YouTube is rolling out creator-initiated brand partnerships for Shorts and introducing enhanced Data Story cards for better performance tracking.
Key updates:
- Creators with 4,000+ subscribers can now pitch their Shorts content directly to brands
- New Data Story feature provides 24-hour performance insights
- Testing “Most Relevant” comment filter to improve creator-viewer engagement
Why we care. YouTube’s new brand partnership features for Shorts enable brands to connect directly with popular creators, especially as creators can now easily do the pitching. This expands opportunities for sponsored content and targeted advertising in the competitive short-form video space.
Enhanced analytics tools also improve insights into campaign performance, supporting better-informed ad strategies on YouTube.
How it works:
- Creators can tag brands in their Shorts content
- YouTube recommends tagged content to relevant advertisers
- If brands choose to run ads, creators get confirmation of usage rights
Between the lines. While creators won’t receive direct ad revenue from these partnerships, the feature opens new pathways for sponsored content deals.
What they’re saying. “Now, we’re launching the ability for creators in YPP with more than 4,000 subscribers to send video linking requests for Shorts to advertisers via YouTube Studio,” YouTube announced.
What to watch. How brands respond to creator-initiated partnerships and whether this leads to increased sponsored content on Shorts.
The bottom line. YouTube is strengthening its creator ecosystem by providing more monetization opportunities and better analytics tools, particularly for its growing Shorts platform.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
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