YouTube has updated its video linking system, giving creators in the YouTube Partner Program (YPP) more control over advertising partnerships. This update addresses several long-standing issues in collaborations between creators and brands by allowing creators to initiate ad partnerships directly through YouTube instead of waiting for advertisers to contact them. With the new system, channels in the YouTube Partner Program that run ads on Shorts can now reach out to advertisers aligned with their audience and initiate video linking requests.
This feature is available to creators with more than 4,000 subscribers, as confirmed by a YouTube representative. Creators can now provide advertisers with valuable performance metrics through their Google Ads accounts. This data, including view counts, engagement rates, and audience demographics, helps creators refine their content strategies and enhance their brand collaborations.
Ad partnerships for YouTube Shorts
Creators can manage usage rights by restricting their content to approved advertisers’ Google Ads accounts. This ensures that brands cannot use a creator’s videos without permission.
Through YouTube Studio’s Advanced Settings, creators can link videos to advertisers’ accounts, granting the necessary permissions for ad campaigns. A YouTube representative elaborated, “These creator-initiated links will act in the same way as advertiser-initiated links, confirming rights between brands and creators, and providing advertisers access to organic video performance in Google Ads.” Each YouTube channel can link up to 300 Google Ads accounts. The introduction of creator-initiated video linking gives YouTube channels more freedom to choose brands that align with their content, potentially leading to more authentic and engaging advertising opportunities.
Public reaction has been positive, with creators welcoming the increased control and transparency in their partnerships with brands. This update is being watched closely by the industry as it promises improvements in how creators and brands collaborate on YouTube.
