What are the different types of sponsorships on YouTube?

October 11, 2025

If you’re a creator or a marketer wondering how sponsors pay YouTubers and which types of YouTube sponsorships actually exist, this guide breaks it all down simply and clearly. You’ll learn the main sponsorship models, how a sponsorship deal is structured, what sponsors pay, and the best practices that help you get paid sponsorship on YouTube without hurting your audience’s trust. We’ll also link to deeper dives and tools you can use to set fair sponsorship rates and find sponsorship opportunities fast.

What is a YouTube sponsorship? (a simple definition)

A YouTube sponsorship is a partnership between a brand (the sponsor) and a creator where the brand pays the YouTuber (or provides free products) in exchange for sponsored content inside a YouTube video.

Unlike a regular YouTube ad that you may see in the beginning, middle or end of the video on YouTube, this is a direct agreement between creators and brands, not an auction in Google Ads. The brand usually wants access to your engaged audience and the credibility you’ve built as a content creator.

In practice, YouTube sponsorships work because the message feels native to the video content and uses the creator’s storytelling. Common deliverables include a dedicated sponsored video, an integration segment, a product review, a product or service demo, or ongoing ambassadorship. (For a primer, see: How do YouTube sponsorships work?.)

The main types of YouTube sponsorships (quick overview)

Here are the most common types of sponsorships you’ll encounter on brands on YouTube:

Brief brand integration (pre-roll, mid-roll, or outro placement inside a normal video).
Dedicated sponsored video (the whole video revolves around the brand’s message).
Product placement (subtle visual presence of the brand; often combined with other formats).
In-kind (brand sends free products) and barter.
Series & long-term ambassadorships (multi-video collaboration with a recurring mention).
Livestream shout-outs & integrations.
Short-form (e.g., YouTube shorts callouts, tips, or mini-reviews).

Note on affiliate links: While often grouped with sponsorships, affiliate programs aren’t always true brand deals. In many cases, creators can independently sign up without any direct brand outreach or strategic partnership. Because there’s no guaranteed compensation or tailored collaboration, affiliates should be seen more as a monetization tool than a sponsorship format.

We’ll detail each sponsorship type below with pros/cons, workflow tips, and how rates vary by view count, audience demographics, and deliverables.

Brief integrations inside regular videos (the classic “this video is sponsored by…”)

A brief integration is the most common sponsorship format. The creator inserts a 30–90 second segment—often mid-roll—introducing the sponsor, value props, and a call-to-action in the video description. This is efficient: the creator keeps their normal topic while giving the sponsor a native placement that feels organic to the YouTube channel.

Because integrations slot into content the audience already chose to watch, they can perform well at scale. Brands like this model because they can test many creators across different niches and compare engagement rates on the same message.

For instance, the creator Ze Frank uploaded a YouTube video called 'True Facts: Pigeons Are Tricking You'. In this mid-roll sponsor segment for the brand Curiosity Stream, he keeps his content relevant by searching up 'pigeons' on the Curiosity Stream search bar to understand more about pigeons and get more content about the subject.

Dedicated sponsored videos (deep-dive stories and product demos)

A dedicated sponsored video centers the whole narrative on the sponsor. Think in-depth tutorials, behind-the-scenes tours, or a challenge that naturally features the product or service. Because the brand gets 100% of the attention for an entire sponsored YouTube video, fees are higher than an integration, and the negotiation process often includes extra approvals, deliverables, and timelines.

Dedicated videos work best when the creator can create content that still entertains or educates. For example, a comprehensive product review or a story-driven build video where the tool is essential. (For a complete strategic overview, see the influencer marketing guide.)

This YouTube channel called DHRME posted a video doing a product review on Baseus's products. Baseus, an electronics brand, sponsored this video so that the creators can review their products during the entire video, and also making their products the main topic of the sponsored video. This is a great way to have access to the right audience, and also have a great breakdown of the products.

Product placement

A product placement sponsorship keeps things subtle — the item appears naturally in-frame, either on a desk, worn, or casually used without interrupting the content. Instead of a full ad read or narrative integration, the product simply exists as part of the creator's universe and their YouTube content.

Sometimes there’s a quick mention or a link in the description, but often the visual alone does the work. Because it’s low-effort and low-disruption, these types of YouTube sponsorships are typically priced lower than integrations, and they’re especially common in recurring formats like podcasts, desk setups, or vlogs with consistent environments.

This kind of visual integration works best when the product genuinely fits the creator’s lifestyle or aesthetic. Think a specific energy drink always on a streamer’s desk, a skincare product used mid–“get ready with me” vlog, or a piece of tech that becomes part of the filming setup. While subtle, repeated visibility builds powerful brand association over time.

For example, on Logan Paul's podcast IMPAULSIVE, every episode of his podcast has the Prime energy drink and Lunchly (A meal kit collaboration with Mr. Beast) in the background. Not an explicit sponsorship, but it is a great way for Logan Paul to remind his viewers of the products that he sells on the side.

