YouTuber Brandon B says agencies shouldn’t fear AI

YouTube’s creator economy evolution: The rise of AI and social media has empowered creators to produce high-quality content for big brands, challenging the traditional agency model.

• Brandon Baum, known as Brandon B on YouTube, is Europe’s largest visual effects artist on the platform with over 14 million subscribers and 10 billion video views.
• Baum’s journey from self-taught YouTube viewer to successful creator and production company owner illustrates the changing landscape of content creation.
• The advent of AI tools has made it possible for creators to compete with traditional agencies, offering cost-effective solutions for budget-conscious marketers.

The creator vs. agency debate: While creators are gaining ground, Brandon Baum believes they won’t entirely replace larger agencies in the near future.

• Baum sees AI and new technologies as tools that will attract more people to create innovative content, rather than replace existing jobs.
• He draws a parallel to the introduction of smartphone cameras, which initially raised concerns about the future of professional photography but ultimately led to increased appreciation for the craft.
• The accessibility of technology may lead to a higher standard of creative work and potentially increase the value of skilled creators.

Studio V: A new breed of content creation: Baum’s production company, Studio V, exemplifies the evolving landscape of content creation for brands.

• The company specializes in creating viral campaigns for well-known brands, such as a visually striking promotion for Marks & Spencer.
• Studio V offers a full range of services, including in-house visual effects, production, direction, and writing.
• The company works with talent management firms to bring traditional TV personalities to social media platforms.
• Studio V has established partnerships with major agencies like Ogilvy and WPP, showcasing the potential for collaboration between creators and traditional agencies.

Keys to successful campaigns: Baum emphasizes the importance of storytelling and understanding the underlying motivations for brand campaigns.

• He stresses the need to create compelling narratives that make audiences connect with not just the product, but the reason behind their purchase.
• Studio V focuses on creating “hero pieces” that stand out and grab viewers’ attention.
• The company uses its own paid media team to turn high-performing organic content into targeted ad campaigns.

YouTube’s living room strategy: Baum is enthusiastic about YouTube’s push to optimize content for television viewing.

• He appreciates the platform’s efforts to create a more immersive, episodic viewing experience.
• Baum praises YouTube’s algorithm, stating that it excels at understanding user preferences and suggesting relevant content.
• He believes YouTube’s discoverability features outperform those of other streaming platforms like Netflix.

Implications for the future of content creation: The success of creators like Brandon Baum and companies like Studio V suggests a shifting landscape in the advertising and content creation industries.

• While traditional agencies may not disappear, they may need to adapt to compete with agile, creator-led production companies.
• The integration of AI tools and new technologies is likely to continue reshaping the content creation process, potentially lowering barriers to entry for aspiring creators.
• As the lines between creators and agencies blur, collaboration between the two may become increasingly common, leading to innovative approaches in brand marketing and content production.