A good fit comes first
Campaigns should match the creator’s content, audience and reputation. A large subscriber count alone is not a reason to recommend a channel.
Creators keep their voice
Brands can agree key factual messages and commercial requirements, while creators retain the character of their own content. Any creative approvals and restrictions should be set out before production.
Commercial terms in writing
Every confirmed campaign should document fees, payment timing, deliverables, content format, publication dates, content usage rights, cancellation arrangements and reporting expectations.
Clear sponsorship disclosure
Creators must disclose paid placements and sponsorships as required by YouTube and applicable law. YouTube also requires creators to select the paid-promotion declaration for videos containing qualifying endorsements or sponsorships.
Brand and audience safety
Campaigns must follow YouTube policies and applicable advertising rules. MOTIF should avoid deceptive claims and refuse unsuitable or unlawful promotions.
Useful reporting
We aim to agree meaningful reporting in advance, such as video views, campaign links and results available to the creator or advertiser. No specific reach, clicks or sales are guaranteed.
A network in development
These are MOTIF’s proposed working standards. Specific obligations are only binding when set out in an agreed campaign or creator agreement.