Learn everything you need to know about YouTube Shorts brand partnerships, including how creator collabs work between brands and influencers.
We've been getting asked a lot about YouTube Shorts collabs from brands lately.
Especially given everything going on with the recent TikTok ban saga.
Diversifying your influencer marketing strategy to include YouTube Shorts partnerships is a smart move. That said, how collaborations on Shorts work isn't well understood given how new they are.
Below we dig into everything brands and creators need to know about YouTube Shorts partnerships.
As of February 2025, YouTube offers Shorts creators a few ways to partner with brands and monetize their content. Below are some ways to integrate creators into your YouTube Shorts marketing strategy:
With sponsored content on YouTube Shorts, brands compensate creators to feature their products in a dedicated Shorts video.
This is basically the same as a "traditional" influencer collab like you'd see on TikTok or Instagram, just done via short-form video on YouTube Shorts. For example, a skincare brand might partner with a beauty creator to post a 30-second review like the one below.
With gifted collabs, brands send free products to creators in exchange for authentic reviews or unboxings. This is a cost-effective way to build organic brand awareness, especially when working with multiple creators at scale.
Since many consumers trust creator recommendations over traditional ads, product gifting can help brands generate buzz and UGC at a fraction of the cost of paid sponsorships.
We expect to see the popularity of these collabs on YouTube Shorts to continue to grow this year.
YouTube doesn't have its own version of TikTok Shop (yet).
However, creators can still share trackable links in their video descriptions, allowing them to earn commissions on sales driven by their content.
This gives a potential way for brands to track sales from Shorts partnerships while creators get paid for their content, as brands pay commissions for every sale driven by the creator’s Shorts content.
That said, there are pitfalls to tracking influencer marketing sales via links since they often don't provide the most accurate attribution.
YouTube BrandConnect matches brands with eligible creators for paid partnerships.
This tool helps brands streamline the collaboration process by setting campaign goals, while YouTube assists in discovering the right creators. BrandConnect is a potential for brands to scale their influencer marketing efforts without manually finding influencers.
Yes! Brands can turn influencer content into YouTube Shorts Ads, allowing you to amplify creator content and reach a larger audience.
Here's a snapshot of how influencer ads currently work on YouTube Shorts:
Right now, the process isn't quite as streamlined as TikTok Spark Ads or Instagram Partnership Ads.
However, don't be surprised if YouTube steps up their game sooner rather than later given the popularity and effectiveness of UGC ads. The platform is already touting the effectiveness of YouTube Shorts ads featuring creators on BrandConnect, if that's any sign of things to come.
Collaborating on YouTube Shorts isn't radically different from any other short-form video platform.
The first step is finding creators who align with your brand and target audience. You might use YouTube search and hashtags like #ShortsBeauty to discover influencers in your niche.
For a more streamlined approach, influencer marketing platforms like Statuspher help brands connect with YouTube Shorts creators who are already a great fit for their campaign goals.
Once you’ve found the right creators, it’s time to reach out. Many creators list their contact email in the “About” section of their YouTube channel, or you can DM them on Instagram or even TikTok.
Personalizing your pitch goes a long way. Remember that creators get tons of generic outreach messages, so make yours stand out!
Before kicking off the collab, align on the details.
Clear expectations lead to smoother partnerships. All the more reason to nail down your influencer agreement and briefs before you start reaching out to creators.
Once your creators' YouTube Shorts content is live, track performance using YouTube Analytics to measure engagement, views and ROI. To maximize the impact, consider repurposing the content for paid ads, helping the campaign reach an even broader audience.
Yes, YouTube now allows product tagging in Shorts!
Like product tagging on Instagram or sales via TikTok Shop, this feature makes it easier than ever for creators to showcase products and help brands drive sales directly from their content.
Creators can tag products in Shorts if they’re approved for YouTube Shopping.
This means eligible creators can seamlessly add product links to their videos, making it simple for viewers to shop while they scroll. Whether you're featuring your favorite finds or partnering with a brand, product tagging helps turn views into purchases.
Brands can add shoppable links to drive conversions. With YouTube’s shopping integration, brands can tag their own products in creator content, creating a direct path from discovery to checkout.
By making short-form content more interactive and shoppable, YouTube Shorts is stepping up as a serious player in social commerce just like TikTok and Instagram.
Yes! YouTube introduced monetization for Shorts creators in February 2023, replacing its Shorts Fund. This change gave creators new ways to earn directly from their short-form content.
Here's a breakdown of how creators can earn money from YouTube Shorts:
With this monetization method, creators get a percentage of YouTube’s Shorts ad revenue pool.
YouTube takes all the revenue generated from Shorts ads and splits it among eligible creators based on their share of total views. The more views your Shorts get, the bigger your cut.
YouTube claims that creators keep 45% of their Shorts revenue.
This monetization option gives viewers a way to directly support creators. Super Thanks lets viewers tip their favorite creators with a paid comment, while Channel Memberships offers exclusive perks for subscribers who want to show ongoing support.
These features help creators build a loyal community while unlocking additional income streams.
Many Shorts creators claim to earn more from creating via brand deals versus ad revenue.
Since brands are always looking for creative ways to reach audiences, short-form creators can land paid partnerships to showcase products in authentic, engaging content.
For many, these sponsorships end up being their biggest source of income. We've seen how this has played out as creators have to build full-time careers out of content creation on TikTok and IG.
No, the original YouTube Shorts Fund ended in February 2023.
Instead of a fixed fund, YouTube now offers ad revenue-sharing. YouTube implies that this is a more sustainable and scalable way for creators to earn money from their Shorts content.
With this new model, creators earn a percentage of revenue from ads shown between Shorts. This shift gives creators the potential to make more based on their performance, rather than relying on a limited pool of funds.
To get the most out of YouTube Shorts collaborations, brands should consider the following.
The best-performing influencer content feels natural, not overly scripted.
Instead of providing rigid talking points, let creators showcase your product in a way that fits their style. They know their audience best and when content feels genuine, engagement and trust go up.
A clear CTA can make all the difference in driving conversions.
Encourage creators to include actionable phrases like “Click the link in the description to shop!” or “Try it out and let us know what you think in the comments!” to guide viewers toward the next step.
When a creator’s Short performs well organically, don’t stop there. Boost it!
Brands can boost high-performing creator Shorts as YouTube Ads to extend your reach and maximize ROI. This strategy allows you to leverage influencer credibility while taking advantage of YouTube’s targeting capabilities, too.
Successful partnerships don’t stop at publishing content.
Use YouTube Analytics to measure key metrics like views, engagement and conversions. If certain videos are driving strong results, consider doubling down on similar creator collaborations or tweaking future campaigns based on insights.
YouTube Shorts is well on its way to becoming a top platform for influencer marketing.
Especially as more brands explore new opportunities in the face of what's on with TikTok.
If your brand is already creating short-form content for Instagram and TikTok, pursuing YouTube Shorts collabs is a natural next step.
Finding the right influencers and managing partnerships can be time-consuming, but Statusphere’s influencer marketing platform makes it effortless.
Our platform connects brands with vetted creators instantly, with no manual searching or outreach required. That includes creators with active YouTube Shorts accounts.
Want to learn more about how our platform works? Get in touch with our team to see how we can scale your influencer marketing efforts in a fraction of the time.
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