Creator Partnerships and Shoppable Video in 2025

Creators are co-creators; shoppable video turns views into storefronts. How leading brands are combining both for reach and conversion.

Social commerce is on track to surpass $1 trillion USD by 2028 . In the same vein, Think with Google highlights that 62% of U.K. viewers agree YouTube helps them decide what to purchase—so shoppable video isn't a nice-to-have, it's a growth channel. Creators are evolving from talent into strategic co-creators, helping brands build authentic connections and lasting engagement. For digital marketing and growth , 2025 is the year to treat both as core strategy. From Influencer to Co-Creator One-off influencer posts are giving way to ongoing partnerships where creators shape content, voice, and campaigns. That shift builds trust and extends reach beyond a single campaign. At Cannes 2025, Think with Google identified creator partnerships as one of three trends shaping the week—brands that invest in real collaboration see stronger results than those that simply buy placements. Shoppable Video in Practice Marketers can make YouTube videos shoppable by linking to product feeds and using Demand Gen campaigns to turn ads across YouTube and Google's visual surfaces into virtual storefronts. Partnership ads that leverage creators' authentic voices, then add product feeds, make the path from di