As part of an ongoing series focused on the YouTube Ecosystem (sponsored by VuePlanner) Next in Media spoke with Josh Stanley and Myra Dallas, founders of the startup Coaxial Collective and Adam Van Der Grift, better known on YouTube as the home improvement guru Haxman.  

The group talked about the need in the YouTube ad market for specialty firms focused on genres like home improvement, and how mid level creators can execute brand deals without alienating their users.

Takeaways:

Bridging the Creator-Brand Gap – Many brands still don’t fully understand creators, and vice versa. Coaxial Collective aims to fix that by helping brands and YouTube creators connect more effectively.

YouTube’s Unique Space – Unlike Instagram and TikTok, YouTube is centered on long-form content, allowing for deeper relationships with audiences rather than just quick-hit influencer marketing.

The Shift to TV Screens 📺 – More than half of some creators’ audiences watch on connected TVs, changing how they approach thumbnails, editing, and storytelling.

Authenticity is Everything – Successful brand partnerships allow creators to integrate products naturally rather than reading a script like a TV commercial.

Creators Are Often Underpaid 💰 – Many YouTubers don’t know their worth when starting out and get lowball offers, often leading to bad deals or even harming their channels.

Home Improvement & DIY is a Hot Space 🔨 – The category has strong audience engagement and is a natural fit for endemic brand partnerships (e.g., tool companies sponsoring creators).

Long-Term Brand Deals Are the Future – One-off sponsorships aren’t as effective as sustained partnerships that integrate products into content over time.

🎙 Guests: Josh Stanley, Myra Dallas & Adam Van Der Grift (Haxman)
🎤 Host: Mike Shields
📺 Sponsor: ElementalTV
🎬 Producer: FEL Creative