YouTube Introduces Effects Maker for Shorts, Adds New Comment Controls and Brand Tagging Tools

YouTube has officially expanded access to its new Effects Maker tool, giving creators the ability to design, publish, and manage custom effects for Shorts videos. Similar to Snapchat’s Lens Studio, this feature is aimed at boosting engagement by allowing creators to experiment with unique effects. The platform has been testing the tool for over a year and has now opened it up to all creators with access to YouTube’s advanced features.

Effects Maker for Shorts Goes Live

Currently, the Effects Maker is available only on desktop. Once an effect is published, it will be available to all eligible Shorts creators. Creators can also showcase their effects on their channels. YouTube has confirmed that generative AI elements are also being tested to further enhance these creative tools.

Stronger Comment Controls for Creators

In addition to creative updates, YouTube has announced new comment control features for better channel management. Creators using YouTube Studio will now have access to bulk comment controls, enabling them to select and act on all comments at once with actions like remove or report.

Another major update allows creators to restrict comments to subscribers only, giving more focus to loyal audiences. Currently, this option is available at the video level, but YouTube has indicated that broader expansion is being planned. These features are expected to improve moderation and reduce spam, while keeping discussions civil.

New Brand Tagging and Collaboration Features

YouTube is also strengthening its BrandConnect collaboration toolset by allowing creators to tag brand partners during video uploads or while editing existing content. This update ensures advertisers can promote a creator’s sponsored content through Partnership Ads, increasing visibility with an added Subscribe button in promotional placements.

Creators who tag brands will appear in the Creator Partnerships Hub, making them more discoverable to advertisers for future campaigns. At the same time, advertisers will gain access to video performance insights, ensuring more transparency in collaborations.

This feature will be available globally for YouTube Partner Program creators within the paid promotion and brand section under video details.

These new updates reflect YouTube’s continued focus on improving both creative expression and channel management. With the launch of Effects Maker for Shorts, enhanced comment controls, and new brand tagging tools, creators now have more options to grow their audience, manage engagement, and build stronger collaborations with advertisers.