YouTube is stepping up efforts to help Shorts creators make more money. The platform is now expanding its internal brand tools and teaming up with outside companies to connect creators with brands for sponsorship deals.
In recent months, YouTube has partnered with creator platforms like Agentio and StreamElements. These platforms help match brands with creators who make short-form videos. YouTube’s goal is to give creators more ways to earn money, especially since regular ad revenue on Shorts tends to be low unless videos go viral.
“YouTube wants to help creators find more brand deals,” said a YouTube spokesperson. “We’re building our own tools like BrandConnect while also working with other companies to grow monetization options.”
YouTube’s own BrandConnect program is still in beta and only available to select creators with at least 25,000 subscribers. It works well for creators with large followings but requires extra work like creative briefs, approval processes, and detailed reports. In contrast, platforms like StreamElements and Agentio make brand deals faster and simpler, especially for smaller creators.
By partnering with these third-party platforms, YouTube can help creators of all sizes — not just the big names — find paying sponsorships. Some of the brands working with creators through Agentio include DoorDash, Turo, Bombas, and Tecovas.
For many creators, brand deals are the best way to make up for the lower payouts they get from Shorts ad revenue. Short-form videos don’t bring in as much reliable income as long-form videos on YouTube, making sponsorships an attractive option.
“Long-form monetization is way more stable,” said YouTuber Zachery “ZachTheBold” Renauldo. “With Shorts, it’s a spike, and then it drops off. Brand deals could help keep the money coming.”
Some creators, however, worry that more brand deals might lead to rushed, low-quality content as people scramble to take advantage of paid opportunities. But overall, most creators see the push for brand partnerships as a win.
Advertisers are also paying more attention to YouTube Shorts. Many agencies, including Dentsu Creative and Influential, report that a growing number of brands now want to include Shorts in their marketing campaigns.
With YouTube’s continued investment in partnerships, it’s clear the platform is betting big on helping creators — both big and small — turn their Shorts content into a steady income stream.
