YouTube has updated its video linking system, giving creators in the YouTube Partner Program (YPP) more control over advertising partnerships.
This addresses several long-standing issues in collaborations between creators and brands.
Previously, creators lacked a direct way to start advertising relationships. They had to wait for advertisers to reach out.
The new system allows creators to take a more active approach to monetization. Channels can now reach out to advertisers aligned with their audience.
This update is available to channels in the YouTube Partner Program that run ads on Shorts.
In an announcement, a YouTube representative states:
“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 will recommend creator-initiated tagged content to brands if they choose to run ads.”
Key Features For Marketers
Performance Data
For creators, having their videos linked to advertisers’ accounts clarifies how their content performs and resonates with audiences.
This information can inform future content strategies and help creators refine their approach to brand collaborations.
Once a video linking request is approved, advertisers can access information through their Google Ads accounts.