Trust is the main KPI in the creator economy: insights from YouTube and Adam W
At a closed meeting of The Made You Look Tour in Los Angeles, senior marketers heard from a top creator and the head of YouTube’s ecosystem about why trust is becoming a key performance indicator in the creator economy. 25 participants, no recordings — only a live conversation about how to build partnerships that actually work.
In an era when consumers are tired of intrusive advertising, it is authentic creator voices that become the bridge between brand and audience. But how do you measure what cannot be expressed in numbers? The answers are in this material.
The creator economy ecosystem is fragile, and that’s okay
Scott Sutton, CEO of Later, opened the session with an important message: the industry is still young, and all parties — brands, creators, platforms — are building it simultaneously. “This is truly a community, an ecosystem, and it is quite fragile,” he emphasized.
That is why the format of a meeting with a limited number of participants and no recording allows for discussing problems rather than just extracting profit. In such an atmosphere, honest conversations are born about what really matters.
“If you focus on value, it doesn’t matter who we were ten years ago or who we will be in five years” — Andrew Peterson, head of the creator economy ecosystem at YouTube.
Value matters more than format: a lesson for brands
Andrew advised brands to choose value for the audience rather than chase trends. This is what allowed YouTube to grow in connected TV, on-demand, and short-form without losing focus.
For marketers, this means: first determine what you give viewers, then choose the format. Not the other way around.
Reconsider what “good” view counts mean
Many marketers underestimate scale. Andrew gave an example: 180 views for a beginner is not a failure, while 20 million is the population of Oregon.
“What room have you been in with 180 people where that seemed small?” he asked. Every view is a person, and the real reach of creators is almost always higher than it seems at first glance.
Subscribers ≠ community: the difference between Instagram and YouTube
Adam W, a creator with 21K+ subscribers, clearly distinguished platform audiences. On Instagram and TikTok — passive scrollers; on YouTube — a community that notices details and genuinely takes an interest in the personality.
“There is a difference between a million views from random people and a million from those who are truly engaged with you,” Adam explained. This directly affects conversion: a community is more willing to click and buy.
Adam emphasized that audience growth requires both consistency and content value. “It’s quality and quantity: publishing content consistently, but making it useful at the same time,” he said.
For brands, this means that one-off campaigns do not build trust — constant work and consistency are needed.
Don’t Compare Views with Banner Advertising
Scott criticized the habit of equating a creator’s view with a banner impression. “A view is not an annoyed consumer with a blocked experience, but a fan who opens something interesting from someone they love,” he noted.
Mixing these metrics means undervaluing creator content and making wrong strategic decisions.
Brand at the End of the Joke: Adam’s Method
Adam shared his technique: he looks for the most relatable conflict around the product, builds a story or joke, and only then “lets in” the brand as the solution.
Example with Old Spice: a video built on the problem of odor gained 255 million views without advertising. Meanwhile, product placement at the beginning often fails.
Choice: Bring the Creator into Your World or Enter Theirs
Andrew proposed a key strategic question: “Are you trying to bring the creator into your world or enter theirs?” Both approaches work but require different implementations.
The Old Spice example is entering the creator’s world, which can be uncomfortable for brands used to controlling the message.
The Truth About the Brand from Creators
Scott noted that brands do not control perception: “You think you own the brand, but the consumer owns the perception.” Creators, being closer to the audience, often see the truth better.
Example with New Balance: the brand became desirable by listening to external opinion rather than fighting it.
Optimizing for AI Search: Trust Decides
Andrew suggested replacing the word “algorithm” with “audience.” YouTube recommends content that brings maximum value, and 78% of viewers trust creators in product recommendations.
LLMs also choose reliable sources, so authentic creator voices are already appearing in AI outputs — brands should invest in such partners.
Meet the Audience Everywhere
Andrew described his day: Shorts on the go, a podcast in the evening, a documentary on TV. Brands should think about the audience and story, then adapt the format to each moment.
Scott added that creators now participate in brand strategic planning, not just in one-off campaigns.
Frequently Asked Questions
What is The Made You Look Tour?
It is a series of closed meetings for senior marketers where the future of the creator economy is discussed. Participation is by invitation only, with no recording.
Why is trust the main KPI in creator marketing?
Because 78% of viewers trust creator recommendations, and this trust converts into purchases better than traditional advertising.
How should a brand choose between its own world and the creator’s world?
You need to consciously decide: bring the creator into your context or integrate into theirs. Both approaches work but require different creative strategies.
Conclusion
Trust is the currency of the creator economy, and it must be built through value, consistency, and a willingness to let go of control. Brands that understand this are already gaining a competitive advantage today.
Want to create partnerships that truly work? Request an invitation to the next tour or discuss a strategy with our team.
