Why YouTube's Collab Feature Isn't Enough (And What to Use Instead)

In 2024, YouTube rolled out its collaboration feature. Creators everywhere got excited. Finally, the platform was acknowledging that collabs matter.

But if you've actually tried to use it, you've probably noticed something: it doesn't really help you collaborate.

YouTube's collab feature solves a small problem (crediting co-creators on a video) while ignoring the big one (finding people to create with in the first place). It's a finishing touch on a house that hasn't been built yet.

Here's what YouTube's feature actually does, what it's missing, and what you should use instead if you're serious about collaborating.

What YouTube's Collab Feature Actually Does

Let's be clear about what YouTube built. The collaboration feature lets you:

Tag another creator as a collaborator on your video
Show both channels' names on the video (appears as "Creator A & Creator B")
Display the video on both creators' channels without re-uploading
Share engagement across both channels' audiences

That's it. It's essentially a co-credit system.

When you upload a video, you can invite another creator to be listed as a collaborator. If they accept, their name appears alongside yours, and the video can show up on their channel page too.

This is useful if you've already made a collab video. It solves the problem of "we made this together but it only lives on one channel."

But here's what it doesn't do...

What YouTube's Feature Doesn't Do

It doesn't help you find collaborators

This is the biggest gap. YouTube's feature assumes you've already found someone to work with. But for most creators, finding a collaborator is the hard part.

There's no discovery. No search. No way to browse creators looking for collabs. No matching based on niche, audience size, or collaboration style.

You need to already know the person, already have their agreement, and already have made the content. YouTube's feature is just the final step — and most creators are stuck on step one.

It doesn't work across platforms

YouTube's feature only works on YouTube. But creators exist everywhere — Twitch, TikTok, podcasts, Instagram, Twitter.

Some of the best collabs happen across platforms. A YouTuber appearing on a podcast. A streamer featuring in an edited video. A TikToker clipping long-form content.

YouTube's feature can't help with any of that. It's siloed to one platform in a multi-platform creator economy.

It doesn't help you pitch or connect

Even if you find someone you want to work with, YouTube doesn't help you reach out. There's no built-in messaging for collaboration requests. No way to signal that you're open to collabs. No profiles showing what kind of partnerships you're looking for.

You're still stuck sending cold DMs on Twitter or hunting for business emails.

It doesn't facilitate the actual collaboration

The feature doesn't help with planning, communication, or coordination. There's no shared workspace. No project management. No way to align on ideas, timelines, or responsibilities.

It's a credit system, not a collaboration tool.

It doesn't help small creators

YouTube's feature works best when both creators already have audiences. If you're small, getting a larger creator to accept your collab invite is just as hard as getting them to collaborate in the first place.

The feature doesn't level the playing field or help emerging creators find partners at their level.

The Real Problem: Discovery

The fundamental issue with YouTube's approach is that it treats collaboration as an afterthought — something that happens after you've already figured everything else out.

But for most creators, the workflow looks like this:

Find someone to collaborate with ← This is the hard part
Plan the collaboration
Create the content
Credit each other ← YouTube's feature helps here

YouTube built a solution for step 4 while ignoring steps 1-3. That's like building a trophy case before you've played any games.

What creators actually need is help with discovery. Where do you find creators who want to collaborate? How do you know if they're open to it? How do you find people in your niche, at your level, looking for the same type of partnership you are?

YouTube doesn't answer any of these questions.

Why YouTube Probably Won't Fix This

You might think YouTube will eventually add discovery features. Maybe a "looking for collabs" filter or a collaboration marketplace.

Don't hold your breath. Here's why:

YouTube's incentives don't align

YouTube makes money when you watch videos on YouTube. They don't directly benefit from helping creators find each other — especially if those relationships lead to content on other platforms.

A robust collab discovery system would be a significant investment with unclear ROI for YouTube. It's not their core business.

Platform features move slowly

YouTube is massive. New features take years to develop, test, and roll out. Even if they wanted to build collab discovery, it would be a long time coming.

Meanwhile, creators need solutions now.

They'd have to moderate it

A collaboration marketplace would attract spam, scams, and abuse. YouTube would need to invest heavily in moderation and safety — something they already struggle with in comments and community posts.

