{"id":80286,"date":"2026-11-06T14:54:38","date_gmt":"2026-11-06T19:54:38","guid":{"rendered":"https:\/\/digital.hec.ca\/?p=80286"},"modified":"2026-11-10T12:21:11","modified_gmt":"2026-11-10T17:21:11","slug":"a-guide-to-long-form-youtube-sponsorships","status":"publish","type":"post","link":"https:\/\/digital.hec.ca\/en\/blog\/a-guide-to-long-form-youtube-sponsorships\/","title":{"rendered":"A Guide to Long-form YouTube Sponsorships"},"content":{"rendered":"\n

Ludwig Ahgren, (owner of the ‘ludwig’ YouTube channel) explained on his stream that of his $1,100,000 monthly revenue, an $800,000 chunk comes directly from sponsorships, a strategy he coined as ‘corporately funded, rather than viewer funded’. It has become increasingly obvious that in the modern YouTube content creation scene, branded sponsorships are very important in maximizing the viewer to revenue ratio of a channel. As someone who works in the content creation space and has personally negotiated many brand deals, here is my guide to long-form YouTube sponsorships.<\/p>\n\n\n\n

What are sponsorships on YouTube?<\/h2>\n\n\n\n

YouTube long-form sponsorships are generally a short segment, between 15-180 seconds in which the creator of the video promotes a brand\/product, in exchange for payment. These segments are legally required to be disclosed as advertisements. <\/p>\n\n\n\n

How do sponsorships work on YouTube?<\/h2>\n\n\n\n

On YouTube, sponsorships work similarly to a branded ad-read on any other platform. Once a contract has been reached, typically including payment, description of deliverables, rights, control, approval and other requirements, the brand will send the creator a folder of marketing materials as well as key points to cover involving the underlying product. The creator will either have to write their own ad-read or copy a given script for the contractual duration, at a contractually decided point in the video, (might that be in the first 5 minutes, in the first half of the video, after the video etc.) and finally send the complete video before publishing to the brand for approval. <\/p>\n\n\n\n

How much do sponsorships pay on YouTube?<\/h2>\n\n\n\n

The amount you receive for a sponsorship depends on many factors. <\/p>\n\n\n\n

1. CPM based fee vs. Flat rate fee<\/h3>\n\n\n\n
CPM based<\/td>Flat rate based<\/td><\/tr>
In a CPM (Cost Per Mille) based fee structure the brand will pay depending one how many views the video with the sponsorship received over a contractual period after release, typically 30 days. A CPM deal may look like: after 30 days the video received 152k views, so at a CPM of $20 USD you are paid $3040. <\/td>In a flat rate fee structure on the other hand, a brand will pay a flat rate, typically based on the performance average of your last 5 videos, on occasion taking a 30 day cutoff into account. A flat rate deal may look like: Your running average is 103k views per video, so at a CPM of $20 USD we will pay you $2060 for a sponsored segment in your next video.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

Brands tend to prefer a CPM based fee structure as this is a less risky method and they will ultimately pay for the exposure that they get. <\/p>\n\n\n\n

2. Genre of content <\/h3>\n\n\n\n

Your genre of content is arguably the most important factor in determining your CPM. This is because a certain genre attracts a person with certain interests and values, which can be more or less valuable monetarily for a brand. For example, a finance YouTuber can sign people up to a trading platform worth $500 per person, while a food reviewer can sign people up to a delivery service, worth $50 per person. <\/p>\n\n\n\n

How much does my genre of content make from sponsorships?<\/h4>\n\n\n\n
Genre<\/th>Typical Sponsorship CPM<\/th><\/tr><\/thead>
Finance\/Investing<\/td>Very high, ~$40 up to $120<\/td><\/tr>
Tech reviews\/Unboxing<\/td>High, ~$20 up to $50<\/td><\/tr>
Education\/Science<\/td>Average, ~$15 up to $40<\/td><\/tr>
Vlogging\/Travel<\/td>Average, ~$10 up to $35<\/td><\/tr>
Gaming<\/td>Low, ~$8 up to $25<\/td><\/tr>
Meme\/Clips<\/td>Very low, typically not suitable for sponsorships<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n

3. Channel demographic<\/h3>\n\n\n\n

Sometimes, before entering a sponsorship agreement a brand will ask the creator to provide a YouTube Studio screenshot of the channel’s demographic over the past 90 days, including the percentage of each age group, gender and geographic location. This does not have such a large effect though, since most brands will do due diligence before reaching out to determine whether a channel is a good fit for their brand. <\/p>\n\n\n\n

How do I get sponsored on YouTube?<\/h2>\n\n\n\n

On YouTube, as with any platform, sponsorships are created through either brand outreach or creator outreach.<\/p>\n\n\n\n

