How YouTube Is Taking a More Active Role in Influencer Marketing: BrandConnect, Open Call & Partnership ADs

YouTube BrandConnect

YouTube has recently been ramping up its efforts to facilitate creator-brand collaborations through a series of new initiatives.

BrandConnect Expansion

At the core of these efforts is the expansion of BrandConnect, YouTube’s self-service influencer marketing platform. Previously in limited beta, BrandConnect is now accessible to a wider group of creators, enabling them to find and manage brand partnerships, as well as create customized Media Kits.

Eligible creators—those in the YouTube Partner Program (YPP), at least 18 years old, based in supported regions, and in good standing with YouTube—can sign up via the Earn section of YouTube Studio.

Open Call Pilot Program

Open Call

In addition to expanding BrandConnect, YouTube is piloting an Open Call program, which allows brands to put out a request to creators for custom ad videos.

Eligible creators can browse these opportunities and submit content based on the brand’s creative prompts, information, and payment terms. Based on what I’ve come aacross, brands like Wayfair, MorningStar Farms, and Club Crackers are part of the pilot, and creators seem to be happy with the program so far.

OpenCall

This initiative is similar to TikTok’s Creative Challenge program and other challenge-based campaigns that have emerged in recent years. These programs allow brands to obtain creator content at scale for their paid media efforts with minimal effort.

Other Recent Updates for Creator-Brand Partnerships

Creator Partnerships Page in Google Ads

These updates are part of a broader strategy by YouTube to strengthen its support for influencer marketing. Over recent weeks, the platform has rolled out several key features to streamline and improve these creator-brand collaborations.

• Creator-Initiated Video Linking: Creators can now request to link their videos to a brand’s Google Ads account. This provides brands with insight into the organic performance of creator content and enables them to run those videos as ads for extended reach and impact.

• Expansion of Partnership Ads: YouTube has expanded access to Partnership Ads, allowing all advertisers to turn creator videos into paid media ads. This creates more opportunities for brands to amplify creator content across their advertising campaigns.

• Creator Partnerships Page: A new Creator Partnerships Page within Google Ads lets brands view creator videos promoting their products. Brands can also request to link these videos to their Google Ads account for performance insights and permission for usage.

• Expanded Paid Promotions Label: The Paid Promotions label has been extended to be available for both Shorts and long-form content and across mobile and desktop platforms. This update ensures that creators can transparently disclose sponsored content regardless of format or device.

• Upgrades to YouTube Shopping Affiliate Program: YouTube’s affiliate program has been improved with new features like bulk product tagging, which makes it easier for creators to make their existing content shoppable. Additionally, an expanded partnership with Shopify brings more merchants into the program, providing creators with more products to promote.

Why YouTube Is Doubling Down on Influencer Marketing

eMarketer

YouTube has long been a pioneer in influencer marketing, with YouTubers among the first to demonstrate the power of creator-led endorsements. However, newer platforms like TikTok have gained attention for connecting brands with creators through initiatives like the TikTok Creator Marketplace. YouTube’s recent actions signal its clear intention to be more active in the influencer marketing space.

Influencer Marketing Spend is Up

With brands expected to spend $9.29 billion on influencer marketing in 2025—a 14.2% increase from the projected $8.14 billion in 2024—social media platforms can’t afford to overlook the growing importance of influencer marketing and the direct role they can play.

YouTube’s efforts benefit both creators—many of whom rely on brand deals for income—and brands looking to engage with their target audiences and drive business outcomes. YouTube’s ad revenue-sharing model reduces creators’ reliance on brand deals, but brand partnerships provide revenue diversification, which is a strong benefit for their long-term success. By expanding its influencer marketing tools, YouTube helps both creators and brands while also achieving its own goals.

Creator Content Can Drive Ad Revenue

Facilitating more creator-brand partnerships on the platform increases the likelihood that YouTube can grow its ad revenue, as creator content has become a cornerstone of many brands’ paid media strategies.

As YouTube continues to refine its Partnership Ads solution, it can help brands derive greater value from the content creators are producing, while simultaneously boosting its ad revenue—similar to the strategies employed by Meta and TikTok in recent years with Partnership Ads and Spark Ads, respectively.

Why Brands Should Partner with YouTube Creators

As YouTube strengthens its influencer marketing solutions, it signals a great opportunity for brands to partner with creators. Here are three key reasons why brands should consider these collaborations:

Creators Build High-Trust Relationships and Influence Consumer Decisions

Creators on YouTube have established strong, trusting relationships with their audiences, making their endorsements incredibly effective in influencing consumer behavior.

In fact, 61% of Gen Z viewers feel closer to YouTube creators than to creators on other platforms. Additionally, YouTube users are 98% more likely to trust creator recommendations over those from other social platforms. Furthermore, 89% of viewers appreciate when brands support their favorite creators, and 8 in 10 are open to creator-endorsed product recommendations.

Diverse Formats to Reach Audiences at Every Stage

YouTube offers a wide variety of content formats, including Shorts, long-form videos, and live streams, allowing brands to tailor their approach to different audience segments and work whats best for creators. Each format serves a unique role in the customer journey. For example, Shorts are ideal for capturing attention quickly and building brand awareness, while long-form videos and live streams facilitate deeper engagement and drive conversions.

This enables brands to select the best creators and content format to achieve their marketing goals and engage with potential customers at key touchpoints and show up in different ways.

Expansive Reach Across Audiences & Environments

With 40% of YouTube Shorts viewers not using TikTok or Instagram Reels, brands have the opportunity to tap into untapped audiences. Additionally, the growth in the consumption of YouTube content on connected TVs extends its reach beyond mobile screens, allowing brands to engage viewers through creators—whether they're on the go or relaxing in their living rooms.

What Could Come Next?

Based on the progress YouTube has made in just a few weeks, 2025 is poised to bring even more updates around influencer marketing.

One potential big move for YouTube could be the rollout of a BrandConnect API, which would allow third-party influencer marketing platforms and agencies to plug directly into YouTube’s system. This would streamline influencer marketing campaigns—from creator discovery to management to reporting—potentially increasing adoption by brands working with platforms and agencies. It’s a strategy that TikTok has perfected, with Instagram, and Snapchat both trying to follow suit.