Earn Attention: Zack Honarvar on the New YouTube Brand Deal

What happens when brands stop treating creators like ad inventory — and start treating them like storytellers?In this episode, Robyn sits down with Zack Honarvar to unpack why the future of marketing belongs to creators who know how to build culture, not just drive clicks.Zack breaks down the massive shift happening inside YouTube brand partnerships, why most companies are still structuring creator deals completely wrong, and how the best creator campaigns today look a lot more like Hollywood productions than influencer ads.They get into:Why most brands kill creator partnerships before they even startThe problem with measuring ROI on a 24-hour timelineWhy creators need long-term partnerships — not one-off sponsorshipsHow YouTube creators are becoming modern-day studiosThe real reason social, influencer, and performance teams struggle internallyWhy “making the brand cool” is actually a valuable KPIHow a Pizza Hut creator campaign turned into a Super Bowl commercialWhat YouTube’s new DBS (Dynamic Brand Segments) ad product could mean for the creator economyWhy creativity is the greatest unfair advantage in modern marketingIf you work in influencer, creator partnerships, media, social, or performance marketing — this episode is a masterclass on where the industry is headed next.---KEEP IN TOUCH 👋📲 ⁠Follow Zack📲 ⁠Follow Robyn⁠📲 ⁠⁠Follow Word of Mouth⁠☃️ ⁠Learn more about Social Snowball💌 ⁠Join our community⁠