Google buys branded content platform FameBit

Marketing and branded content platform FameBit has this week been acquired by Google. This is in an attempt to bring brands and creators, especially YouTube content creators, closer to realising the potential for collaboration.

The financial details of the deal is unknown.

Santa Monica- based FameBit, now three years old, has over 45 000 creators under its belt. Those creators have a combined reach of 3.3-billion individuals. They’ve generated more than 406-million views as well as 1.5-billion minutes in watch-time.

Famebit will bolster Google’s YouTube platform, making it easier for creators and brands to partner

“Every day we see more brands grow, transform and build closer connections with customers, while helping creators turn passion and influence into successful careers,” wrote representatives of FameBit in a press release.

“FameBit will continue to work just like it has and will remain a standalone operation for now. We’re excited to continue helping brands and creators succeed in an even bigger way,” FameBit continued.

“We believe that Google’s relationship with brands and YouTube’s partnerships with creators, combined with FameBit’s technology and expertise, will help increase the number of branded content opportunities available, bringing, even more, revenue into the online video community,” mentioned Google’s VP of product management, Ariel Bardin in a separate press release.

After all the pressure YouTube has received lately from various content creators, purchasing a company that focuses almost entirely on these creators is an interesting move by the Mountain View giant.