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In its Made On YouTube event on Tuesday, the company presented a series of new ways for creators to win more with brand offers and the YouTube purchasing program, which allows creators to earn money by presenting and labeling products in their content. In particular, YouTube will allow creators to exchange brand sponsorships in videos long.
The company is also presenting automatic time labels for product labels, automatic labeling for eligible items mentioned in videos and a new brand link function for shorts.
The new flexible approach to brand sponsorships will allow creators to dynamically insert brand segments directly into spatial spaces in longer videos. This means that when an agreement with a brand is completed, creators can eliminate the sponsorship of the video and resell the slot to another brand.
YouTube will begin to try this function with a small group of creators at the beginning of next year.
The company will also take advantage of an AI system to identify the optimal moment that a product is mentioned and automatically show the product label at that time. YouTube says that this will capture the interest of the viewer when it is at its highest point. In addition, the platform will begin to try automatically identify and label all the eligible products mentioned in the video of a creator at the end of this year.
As for the creators of Shorts, they can soon add a link to the site of a brand specifically for brand offers, which makes it easier for spectators to discover and buy products, while allowing creators to generate results for brand partners. Creators can show advertisers how their shorts drive traffic in a way that goes beyond traditional metrics as views and I like it, says YouTube.
YouTube also announced that it will soon be able to suggest proactively the creators who can be a good option for brands in their Cu -creative association hubwhich is a tab within Google ads that helps brands connect with creators.
In addition, YouTube is expanding its YouTube shopping program to more creators and markets, including Brazil, and adding merchants such as Nike, Etsy, Best Buy, Shark Ninja, Michaels and Michael Kors in the United States, and Olive Young and Zigzag in Korea.
YouTube shared that the gross volume of merchandise (GMV) has grown 5 times year after year and more than 500,000 creators registered in the program worldwide as of July 2025. The company also said that it paid more than 100 billion (USD) to creators, artists and media companies in the last four years.
