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For You Tube videos, many creators overlay text with “sponsored by” at the beginning of the video and then use “#ad” in the description to eliminate ambiguity.Last year, Sony Pictures worked with six creators to promote the movie “Spider-Man: Homecoming,” playing up a part of the movie when the superhero creates his own suit.Nestlé tapped a member of its marketing team who works as an online personality on the side to help identify the best online creators to approach.

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“Every creator has their balance to what makes them feel like a sellout or not,” Ms. Also last year, the United States Postal Service hired the You Tube star Lilly Singh to create a holiday video about the value of sending handwritten cards. Singh’s holiday cheer is interrupted when she is sent a “mass text” from someone she had sent a card. King, he felt the partnership would feel authentic because he heard Mr.King speak unprompted at a conference three years ago about how he was a huge Nerf fan.On a live stream, she created a painting of a Hot Pocket hurtling through space with pepperoni serving as asteroids.The people Nestlé selected produced more than 270 videos and posts for Hot Pockets, reaching a wide audience that it would struggle to match with traditional media without an enormous expense.“This has opened our minds,” said Mohini Joshi, a marketing director at Nestlé.She was waiting to hear back about whether she had landed any deals from the event.

One challenge, both creators and brands say, is that sponsored videos can’t appear to be what they are: advertisements.

It hired six online personalities to design their own suits as part of a “DIY Suit Challenge” to get people talking about the movie with “content that doesn’t feel like advertising,” according to Elias Plishner, the studio’s executive vice president of worldwide marketing. S.” at the beginning, the video looks like any other skit from Ms. It doesn’t work so well right now,” said Victor Lee, senior vice president of digital marketing at Hasbro, the toy and board game maker with brands such as Nerf, Monopoly and My Little Pony. Lee said a creator could talk to consumers as one of them, gaining a credibility that brands struggle to garner on their own.

Rachel and Byron Talbott help each other make videos for their You Tube channels: hers with style and beauty tips and his about cooking. Last month, Hasbro introduced a You Tube series called Nerf Nation with Zach King, who is known for performing magic tricks on video and has 2.7 million subscribers to his channel. King participated in a battle with Nerf Blaster guns with thousands of people at AT&T Stadium, the home of the Dallas Cowboys. Lee said he avoided the speed dating events because he didn’t want to put his brand in the hands of “someone who you met for a minute.” With Mr.

Another popular You Tube personality, Logan Paul, faced criticism after posting a video of what appeared to be a dead body hanging from a tree in a Japanese forest known for suicides. When that creator posted an Instagram photo — unrelated to the advertiser’s campaign — with more than the permissible cleavage, Mr. Increasingly, he wants the same right for his clients because they have just as much to lose if a company becomes embroiled in scandal, such as the right to take down a video sponsored by a company if that brand’s executives are caught sexually harassing staff.“We just want to make sure it’s mutual,” Mr. The video creators also cannot do anything that betrays what their fans have come to expect.“Some creators have viewership that rivals TV networks and a direct connection with viewers that is unlike anything the advertising or entertainment world has ever seen,” said Zach Blume, partner at Portal A, a San Francisco firm making videos for creators and advertisers.

Rachel Talbott, who makes style and beauty videos for 1.1 million subscribers on You Tube, said she was careful to work only with brands that felt natural and did not push her to do something outside her comfort zone.

Brita, the water filter company, paid Rudy Mancuso and Andrew Bachelor, who is known as King Bach, to make music videos with the basketball star Stephen Curry. The speed dating event, held during Vid Con, the online video industry’s annual convention, was one way the two sides are testing each other out.