Brand Partnerships That Go Beyond One-Time Deals

One-off brand deals are nice. But if you want consistent, scalable income from your YouTube channel, long-term partnerships are where the magic happens.

They’re more stable, often higher paying, and allow for deeper creative integration. So how do you turn a one-time collab into an ongoing brand relationship? Let’s break it down.

Step 1: Start with Overdelivery

Whether it’s your first or fifth sponsorship, treat it like a future investment.

• Hit deadlines early
• Provide extra deliverables if you can (like extra thumbnails or IG stories)
• Make it easy for the brand to work with you
• Communicate clearly and promptly

Brands remember creators who make their job easier. That’s who they want long-term.

Step 2: Include Performance Reporting

After your campaign wraps, send a brief performance report. Include:

• Video views (after 7 or 30 days)
• Audience retention
• Click-through rate on links
• Positive comments or audience feedback

You can make this with a simple Canva slide or Google Doc. Brands rarely get this from creators, so it makes you stand out.

Step 3: Propose a Follow-Up Campaign

If a brand got value from your first collab, pitch the next one proactively.

Say something like:
“I loved working on this campaign, and my audience responded well. I'd love to explore a seasonal follow-up or a multi-video package for Q3.”

Pitch a specific idea with dates, formats, and outcomes.

Step 4: Bundle Value into Packages

Most creators charge per video. But brands think in quarters, campaigns, and goals. Match that.

Instead of:
“One sponsored video = $500”

Try:
“$2,000 package = 2 YouTube videos, 3 Instagram stories, 1 pinned comment follow-up, 14 days of analytics reporting.”

Why it works:

• More value for the brand
• Bigger upfront payment for you
• Higher chance of a lasting deal

Always tailor your packages to the brand’s goals. Ask about KPIs early.

Step 5: Focus on Brand Fit, Not Just Budget

A good long-term partnership isn’t just about who pays most. It’s about alignment.

Pick brands that:

• Match your audience’s values
• You’d use or recommend anyway
• Have products you can talk about naturally across different content types

Authenticity isn’t just a buzzword—your audience can tell when you’re truly into a product.

Example: Tech reviewer Marques Brownlee (MKBHD) has multi-year partnerships with companies like dbrand because they fit his aesthetic and content flow.

Step 6: Negotiate for Long-Term Rights and Reuse

Brands love content that performs long after it’s posted. That’s leverage.

You can say:
“I’m happy to license this content for whitelisting or paid promotion for 3 months at an additional fee.”

Set boundaries around how long they can reuse your video or name. Protect your brand as much as theirs.

Step 7: Show Up Outside the Contract

If you want to build a real relationship with a brand, go beyond the deal.

• Tag them on relevant non-sponsored content
• Share their posts occasionally on social
• Mention them in newsletters or lives when appropriate

This isn’t about doing free work. It’s about showing you genuinely believe in the product and the partnership.

When you become part of the brand’s ecosystem, they’re more likely to bring you into future launches or ambassador roles.

Step 8: Build a Media Kit for Relationship Growth

Make it easy for brand managers to pitch you internally. Include:

• Audience demographics
• Best-performing brand integrations
• Your USP (Why do viewers trust you?)
• Product fit ideas (Why their product works for your audience?)

A strong media kit helps them say “yes” faster.

Step 9: Ask for Feedback—and Use It

After each campaign, ask:

• “Was there anything you’d like me to do differently next time?”
• “How did this content perform on your end?”

Use their answers to tailor future pitches. Brands will remember that you listen.

Step 10: Document Every Win

Keep a simple Google Doc or Notion board with:

• Campaign names and results
• Screenshots of analytics
• Positive brand quotes or testimonials

This becomes powerful proof when pitching future long-term partners.

Example Creators with Long-Term Deals

Lilly Singh partnered long-term with Olay, becoming not just a sponsor but a face of campaigns.

Peter McKinnon has built recurring deals with Canon and Nomatic, aligned with his filmmaking audience.

Kelly Stamps turned authentic commentary into multiple returning sponsors like Squarespace, by blending honesty with effectiveness.

Step 11: Turn One Brand into Many

A great partnership is also social proof.

After a successful campaign:

• Ask for a testimonial
• Share a short behind-the-scenes “how we worked together” video
• Mention results on LinkedIn or in creator communities

Other brands in the same niche may notice—and reach out. Or you can use those results to pitch direct competitors.

Think like a business, not just a content creator. Your sponsorships can be a stepping stone to consulting, advisory roles, or co-created products.

Step 12: Keep a Long-Term Mindset

Some creators rush to lock in big deals fast. But sustainable partnerships grow over time.

Nurture them the way you’d nurture your best audience members:

• Check in even when you’re not pitching
• Celebrate their wins publicly
• Be someone they enjoy working with

The end result isn’t just more money—it’s less stress, more stability, and content that feels aligned.