Made You Look Tour: The LA Edit

Co-hosted with YouTube The Made You Look Tour is Later's private event series for executive marketing leaders. Small by design, each experience brings together a select group of executives, platform leaders, and creators to discuss the ideas and cultural shifts redefining how brands grow. The LA Edit Los Angeles has always been in the business of storytelling. From entertainment and fashion to beauty, wellness, and the creator economy, it's where influence takes hold first. That's why it's the first stop on the Made You Look Tour—and the perfect place to start a conversation about what's next. Short-form hooks. Long-form converts. Creator content does both. Discovery is changing, but the fundamentals of great creator marketing haven't. The strongest creator strategies use short- and long-form content together to drive awareness, build trust, and influence purchasing decisions across the customer journey. As AI reshapes how people discover brands, creator content is also becoming an increasingly important signal for visibility. Join Later and YouTube to talk through what this shift means and where marketers should focus next. Agenda 10:30 am: Arrival 11:00 am: Fireside Chat 11:55 am-1:30 pm: Lunch and Activation We’ll explore: How short- and long-form creator content work together across the customer journey What high-performing creator programs have in common (and where marketers should invest next) How leading brands are measuring creator performance across discovery, consideration, and conversion How AI is reshaping discovery and why creator content is becoming an increasingly important visibility signal in AEO