YouTube adds new ways for creators to earn with brand deals and Shopping

At its Made on YouTube event on Tuesday, the platform introduced a fresh wave of monetization features designed to help creators earn more through brand partnerships and its growing YouTube Shopping program. Among the most notable updates is a new system that allows creators to swap out brand sponsorships in long-form videos, giving them unprecedented flexibility in how they monetize content.

Swappable Sponsorships in Long-Form Videos

The new sponsorship model enables creators to insert brand segments into dedicated, swappable slots within longer videos. Once a deal with a particular brand ends, creators can remove the segment and replace it with another sponsorship—effectively reselling the ad slot. YouTube says it will begin testing this feature with a small group of creators early next year.

Smarter Product Tagging with AI

YouTube is also rolling out AI-powered tools to make product tagging more seamless and effective. These include:

• Auto timestamps for tagged products, aligning with the exact moment a creator mentions the item.
• Automatic product tagging, which will identify and tag all eligible products featured in a video.
• An AI-driven system that detects the optimal moment to display a tag, aiming to capture viewer attention when interest peaks.

These enhancements are expected to make shopping integrations more intuitive for viewers while boosting conversions for creators and brands alike.

New Tools for Shorts Creators

Creators focused on YouTube Shorts will soon be able to add direct brand links within their content. This feature is designed to make it easier for viewers to discover and purchase products while giving creators a way to show brands the real impact of their Shorts beyond views and likes.

Expanding Brand-Creator Partnerships

YouTube is also enhancing its creator partnerships hub, a feature within Google Ads that helps brands connect with influencers. Soon, the hub will proactively recommend creators that might be a strong match for specific brand campaigns, streamlining collaboration opportunities.

Growing the YouTube Shopping Ecosystem

In addition, YouTube is expanding its Shopping program to more creators and international markets, including Brazil. The platform is also onboarding new merchant partners such as Nike, Etsy, Best Buy, Shark Ninja, Michaels, and Michael Kors in the U.S., along with Olive Young and ZigZag in Korea.

The momentum behind the program is strong: YouTube reported a 5X year-over-year increase in Gross Merchandise Volume (GMV) and said more than 500,000 creators have joined the program globally as of July 2025.

Creator Economy Impact

Highlighting its broader financial impact, YouTube revealed it has paid out over $100 billion to creators, artists, and media companies in the past four years—underscoring its role as a major driver of the digital creator economy.