YouTube expands earning options for creators with brand and shopping tools
YouTube has unveiled new features to help creators earn more through brand partnerships.
At last week’s Made on YouTube event, the platform announced new tools designed to help creators boost their earnings. The updates focus on three main areas: brand partnerships, shopping features, and Shorts.
The changes arrive at a time when YouTube is pushing to support the creator economy more than ever. In the last four years alone, the company has paid out over $100 billion to creators, artists, and media companies. These latest features are designed to keep that momentum going.
Swappable sponsorship slots in long-form videos
One of the most eye-catching updates is the ability to insert brand sponsorships into swappable slots within long-form content. Instead of being tied to a permanent placement, creators can change or remove sponsorships once a deal ends, and even resell the same space to new brands.
YouTube says this will turn videos into “living assets” that continue to bring in revenue long after they’re published. Testing will begin with a small group of creators early next year, with a wider rollout expected later.
AI-powered product tagging
Shopping has become a major focus for YouTube, and the new AI tagging feature takes it a step further. The system will automatically identify when a product is mentioned and place a tag at the right moment to “capture viewer interest when it’s at its highest.” This complements other AI-driven features recently introduced, such as Ask Studio, which helps creators interact and engage with their audience more efficiently.
The AI tagging feature uses audio, video, and creator-provided information to recognise eligible items. Automatic tagging of all products mentioned in a video will be tested later this year, saving creators the tedious job of manually tagging products themselves.
Direct brand links in Shorts
Shorts creators will soon have the option to add direct links to a brand’s website. This makes it easier for viewers to discover products and allows creators to show advertisers the impact of their content “beyond traditional metrics like views and likes.” YouTube says the feature will begin testing later this year before rolling out widely in 2026.
These updates build on YouTube’s recently announced AI tools for Shorts, designed to help creators supercharge their content.
Expanding the YouTube Shopping programme
The YouTube Shopping programme continues to grow rapidly, with over 500,000 creators already enrolled as of July 2025. Gross merchandise volume has increased fivefold year-on-year, according to the company. The programme is expanding into Brazil and adding new global partners such as Nike, Etsy, Best Buy, SharkNinja, Michaels, and Michael Kors in the US, along with Olive Young and ZigZag in Korea.
Smarter connections between creators and brands
Alongside the monetisation updates, YouTube is enhancing its “creator partnerships hub” within Google Ads. With AI recommendations, brands will be matched to creators who fit their campaigns, helping both sides forge stronger collaborations. This update is part of YouTube’s broader plan to make creator–brand relationships easier and more profitable.
This follows recent updates to YouTube’s livestreaming tools, giving creators new ways to go live, get discovered, and earn.
Building the next phase of the creator economy
Together, these changes underline YouTube’s focus on building more sustainable income opportunities for creators. By combining flexible sponsorships, AI-powered shopping, and smarter brand tools, the platform is making it possible for creators to grow their business in new ways while keeping their content relevant and adaptable.