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During the recent Made on YouTube event held on Tuesday, the platform revealed a host of innovative ways for creators to boost their earnings through brand partnerships and the YouTube Shopping program. This program allows creators to monetize their content by featuring and tagging products directly.

One of the standout announcements is the ability for creators to swap out brand sponsorships in their long-form videos. This flexible approach enables creators to dynamically insert brand segments into designated slots, allowing them to remove a completed sponsorship and resell that space to another brand.

Here are some key features being introduced:

• Auto timestamps for product tags, ensuring viewers see relevant products at the right moment.
• Auto tagging for eligible items mentioned in videos, streamlining the tagging process.
• A new brand link feature for Shorts, making it easier for viewers to discover and purchase products.

YouTube plans to start testing the brand sponsorship swapping feature with a select group of creators early next year. Additionally, an AI-powered system will be implemented to identify the optimal moments for product mentions, automatically displaying tags when viewer interest is at its peak.

For creators of Shorts, the platform will soon allow them to add direct links to brand websites, enhancing the shopping experience for viewers and helping creators demonstrate the effectiveness of their content in driving traffic beyond traditional metrics like views and likes.

Moreover, YouTube will proactively suggest creators who align well with brands through its creator partnerships hub, a feature within Google Ads designed to connect brands with suitable creators. The platform is also expanding its YouTube Shopping program to more creators and markets, including Brazil, and adding notable merchants such as Nike, Etsy, Best Buy, SharkNinja, Michaels, and Michael Kors in the U.S., along with Olive Young and ZigZag in Korea.

As of July 2025, YouTube reported a remarkable 5x growth in gross merchandise volume (GMV) year-over-year, with over 500,000 creators enrolled in the program globally. The company also highlighted that it has paid more than $100 billion to creators, artists, and media companies over the past four years.

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