For brands wanting to reach consumers with influencer-driven marketing campaigns, YouTube, celebrating its 20 th anniversary this year, may be one of the oldest social media sites, but it’s still one of the best.

Jen Mahajan, a brand partnership lead for YouTube, sat down with two of the platform’s biggest creators at ADWEEK’s 2025 Social Media Week in May: Evelyn Ha, who makes content with her younger sisters for her 4.5 million subscribers, and Adam Waheed, a comedy creator who has partnered with brands like Old Spice and boasts 20 million subscribers.

The YouTube advantage: connection

Waheed, who came out to Los Angeles to be an actor, began making content when he couldn’t land traditional roles. It’s changed the game for him, especially because of the real-time feedback and connec

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