At Made On YouTube, YouTube said its Creator Partnerships tool is “now available in 20 countries”. It also described a “one-click code” that lets creators share brand partner access, and a way for brands to put paid media behind a creator’s video using “creator partnerships boost”. For brands that already work with creators, this brings finding creators, linking their sponsored videos and promoting those videos into Google Ads.

Brands Win is a Singapore-based digital marketing agency that plans creator and YouTube campaigns for consumer brands. This guide explains what YouTube Creator Partnerships is, where it is available, and how Singapore brands can use it to find, vet and boost creator content.

Checked on 27 October 2026 against YouTube’s blog and Google’s Help pages (read 27 October 2026).

What YouTube Creator Partnerships is

YouTube Creator Partnerships has two sides. For brands, it sits inside Google Ads. Google Ads Help, About YouTube Creator Partnerships (read 27 October 2026) describes it as “the space where you can find YouTube creators to partner with on sponsored content”. You reach it from the Tools menu.

Google lists five tabs: Overview, Creator search, Management, Analytics and Video discovery. Not every account sees all of them. Google’s wording is “Depending on your account’s eligibility”, so treat Analytics, Video discovery and boosting as features to check in your own account rather than a given.

For creators, there is a Creator Partnerships tab in YouTube Studio. According to YouTube Help, Get started with YouTube Creator Partnerships (Singapore view, read 27 October 2026), it helps creators manage brand inquiries, keep a media kit and set business contact details.

What Made On YouTube changed

The YouTube Official Blog post of 23 September 2026 set out three points that matter to brands.

Wider availability. YouTube said creators can get their channel in front of brands through YouTube Creator Partnerships, “now available in 20 countries”. That is YouTube’s own wording on 23 September 2026. The country lists on Google’s Help pages are worded differently, so check the lists below rather than relying on a single figure.

Easier access for brands. Once a creator has posted a brand partnership, YouTube says they can “share brand partner access using a one-click code”. This lets the brand see how the video is performing.

Paid media behind creator videos. The same post says brand partners can “put paid media behind your content using creator partnerships boost”. In plain terms, a brand can run a creator’s sponsored video as an ad.

The post also mentions Ask Studio, a YouTube Studio feature for creators that YouTube describes as coming soon. It is not available yet, so we leave it out of the planning steps below.

Is it available in Singapore and the rest of Southeast Asia?

Availability works differently for brands and for creators, and it is worth keeping the two apart.

For brands (advertisers). Google Ads Help says: “Starting in June 2026, core features of YouTube Creator Partnerships including the Overview, Creator Search, and List Management features are available in all locations where the YouTube Partner Program is active.” Its list of advertiser markets includes Singapore, Malaysia, Indonesia, the Philippines, Thailand and Vietnam.

For creators. The creator tab list is shorter. YouTube Help says: “The YouTube Creator Partnerships tab is only available to eligible creators in available countries/regions at this time.” Singapore, Indonesia and the Philippines are on that list. Malaysia, Thailand and Vietnam are not.

So a brand with a Google Ads account in Malaysia can use the core tools, but creators based in Malaysia do not yet have the creator tab. To use the tab, a creator must be at least 18, be in the YouTube Partner Programme, be based in a listed country and have no active Community Guidelines strikes. YouTube also notes: “Your experience on YouTube Creator Partnerships can differ based on your country/region.”

How to find and vet creators with Creator Search

Creator Search is where most brands will start. Our recommendation is to treat it as a shortlisting tool, not a decision maker.

• Start with fit. Look for creators whose subject, tone and audience match your product and market, not just the biggest channels.
• Review past sponsored videos. See how a creator has handled brand work before, and whether it felt natural to their audience.
• Check the data you can see. Creators can choose to share detailed channel insights. YouTube Help says: “Even if channel insights sharing is not turned on, you are still discoverable by brands”. Google Ads Help adds that audience and performance filters exclude creators who have not opted in, so a filtered search may show fewer names than exist.
• Keep a shortlist. Use List Management to group creators by campaign or product line so the team can compare them.

Before you contact anyone, agree internally what you want from the partnership. Our influencer campaign brief guide covers how to write that brief and set measures, so we will not repeat it here.

Boosting creator content with creator partnerships boost

Boosting is where creator content and paid media meet. Google Ads Help says the Video discovery tab lets you “boost creator videos as your ads or request access to boost”.

Our recommendation is to follow a simple order:

1. Link the sponsored video. The creator can link it when uploading, or the brand can send a brand partner access request after upload. YouTube Help says: “It’s entirely up to you whether or not you accept the advertiser’s request”.
2. Agree boosting in the deal. YouTube Help encourages creators to accept requests from brands they work with so the video can be used in boost campaigns “if boosting has been negotiated as part of the campaign”. Put boosting in your agreement up front.
3. Run the video as an ad. Once linked, YouTube Help says the brand can view the video’s organic performance and use it in your campaigns.
4. Judge it against a performance target. Google says brands get both organic and paid metrics for linked creator videos. Decide what success looks like before the boost goes live.

Hypothetical illustration, not a client example: a Singapore skincare brand uses Creator Search to shortlist local beauty creators. It links one creator’s existing sponsored review, requests access to boost it, and runs it as an ad alongside its own YouTube Ads. The team then compares the video’s organic and paid views against the performance target it set before launch.

How this fits your wider creator and YouTube Ads plan

YouTube Creator Partnerships is a tool, not a strategy. It works best when creator work and paid media are planned together.

Brief first. A clear brief makes Creator Search easier, because you know what you are looking for. Start with the influencer campaign brief guide linked above if you have not written one.

Disclose paid promotion. Creators should follow YouTube’s paid promotion rules and declare sponsored content in YouTube Studio. Google Ads Help describes paid promotion disclosure as part of the creator’s linking steps.

Combine creator content with your own ads. Boosted creator videos can run alongside your brand’s own YouTube Ads. Our YouTube Ads page explains how we plan video campaigns, and our guide to YouTube Video Reach campaigns covers one campaign type in more detail. For creator programmes beyond YouTube, see our influencer and KOL marketing service.

Plan, then review. At Brands Win, we use Growth System 90 as a planning approach, so creator shortlists, boosting and YouTube Ads are scheduled against a shared plan and performance targets rather than added one at a time.

FAQs: YouTube Creator Partnerships