Bringing the power of YouTube creators to more brands across Canada

Ottawa: Creators are more influential than ever, producing hit shows, driving cultural trends, and building loyal audiences. More than just entertainers, they’re entrepreneurs crafting business strategies, managing their own production teams, and redefining content creation from long-form videos and livestreams to bite-sized Shorts and podcasts.

YouTube’s thriving creator ecosystem offers brands an unparalleled opportunity to connect with engaged audiences. Ipsos found that on average, surveyed online users are 98% more likely to trust the recommendations of creators on YouTube versus those on other social sites or apps. Combining this with our AI-powered campaigns makes YouTube an incredibly influential platform for advertisers to reach engaged audiences at scale and build their brand.

To help Canadian brands tap into the influence of YouTube creators, we’re excited to introduce new essential tools to drive stronger results:

A helpful new creator partnerships hub:

The creator partnerships hub is a new, dedicated tool within Google Ads that lets advertisers see and manage all their creator campaigns. Within the hub, you can discover videos that creators have already collaborated with your brand on and include them as part of your ad campaign. The hub will also allow you to search for creators based on your campaigns or specific topics. Think of this as a one-stop shop for brands to manage all of their sponsored content and campaigns with YouTube creators.

New APIs focused on connecting brands with creators:

We know that many brands work closely with Influencer Marketing Agencies for creator campaigns. That’s why we’ve developed the BrandConnect API, which enables marketers with their own planning tool or user interface to integrate up-to-date and accurate analytics about YouTube creators.

Soon, eligible influencer agencies and SaaS platforms will be able to supercharge their creator tools with creator insights, including:

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.

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.

We’re thrilled about YouTube’s new creator partnerships hub and BrandConnect API, which make it easier than ever to discover and collaborate with incredible talent on the platform. In Canada, the scale and creative power of YouTube’s creators remain underleveraged, and these tools will unlock smarter brand decisions and more meaningful partnerships. We’re excited to work with YouTube to help brands tell their stories and build genuine connections with audiences through dynamic, high-quality creator content

Our goal with these new tools is to make it as easy and as powerful as possible for marketers to find, partner with, and tap into the unique influence of YouTube creators to drive truly exceptional results. Ready to connect with creators? Explore the creator partnerships hub in your Google Ads account today.