Advocacy at scale is the future of fashion & beauty marketing. Video is how you get there.

In 2025, consumers are demanding realness (but you already know that).

Brands that meet them with honest, engaging content are the ones building trust. It’s not about creating any video; instead, it’s about using the right formats for the right message.

Success demands more than creativity, but requires a process-driven approach and real investment in creators who align with your brand.

For the last chat of 2024, Verity is joined by Victoria Blinova (Senior Strategic Partner Manager @ YouTube). Victoria unveils the tactical tips that turn creators into brand powerhouses, and struggling channels into million-subscriber success stories.

(And yes, she’s been the strategist successfully responsible for this.)

Diving into her expert knowledge, Victoria reveals how any brand can dominate in the creator economy – all through a mastery of video content.

Listen on to learn:

• Turn Creators Into Growth Partners: Forget quick fixes. Victoria shares underrated ways to build authentic, lasting relationships with creators who really love your brand. From outreaching with customised videos to practicing good Whatsapp etiquette, she shares advice for turning creators into genuine partners who drive scalable, sustainable results for your brand.

• Leverage Video’s Full Potential: Short-form sparks curiosity; long-form builds Advocacy. Victoria breaks down how to use short-form to hook audiences in seconds (quick tip: use ‘How I’ instead of ‘How To’) and long-form to deepen connections that lead to loyalty. Discover the ideal balance, if there is one.

• Run Campaigns That Actually Work: Most campaigns fail because brands and creators aren’t aligned. Victoria’s strategies show how to brief creators effectively, communicate on their terms, and prioritize the right goals. The result? Campaigns that consistently deliver ROI and build stronger connections with your audience.

Hit play now. Lead on creator-led video in the new year.

Rate & review Building Brand Advocacy:

• Apple Podcasts

• Spotify

• Connect with Victoria:

• On LinkedIn