Google is testing a new feature called Creator Partnerships within Google Ads to boost brand partnerships on YouTube Shorts. This upcoming feature enables advertisers to find and promote Shorts videos produced by third-party creators featuring their brand. Let’s check out how it will work and why it matters.
How Do Creator Partnerships Work?
Backed by BrandConnect, Google’s creator marketing platform, the Creator Partnerships feature lets brands:
- Find Relevant Content: Advertisers will be able to find Shorts videos in which creators have tagged or just mentioned their brand.
- Pick Favorites: In case you are a big brand, you will probably see a large number of influencer videos endorsing your brand. Out of that, you may be able to pick the favorites with the most reach.
- Promote Creator Content: After selecting the best video, brands can associate it with their Google Ads account and run it as part of their ad campaigns.
- Revenue Sharing: Creators receive a share of ad revenue earned from these partnerships.
In short, brands can make use of genuine user-generated content to drive better ad engagement and results. The launch of Creator Partnerships marks a move towards more genuine advertising approaches.
Why Does It Matter For Creators?
Until now, YouTube Shorts have been a gray area when it comes to monetization. It’s pretty difficult to monetize them as compared to normal YouTube videos. But this new program could open up a whole new revenue stream. On top of that, it gives micro-influencers a valuable opportunity to work with big brands in the long term.
Benefits For Brands
With more than 2 billion logged-in monthly users on YouTube, Shorts is one that you can’t afford to miss out on. And now, with Creator Partnerships, you can work with the talent and reach of creators to reach your audience in a more genuine way. Check out how it helps the brands:
- Brands are able to include influencer-led content within their paid media campaigns without the hassle of creating new ads from scratch.
- Make use of content from creators who already have attracted your target audience. This can lead to more authentic engagements and better campaign performance.
- Traditional ads are feeling a bit forced. These user-generated content collaborations may feel more organic to your audience base. It got that trust factor baked in.
The trend is consistent with the increasing relevance of influencer marketing on platforms such as TikTok and Instagram, where ads driven by creators have been successful.
What’s the Catch?
No innovation comes without a few question marks. First of all, as this feature is still in beta, not everyone has access to it yet. It can be assumed that only the top-tier channels with thousands of subscribers can get access to the program in the initial months. If the beta testing goes well, we can anticipate Google rolling out the program to more creators and advertisers.
And yes, piggybacking off of current Shorts is genius, but it means you need existing creators to discuss your brand already. If you’re a small business, there may not be a lot to work with. You need to make an extra effort to generate word-of-mouth publicity in the platform.
Quality control is also something to consider. Although Google guarantees ‘high-quality’ Shorts, you’re still going to have to double-check that the tone is compatible with your brand. A goofy creator may work for some, but if the style of that creator is just too unprofessional, it may fall short with your consumers.
Conclusion
Google’s Creator Partnerships for YouTube Shorts ads is a breath of fresh air. It may change the way viewers approach ads. As creators integrate brand promotion into the content, they are less likely to skip. Brands can expect more audience engagement.
So, what do you think? Let us know in the comments.
