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We see an image of a person applying their lipstick by using their phone with a lipstick product image called out beside them.

Collaborate with YouTube creators to drive results for your brand

Every day, people come to YouTube to connect with their favorite creators and discover new products. With solutions like YouTube Creator Partnerships, you can partner with creators to build compelling influencer marketing and sponsored content campaigns that support your business goals.

Partner with creators using YouTube Creator Partnerships

Amplify credibility with creator partnerships boost

Link authentic creator videos to your ad campaigns to drive performance. Creator partnerships boost powered by YouTube Creator Partnerships work across our AI-powered video campaigns.
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Find the right creators

Now testing in select markets, you can identify relevant creators and measure performance in one centralized place, directly in Google Ads.

Sell your products while people watch

With the YouTube Shopping affiliate program, popular, verified creators can easily tag your products in their content– making it easier to seamlessly shop your products while they watch.

Why you should partner with YouTube creators

88%

Of Gen Z agree YouTube has the most trusted creators1

98%

more likely to trust YouTube creators’ recommendations vs. those on social platforms2

6 days

YouTube’s influence cuts down the average shopping journey by 6 days.3

See how these businesses grew with YouTube Creator Partnerships

5x
higher ROAS

Michaels boosted Gen Z engagement post-pandemic by partnering with the Merrell Twins on YouTube, achieving a 5:1 ROAS and increased brand favorability, outperforming their own brand assets.

5x
higher ROAS
66%
lower CPV

MAC Cosmetics used creator partnerships boost with beauty influencers, resulting in a 2.5x higher view-through rate and 66% lower CPV which demonstrated the effectiveness of influencer content for boosting brand awareness and consideration.

66%
lower CPV
41%
increase in search lift

La Roche-Posay tested the impact of creator advocacy. Their campaign combined brand and creator videos and saw 41% lift search lift for “Lipikar,” 2x increase in average watch time and a 13% increase in clicks.

41%
increase in search lift

Meet the creators helping brands like yours connect with more customers

YouTube Creator Partnerships API Directory

Unlock exclusive YouTube insights by partnering with 
agencies and platforms with the Creator Partnerships API
Find a Partner
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YouTube logo

Get started with creator partnerships boost powered by YouTube Creator Partnerships

Link a video to an AI-powered campaign

1 According to a survey conducted by Kantar, 88% of GenZ (18-27) viewers in the United States agree that YouTube has the most trusted creators and 86% agree that YouTube has the most trusted creator content.
Source: Google/Kantar, Future of Video, n=300 GenZ (18-27) YouTube viewers, n=2160 weekly video viewers 18-64 (US), fielded from (1/28/25-2/10/25). Competitive set includes 9 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Max, Facebook, Instagram, TikTok, Snapchat.

2 According to a survey conducted by Ipsos, surveyed online users are 98% more likely to trust the recommendations of creators on YouTube vs. those on other social platforms (on average).
Source: Google/Ipsos, Rethink Social Study, July 2023-August 2023, online survey, n=13328 US, UK, BR, FR, DE, IT, JP online users 18-54 who use social apps/sites monthly or more often (social apps/sites: Discover, YouTube, YouTube Shorts, Gmail, Facebook, Instagram, TikTok, Twitter, Snapchat).

3 According to a US survey conducted by Material, YouTube’s influence cuts down the average online video shopper’s journey by 6 days.
Source: Google/Material, Role of Video in Shopping Journey, US, 2023, N=2,420 Online survey, Americans 18+ who used an online video platform to shop, Aug - Sep 2023.

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