YouTube has introduced a new suite of tools to enable advertisers to find and connect with creators on the platform. These updates include a Creator Partnerships Hub and new analytics features.

These updates were part of YouTube’s 2024 NewFronts presentation in Manhattan. This move comes as YouTube continues to attract advertisers at scale. With over 2.5 billion monthly active users and $8.93 billion in ad revenue generated in Q1 alone, YouTube remains a core part of many brands' media strategies. 

New creator partnerships hub

YouTube has launched a new Creator Partnerships Hub. This feature is designed to improve how brands discover, evaluate, and collaborate with creators. The tool allows brands to see which creators have already mentioned or tagged them in videos, request to link those videos to active campaigns, and measure both organic and paid performance from the same interface.

If a brand searches for sponsored videos where creators have tagged a product or the brand, the brand can request permission to link the video to its campaign if it likes it. Once linked, the creator's videos can be used in YouTube’s Demand Gen and Video Reach campaigns.

For instance, if a creator gives a brand a shoutout in their video, the brand can ask to use the video as part of its ad strategy and see how it performs across paid and organic impressions.

Creator data and analytics are now live in Insights Finder

YouTube is also updating its Insights Finder tool to include creator-specific data. Advertisers can now understand creators and their audiences. This includes data on demographics, viewer behavior, and interest categories.

YouTube is using AI to enable brands to use conversational queries to find creators relevant to their campaign needs. Brands can type in a query, and YouTube will surface a list of creators who fit that category. There are also customizable filters to narrow the search based on factors like audience size, content type, or engagement level.

It could be a useful addition for brands looking to align campaigns with creators whose followers match their target market. 

Brand Connect API

YouTube is also opening up more of its data through the Brand Connect API. This allows brands and agencies to pull creator performance metrics and integrate them into internal dashboards or planning tools. With the API, brands, and agencies can access creator analytics such as engagement rates, video performance, and partnership metrics.

Partnership ads get a wider push

Another update marketers should note is the expansion of partnership ads into Google Display & Video 360. Brands can now manage these creator-led ads within the same platform they use for their broader digital campaigns.

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