A new platform for YouTube sponsorships will serve “the middle class of creators”

On platforms like Twitch, StreamElements helps its user base secure partnerships with major brands. Now, it is preparing to play the matchmaker on YouTube as well. The creator toolkit has added a sponsorship platform to its YouTube-oriented Mercury product.

The new platform, titled Mercury Sponsorships, will serve both creators and brands by serving as a one-stop shop for sponsored collaborations. Creators will be able to accept, place, track, and accept payment for sponsorships without leaving their Mercury dashboards. Brands can use Mercury Sponsorships to run cost-effective campaigns that achieve significant scale by harnessing the power of mid-sized creators and microinfluencers.

StreamElements is well-positioned to connect brands with creators of all sizes. The company’s broadcast, engagement, and monetization tools have been employed by 1.6 million users, many of whom are eager to profit from sponsored content.

A StreamElements rep told Tubefilter that the company’s performance-based sponsorships deliver an average of $4 million per month to creators. Brands that have turned to StreamElements to run Twitch campaigns include HelloFresh, EPIC Games, HBO Max, Plarium, miHoYo, and Lilith Games.

As those campaigns come to YouTube, StreamElements will continue to pair its brand partners with a diverse array of small and mid-sized influencers. “Mercury is a fully managed performance marketing platform focussing on the middle class of creators,” said StreamElements CRO Paul Bowen. “From the brand side, advertisers give us budgets, targets, attribution, and creative, and we do everything else. In terms of creators who want to take part, they only need to sign up for Mercury and then StreamElements will send out applicable sponsorship opportunities.”

StreamElements has been supported by multiple rounds of funding, including a $100 million Series B that was announced in 2021. Mercury arrived later that year. The YouTube-oriented product has already delivered sponsorship opportunities to creators like Kato and MrNoSleep OSRS. If you want to check out the current Mercury campaigns, you can join the platform via its homepage.