In-kind, freebies, and seeding (when the brand sends free products)

In-kind collaborations happen when a brand sends free products without a fee. This can be valuable early on when you’re still starting out as a small YouTube creator, testing what resonates with subscribers, or building your first case studies. If you accept, be clear about deliverables and disclose the paid promotion status appropriately inside YouTube Studio.

As your video views and audience engagement grow, you’ll typically transition to paid sponsorships (flat fee, hybrid, or performance). Use clear sponsorship packages to graduate from gifting to guaranteed exposure. If you own a small YouTube channel, check out this Guide to YouTube Sponsorships for small creators for more information.

Series, ambassadorships, and long-term partnerships

Instead of one-offs, some sponsors invest in an annual ambassadorship with recurring shout-outs. This deepens trust because the creator can craft ongoing story arcs and the brand gets repeated frequency. For larger channels, these multi-deliverable sponsorships often include exclusivity, seasonal content calendars, and add-ons like newsletter mentions or shorts.

Long-term formats are great for creators who want predictability and for brands seeking consistent association with a YouTube brand identity. You can learn more about this on our article on YouTube Influencer Marketing Guide.

Ali Abdaal, a creator on YouTube that makes contents primarily on self development, has 178 videos sponsored by Skillshare. Since education is one of his main pillars as well (him being a doctor and selling product around medical education), the brand saw fit to collaborate with the creator and kept a great partnership to continue having access to the audience.

Livestreams and short-form (YouTube Live, Shorts, and hybrid packages)

Livestream integrations can include pinned links, on-screen call-outs, and chat-activated perks. They work when a creator commands active community interaction.

Meanwhile, YouTube shorts can deliver massive reach with concise CTAs, especially when paired with long-form integrations for depth.

For both, clarify deliverables in your sponsorship agreement — number of mentions, on-screen time, pinned comments, and whether the clip will be repurposed. This is a distinct type of YouTube sponsorship because it relies on quick hooks and visual cues to stop the scroll.

Another example from Ali Abdaal, where he dedicates this entire short form content to his sponsor Superhuman. It puts a stronger emphasis more on the product than the story, since the nature of a short form content need to be impactful. In this case, the brand can have a marketing strategy where they get a clear, big push fully dedicated to their product.

How brands pay and how prices are set (CPM, hybrid, and value adds)

How do YouTube sponsors price a deal? Common models reference CPM benchmarks (cost per thousand views), with adders for niche fit, production complexity, and rights. Hybrids combine a smaller flat fee plus performance commission.

Because rates vary widely, use a YouTube sponsorship calculator as a starting point and adjust to your audience demographics, historical view count, deliverables, and usage rights.

A practical tip: track metric trends in your channel analytics (retention, CTR, comments) and highlight them in your media kit. Better proof means better pricing. When sponsors pay, they’re buying outcomes, not just minutes on camera.

Pitching and closing: media kit, outreach, and workflow

To attract sponsors, build a clear media kit that defines your audience demographics, themes, and past wins. Include sample deliverables (integration length, sponsored content style), sponsorship packages, and baseline sponsorship rates. Keep it updated inside YouTube Studio assets and your site. (Step-by-step guide to media kits here.)

Next, reach out to brands that already invest in creators like you. You can discover brand sponsors and see who they back using our YouTube sponsorship database on Sponsorship.so —handy for finding potential sponsorship fits and warm intros.

Compliance, disclosures, and platform guardrails

Always disclose clearly. On YouTube, toggle the paid promotion disclosure and include a verbal + on-screen note when appropriate. Remember: this is separate from the YouTube partner program; you can run both AdSense and direct sponsorships. Proper disclosure keeps trust with subscribers and protects the brand relationship.

Also, align your sponsorship with your content ethics: only promote what you genuinely like. That’s how long-term sponsorships compound and how you build a reputation that sponsors for your YouTube channel will value.

Which type fits your channel (and how to scale it)?

Match the format to your content style and demographics. Tutorial-heavy channels often do very well with integrated tool demos; entertainment channels may favor story-driven dedicated videos; review channels can blend affiliate with flat fees; and community-centric channels thrive on livestreams and recurring series.

As you scale, document your process: pre-brief, draft script, approvals, filming, edit, upload, post-publish reporting. Consistency helps you land more sponsorships with less friction and makes you an attractive YouTube creator for sponsors who care about reliability as much as raw numbers.

How Sponsorship.so can help

If you want to get sponsored on YouTube faster, try Sponsorship.so —it lets creators discover who competitors sponsor, surface sponsorship opportunities, find contacts, and benchmark pricing so you don’t overpay or undercharge. It’s designed for both creator teams and marketers to streamline content creation and outreach.

Frequently asked mini-FAQ (terminology & edge cases)

1. “Is a sponsorship the same as the partner program?”
No. The partner program (aka YouTube partner program) is YouTube’s ad-revenue split. Sponsorship is a direct brand-creator agreement.

2. “Does a sponsorship have to include a link?”
Not always, but use an affiliate link or code when performance matters—and put it near the top of the description so it gets clicks.

3. “Can small channels do this?”
Yes—many YouTubers under 50k subscriber count do integrations if their niche is tight and engagement strong. Sponsors pay for fit, not just size. (See small-channel strategies.)