At Sparkloft, we understand that professional growth isn't one-size-fits-all. With our Spark Choice program, Sparks can pursue development aligned with their passions, even if they fall outside the scope of their current role, and we cover fees or tuition. Recently, Jozy had the opportunity to attend the Google's ALIGN event in Washington DC. Discover why he chose this event and how it has impacted his role as a Paid Strategist:
Earlier this summer, I attended Google’s invite-only ALIGN event, a day focused entirely on YouTube and how it’s evolving as a tool for digital communication and media strategy. The room was filled with marketers from government agencies, nonprofits, and advocacy groups, all looking for ways to better connect with their audiences.
I chose this as my SparkChoice because I wanted to dig deeper into how YouTube fits into today’s media landscape. We already include the platform in a lot of our paid strategies at Sparkloft, but I was curious to hear how Google is thinking about its role now and moving forward.
The day started with some interesting trends around viewership. YouTube is still growing and reaching people across all ages and devices. It’s not just where people go to be entertained — it’s also where they go to learn, explore, and stay informed. For brands and organizations that want to educate or drive meaningful action, that’s a big deal.
One of the most valuable parts of the event was the focus on creators. Google shared how creators, especially smaller and mid-sized ones, are becoming key players in helping organizations share messages in ways that feel real and relatable. Whether it’s a public health message or something tied to civic engagement, creators are helping reach people in ways that traditional media can’t always match. It really backed up what we’ve seen in our own work — that authentic, creator-led content can have a lot more impact than a super polished ad.
The networking was also a huge plus. I had the chance to connect with people who are trying to solve the same challenges we face every day — figuring out how to break through the noise, reach the right audience, and actually make a difference. It felt good to be in a space where people genuinely care about the work they’re doing.
I left feeling more inspired to think about YouTube not just as a video platform, but as a place where people are paying attention. It’s a space where culture, learning, and conversation are happening. And for our clients, that means there are a lot of creative and strategic ways to show up that feel timely and human.
