YouTube retired BrandConnect on March 24, 2026. If you were using it to connect with brands or find creators, you need an alternative.
Here's what replaced it, what's different, and which platforms actually solve the problems BrandConnect left behind.
What Happened to BrandConnect?
YouTube replaced BrandConnect with Creator Partnerships — a rebuilt platform powered by Gemini AI. It launched in 7 markets (US, UK, Canada, Australia, India, Indonesia, Brazil) with 3 million+ creators and zero commission.
The key difference: Creator Partnerships focuses on discovery and ad boosting. Brands search for creators using natural language, and can turn creator videos into paid ads. It integrates directly into Google Ads and DV360.
What it does NOT include: deal negotiation, payment escrow, rate benchmarking, contract management, milestone tracking, or dispute resolution. If you relied on BrandConnect for managing the actual sponsorship deal — YouTube no longer covers that.
What YouTube Creator Partnerships Does vs Doesn't
| Feature | YouTube Creator Partnerships | Standalone Platforms |
|---|---|---|
| Creator discovery | Yes — Gemini AI, 3M+ creators | Yes — database search, filters |
| Commission | 0% (free) | Varies (0-15% depending on platform) |
| Payment protection (escrow) | No | Some platforms offer this |
| Rate benchmarking | No | Some platforms offer this |
| Deal management | No | Yes — status tracking, milestones |
| Contract/brief templates | Limited (Open Calls briefs) | Yes — structured briefs |
| Dispute resolution | No | Some platforms offer this |
| Draft review workflow | No | Some platforms offer this |
What to Look for in a BrandConnect Alternative
Based on what creators and brands have reported needing most (source):
For creators:
- Payment protection — 56% of creators have experienced late payments. 74% stopped working with brands as a result. You want a platform where your payment is reserved before you start creating.
- Rate transparency — 62% of creators feel underpaid. A good platform shows you what other creators in your niche and size charge, so you don't accept $150 for work worth $2,400.
- Deal management — Tracking deals across email, spreadsheets, and memory doesn't scale. A dedicated deal page with status tracking, revision management, and deliverable submission saves hours per deal.
For brands:
- Creator vetting — Not just follower counts. You want engagement data, audience demographics, content quality signals, and sponsorship experience.
- Payment security — Escrow protects you too. Your money is reserved until the creator delivers — if they don't, you get a refund.
- Measurement — Know exactly what your sponsorship delivered: views, clicks, conversions tied to the specific deal.
The Bottom Line
YouTube Creator Partnerships is a strong discovery tool — and it's free. For finding creators and boosting their content as ads, it's hard to beat.
But if you need the full deal lifecycle — payment protection, rate negotiation, milestone tracking, draft review, dispute resolution — you need a dedicated sponsorship platform alongside YouTube's native tools.
The two aren't competitors. They're complements. Use YouTube to discover. Use a sponsorship platform to deal.
Sources: YouTube Creator Partnerships launch, Creator payment terms study, Creator pricing opacity
