YouTube has recently upped the ante for creators seeking to increase their earnings. The platform has introduced new features that enable creators to sell products directly through a new YouTube Shopping program and exchange brand deals in long videos. By extending their revenue streams beyond advertisements, these modifications are expected to empower creators.
Creators can now swap brand sponsorships in videos
One eye-catching update is YouTube’s “swappable brand deals” feature. Creators can replace sponsor ads in long-form content even after videos have been published. This flexibility means creators can keep partnerships current and relevant, maximising their earnings.
TechCrunch reports, “YouTube is going to allow creators to swap out brand sponsorships in long-form videos”. This removes the old limitation where sponsorships were fixed once a video went live.
New YouTube shopping program drives direct sales
YouTube also launched its Shopping program, intensifying social commerce on the platform. Eligible creators can directly tag products from their stores or partner brands in videos, Shorts, and live streams.
Viewers can then browse and buy without leaving YouTube. Tara McNulty from YouTube explained, “This represents an evolution… providing viewers with an integrated, visual experience” that enhances buying while watching content. Over 250,000 creators already use this program, tagging popular brands like Walmart and Ashora.
Eligibility and how creators benefit
To join YouTube Shopping, creators must meet specific criteria, including being part of the YouTube Partner Program and having a minimum subscriber count. Once enrolled, creators can connect their stores (via Shopify, Spreadshop, and others) or promote affiliate brand products, earning commissions.
According to YouTube’s support page, “Creators can tag products from their store to feature them in content, and check analytics in YouTube Studio”. This integration gives creators precise insights to optimise sales.
Through these tools, YouTube explicitly positions creators as direct merchants and brand partners, rather than merely ad revenue share recipients. In a developing creator economy, the capacity to exchange brand deals and promote shopping links directly in videos provides additional monetisation opportunities.
These developments may redefine how creators build sustainable incomes on YouTube, shifting from passive views to active brand engagement and commerce.