YouTube has launched Partnership Ads, a new Shorts-only ad format that displays both a creator’s name and a brand’s messaging in the same vertical video, which gives equal visibility to both parties. The format also features tappable cards leading viewers directly to the creator’s channel and the brand or app page. The rollout aims to make sponsored content on Shorts more creator-centric.
How the format works
The creator’s channel name, tagline, and a subscribe button are shown alongside the advertiser’s logo and call to action. Viewers can choose to follow the creator’s channel or click through to the brand link, such as an app or product page. The format is available through YouTube BrandConnect and Google Ads, allowing advertisers to use creator-made content in their campaigns.
The launch expands on YouTube’s existing BrandConnect tools, which help brands identify creators, run campaigns with creator-made content, and measure results in Google Ads. Partnership Ads now allow brands to repurpose successful creator videos in Shorts-based ad campaigns, including Performance Max and Demand Gen formats, while offering data insights and audience-targeting options. Earlier test data showed that Partnership Ads could deliver up to 20% higher conversion rates compared to standard brand-only ads on Shorts.
How the partnership benefits both creators and brands
YouTube Shorts now captures a growing share of viewer attention, with over 5 trillion total views since its launch in 2021. The platform sees Shorts as a key growth area for both discovery and advertising. Partnership Ads give creators more visibility and a chance to grow audiences from sponsored content. For brands, the format leverages creator trust and authenticity to improve engagement. Analysts note that influencer-led ads on Shorts often outperform traditional formats in both reach and resonance.
Advertisers already using platform ad tools may now add Partnership Ads when setting up campaign strategies in BrandConnect or Google Ads. The option enhances the appeal of Shorts as a marketing strategy for brands.