Oct 2024
1h 20m
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/
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Timestamps:
0:00 - Trailer
0:56 - Intro
2:19 - One Handed Crack
3:26 - Visiting Dude Perfect HQ
4:17 - What Makes Dude Perfect Special
6:00 - Creator Lead Brands vs Traditional Media
7:34 - What micro influencers can learn from the biggest creators
8:26 - What YouTube metrics are most important
10:53 - What Brands can learn from Creators
11:23 - 40% of people consider themselves a creator
13:47 - What Emma learned from Directing her first Short Film
17:20 - Organized Chaos
19:10 - Don’t wait to act on your ideas
21:15 - Working with large studios
22:07 - Movie Making is actually the marketing
23:45 - How the landscape of marketing has changed over the last 2 decades
27:50 - When Emma starting focusing on YouTube
29:29 - How conversations with big brands goes
31:08 - Our pitch for 505
32:17 - Expectations from big brands when it comes to success on YouTube
35:04 - How BTS content and creators have come into marketing
40:44 - How Burberry is winning with long and slow ads
42:30 - HULU’s success with ambient rooms ads
45:03 - How Emma’s consulting strategy has evolved
47:48 - YouTube is the number 1 streamer
51:06 - What makes YouTube unique
56:49 - Organic vs. Paid content
1:00:25 - Brand Lift Surveys
1:01:22 - How Emma continues to raise the bar
1:02:34 - The Glad Press and Seal ad that CRUSHED
1:06:15 - How creators get selected to work with brands
1:08:26 - What KPI’s are used to determine success
1:09:43 - What Emma has learned about leadership
1:12:17 - The best advice Emma has received
1:13:27 - Biggest challenges Emma has faced during her time at Google
1:14:46 - Balance data and creativity
1:17:12 - YouTube is the world's largest focus group
1:18:11 - What risks do brands face if they don’t embrace YouTube
1:19:09 - Advice to your 18 year old self
If 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.
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