For brands wanting to reach consumers with influencer-driven marketing campaigns, YouTube, celebrating its 20th anniversary this year, may be one of the oldest social media sites, but it’s still one of the best.
Jen Mahajan, a brand partnership lead for YouTube, sat down with two of the platform’s biggest creators at ADWEEK’s 2025 Social Media Week in May: Evelyn Ha, who makes content with her younger sisters for her 4.5 million subscribers, and Adam Waheed, a comedy creator who has partnered with brands like Old Spice and boasts 20 million subscribers.
The YouTube advantage: connection
Waheed, who came out to Los Angeles to be an actor, began making content when he couldn’t land traditional roles. It’s changed the game for him, especially because of the real-time feedback and connection he gets with audiences.
“On YouTube, you’re not making content for your audience. You’re making content with your audience,” he said. “The great thing about YouTube is they’re going to tell you in real time what they like, what they don’t like.”
This connection creates a real bond with the audience that brands can leverage. For Ha, she won’t just partner with a random brand.
“I’m very intentional when it comes to sponsorships and partnerships because trust and loyalty is so important with my audience,” she said. “I want them to trust me when I promote something or put anything in my videos. I really lean into being authentic.”
For instance, Ha partnered with Laneige because she already loved their products. She noted a new flavor of lip mask that she loves: boba.
Waheed partnered with Old Spice, in particular, due to its comedic brand identity. As a creator who specializes in comedy, it made sense, and he’s been working with them for seven years.
“The content ends up always being so organic because Old Spice is a comedy brand,” Waheed said.
Authenticity is paramount
Both Ha and Waheed feel like they’re able to use their personal voice to help connect audiences with brands, and this authenticity resonates with viewers. Ha goes as far as not editing out much of her content.
“If [my sisters and I] fight on camera, I leave it in the video. If we’re having bad days, I live it in the video,” she said. “We’re very real and raw.”
Mahajan noted that 98% of people trust the recommendations of YouTube creators more than any other social platform. With 2 billion monthly users, that’s a significant reach for brands looking for new audiences.
With YouTube rolling out new products like YouTube Shorts and YouTube Live, along with its traditional video streaming, the platform is always on the forefront of content creation, something Waheed sees as upside.