Inside One of the Largest Creator Programs on YouTube with Steve Messa, Head of YouTube Creator and Influencer Program at BetterHelp
The Partnership EconomyShow Notes
For the brands that dominate, partnerships aren't just a creator strategy; they're a full-blown operating system. But how do you actually build that out?
In this episode, Dave Yovanno is joined by industry veteran Steve Messa, Head of YouTube Creator and Influencer Program at BetterHelp, to unpack one of the most effective creator programs of the last decade. Scaling to over 5,000 active creator partnerships, Steve's team has made a notable shift, tossing out old playbooks that hinged on subscriber count in favor of ones built for the interest- and algorithm-driven economy.
Together, Dave and Steve dig into why video podcasting is the most underappreciated play in creator marketing today, how the right compensation model really depends on the brand's goals and risk tolerance, and how the budget freed up by a program like this is what funds the upper-funnel brand moments most programs never get to.
If you're ready to unlock the world of YouTube creators and build them into a funnel that inspires action, this episode is your place to start.
This podcast episode was produced by Quill.
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