YouTube at 20: The future of influence is here

YouTube may be turning 20, but it’s never been more powerful. While platforms like TikTok and Instagram race to lengthen their video formats, YouTube has already mastered the art of deep, immersive content. From mega-creators like MrBeast and Ibai to the rise of YouTube podcasts, the platform is redefining what high-impact influencer content looks like.

And the results speak for themselves:
👉 Nano influencers on YouTube generate an average of $2,000 EMV per content, compared to just $57 on Instagram and €1,000 on TikTok (Kolsquare data, 2025).
👉 YouTube consistently delivers the highest EMV across all KOL tiers — outperforming other platforms not just in scale, but in ROI.

This in-depth report uncovers the why and how, helping marketers and agencies rethink their YouTube strategies for maximum impact.

Learn from YouTube’s top experts

We’ve spoken directly with the people shaping the platform and the industry:

• Pilar Sanchez, Head of MCNs & Family Partnerships, YouTube Spain & Portugal
• Cassandre Surelle, Influence Consultant, Team Lewis
• Curtis Morton, Head of Talent Management, Socially Powerful

Their insights reveal how brands can tap into YouTube's unique value — from creator partnerships to algorithm changes — to drive meaningful engagement and long-term results.

Key takeaways from the guide

✅ Micro-influencers on YouTube outperform peers in engagement and ROI
✅ Discovery on YouTube is now powered by viewer satisfaction, not just watch time
✅ Long-form formats shine for podcasts, brand storytelling and tutorials
✅ Shorts serve as the perfect gateway to hook new audiences into deeper content