YouTube is Testing a Built-In Collaboration Feature to Boost Cross-Channel Discovery
YouTube’s new collaboration experiment could change how creators share credit and grow their audiences.
YouTube is experimenting with a new collaboration feature designed to give creators shared exposure, echoing similar tools already common on TikTok and Instagram.
Still in its early stages, the feature is currently available to a small test group, but its appearance signals a broader push to make cross-promotion native to the platform.
In a help post spotted earlier this week, a Google employee explained how the experimental tool works: video uploaders can tag collaborators directly on a video, giving them visibility on the watch page and a possible recommendation bump.
A screenshot shared by influencer marketing consultant Lindsey Gamble shows what this looks like in practice. On mobile, multiple collaborators appear as “…and more” next to the creator’s name. Tapping the link expands the full list, each entry accompanied by a Subscribe button.
It’s a subtle but potentially significant shift in how creators can grow their reach. Up to now, joint visibility has mostly meant shoutouts in video descriptions or off-platform coordination. By adding a native tagging system, YouTube seems to be testing whether it can keep that collaboration—and the attention it generates—within its own ecosystem.
The approval process appears to mirror what’s already standard on Instagram and TikTok. The video owner initiates the invitation, and the tagged account has to accept it. That opt-in step protects against spammy or unwanted tagging, though YouTube hasn’t confirmed whether collaborators will have backend access to analytics or monetization data.
For now, the YouTube collaboration feature remains experimental. Like many YouTube tests, broader rollout will depend on how creators respond and whether it meaningfully drives traffic between channels. But its existence suggests that YouTube is watching its rivals—and isn’t above borrowing what works.
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