YouTube BrandConnect lets brands tap into creator influence with Partnership ads, audience insights, and performance tracking.
Here’s a list of the new features:
- Partnership ads expansion – Brands can now use existing sponsored content as creative in Google Ads campaigns to amplify reach.
- Sponsored content measurement in Google Ads – In select markets, brands can track and analyze the performance of sponsored content campaigns directly within Google Ads.
- Suggested videos for promotion – YouTube BrandConnect now provides recommendations for videos that brands should promote for better performance.
- Centralized creator partnership management – A new hub is available for brands to manage creator collaborations and gain insights into video performance.
- Audience segmentation for sponsored content – Brands can create audience segments based on organic viewers of their sponsored content.
- Broader availability of partnership ads – Partnership ads can now be used across all Google Ads AI-powered campaigns, including Demand Gen, Video Reach Campaigns, and Video View Campaigns.
- Creator-initiated video linking – Eligible creators can now directly request video linking with brands for their sponsored content, making the partnership process more seamless.
- Video linking API for automation – Brands working with multiple creators can automate the linking process with a new API, saving time and resources.
A recent Ipsos study found that users are 98% more likely to trust YouTube creators over other platforms.
MAC Cosmetics saw 2.5x better view-through rates and 66% lower costs using partnership ads with creators on YouTube Shorts.
Read the official announcement here: How brands can collaborate with the perfect creator using YouTube BrandConnect.