YouTube launches tool to simplify brand partnerships for creators

Screenshot: YouTube

YouTube is introducing a new feature called "creator-initiated video linking" to streamline how creators connect with brands for sponsored content. This tool, announced ahead of YouTube's annual Brandcast event, allows creators in the YouTube Partner Program to directly request brands to partner on videos they've already created.

If a brand accepts, YouTube will add a "Paid Promotion" label to the video. Brands will then gain access to the video's organic view metrics, the ability to show ads to viewers who engage with the creator's channel, and insights into viewer interaction post-ad exposure.

YouTube also highlighted a video-linking API, widely released late last year, which enables brands working with multiple creators to simplify partnership management further.

The feature was tested with a smaller group of creators throughout 2024 and builds upon YouTube's existing BrandConnect platform, launched in 2020 to connect brands and creators.

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