• by Colin Kirkland , Yesterday

In line with its competitors, YouTube is attempting to strengthen brand-creator relationships by updating its branded content partnership rules, offering content creators enhanced accessibility to advertisers ahead of the holiday season.

YouTube is making changes to the process by which brands and creators share video access. “Brand Partner Access” invites creators to initiate video-linking with a brand.

Brand Partner Access also makes it possible for creators to run partnership ads by promoting their video as part of a partnership ad campaign across YouTube and Google platforms. A “Paid promotion” label will be automatically added to the creator’s preferred long-form of Shorts video.

A YouTube spokesperson also says in an announcement video that the updates are designed to help creators grow their audiences. If a brand uses a creator’s video in a partnership ad campaign, their video will be seen by that brand’s targeted audience, which could be a relevant audience for the creator as well.

These updates build on YouTube’s recently launched “Media Kit” brand-partner performance data-sharing options within the YouTube Partner Program, and follow similar moves made by competing social platforms with major ad businesses.

For example, Meta last week announced more ways for brands to utilize creator talent across its Instagram and Facebook apps, as well as a new “Partnership Ads API” to help advertisers and agencies better identify worthwhile UGC content for future campaigns.