Collaborate with YouTube creators to drive results for your brand

Every day, people come to YouTube to connect with their favorite creators and discover new products. With solutions like YouTube BrandConnect, you can partner with creators to build compelling influencer marketing and sponsored content campaigns that support your business goals.

We see an image of a person applying their lipstick by using their phone with a lipstick product image called out beside them.

Partner with creators using YouTube BrandConnect

Amplify credibility with partnership ads

Find the right creators

Sell your products while people watch

Amplify credibility with partnership ads

Link authentic creator videos to your ad campaigns to drive performance. Partnership ads powered by BrandConnect work across our AI-powered video campaigns.

Image of a man wearing glasses with a pair of glasses called out in a separate product feature window.

Find the right creators

Now testing in select markets, you can identify relevant creators and measure performance in one centralized place, directly in Google Ads.

Sell your products while people watch

With the YouTube Shopping affiliate program, popular, verified creators can easily tag your products in their content– making it easier to seamlessly shop your products while they watch.

Why you should partner with YouTube creators

88%

Of Gen Z agree YouTube has the most trusted creators¹

98%

more likely to trust YouTube creators’ recommendations vs. those on social platforms²

6 days

YouTube’s influence cuts down the average shopping journey by 6 days.³

See how these businesses grew with YouTube BrandConnect

Michaels boosted Gen Z engagement post-pandemic by partnering with the Merrell Twins on YouTube, achieving a 5:1 ROAS and increased brand favorability, outperforming their own brand assets.

MAC Cosmetics used partnership ads with beauty influencers, resulting in a 2.5x higher view-through rate and 66% lower CPV which demonstrated the effectiveness of influencer content for boosting brand awareness and consideration.

La Roche-Posay tested the impact of creator advocacy. Their campaign combined brand and creator videos and saw 41% lift search lift for “Lipikar,” 2x increase in average watch time and a 13% increase in clicks.

Meet the creators helping brands like yours connect with more customers

Aysha Harun

528k subscribers
Jasmine Brown

2.3M subscribers
Nyma Tang

1.3M subscribers
Michelle Khare

5.0M subscribers
Rhett & Link

5.39M subscribers
Sierra Schultzzie

1.13M subscribers

Get started with partnership ads powered by BrandConnect

Link a video to an AI-powered campaign

¹According to a survey conducted by Kantar, 88% of GenZ (18-27) viewers in the United States agree that YouTube has the most trusted creators and 86% agree that YouTube has the most trusted creator content.
Source: Google/Kantar, Future of Video, n=300 GenZ (18-27) YouTube viewers, n=2160 weekly video viewers 18-64 (US), fielded from (1/28/25-2/10/25). Competitive set includes 9 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Max, Facebook, Instagram, TikTok, Snapchat.

² According to a survey conducted by Ipsos, surveyed online users are 98% more likely to trust the recommendations of creators on YouTube vs. those on other social platforms (on average).
Source: Google/Ipsos, Rethink Social Study, July 2023-August 2023, online survey, n=13328 US, UK, BR, FR, DE, IT, JP online users 18-54 who use social apps/sites monthly or more often (social apps/sites: Discover, YouTube, YouTube Shorts, Gmail, Facebook, Instagram, TikTok, Twitter, Snapchat).

³ According to a US survey conducted by Material, YouTube’s influence cuts down the average online video shopper’s journey by 6 days.
Source: Google/Material, Role of Video in Shopping Journey, US, 2023, N=2,420 Online survey, Americans 18+ who used an online video platform to shop, Aug - Sep 2023.