Google is rolling out new updates to YouTube BrandConnect. The platform now has a central hub where advertisers can manage partnerships and automated video linking features.

There’s a growing trend in digital advertising. Brands are shifting toward influencer marketing to reach audiences and YouTube is an attractive platform for brands looking to leverage creator-led content. 

The platform’s BrandConnect enables brands to connect with creators for sponsored content. Recently, through BrandConnect, Google began testing a feature for brands to promote Shorts videos from creators who have already mentioned their brand or product.

Now, it is expanding BrandConnect capabilities with new features. 

A centralized place for managing creator partnerships

Google is introducing a “Creator Partnerships” tab in Google Ads. With BrandConnect, brands can use their existing sponsored content as creative in their campaigns with partnership ads. If a creator has already posted a sponsored video featuring a product or other asset, advertisers can link it to Google Ads. The idea is to help them reach more people by amplifying successful videos. 

Creator partnerships

In some places, they can also use BrandConnect in Google Ads to measure and track the performance of their sponsored content through integrated measurement tools.

Brands can also get suggestions on which videos to promote. Instead of manually searching for creator content, they can now see a list of videos featuring their brand that they can sponsor. 

This update is now available in all of Google’s AI-powered campaigns, including Demand Gen, Video Reach, and Video View campaigns.

Automation video linking tools

Google is also rolling out its new video linking API. This will allow brands working with multiple creators to automate the process of linking sponsored content to their Google Ads campaigns. 

Creators can also send direct linking requests to brands for sponsored content they’ve already posted. If a creator makes a video featuring a product, they can request to link it to the brand’s ad campaigns.

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