How familiar faces and cultural moments can boost your YouTube strategy
TL;DR:
Bringing familiar faces into your YouTube strategy, especially during cultural moments, can fast-track audience growth and engagement. Well-timed creator collaborations, trust through recognisable talent, and tools like BrandConnect make it easier than ever for brands to act like creators.
Key points:
• Cultural timing matters
• 74% of Gen Z fans like when brands join their fandoms
• Long-term success means planning where the content lives and how it performs
Bringing celebrities or creators into your YouTube strategy, especially around cultural moments, is a great way to build long-term attention, increase search visibility, and grow your brand’s community.
For marketers, the opportunity is bigger than ever. YouTube is the world’s largest video platform, and it’s where culture is being shaped. From headline-making interviews to viral originals, the platform has become a destination for creators and conversations that dominate wider media.
Celebrities who once relied on TV are now turning to YouTube to connect with audiences directly. Take Jonny Smith, the former Fifth Gear presenter who now reaches a dedicated community through his independent YouTube channel The Late Brake Show, that racks up hundreds of thousands of views. As YouTube ramps up its investment in brand partnerships, there’s never been a better time for brands to act like creators - producing content that resonates, sparks conversation, and earns lasting attention.
Why brands need to show up
YouTube has become the digital epicentre of global cultural events. Fans head there to relive highlights, watch live streams, and catch reaction videos, all from the comfort of their living rooms. Think of YouTube as the world’s biggest stage, with unlimited seats and space for anyone to be part of the story.
Cultural moments on YouTube, from sporting events to music festivals and viral trends, create powerful waves of attention. When your brand shows up at the right time with authentic content, you can ride that wave and reach far larger, more engaged audiences.
Timing is everything
Our clients’ successes have shown that tapping into cultural moments takes a blend of speed, authenticity, and strategic timing. Move too early and you’ll miss the moment. Wait too long and you’ll be lost in the noise.
The sweet spot comes when you launch content just as interest is peaking and with messaging that feels true to your brand and valuable to your audience. When you nail that moment, YouTube’s algorithm can rewards your content.
Vitality did this brilliantly with a Day in the Life video featuring ambassador Joe Root. It launched just as the cricket season kicked off, with Joe playing in the England vs. India Test match. The video received over 170,000 views, making it one of Vitality’s most successful YouTube videos.
Joe Root was a natural fit - a trusted face and a genuine brand ambassador. The video offered fans a behind-the-scenes glimpse they couldn’t get anywhere else. Add the perfectly timed launch, and you’ve got a high-performing piece of content.
Why familiar Faces Work on YouTube
YouTube fans are intentional and loyal. They actively search for the people, shows, and moments they care about. You’re not interrupting them, you’re showing up exactly where they’re already looking.
According to YouTube’s Culture and Trends report, over 73% of fans turn to YouTube for content and conversations around their interests - far outpacing TikTok and Instagram.
A familiar face shortcuts the trust-building process. Whether it’s a celebrity or a creator, their fanbase brings built-in credibility and reach - and your brand benefits from that association.
Younger audiences are especially open to this. 74% of Gen Z fans (14–24-year-olds who identify as fans) say they like seeing brands engage with the things they’re passionate about. And according to Business Insider and YouGov, Gen Z trust YouTube more than any other platform.
Our client, Audible, uses this strategy effectively. By bringing recognisable voices and talent into their YouTube content, they create deeper emotional connections and storytelling moments that stick with audiences.
The key to long-term success is selecting people who truly align with your brand values, resonate with your audience, and can grow with you. These relationships build credibility and give your channel the consistency that both viewers and the algorithm enjoy.
YouTube is investing in brand partnerships
YouTube is making it easier than ever for brands and creators to collaborate. Updates to BrandConnect, announced at YouTube BrandCast 2025, and tools like Open Call now allow brands to:
Discover creators who align with their audience
Access first-party data to inform partnerships
Launch collaborations that feel natural, not forced
As a result, more than 50% of US brands are expected to partner with YouTube creators in 2025 to market their products (eMarketer).
YouTube is also encouraging creators to share audience insights with sponsors - helping brands make more informed decisions about who they work with. But while the platform is enabling more brand-creator partnerships, that doesn’t mean you should jump in without a plan.
Every collaboration needs to tie back to a clear objective - whether that’s reach, engagement, brand awareness, or sales.
And, just as important is deciding where the content lives. If it’s hosted on a creator’s channel rather than your own, make sure your brand is still front and centre in the experience.
The AXA x Liverpool FC Player Portraits series is a strong example. The content lives on both the Liverpool FC and AXA YouTube channels, ensuring AXA’s role is clear, while also leveraging Liverpool’s global fan base.
How to build this into your strategy
Spot the cultural moments
Look ahead at key events, trends, and seasonal spikes relevant to your audience.
Choose the right faces
Whether it’s celebrities, creators, or industry personalities, pick people who naturally align with your brand values.
Create content with depth
Go beyond name recognition. Build formats (interviews, behind-the-scenes, Q&A) that offer real value that your audience can’t get elsewhere.
Launch at peak interest
Plan your timeline so content goes live when the conversation is already attracting attention.
Optimise for long-term reach
Ensure your titles, descriptions, and thumbnails are set up to ensure your content can perform at its best and in front of those with the right search intent.
Track and learn
Use YouTube Analytics to understand what’s working and refine for the next cultural moment.
Think about where the content lives
Decide whether to host on your channel, the creator’s, or both, and ensure there’s a clear path back to your brand.
Conclusion
Bringing familiar faces into your YouTube strategy is about showing up with intention, at the right moment, in front of the right audience, with something worth saying.
Cultural moments and recognisable talent give your brand the context, trust, and momentum it needs to break through. But the real impact comes when those moments are part of a bigger, long-term strategy rooted in your brand’s values and voice.
YouTube rewards authenticity and the most effective brands act like creators, not advertisers.
Ready to build a smarter YouTube strategy? Let’s talk.
