YouTube is doubling down on creator monetization with a fresh wave of tools aimed at boosting earnings from brand deals and shopping integrations.
At its Made on YouTube event on Tuesday, the company announced flexible sponsorship slots, enhanced product tagging powered by AI, and new brand-link features for Shorts. The updates reflect YouTube’s strategy to strengthen its creator ecosystem while expanding e-commerce opportunities across the platform.
One of the most notable changes is the ability for creators to swap brand sponsorships in long-form videos. Instead of being locked into a single deal, creators will be able to dynamically insert sponsorship segments into swappable slots. Once a brand partnership ends, the slot can be resold to another advertiser, giving creators more flexibility and ongoing revenue potential. YouTube will begin testing this feature with a select group of creators early next year.
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To further streamline shopping features, YouTube is rolling out AI-driven auto timestamps for product mentions, ensuring product tags appear at peak viewer interest. The platform also plans to test automatic tagging of eligible products later this year, making it easier for creators to monetize organically featured items.
For Shorts creators, YouTube is introducing a new brand-link option that allows direct links to partner websites. This feature is designed to help advertisers track conversions beyond likes and views, while giving creators stronger proof of performance in brand collaborations.
YouTube is also enhancing its Creator Partnerships Hub within Google Ads, where brands can discover and connect with creators. Soon, the hub will proactively suggest creators who are a good fit for potential campaigns.
In addition, YouTube is expanding its YouTube Shopping program to more markets, including Brazil, and adding major retailers like Nike, Etsy, Best Buy, SharkNinja, Michaels, and Michael Kors in the U.S., as well as Olive Young and ZigZag in Korea.
The company reported strong momentum: gross merchandise volume (GMV) has grown fivefold year-over-year, with more than 500,000 creators enrolled globally as of July 2025. Over the past four years, YouTube says it has paid out more than $100 billion to creators, artists, and media companies.
