From views to value: what the Sidemen can teach social marketers about YouTube’s real power

From the Sidemen’s undeniable triumph to unlocking social ROI: we hear from YouTube’s Erica Probst to uncover how its thriving creator community and cutting-edge solutions equip social marketers to supercharge their buying strategies. Social has become a non-negotiable part of the modern marketing mix. This shift reflects how audiences are changing and evolving. With the IAB’s 2025 Outlook predicting double digit growth for social (+11.9%), the time to diversify spend is now. So, how can advertisers get the most out of YouTube to leverage its reach and connection, and ultimately see a return on their investment? Let’s take a look at the Sidemen, a group whose success reveals the platform’s potential for social marketers. Beyond simple views, they’ve fostered deep, lasting connections with their audience, leading to trust and engagement that translates into significant results. Influence: Trust is earned The Sidemen have given us a masterclass in capitalizing on YouTube’s reach and cultural influence to drive connection with their viewers. Throughout their years on YouTube, they’ve have cultivated a deeply engaged community that actively turns up, donates, and shares. The 2025 Charity Football Match garnered 18 million views on YouTube, raised over £4.7m for charity, and drew in a crowd
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