- YouTube introduced quite a few new solutions to make its platform more useful for brand and creator partnerships, in line with a company blog post. The features were revealed through the Alphabet-owned company’s “Made On YouTube” event.
- One new format will enable creators to dynamically insert brand segments into swappable slots inside their content, transforming videos into living assets. Creators can see detailed performance insights inside YouTube Studio.
- YouTube may even incorporate new artificial intelligence (AI) tools throughout the creator partnerships hub, a recently introduced tab inside Google Ads, to assist connect advertisers and agencies with relevant creators.
With many social media platforms vying for a bigger share of the creator equation, YouTube is trying to assert its dominance and shore up stronger appeal to brands and creatives alike. At its “Made On YouTube” event, which was hosted Sept. 16, the corporate unveiled new features designed to make creators’ jobs easier and more lucrative.
The new swappable spots format, as an illustration, enables creators to remove a sponsorship slot from their content when the deal is complete, resell the slot to a different brand or eventually sell the identical slot to multiple assets in several markets, in line with the blog post. Creators may even give you the option to see detailed performance insights of the branded segments inside YouTube Studio that they will share directly with the brands they partner with. YouTube will begin testing the feature with a small group of creators early next yr.
The platform can be leaning into making its Shorts formats more monetization-friendly by making it possible so as to add brand links to the videos for brand deals. The feature will moreover provide creators with a more accurate metric to show to brands how their content drives traffic and conversions.
On the AI front, YouTube revealed it would soon give you the option to leverage the tech to proactively suggest creators who could also be a great fit for brands. The AI tools are also intended to make creators’ jobs easier by identifying the optimal moment a product is mentioned inside creator content and mechanically displaying a product tag at the moment. The platform may even begin testing AI’s ability to mechanically discover and tag the entire eligible products a creator mentions in a video.
As if to further persuade creators of its importance as a monetization platform, YouTube noted it paid out $100 billion to creators, artists and media corporations over the past 4 years. The company also called out that it has seen “incredible momentum” with its YouTube Shopping platform, with greater than 500,000 creators enrolled in this system globally since July 2025 and gross merchandise volume growing five times yr over yr.
YouTube Shopping can be expanding to more creators and markets, including Brazil, in the approaching months and adding new merchants, including Nike, Etsy, Best Buy, Shark Ninja and Michael Kors in the usand Olive Young and ZigZag in Korea.
YouTube’s revenue grew 13% year-over-year to succeed in $9.8 billion through the second quarter. Company executives pointed to the Shorts format, amongst other elements, as a key driver in that growth. Shorts within the U.S. are earning as much ad revenue per hour watched as traditional in-stream video on YouTube, in line with Google CEO Sundar Pichai.
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