NEW YORK: YouTube, the online video platform owned by Google, is partnering with companies like American Express, Johnson & Johnson and PepsiCo to assist them in developing engaging content.

Set to enter its official test phase in September, YouTube's new Partner Programme will see participating firms - a group also including General Electric, the conglomerate - work with a dedicated manager, who will provide guidance on strategy and attracting viewers.

Robert Kyncl, YouTube's global head of content, revealed that the aim is to enrol 100 brands in this scheme by the close of this year.

"YouTube is the best place to engage with your audience," he said, as reported by The Drum.

"If you start your campaigns on YouTube you will actually gain burning insights into what works and what doesn't and you will find your messages amplified to advocates and influencers who are really passionate about your brands."

Frank Cooper, chief marketing officer, global consumer engagement at PepsiCo, the food and beverage manufacturer, stated that it was hoping to deliver original content for brands across its portfolio.

"This requires new tools, new storytellers and new measurements, so we are incredibly enthusiastic about navigating this new terrain with Google and YouTube," he said.

Kim Kadlec, worldwide vice president, global marketing, at Johnson & Johnson, the healthcare giant, added that it was especially keen to reach young consumers.

"The partnership with YouTube is an incredible opportunity to elevate the emotional connection consumers already have with Johnson & Johnson, and create new and innovative content that will engage and resonate among next-generation consumers," she said.

Data sourced from The Drum; additional content by Warc staff