YouTube is trying to make it easier for creators to collaborate with brands on content promotions new updates to the branded content partnership process allowing brands to gain direct access to sponsored video performance insights.
First, YouTube announced that it is rebranding its brand-initiated video links as “Brand Partner Access.” This new process gives creator-approved brands access to full video performance metrics on sponsored content, while also allowing them to launch creator-owned content as ads within larger paid campaigns.
These are just two examples of how YouTube creator partnership ads can appear, with overlays on Shorts linking to a brand promotion.
YouTube creators can tag their videos as sponsored content during the upload process, which will add more a ‘Paid Promotion’ label with the relevant video(s).
And as noted, within this updated process, approved brand partners can promote content from creators as part of a partnership ad campaign on YouTube and Google platforms, while also gaining expanded access to insights based on that content.
YouTube says this new process will save creators time by making it easier for brand partners to access relevant video information without having to ask the creator to share insights, while the instant access to performance data will also reduce the need for creators to share screenshots of their video performance.
YouTube also notes that brand-sponsored promotions of their content can help creators grow their audiences:
“When a brand uses your video in an affiliate advertising campaign, your video will be shown to a new, highly targeted and relevant audience.”
Functionally, it’s not a major change, with the main update being the ability to more easily share video-specific data with brand partners, saving time and adding more transparency to the process.
But both YouTube’s partner ads and the ability to share performance insights have been around for a while, in various other ways.
But as YouTube looks to help more creators monetize their content, it’s working on several refinements and improvements to streamline the process.
YouTube also launched a new one in October Media Kit Processwhich allows YPP channel managers to generate a PDF of their channel’s performance metrics, which they can then share with potential brand partners.
This update for branded content partnerships is similar in refining and improving the process, with simplified, streamlined connection options.
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