How Revolut’s creator strategy is benefitting from YouTube’s long-form swing

Marketers are paying close attention to YouTube’s recent lurch to long-form.

In the case of Revolut, a U.K. based challenger bank, that’s playing into its focus on creators that base themselves on the Google-owned platform.

“YouTube is typically the main focus,” said Fiona Davies, Revolut’s head of growth for the U.K., Ireland, and the Nordics, when asked about the company’s creator strategy. “When we’re thinking about talent, we’re thinking first and foremost about their YouTube following. It’s one of the key criteria.”

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