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Google’s new feature, in beta, allows advertisers to discover and promote YouTube Shorts featuring their brand, leveraging UGC.
Google is beta testing Creator Partnerships in Google Ads. This new feature lets advertisers find and promote high-quality YouTube Shorts featuring their brand.
How it works:
- Advertisers can discover Shorts videos from YouTube creators that mention their brand or products.
- The feature is powered by BrandConnect, Google’s creator marketing platform.
- Once enabled, Creator Partnerships can be accessed under the Tools section in the Google Ads interface.
Why we care. This tool enables brands to leverage user-generated content (UGC) and creator collaborations more effectively, potentially boosting ad performance and reach.
Between the lines. This move aligns with the growing trend of brands utilizing authentic, creator-driven content in their advertising strategies.
What they’re saying. Kevin Kaneria, who shared a screenshot of the feature on LinkedIn, highlighted its potential for easily linking and promoting creator videos directly from Google Ads accounts.
Bottom line. While in beta and available on an invite-only basis, Creator Partnerships could significantly impact how brands collaborate with creators and utilize short-form video content in their advertising campaigns.
About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
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