131. 19 Years at Google: Her Winning Strategy for Brands to Dominate YouTube

What's up Rock Nation, today we welcome Emma Jennings to the show. Emma helps our biggest advertisers tell great stories on YouTube. She is part strategist, part creative director - with a little bit of a producer hat thrown on for good measure. She helps brands understand the wild world of YouTube: where they should play and how to make stuff that people will actually want to watch, share, and spend time with. With over 15 years' experience consulting with Fortune 1000 companies, Emma brings deep product knowledge across digital media and Google advertising offerings.Check out Emma here:https://www.linkedin.com/in/emma-jennings-709498a/The Creator Pricing Guide - The No BS Guide to Pricing Your Creative ServicesCoupon Code: ROCKNATION10 gets you $10 off at checkout for the bouldershttps://courses.thecreatorcoach.com/pricing-guideCollab with Artlist and get 2 extra months for free here:https://artlist.io/artlist-70446?artlist_aid=the505podcast_2970&utm_source=affiliate_p&utm_medium=the505podcast_2970&utm_campaign=the505podcast_2970Join our Discord! https://discord.gg/xgEAzkqAvsKostas’ Amazon Storefront:https://amzn.to/3GhId25Concert Photography Masterclass:www.kostasgarcia.com/masterclassChase’s Totality LUT pack:https://www.chasealexanderfilm.com/color/totalitylutpackCOP THE BFIGGY "ESSENTIALS" SFX PACK HERE: https://courses.thecreatorcoach.com/BFIGGYSFXPACKKostas’ Amazon Storefront:https://amzn.to/3GhId2515% OFF Prism Lens FX with code: KOSTAS15https://bit.ly/42sNdejTimestamps: 0:00 - Trailer0:56 - Intro2:19 - One Handed Crack3:26 - Visiting Dude Perfect HQ4:17 - What Makes Dude Perfect Special6:00 - Creator Lead Brands vs Traditional Media7:34 - What micro influencers can learn from the biggest creators8:26 - What YouTube metrics are most important10:53 - What Brands can learn from Creators11:23 - 40% of people consider themselves a creator13:47 - What Emma learned from Directing her first Short Film17:20 - Organized Chaos19:10 - Don’t wait to act on your ideas21:15 - Working with large studios22:07 - Movie Making is actually the marketing23:45 - How the landscape of marketing has changed over the last 2 decades27:50 - When Emma starting focusing on YouTube29:29 - How conversations with big brands goes31:08 - Our pitch for 50532:17 - Expectations from big brands when it comes to success on YouTube35:04 - How BTS content and creators have come into marketing40:44 - How Burberry is winning with long and slow ads42:30 - HULU’s success with ambient rooms ads 45:03 - How Emma’s consulting strategy has evolved47:48 - YouTube is the number 1 streamer51:06 - What makes YouTube unique56:49 - Organic vs. Paid content1:00:25 - Brand Lift Surveys1:01:22 - How Emma continues to raise the bar1:02:34 - The Glad Press and Seal ad that CRUSHED1:06:15 - How creators get selected to work with brands1:08:26 - What KPI’s are used to determine success1:09:43 - What Emma has learned about leadership1:12:17 - The best advice Emma has received1:13:27 - Biggest challenges Emma has faced during her time at Google1:14:46 - Balance data and creativity1:17:12 - YouTube is the world's largest focus group1:18:11 - What risks do brands face if they don’t embrace YouTube1:19:09 - Advice to your 18 year old selfIf you liked this episode please send it to a friend and take a screenshot for your story! And as always, we'd love to hear from you guys on what you'd like to hear us talk about or potential guests we should have on. DM US ON IG: (Our DM's are always open!) Bfiggy: https://www.instagram.com/bfiggy/ Kostas: https://www.instagram.com/kostasg95/ Chase: https://www.instagram.com/chaseronii/ TikTok:Bfiggy: https://www.tiktok.com/bfiggy/ Kostas: https://www.tiktok.com/kostasgarcia/