Google launches new tools to boost brand engagement on YouTube with Shorts and creator partnerships

With YouTube Shorts soaring in popularity, Google has unveiled a comprehensive suite of new ad options and creator-focused tools to empower brands to connect with users in unique ways on the platform.

Google’s latest ad options for YouTube Shorts are crafted to appeal directly to the fast-paced, tappable mentality of Shorts viewers. New features include stickers on Shorts ads, which allow retailers to display product images directly from their product feeds in an interactive carousel format. When users tap the stickers, they can seamlessly browse through multiple products, making the shopping experience immersive and engaging.

Adding to this mix, animated image ads are now globally available for Demand Gen campaigns, pulling product images from Google Merchant Center feeds and animating them into dynamic ads. This format gives brands a chance to showcase a variety of products quickly, all without the need to produce their own video content. For brands that prefer more customization, Google’s new format buying controls now allow campaigns to target specific formats, including Shorts-only or horizontal in-stream options, letting brands tailor their approach to fit the right audience.

Recognizing the influential role creators play on YouTube, Google has introduced a new Creator Partnerships tab within Google Ads, which will serve as a central hub for managing collaborations with YouTube influencers and affiliate partners. Creator-driven content on YouTube has proven to be impactful, with Google’s internal data indicating that ads hosted on a creator’s channel drive up to 20% higher conversions compared to traditional branded ads. This new tool, along with a newly introduced video linking API, simplifies linking branded content across multiple campaigns, fostering streamlined partnerships that allow brands and creators to connect more easily with their audiences.

Additionally, the YouTube Select Creator Takeovers feature allows brands to secure exclusive ad space on top creators’ channels, boosting share-of-voice opportunities for brand awareness campaigns. Currently available in the U.S., this program will expand to more global markets in 2025, granting brands more ways to align with top creators and engage with their loyal fanbases.

Additionally, Shorts ads will soon include third-party sales lift measurement capabilities through partnerships with organizations like NCS, allowing brands to gauge how their campaigns drive purchases directly. Furthermore, Brand Lift surveys have now been introduced in the Shorts environment, helping brands assess the impact of ads in real time and refine their strategies to better resonate with viewers.