In episode twelve of Influencing Outcomes, Nathan Powell, Ben Gunn and Eliza Lewis are joined by Rhone Eppelheimer, Head of Partner Growth at Google, for a sharp, inside look at how YouTube is reshaping the future of creator marketing.

With over a decade at Google and a recent pivot into influencer and creator strategy, Rhone brings a rare perspective on how platforms are evolving to support brands, creators and partners in a more connected ecosystem.

The conversation explores the shift towards deeper infrastructure in creator marketing, from the rise of first party data to the opening up of APIs that give brands unprecedented visibility into creator performance, audience insights and campaign outcomes. Rhone breaks down what this unlocks for brands and why this marks a turning point for how creator marketing is planned and measured.

They also dive into YouTube’s unique position in the creator economy, from its multi format ecosystem of long form and short form content to its role as both a content platform and a search engine. The discussion unpacks how creators are operating more like studios, why trust and credibility on YouTube runs deeper, and what that means for brands looking to build meaningful partnerships.

The episode highlights the scale of opportunity, from the rapid growth of YouTube Shorts to the untapped audiences that brands are still missing, and why YouTube remains a largely underutilised channel despite its reach and performance.

Rhone also shares how brands should be thinking about creator investment in 2026, why business outcomes are becoming the true north for measurement, and how creator partnerships are evolving into longer term, more integrated media strategies.

In this week’s conversation, they unpack first party data, platform integration, YouTube’s evolving ecosystem, creator trust, multi format strategy and the future of measurable creator marketing.

This episode is designed for marketers, agencies and brands who want to understand where the creator economy is heading next, and how to make smarter, more effective decisions in a rapidly maturing landscape.

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