Google Ads Upgrades Creator Partnerships: What Brands Should Know for 2026

Google Ads recently upgraded its Creator Partnerships feature with powerful new search and management tools. While this update may look small on the surface, it signals a bigger shift in how Google sees creators fitting into paid media and brand growth in 2026.

For marketers, this update makes creator discovery easier.
For brands, it brings structure to influencer collaborations.
For performance teams, it opens the door to measurable creator-led funnels.

Let’s break down what changed, why it matters, and how brands should use these new tools smartly.

What Is Google Ads Creator Partnerships?

Creator Partnerships inside Google Ads is Google’s way of helping brands collaborate with YouTube creators directly from the Ads platform.

Instead of finding creators manually on social platforms, emailing back and forth, and managing campaigns separately, Google is building everything into one place.

With the latest update, Creator Partnerships is moving closer to a full creator collaboration workspace.

What’s New in the Creator Partnerships Upgrade?

Google rolled out three major improvements.

1. Search YouTube Creators by Keyword or Channel Handle

Brands can now search creators using:

Keywords related to content or niche
Direct YouTube channel handles

This makes discovery faster and more relevant. Instead of browsing randomly, brands can search by topic, industry, or audience interest.

Example searches might look like:

“fitness shorts India”
“B2B SaaS marketing”
“tech reviews Hindi”

This aligns creator discovery with intent, not just popularity.

2. Advanced Filters for Better Creator Selection

Google added filters that help brands shortlist creators based on real criteria, such as:

Subscriber count
Average video views
Creator location
Contact availability

This is important because not every brand needs a million-subscriber creator. Many campaigns perform better with mid-sized or niche creators who have strong audience trust.

These filters help brands choose creators who fit:

Budget
Geography
Campaign goals

3. Centralized Creator Communication Hub

One of the biggest pain points in creator marketing has always been communication.

Google now offers:

A centralized creator inbox
Direct email access
Campaign-level communication tracking

This reduces dependency on external tools, missed emails, and messy follow-ups.

For agencies and brands managing multiple creators, this is a big operational win.

Why This Update Matters in 2026

This upgrade isn’t just about convenience. It reflects how creator marketing is becoming part of paid media strategy, not just brand awareness.

Here’s why this matters.

Creator-Led Campaigns Are Becoming Performance-Driven

Earlier, creator campaigns were mostly used for:

Awareness
Brand trust
Social proof

Now, brands want:

Clicks
Leads
Conversions
Retargeting data

By integrating creators into Google Ads, Google is enabling:

Better tracking
Clear attribution
Scalable creator campaigns

This bridges the gap between influencer marketing and performance marketing.

Search + Creator Content Is a Powerful Combo

With YouTube being the second-largest search engine, creators already influence buying decisions.

Now imagine this flow:

User searches for a topic
They see creator content
That content is backed by ads
The journey continues across Search, YouTube, and Display

This creates a full-funnel creator-powered experience.

What This Means for Brands

1. Creator Selection Becomes Strategic, Not Random

Brands can now choose creators based on:

Audience relevance
Content alignment
Location
Performance potential

This removes guesswork and improves campaign quality.

2. Agencies Can Manage Creator Campaigns at Scale

For agencies like Kodo, this update helps:

Centralize creator workflows
Reduce manual coordination
Align creators with paid campaigns

It also makes reporting and optimization easier.

3. Smaller Creators Get More Opportunities

With filters and keyword-based search, brands will discover:

Micro-creators
Niche experts
Regional creators

This is good news for creators who deliver value but don’t have massive followings.

How Brands Should Use Creator Partnerships in 2026

Here’s a simple approach.

Step 1: Define the Goal Clearly

Before searching for creators, decide:

Is this awareness-focused?
Is it for lead generation?
Is it product education?

Creator choice depends heavily on intent.

Step 2: Use Keywords That Match Buyer Intent

Instead of generic keywords, search for:

Problem-based terms
Use-case driven topics
Comparison-style content

This ensures creators already speak to your ideal audience.

Step 3: Combine Creators with Paid Distribution

Creators alone are powerful. Creators + paid ads are stronger.

Brands should:

Whitelist creator content
Run ads using creator videos
Retarget viewers across Google platforms

This multiplies reach and performance.

Step 4: Track What Actually Works

Use performance signals like:

View-through rate
Engagement
Clicks
Assisted conversions

Creators should be evaluated like any other marketing channel.

SEO, AEO, and Creator Content

Creator content also plays a role in how brands appear in AI-driven search and discovery.

Why?

Creators explain products in natural language
Their content answers real questions
AI systems prefer conversational, trusted sources

Brands that partner with the right creators improve:

Brand authority
Visibility in AI summaries
Trust signals across platforms

Kodo Kompany’s Take on This Update

At Kodo, we see this update as a clear signal.

Creator marketing is no longer separate from performance marketing.

In 2026:

Creators will power top-of-funnel
Paid ads will amplify trust
AI-driven platforms will surface helpful voices

Brands that structure creator partnerships properly will win attention, trust, and conversions.

Final Thoughts

Google Ads upgrading Creator Partnerships is not just a feature update. It’s a direction change.

It shows that:

Creators are becoming media channels
Performance and influence are merging
Structured creator marketing is the future

Brands that adapt early will build stronger funnels.
Brands that delay will struggle to compete in attention-driven markets.

Short-Form vs Long-Form Videos: The 2025 Brand Playbook

In the rapidly evolving landscape of digital marketing, video content has become a cornerstone for brands looking to engage their audiences effectively. As we move into 2025, the debate between short-form and long-form video content intensifies. Each format offers unique advantages and challenges, making it essential for brands to understand how to leverage both to maximize their impact. This article serves as a comprehensive guide to navigating the intricacies of video marketing in 2025, focusing on the strategic use of short-form and long-form videos.

