. YouTube is a business about being yourself. That’s so important. And people can see through that. That’s why I’ve had such a long career: I’ve continued to allow myself to be myself.” —Ingrid Nilsen, YouTube Creator

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