The news: YouTube is testing product recommendations for brand content partnerships.

Eligible affiliate creators will be shown a list of products and estimated commission rates to tag in future videos. Suggestions are personalized by channel and will ideally help YouTube creators connect with more relevant brand sponsorship opportunities.

Why it matters: Matching creators with products more relevant to their niche could help increase purchase intent by connecting product recommendations with audiences more likely to act on them.

• Gen Z social buyers’ top reasons for purchasing after seeing creator content include meeting a specific need (39.2%) and being reminded or convinced about something they were already interested in (38.1%), per 2025 impact.com and EMARKETER data. That indicates that YouTube’s latest test could help brands tap into consumer interest that already exists, rather than relying on creators to build demand for products from the ground up.
• Audiences across age groups are more likely to buy creator-recommended products when reviews are authentic, according to that same data. Matching creators with products that better fit their content and audience is likely to improve authenticity and help sponsored content feel like a more natural extension of creators’ usual content.

Recommendations for marketers:

• Prepare products for potential inclusion in YouTube’s recommendations, especially if YouTube rolls out the test more broadly. Ensure relevant products are available through YouTube’s Shopping affiliate program and consider offering competitive commission rates or exclusive incentives to make them more appealing for creators to feature.
• Expand affiliate offerings across relevant product categories. A broader selection will give creators more opportunities to find products that fit their content and audience interests.
• Use affiliate performance to inform paid partnerships. Identify which creators generate meaningful product interest and sales through affiliate activity, then consider building larger paid sponsorships with those who demonstrate a strong connection to the product.

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