Understanding Video Content Formats

What is Short-Form Video?

Short-form videos are typically defined as content that lasts under three minutes. Platforms like TikTok, Instagram Reels, and YouTube Shorts dominate this space, catering to audiences with limited attention spans. These videos are designed to deliver quick, impactful messages that resonate with viewers almost instantly.

Key Characteristics of Short-Form Videos:

Brevity: The concise nature of short-form videos allows for quick consumption, making them ideal for mobile users.
High Shareability: Their engaging format encourages viewers to share content across social media platforms, enhancing virality.
Cost-Effective Production: Creating short videos often requires fewer resources, making it accessible for brands of all sizes.

What is Long-Form Video?

In contrast, long-form videos exceed three minutes and can extend to an hour or more. Platforms like YouTube and Vimeo thrive on this format, allowing brands to delve deeper into topics and provide comprehensive insights.

Key Characteristics of Long-Form Videos:

In-Depth Storytelling: Long-form content enables brands to explore complex subjects, fostering a deeper connection with the audience.
Higher Engagement: Viewers are more likely to engage with content that provides substantial value, leading to increased watch time.
SEO Benefits: Longer videos often rank better in search engines, driving organic traffic to your content.

The Pros and Cons of Each Format

Short-Form Video: Advantages and Disadvantages

Advantages:

Immediate Engagement: Short-form videos can capture attention quickly, making them effective for brand awareness.
Algorithm Favorability: Social media algorithms often prioritize short videos, increasing their visibility.
Viral Potential: The shareable nature of short-form content can lead to rapid audience growth.

Disadvantages:

Limited Depth: The brevity of short-form videos restricts the ability to convey detailed information.
High Competition: With so many creators producing short content, standing out can be challenging.

Long-Form Video: Advantages and Disadvantages

Advantages:

Comprehensive Insights: Long-form videos allow for detailed explanations and storytelling, which can build trust and authority.
Loyal Audience Development: Engaging long-form content can foster a loyal viewer base that returns for more.
Monetization Opportunities: Longer videos often generate more ad revenue due to increased watch time.

Disadvantages:

Higher Production Costs: Creating quality long-form content typically requires more resources and time.
Viewer Commitment: Not all viewers are willing to invest time in longer videos, which can lead to drop-offs.

Choosing the Right Format for Your Brand

Assessing Your Goals

When deciding between short-form and long-form video content, it’s crucial to align your choice with your brand’s objectives. Are you looking to build brand awareness quickly, or do you want to establish authority and trust over time?

Audience Considerations

Understanding your target audience’s preferences is vital. Younger audiences may gravitate towards quick, entertaining content, while older demographics might appreciate in-depth discussions and tutorials.

Platform Selection

Different platforms cater to different video formats. For instance, TikTok and Instagram are ideal for short-form content, while YouTube is better suited for long-form videos. Tailoring your content to the platform can significantly enhance its effectiveness.

Crafting a Balanced Video Content Strategy

Integrating Both Formats

Rather than choosing one format over the other, successful brands are increasingly adopting a hybrid approach. This strategy allows them to leverage the strengths of both short-form and long-form videos.

Example Strategies:

Teasers and Full-Length Content: Use short videos as teasers to drive traffic to longer content on platforms like YouTube.
Repurposing Content: Transform long-form videos into bite-sized clips for social media, maximizing reach and engagement.

Measuring Success

To evaluate the effectiveness of your video content strategy, it’s essential to track key performance indicators (KPIs). Metrics such as engagement rates, watch time, and conversion rates can provide valuable insights into what works best for your audience.

Best Practices for Short-Form Video Creation

Hook Your Audience

The first few seconds of your video are critical. Use captivating visuals or intriguing questions to grab attention immediately.

Keep It Focused

Short-form videos should have a clear message. Avoid unnecessary fluff and ensure that every second counts.

Include a Call to Action

Encourage viewers to take action after watching your video, whether it’s visiting your website, subscribing to your channel, or sharing the content.

Best Practices for Long-Form Video Creation

Structure Your Content

A well-organized video with a clear beginning, middle, and end will keep viewers engaged. Consider using chapters or timestamps for longer videos to help viewers navigate.

Optimize for SEO

Incorporate relevant keywords in your video title, description, and tags to improve search visibility. This practice is particularly important for platforms like YouTube.

Engage with Your Audience

Encourage comments and questions during your video to foster interaction. Responding to viewer inquiries can enhance community engagement and loyalty.

The Future of Video Marketing

Trends to Watch

As we look ahead to 2025, several trends are shaping the future of video marketing:

Increased Use of AI: Artificial intelligence will play a significant role in video production and personalization.
Interactive Content: Viewers will increasingly expect interactive elements in videos, such as polls and quizzes.
Live Streaming Growth: Real-time engagement through live streaming will continue to rise, offering brands a unique way to connect with their audience.

Conclusion

In conclusion, both short-form and long-form videos have their place in a comprehensive video content strategy. By understanding the strengths and weaknesses of each format, brands can create engaging content that resonates with their audience. As we move into 2025, embracing a hybrid approach that leverages the best of both worlds will be key to staying relevant in the competitive digital landscape.

By implementing these strategies and best practices, you can enhance your video marketing efforts and drive meaningful engagement with your audience. Whether you choose to create quick, punchy clips or in-depth, informative videos, the goal remains the same: to connect with your audience and build lasting relationships.