\"Decorative
Creator outreach<\/figcaption><\/figure>\n\n\n\n

What is Brand outreach vs. Creator outreach?<\/h3>\n\n\n\n

Brand outreach is when a brand or advertising agency looking for a sponsorship will send out emails to YouTube channels that seem to fit their criteria in terms of demographic and preferred genre. Creator outreach on the other hand is when creators reach out to brands advertising themselves as a product, including their demographics, price and genre, in order to secure a sponsorship. <\/p>\n\n\n\n

From personal experience, brands will begin to reach out with opportunities when a channel has the proven ability to generate substantial views, normally a minimum of 50,000 to 100,000 per video, or lower for certain niches such as finance and investing. For smaller creators, this leaves creator outreach as the only option for securing sponsorships (other than the low quality dirt cheap ads you receive early in your career from mobile games or crypto). <\/p>\n\n\n\n

How to use Creator outreach to generate YouTube sponsorships?<\/h3>\n\n\n\n

Small creators cannot complete for sponsorship deals from their audience size alone. For an effective creator outreach campaign, you can follow a few steps. <\/p>\n\n\n\n

1. Find the right brand<\/h4>\n\n\n\n

A smaller creator’s advantage over larger channels is their level of engagement from viewers. For example, for a fish bowl manufacturing company, a channel that generates 10,000 highly engaged viewers is often both more valuable and significantly cheaper than a larger channel that generates 200,000 unrelated, low engagement viewers. As such, first find exactly what niche you are in and research what types of brands would find value in your audience. <\/p>\n\n\n\n

2. Research your own channel<\/h4>\n\n\n\n

Through YouTube Studio, you can find lots of very important information for brands about your channel’s demographic. It can be very useful to compile this information into a quick summary to present in an outreach email. The information could include; Other channels your viewers watch, search terms your viewers frequent, geolocation, age, gender, interests, average view duration. <\/p>\n\n\n\n

3. Direct outreach<\/h4>\n\n\n\n

Contact the brand through email or LinkedIn, including the following:<\/p>\n\n\n\n

    \n
  • A brief introduction of yourself and the channel<\/li>\n\n\n\n
  • An explanation of your audience, niche, genre and demographics<\/li>\n\n\n\n
  • Why the brand is a good fit, and where they can find value in a sponsorship<\/li>\n\n\n\n
  • A proposal for a collaboration<\/li>\n<\/ul>\n\n\n\n
      \n
    1. <\/li>\n<\/ol>\n\n\n\n

      How to use Brand outreach to generate YouTube sponsorships?<\/h3>\n\n\n\n

      Once you have a reasonably sized audience, advertising firms and brands will become to reach out, as long as you have a business email set up in your channel’s description. Both the number of opportunities and the quality of the opportunities will vary depending on the genre and demographic of your channel. In order to profit well from Brand outreach, you can follow a few steps. <\/p>\n\n\n\n

      1. Reply to all your emails<\/h4>\n\n\n\n

      Even a channel with less than 100,000 subscribers will receive upwards of twenty emails a week from brands, advertisers and independent developers. It is important to reply to most of them professionally, either thanking an indie developer for sending a free copy of their game, politely declining an offer that doesn’t align with your interests or morals, or asking for more details on promising looking deals. Don’t feel pressured to reply to spam or dodgy looking messages though, as many people try to hack or scam YouTubers by pretending to be advertisers. <\/p>\n\n\n\n

      If you are in the gaming niche, many Indie developers will send their games, and if you reply kindly they are more likely to consider your channel as a potential place to spend their advertising budget. <\/p>\n\n\n\n

      2. Make yourself easy to work with<\/h4>\n\n\n\n

      It is important to reduce the friction on your end as much as possible, by being considerate, replying to emails early, and doing your own research. Even more so than the performance of a video, what sticks in the minds of people who work in talking to talent is how easy communication was, how little hiccups they faced and how it seemed like both parties were genuinely interested in the collaboration. <\/p>\n\n\n\n

      3. Make the ad read high quality<\/h4>\n\n\n\n

      Videos with ad-reads go through an approval process in which the creator sends the full video, unlisted and finalized to the agency\/brand who will watch the video and either send the good-to-go, or send revisions. You can remove a considerable amount of friction by creating an ad-read that does not require any revisions. <\/p>\n\n\n\n

      Furthermore, in a performance review the success of your ad read ultimately does matter. If your ad read is higher quality, more engaging, well edited and integrated into the video, more people will click through your provided link. This matters to you as a brand will obviously reach out to a channel for the next advertising round if the ad had positive KPIs. <\/p>\n\n\n\n

      As an anecdote, I once completed a sponsorship for a large publishing company for their new game and although the video didn’t perform amazingly, thanks to my continued effort in being polite, quick to reply, easy to work with and noticeably determined to make the video high quality, I was the first person they reached out to for their next game, and happily accepted an elevated rate. <\/p>\n\n\n\n

