How YouTube Creators Are Redefining Brand Partnerships: Nisha Mathews at Google Creative Works

Season 2 | Episode 7 | Nisha Mathews

“ YouTube isn’t just video, it’s long form, short form, social, connected TV, and podcasts. It’s an ecosystem. Additionally, “42% of people watching YouTube Shorts aren’t on TikTok, that’s a completely unique audience brands can tap into.”

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This month on What They Said: The Influencer Marketing Podcast, host Sammy Albon sits down with Nisha Mathews, Creative Business Lead at Google Creative Works, to explore how YouTube creators are transforming the future of brand partnerships.

From authenticity to AI, discover how brands and creators can build meaningful, lasting connections on YouTube – and what strategies actually cut through.

With years of experience shaping marketing strategies at Omnicom and Wavemaker before joining Google, Nisha brings a unique perspective on the evolving world of creator marketing.

In this episode, Nisha shares insights on:

  • Why ads that don’t feel like ads win attention
  • How YouTube Shorts is reshaping discovery
  • Why micro-influencers are a secret weapon for engagement
  • Strategies to integrate Shorts + long-form video into a seamless brand story

 

 

Interested in being a guest on What They Said? Or keen to explore ways of working with creators in a way that actually lands? Get in touch with us, at PrettyGreen.

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