YouTube is enhancing its internal brand partnership tools and collaborating with third-party creator monetization platforms to generate more revenue opportunities for Shorts creators.
A YouTube spokesperson confirmed the company is actively broadening its internal tools like BrandConnect and strengthening ties with external vendors to help creators monetize Shorts content, though the exact number of recent partnerships was not disclosed.
BrandConnect, YouTube’s influencer marketing platform, currently in beta, connects creators with brands for sponsored content. It is available to a limited group of creators with at least 25,000 subscribers. While BrandConnect requires managing creative briefs and approvals, Shorts ad revenue is accessible to all YouTube partners but tends to offer low payouts unless videos accumulate millions of views.
By integrating platforms such as Agentio and StreamElements, YouTube aims to unlock more brand deals especially for smaller creators. These platforms simplify campaign logistics like creative briefs and editing, making branded content easier to produce for creators and advertisers alike.
Agentio’s CEO Arthur Leopold highlighted partnerships with brands like DoorDash and Bombas, which have historically been hesitant to work with YouTube creators due to complexity. StreamElements serves hundreds of thousands of creators annually, according to CEO Or Perry.
A YouTube spokesperson described this approach as meeting creators where they are, offering more monetization options without replacing internal tools. Industry experts note the flexibility platforms like Agentio and StreamElements provide helps creators maintain brand control while attracting more personalized brand deals.
Creators welcome these developments, viewing brand partnerships as a way to offset low Shorts ad revenue, which often pays less than long-form content. Some creators expressed that Shorts monetization is less consistent, making steady brand deals a desirable income source.
However, concerns remain that the push for branded Shorts content might encourage quantity over quality, potentially reducing the format’s overall reputation. Smaller payments per deal often discourage creators from investing significant time in production.
Advertiser interest in Shorts is rising, with 75% of Dentsu Creative UK’s 2025 creator-led campaigns including the format. This growth aligns with increasing prominence of smaller, authentic influencers. YouTube has also partnered with agencies like Influential to raise advertiser awareness and scale brand deal opportunities for Shorts creators.