Sharing brand partner access to your video

Brands can request brand partner access to long-form and short-form videos that you post as part of a brand deal. Brand partner access allows brands and any third-party entities on behalf of the brand (e.g. influencer marketing agencies) to:

• View the video's organic and paid performance metrics in Google Ads.
• Promote your video as part of a creator partnerships boost campaign.

As a reminder, brands can still target ads to viewers of your YouTube video, as permitted through Google Ads platforms.

Note: Creators are advised to discuss video usage rights with advertisers and obtain all required agreements independently.

Eligibility

• Creator-initiated brand partner access:
  • YPP creators only: Can either Select an existing reported brand deal OR Search for a brand (to create a new association)
  • All creators: Can only Select an existing reported brand deal
• Brand-initiated brand partner access request(s): All creators can receive brand partner access requests from brands

Get started with sharing brand partner access to your video

• Creator-initiated brand partner access: During video upload or edit (after upload), creators can initiate brand partner access with the brand's YouTube channel. Once brand partner access has been shared, a 'Paid promotion' label will be added to your content. Under the 'Paid promotions and brands' section, creators have two options:
  • Select an existing reported brand deal: If a brand deal has already been reported by a brand or agency on behalf of a brand, creators can select the relevant brand campaign associated with the video.
  • Search for a brand: If the relevant brand campaign is not already listed, creators can search for and select a brand.
• Brand-initiated brand partner access request(s): After a video has been uploaded, brands or agencies on behalf of brands can send direct requests to creators for brand partner access to their video(s). Creators will receive these requests via email notification or push and inbox notifications on YouTube Studio.

Creator-initiated brand partner access

During video upload or edit, you can share brand partner access. If a brand has reported a campaign that you are partnering with them on, you can select that campaign (available to all creators). Otherwise, you'll need to manually search for the brand (only available to YPP creators).

Select from a reported campaign or search for a brand (during upload)

1. Open the YouTube Studio app or YouTube mobile app .
2. Tap Create and start creating your video. Learn more on how to upload a video or create a Short.
3. Once you get to the 'Add details' page, tap Paid promotion and brands .
4. Under 'Paid promotion', select 'Yes'.
5. Under the 'Brand partnerships' section, tap Find your brand partner and select a campaign or search for a brand to share brand partner access with:
   • If the brand has reported the campaign that you are participating in: Choose from one of the existing campaigns that have been reported and tap Select.
     • Note: If you're unsure of which campaign code to choose, please contact the brand for confirmation.
   • If there are no reported campaigns that are relevant to your video: Search for the brand that you want to associate with the video instead, then tap Select.
6. Agree to the statement in the pop-up to save.

Note: Upon agreeing, viewer demographics, watch time, retention, engagement and performance data will be shared with the brand. Learn how to manage brand partner access.

7. Return to the 'Details' page, fill in other details upload the video, which establishes the brand partner access association with the brand.

Select from a reported campaign or search for a brand (after upload)

1. Open the YouTube Studio app or YouTube mobile app .
2. Select the video that you want and edit the setting. Learn how to edit video settings.
3. Once you get to the 'Edit video' or 'Edit details' page, tap More options Paid promotion and brands .
4. Under 'Paid promotion', select 'Yes'.
5. Under the 'Brand partnerships' section, tap Find your brand partner and select a campaign or search for a brand to share brand partner access with:
   • If the brand has reported the campaign that you are participating in: Choose from one of the existing campaigns that have been reported and tap Select.
     • Note: If you're unsure of which campaign code to choose, please contact the brand for confirmation.
   • If there are no reported campaigns that are relevant to your video: Search for the brand that you want to associate with the video instead, then tap Select.
6. Agree to the statement in the pop-up to save.
7. Save the video to ensure that the changes are saved.

Note: Upon agreeing, viewer demographics, watch time, retention, engagement and performance data will be shared with the brand. Learn how to manage brand partner access.

Brand-initiated brand partner access request(s)

After you've uploaded a video, a brand can send a request for brand partner access. We will notify you about this request via email and notifications in YouTube Studio desktop and the YouTube Studio mobile app asking you to review and accept the request.

Accept a single video request from a brand

You will be taken directly to the 'Share access with brand' screen on which you can accept or decline the request from one of the following notifications by completing one of the following actions:

• Email: Select the CTA in your email.
• YouTube Studio push notification (mobile app only): Tap to accept.
• YouTube Studio inbox notification (desktop and mobile app): Tap on the inbox notification.

Accept a brand partner access request from a brand without a notification

You can also review and respond to requests in YouTube Studio:

1. Open the YouTube Studio app or YouTube mobile app .
2. In the left menu, tap Content .
3. Find the relevant video by using the 'Brand access' filter and selecting Requested. Open one of the videos with a pending brand partner access request and tap Edit details next to the video's thumbnail.
4. Tap More options Paid promotion and brands .
5. In the 'Brand partnerships' section, next to the brand, tap View request.
6. Choose whether you want to share brand partner access to the video or decline the request.

Turn on automatic acceptance of all pending and future brand partner requests

To help save time, there is an option to automatically accept all pending and future requests from one Google Ads account. This feature is currently only available on the YouTube Studio mobile app and YouTube mobile app to creators who receive multiple requests from the same Google Ads account. You can turn off automatic acceptance at any time.

YouTube Studio app

1. Open the YouTube Studio app .
2. Find the video with a brand partner access request.
3. On the video, select the menu Edit video More options.
4. Under 'Paid promotion and brands', tap Access requests.
5. Under 'Brand partnerships', tap View request.
6. Agree to the statement in the pop-up and tap Share access.
7. Tap Confirm to automatically accept access every time that this brand makes a request.
8. Save the video to ensure that the changes are saved.

