The answer is branded content. While creators like Gaby Dunn have voiced their struggles with managing branded content partnerships in regards to their audience, many creators have figured out the correct balance. Should companies choose to go this (more time-consuming) route, branded content can still have drawbacks if adequate research is not done. Case in point: Oregonian gun-maker Radian Weapons is suing YouTube channel GY6 creator Andrew Boetjer and seeking $15,000 in lost revenue. GY6 only drove 4 clicks to their website and kept the brand partnership video he made for Radian Weapons unlisted.

Source: Forbes April 23, 2018 19:52 UTC