YouTube Launches New Creator-Brand Collaboration Tools, Including Insights Finder and an Improved Partnerships Hub
YouTube
YouTube announced new tools for creator-brand collaborations:
Insights Finder: Brands can now search for YouTube creators based on specific topics and audience attributes.
Creator Partnership Hub: Brands can discover recommended creators, search for creators, view creators who have already posted about their brand, and track the performance of both organic and paid content.
New APIs: YouTube is rolling out new APIs, including one for BrandConnect, to enable influencer marketing platforms and agencies to integrate with its creator-brand tools.
Why It Matters: YouTube is continuing to move from a passive to a more aggressive approach to its role in influencer marketing.
These updates make it easier to find and evaluate creators, with a focus on content and audience fit, while making sure brands can measure the organic and paid impact of their creator collaborations.
The BrandConnect API is the standout update (I previously said this would be a key move), as it opens the door for third-party platforms and agencies to help scale YouTube creator partnerships. That could lead to more brands running influencer campaigns on YouTube and boosting creator content with ad spend, a model that's worked well for TikTok.