YouTube mobile app

1. Open the YouTube mobile app .
2. Find the video with a brand partner access request.
3. On the video, select the menu Edit details .
4. Under 'Paid promotion and brands', tap Access requests.
5. Under 'Brand partnerships', tap View request.
6. Agree to the statement in the pop-up and tap Share access.
7. Tap Confirm to automatically accept access every time that this brand makes a request.
8. Save the video to ensure that the changes are saved.

How to remove brand partner access to your video

You can remove creator-initiated or brand-initiated brand partner access to your video at any time. By doing so, you will remove consent to share non-public video metrics with the brand and remove consent for the brand to promote their video in creator partnerships boost. The video may still be promoted in other ad contexts.

Additionally, you can also turn off automatic acceptance of all pending and future requests from a brand through the YouTube Studio mobile app and YouTube mobile app .

Remove a brand's brand partner access from your video

1. Open the YouTube Mobile app or YouTube Studio app .
2. Find the video with brand partner access.
3. On the video, select the menu Edit .
4. On the 'Edit video' or 'Edit details' page, tap Paid promotion and brands .
5. Under the 'Brands' section, tap Remove on the video that you want to remove access from.
6. Tap Remove again to confirm.
7. Exit the 'Paid promotion and brands' screen and 'More options' screen, then select Save on the 'Edit video' page to confirm.

Turn off automatic acceptance of pending and future brand partner access requests

1. Open the YouTube Studio app .
2. Navigate to Settings.
3. Under 'Earn', tap Brand partner access.
4. Next to the brand that you want to remove, tap Remove Remove.

Understand the video-level insights shared

In addition to basic public video metadata that is already available to brands and third-party entities (e.g. video format, duration, publishing date, likes, comments), by sharing your video with a brand or accepting a brand partner access request, you are consenting to the sharing of public and non-public video-level performance metrics. The non-public, video-level performance metrics are listed below. Creators can view these insights within YouTube Analytics.

Non-public, video-level performance metrics shared with brands:

Basic video information	Video visibility (private, public, unlisted)
Video performance	Total adds to playlist*
	Total shares*
	Views*
	Engaged views*
	Engagement rate*
	Reach
	Total watch time*
	Average view duration*
	Average percentage viewed
	Likes*
	Dislikes
	Comments*
Audience demographics	Audience viewer age
	Audience viewer gender
	Audience viewer country*
	Audience viewer region*

Note: A '*' highlights which metrics will be split by organic vs paid traffic

Understand creator partnerships boost

For creators, creator partnerships boost can empower creators by allowing brands to feature their YouTube videos in ad campaigns across the Google Ads platform. Creators benefit from their organic videos being used in ad campaigns, the potential for audience growth through data segments and access to organic view metrics for shared videos. Highlighting creator-made videos in ad campaigns can significantly boost creator visibility and reach. Learn more about creator partnerships boost.

Frequently asked questions

How long do brand partner access requests last?

While brand partner access requests do not expire after a certain amount of time, the brand can revoke a pending brand partner access request. You can also remove a shared video association at any time. Removing a brand associated with your content will remove the brand's ability to:

• View the video's organic and paid performance metrics in Google Ads.
• Promote your video as part of a creator partnerships boost campaign.

Additionally, if the requested video is deleted or marked as private, the brand partner access request will expire.

If a brand already uses my videos in their brand campaign, do I need to share brand partner access to my video with their Google Ads account?

We recommend sharing brand partner access to your video with the brand as it will allow the brand to:

• View the video's organic and paid performance metrics in Google Ads.
• Promote your video as part of a creator partnerships boost campaign.

As a reminder, brands can still target ads to viewers of your YouTube video, as permitted through Google Ads platforms.

How will I be notified about brand partner access requests from advertisers?

If you have at least one pending request and you have opted in to receive push notifications, you will be notified for every brand partner access request that you receive on YouTube Studio mobile app (up to two per day) and via email (one per Google Ads account). In addition, you will receive weekly recap notifications summarising all pending requests on your channel if you have at least one pending request.

If a brand uses my content in a creator partnerships boost campaign, will this impact my content's organic performance?

Running a creator partnerships boost campaign (or 'boosting') for your content will not harm its organic performance because the two are entirely separate processes.

• Organic performance is driven by the platform's algorithm, based on factors like watch time and engagement. This determines your video's natural reach with viewers.
• Paid performance is driven by a brand's budget and targeting settings. This brings your video to new, specific audiences.

Boosting simply introduces your content to a new audience; it does not prevent your existing fans from seeing the video or interfere with its potential for organic recommendations.

Will having my content boosted through a creator partnerships boost campaign impact my channel's growth?

Content boosting is a net positive for your channel:

• Attracts new, relevant viewers: Brands invest to place your content in front of audiences most likely to enjoy it. When these new viewers connect with your video, they are likely to subscribe and explore your channel: an action made easier by the prominent button included in the ad.
• Boosts overall views and engagement: Views from ad campaigns contribute to your video's total view count. This increased activity can send positive signals to the platform's algorithm, potentially improving the video's organic discovery.
• Deepens brand relationships: Allowing a brand to boost your content demonstrates your value as a partner who creates effective material. This can lead to more opportunities and larger partnerships in the future.

In essence, content boosting is a strategic tool that leverages a brand's resources to expand your audience and accelerate channel growth.