YouTube’s BrandConnect hub is evolving into a streamlined Creator Partnerships platform

YouTube sees itself as the center of the creator marketing universe, so it’s updating its toolkit to unlock more value for brands. As part of its NewFronts presentation, the preeminent video hub announced the launch of a platform called YouTube Creator Partnerships.

The YouTube Creator Partnerships platform isn’t exactly new; it’s best described as an evolution of BrandConnect, the creator marketing hub that emerged out of YouTube’s 2016 acquisition of FameBit. While the old BrandConnect already allowed brands to initiate campaigns across multiple creator channels and formats, the new Creator Partnerships control center enhances that process by incorporating AI, updated measurement solutions, and other perks for brands.

Google’s Gemini LLM will be the engine powering the new Creator Partnerships hub. AI-generated suggestions will help brands sort through the three million creators in the YouTube Partner Program, allowing those advertisers to locate the spokespeople who best suit their campaign goals.

Additional scale is available through creator partnerships boost, the product formerly known as Partnership ads. By turning creator videos into Shorts and in-stream ads, advertisers can earn an average conversion lift increase of 30%, according to YouTube’s data.

YouTube’s effort to reimagine BrandConnect came into focus last year, when the platform started promoting

the redesigned version of its creator marketing hub. The increasing value of influencer-focused campaigns spurred that effort. The creator economy is a hotter buy than ever before, and much of that deal volume flows through YouTube. According to stats shared at NewFronts, 83% of Gen Z viewers prefer watching their favorite creators over traditional shows, and 78% of viewers believe YouTube has the most trustworthy creators.

“YouTube has been central to how we’ve evolved Coach’s Gen Z strategy,” said Coach VP of Marketing for North America Kimberly Wallengren in a statement. “YouTube’s trusted suite of creators has allowed us to show up authentically in culture while driving real impact. By pairing creator partnerships with YouTube’s products and measurement capabilities, we’ve been able to turn purpose‑driven storytelling into measurable growth.”

As brands increase their investments in creators, solving measurement-related hangups becomes a top priority. That’s why YouTube’s creator partnerships shuffle is so important. It brings new precision and efficiency into a growing industry while still connecting advertisers to the creator channels they’re so eager to partner with.

More details about YouTube’s NewFronts announcements can be found here.