YouTube launches new hub to boost brand-creator ties in Canada

YouTube Canada has introduced new tools designed to simplify and strengthen collaboration among brands, agencies, and YouTube creators across the country.

According to YouTube Canada, the platform's contribution to the national economy has grown, with YouTube reportedly adding CAD $1.8 billion to the country's GDP and supporting over 35,000 jobs.

Purpose-built tools

The newly launched tools include the Creator Partnerships Hub, which is incorporated within Google Ads, and the BrandConnect API for streamlined analytics integration. The new tools have been launched to facilitate brand-creator collaboration in response to increasing demand from advertisers for authentic partnerships that can reach highly engaged audiences, particularly young demographics such as Gen Z. 

The Creator Partnerships Hub acts as a centralised platform in Google Ads where advertisers can manage all their creator campaigns. Within this hub, brands can discover videos from creators who have previously collaborated with them and easily include these in future campaigns. The feature also lets users search for creators based on campaign needs or specific topics. This creates what YouTube describes as a "one-stop shop" for managing sponsored content and creator campaigns.

"The most successful brand collaborations happen when a brand's message is a perfect fit for my audience. Knowing there's a dedicated place for Canadian advertisers to discover YouTube creators is a massive win for brands and for the creators they partner with. It makes the entire Canadian creator ecosystem more visible and accessible, paving the way for more amazing local collaborations." said Alexandra Gater, a YouTube Creator.

The BrandConnect API, meanwhile, gives marketers and influencer agencies the ability to integrate real-time analytics about creators directly into their own campaign planning environments. This API will soon allow eligible influencer agencies and SaaS platforms to access creator insights, including leading creators for specific topics, demographic and audience data, detailed YouTube channel statistics, and current trending insights.

Creator-led influence

YouTube highlighted research from Ipsos indicating that, on average, surveyed online users are 98 per cent more likely to trust the recommendations made by YouTube creators compared to those from other social platforms or apps.

The release noted an ongoing shift in how creators operate. Increasingly, creators are viewed not just as online entertainment personalities, but as entrepreneurs developing content for a range of formats from long-form videos and livestreams to Shorts and podcasts. Brands are recognising that these creators possess loyal followings and business acumen, making them attractive partners for brand messaging.

Brands and agencies see these new tools as providing tangible benefits for executing creator-driven campaigns.

"The ability to partner with YouTube creators has been a game changer for our clients' campaigns. It's about more than just reach; it's about tapping into long-standing communities for trust and credibility. The new tools announced today will only streamline this process, making it easier to identify the right creators and measure the incredible impact of these authentic collaborations on our clients' business objectives." said Ashley Riske, Head of Partnerships at Toronto-based creator marketplace #paid.

The Creator Partnerships Hub is now accessible within Google Ads, with further updates to the BrandConnect API expected to follow.

Image by Zulfugar Karimov on Unsplash.