Google updated its BrandConnect platform, aimed at linking creators with sponsorship opportunities. This new central management hub allows brands to monitor various partnerships through a new 'Creator Partnerships' tab in Google Ads. Here, brands can view eligible videos for sponsorship and track their performance. For creators, the dedicated tab in YouTube Studio helps manage potential partnerships. Research shows influencers are increasingly integral to purchase decisions, making these tools pivotal for brands seeking to leverage creator content, especially in the realm of Shorts.
"To start taking advantage of these features, link any existing assets to your Google Ads campaigns. Once you've done that, you can better measure the performance of your partnership ads."
"BrandConnect, which YouTube launched back in 2020 (renamed from 'FameBit'), has its own dedicated tab in YouTube Studio, where creators can track partnerships."
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