Brands can request brand partner access to long-form and Shorts videos you post as part of a brand deal. Brand partner access allows brands and any third-party entities on behalf of the brand (e.g., influencer marketing agencies) to:
- View the video’s organic and paid performance metrics in Google Ads.
- Promote your video as part of a creator partnerships boost campaign.
As a reminder, brands can still target ads to viewers of your YouTube video , as permitted through Google Ads platforms.
Eligibility
- Creator-initiated brand partner access:
- YPP creators only:Can either Select an existing reported brand dealOR Search for a brand(to create a new association)
- All creators:Can only Select an existing reported brand deal
- Brand-initiated brand partner access request(s):All creators can receive brand partner access requests from brands
Get started with sharing brand partner access to your video
- Creator-initiated brand partner access:During video upload or edit (after-upload), creators can initiate brand partner access with the brand’s YouTube channel. Once brand partner access is shared, a “Paid promotion” label will be added to your content. Under the "Paid promotions & brands" section, creators have two options:
- Select an existing reported brand deal:If a brand deal has already been reported by a brand or agency on behalf of a brand, creators can select the relevant brand campaign associated with the video.
- Search for a brand:If the relevant brand campaign is not already listed, creators can search for and select a brand.
- Brand-initiated brand partner access request(s):After a video is uploaded, brands or agencies on behalf of brands can send direct requests to creators for brand partner access to their video(s). Creators will receive these requests via email notification or push and inbox notifications on YouTube Studio.
Creator-initiated brand partner access
During a video upload or edit, you can share brand partner access with a brand. If the brand has reported a campaign you are partnering with them on, you can select that campaign (available to all creators). Otherwise, you'll need to manually search for the brand (only available to YPP creators).
Select from a reported campaign or search for a brand (during upload)
- Sign in to YouTube Studio .
- In the top-right corner, click Create
Upload videos
.
- Start uploading your video. Learn more on how to upload a video or upload a Short .
- Once you get to the “Details” page, under “Brand partnerships,” click Search for a brand.
- Search for the brand you want to associate with the video.
- Agree to the statement in the pop-up and click Share accessto save.
- Return to the “Details” page, fill in other details
Select from a reported campaign or search for a brand (after upload)
- Sign in to YouTube Studio .
- Select the video you want and edit the setting. Learn how to edit video settings .
- Once you get to the “Details” page, under “Brand partnerships,” click Search for a brand.
- Search for the brand you want to associate with the video.
- Agree to the statement in the pop-up and click Share accessto save.
- Save the video to ensure changes are saved.
Brand-initiated brand partner access request(s)
After you upload a video, a brand can send a request for brand partner access. We will notify you of this request via email and notifications in YouTube Studio Desktop and the YouTube Studio Mobile App asking you to review and accept the request.
Accept a single video request from a brand
You will be taken directly to the “Share access with brand” screen where you can accept or decline the request from one of the following notifications by completing one of the following actions:
- Email:Select the CTA in your email.
- YouTube Studio Push Notification (Mobile App only):Tap to accept.
- YouTube Studio Inbox Notification (Desktop & Mobile App):Tap on the inbox notification.
Accept a link request from a brand without a notification
- On a computer, go to YouTube Studio .
- In the left menu, click Content.
- Find the relevant video by using the “Brand access” filter and select Requested.
- From here, you can either:
- Open one of the videos with a pending brand partner access request, and next to the video's thumbnail click Edit Details
.
- Click Menu
- Open one of the videos with a pending brand partner access request, and next to the video's thumbnail click Edit Details
- Click Show moreto scroll down. In the “Brands” section, next to the brand, click View Request.
- Choose whether you want to share access to your video or decline the request.
How to remove brand partner access to your video
You can remove creator-initiated or brand-initiated brand partner access to your video at any time. By doing so, you will remove consent to share non-public video metrics with the brand and remove consent for the brands to promote their video in creator partnerships boost. The video may still be promoted in other ad contexts.
Remove a brand linked to your video
- Sign in to YouTube Studio .
- Select the video you want and edit the setting. Learn how to edit video settings .
- Once you get to the “Details” page, under “Brands,” click Remove.
- Click Removeagain to confirm.
- Save the video to ensure changes are saved.
Understand the video-level insights shared
In addition to basic public video metadata that is already available to brands and third party entities (e.g., video format, duration, publishing date, likes, comments), by sharing your video with a brand or accepting a brand partner access request, you are consenting to the sharing of public and non-public video-level performance metrics. The non-public video-level performance metrics are listed below. Creators can view these insights within YouTube Analytics.
Non-public video-level performance metrics shared with brands:
Note: metrics marked with a * highlights which will be split by organic vs. paid traffic
Understand creator partnerships boost
For creators, creator partnerships boost can empower creators by allowing brands to feature their YouTube videos in ad campaigns across the Google Ads platform. Creators benefit from their organic videos being used in ad campaigns, potential for audience growth through data segments, and access to organic view metrics for shared videos. Highlighting creator-made videos in ad campaigns can significantly boost creator visibility and reach. Learn more about creator partnerships boost .
Frequently asked questions
How long do brand partner access requests last?
- View the video’s organic and paid performance metrics in Google Ads.
- Promote your video as part of a creator partnerships boost campaign.
Additionally, if the requested video is deleted or marked as private, the brand partner access request will expire.
If a brand already uses my videos in their brand campaign, do I need to share brand partner access to my video with their Google Ads account?
- View the video’s organic and paid performance metrics in Google Ads.
- Promote your video as part of a creator partnerships boost campaign.
As a reminder, brands can still target ads to viewers of your YouTube video , as permitted through Google Ads platforms.
How will I be notified of brand partner access requests from advertisers?
If you have at least one pending request, and you have opted in to receive push notifications, you will be notified for every brand partner access request you receive on YouTube Studio mobile app (up to two per day) and email (one per Google ad account). In addition, you will receive weekly recap notifications summarizing all pending requests on your channel if you have at least one pending request.
Will a brand using my content in a creator partnerships boost campaign impact its organic performance?
- Organic performance is driven by the platform's algorithm, based on factors like watch time and engagement. This determines your video's natural reach with viewers.
- Paid performance is driven by a brand's budget and targeting settings. This brings your video to new, specific audiences.
Boosting simply introduces your content to a new audience; it does not prevent your existing fans from seeing the video or interfere with its potential for organic recommendations.
Will having my content boosted through a creator partnerships boost campaign impact my channel's growth?
- Attracts New, Relevant Viewers:Brands invest to place your content in front of audiences most likely to enjoy it. When these new viewers connect with your video, they are likely to subscribe and explore your channel—an action made easier by the prominent
button included in the ad.
- Boosts Overall Views & Engagement:Views from ad campaigns contribute to your video's total view count. This increased activity can send positive signals to the platform's algorithm, potentially improving the video's organic discovery.
- Deepens Brand Relationships:Allowing a brand to boost your content demonstrates your value as a partner who creates effective material. This can lead to more opportunities and larger partnerships in the future.
In essence, content boosting is a strategic tool that leverages a brand's resources to expand your audience and accelerate channel growth.