      How do I make an ad-read for YouTube?<\/h2>\n\n\n\n

      Typically, a brand will ask you to create an ad-read in your own personal style, in an attempt to integrate it well into the surrounding video. You will be provided with reference points (the main points of interest of the product) you must include, a folder of advertisement media for the visual content (a mix of mandatory to show on screen and optional content), and on occasion, a script. Your job is to write a script and edit it in your own style while including everything the advertiser wanted. <\/p>\n\n\n\n

      What makes a good ad-read on YouTube?<\/h3>\n\n\n\n

      A good ad read ultimately comes down to viewer retention and CTR (Click Through Rate). Viewer retention is the percentage of the initial viewer base (people who clicked on the video and watched the first frame) who are still watching at any point in the video. A good ad-read will keep an unchanging percentage viewer retention throughout. CTR is the percentage of people who clicked on the link divided by the number of views on the video. Although only the advertiser receives this statistic, it is good to aim at around 0.5% to 1%. <\/p>\n\n\n\n

      How do I increase the viewer retention and CTR?<\/h3>\n\n\n\n

      There are a few simple tricks creators use to improve these metrics for both the performance of their own video, and the performance of the sponsored segment. <\/p>\n\n\n\n

      \"An
      Example of a retention graph<\/figcaption><\/figure>\n\n\n\n

      1. Progress bar<\/strong><\/p>\n\n\n\n

      Creators use a progress bar because it created a phycological finish line for the viewers. If the viewer knows when the ad-read will end, they will be more likely to tolerate it rather than skipping aggressively or abandoning the video entirely. Brand sentiment may also increase as the ad seems less intrusive and more genuine.<\/p>\n\n\n\n

      2. Integration <\/strong><\/p>\n\n\n\n

      A well integrated ad is when the sponsored segment seems like it would belong within the video even without payment. This means continuing a similar tone, editing style and music style to the rest of the video, or choosing a brand for sponsorship that aligns with the topic of the video as a whole. <\/p>\n\n\n\n

      Creators are legally required to disclose paid promotions. This encourages some viewers to skip ahead, a challenge that creators such as MrBeast have worked to reduce. By integrating the ad into a meaningful and un-skippable section of the video, the viewer is given the choice to either skip the ad and miss an important scene, or enjoy the important scene and tolerate an ad.<\/p>\n\n\n\n

      3. Personality<\/strong><\/p>\n\n\n\n

      Similar to integration, you need to inject your own personality into the ad-read. One of the main reasons a brand comes to YouTube with their advertising budget is the connection a creator has with their audience. Rather than a plain ad-read by anyone on the internet, by implementing your own personality into the sponsorship it becomes unique, enjoyable to your audience, more trustworthy leading to a higher CTR and viewer retention. If you are known for being funny, you should crack a few jokes during the ad. <\/p>\n\n\n\n

      A small caveat, and a conclusion<\/h3>\n\n\n\n

      Although this is a post about sponsorships rather than content itself, I have a small recommendation as a creator. If your goal is longevity and a real career on YouTube, your main goal starting out should be to learn what you love to create, and what the audience loves to watch, rather than how to get sponsored. For a channel getting 10,000 views a video, a healthy mindset is ‘how can I make my content better today? How can I edit this better? What would I love to film today?’, rather than ‘How can I reach out to this brand about a sponsorship?’. In the long term, building an audience as a forefront will yield a higher return in the future. <\/p>\n\n\n\n

      “You don’t have to chase butterflies. If you take care of your garden, they’ll come to you.” – M. Scott Peck<\/p>\n\n\n\n

      <\/p>\n\n\n\n

      Everything in this blog is sourced from personal experience.<\/em><\/p>\n\n\n\n

      <\/p>\n","protected":false},"excerpt":{"rendered":"

      Ludwig Ahgren, (owner of the ‘ludwig’ YouTube channel) explained on his stream that of his $1,100,000 monthly revenue, an $800,000 chunk comes directly from sponsorships, a strategy he coined as ‘corporately funded, rather than viewer funded’. It has become increasingly obvious that in the modern YouTube content creation scene, branded sponsorships are very important in […]<\/p>\n","protected":false},"author":2283,"featured_media":80510,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1055,1053,38],"tags":[639,637,2919,553,1872],"class_list":["post-80286","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-media-campaigns","category-influence-marketing","category-social-media","tag-influencer-marketing-en","tag-social-media-en","tag-sponsorships","tag-tips","tag-youtube-2"],"acf":[],"yoast_head":"\nA Guide to Long-form YouTube Sponsorships<\/title>\n<meta name=\"description\" content=\"How much you get paid, How to reach out, How to edit an ad, this is your comprehensive guide to YouTube sponsorships.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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