YouTube has announced new tools for brand sponsorships and collaborations with creators. The updates were introduced during its Made on YouTube event, where the company outlined upcoming changes to long-form video ads, Shorts integrations, AI-driven product tagging, and expanded shopping partnerships. Testing for some of these features will begin early next year, while others will roll out later this year.

Dynamic sponsorship slots in long-form videos

YouTube says it is testing a new way for creators to work with brand partners in long-form videos. Instead of integrating a sponsorship segment directly into a video, creators will be able to place dynamic sponsorship slots. 

These slots can later be swapped, removed, or resold once a brand deal ends. This means a single video can support different brand campaigns over time, depending on the region or the stage of a sponsorship deal.

YouTube also explains that creators will have access to detailed performance insights in YouTube Studio, which can be shared with brands. Testing for this feature is expected to begin early next year with a small group of creators.

New branded links for Shorts creators

YouTube is also adding more tools for short-form content. Soon, Shorts creators will be able to add direct links to brand websites within their videos. The platform says the feature will show advertisers how Shorts content drives traffic and conversions beyond standard engagement metrics such as views and likes.

Brand discovery through Google Ads

Another update focuses on the Creator Partnerships hub within Google Ads. YouTube says the hub will soon use AI to suggest creators who may be a good fit for brands. This means advertisers looking for new sponsorship opportunities could be matched with creators who already produce content relevant to their audience.

In addition, YouTube’s sales teams will have more resources to connect creators and brands through digital tools and during industry events.

AI-driven product tagging

Product placement and shopping features on YouTube are also getting an upgrade. The company is introducing an AI-powered system that can automatically identify the moment a product is mentioned in a video and display a product tag at that time. The company claims its system will capture viewer interest when it is most relevant.

YouTube says it will also begin testing automatic tagging for all eligible products mentioned in videos later this year.

Expansion of YouTube Shopping

YouTube is expanding its Shopping program to more creators and regions, with new retail partners being added. In the United States, merchants such as Nike, Etsy, Best Buy, Shark Ninja, Michaels, and Michael Kors are joining the program. In Korea, Olive Young and ZigZag are being added. The program will also extend to Brazil, opening more opportunities for creators and brands in that market.

This expansion could create additional points of entry for advertisers, allowing their products to appear across both long-form and short-form content in different markets.

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