It's a headache they probably don't want.

Third-party tools do it better

YouTube has historically relied on the creator ecosystem to build tools they don't want to build themselves. Thumbnail makers, analytics tools, editing software — most of what creators use isn't made by YouTube.

Collaboration discovery is likely to stay in that category.

What Creators Actually Need

If YouTube's feature is just a credit system, what would a real collaboration solution look like?

Discovery based on what you're looking for

Not just "find creators in my niche" but "find creators who are actively looking for the type of collab I want." Guest spots, content swaps, skill exchanges, long-term partnerships — different creators want different things.

Cross-platform support

Creators aren't just on YouTube. A real solution needs to connect YouTubers, streamers, podcasters, TikTokers, and everyone in between.

Profiles that signal intent

A way to show what you're looking for, what you offer, and what kind of collabs you're open to. No more guessing whether someone is interested.

Direct connection

A way to reach out to potential collaborators without hunting for contact info or sending cold DMs into the void.

Support for creators at all levels

Small creators finding other small creators to grow with. Mid-size creators finding partners at their level. A system that works regardless of how big your audience is.

What to Use Instead

YouTube's feature is fine for what it is. Use it to credit collaborators on videos you've made together. It's a nice finishing touch.

But if you're trying to actually find collaborators, you need something else.

Collaboration platforms

Platforms like ONUNDI are built specifically for creator collaboration. Unlike YouTube's feature, they focus on discovery — helping you find creators who are actively looking to collaborate.

On ONUNDI, you can:

Browse creators across YouTube, Twitch, TikTok, podcasts, and more
Filter by niche, platform, and what they're looking for
See profiles that show exactly what kind of collabs they want
Connect directly with creators who are open to partnerships

Everyone on the platform is there because they want to collaborate. No cold outreach to people who might not be interested.

Creator communities

Discord servers, Reddit communities, and Twitter circles dedicated to your niche often have channels for collaboration. The quality varies, but they're free and can be good for finding creators at your level.

The downside: they're usually niche-specific, and you have to sift through a lot of noise.

Networking at events

Creator events, conferences, and meetups are great for building relationships that turn into collaborations. VidCon, TwitchCon, podcast conferences — anywhere creators gather.

The downside: expensive, infrequent, and location-dependent.

Organic relationship building

Engaging with creators on social media, commenting on their content, and building genuine relationships over time can eventually lead to collaborations.

The downside: slow, uncertain, and doesn't scale.

When to Use YouTube's Feature (And When Not To)

YouTube's collaboration feature isn't useless — it's just limited. Here's when it makes sense:

Use it when:

You've already made a video with another creator
You both want the video visible on both channels
You want shared credit for the work
Both of you are on YouTube

Don't rely on it when:

You're trying to find someone to collaborate with
You want to connect with creators on other platforms
You're a small creator looking for partners at your level
You need help with the actual collaboration process

Think of YouTube's feature as the "publish" step, not the "create" step. It's useful once you've done everything else.

The Future of Creator Collaboration

Collaboration is becoming more important, not less. Algorithms favor content that keeps people on the platform, and collabs naturally drive engagement and cross-pollination.

The creators who build strong collab networks will have a significant advantage. They'll grow faster, create better content, and be more resilient to algorithm changes.

YouTube's feature is a small acknowledgment of this reality. But the platforms and tools that actually help creators find each other and work together will be the ones that matter.

YouTube built a trophy case. Creators need a whole sports league.

Find Real Collaborations

YouTube's collab feature credits your partner after you've made something together. But it doesn't help you find that partner in the first place.

That's the problem ONUNDI solves.

ONUNDI connects creators across YouTube, Twitch, TikTok, podcasts, and more — all in one place. Instead of hoping YouTube will eventually build discovery features, you can:

Find creators who are actively looking for the same type of collab you want
Filter by platform, niche, and availability to find the right match
See what creators are offering and looking for — no guessing, no cold outreach
Connect directly with people who want to hear from you

YouTube's feature is a nice-to-have. Finding the right collaborator is the game-changer.

Join ONUNDI and find collaborators who are ready to create with you.