YouTube Enables Creators to Share More Data with Brands to Secure Partnership Opportunities

YouTube has begun informing creators that they’ll now be able to share channel and audience data with brands for potential partnership opportunities.

As you can see in this example, posted by VidIQ, YouTube is informing creators that they’ll soon be able to provide more insights to potential brand partners via an optional setting in YouTube Studio.

As explained by YouTube:

“We are launching a new feature that allows you to share channel and audience data to potentially be discovered by advertisers and brands for more earning opportunities like higher revenue ads, brand deals, and shopping affiliate offers.”

Essentially, the expanded data will give advertisers more information to go on when they’re looking for potential creators to partner with on promotions, which could lead to more opportunities if someone’s looking for a creator in your niche.

The update is part of YouTube’s expanded creator partnerships offering, which it previewed at NewFronts back in May.

YouTube’s updated Creator Partnerships Hub will soon provide more insight to help creators get discovered, and these new data sharing permissions will be linked to this update.

In addition, YouTube’s also developing a new API that’ll enable influencer agencies and SaaS platforms to integrate creator data, assisting in influencer discovery.

Creator monetization has always been a key focus for YouTube, and with the platform already holding a significant lead over TikTok and Meta in this respect, and with Shorts views on the rise, it’s now looking to build more tools to ensure that it remains the best platform for creator monetization.

That’ll eventually lure more top creators across, ensuring that YouTube remains the leader in video content, despite the emergent challenge of short format.

It’s a smart strategy, and with uncertainty still swirling around TikTok, you can bet that YouTube stands to benefit most from those concerns.