YouTube streamlines creator-brand partnerships with new open call feature

At the Cannes Lions 2025 event, held in June 2025, YouTube unveiled a new feature called open call, designed to enhance collaborations between brands and creators. This innovative feature is powered by YouTube BrandConnect and allows brands to discover and collaborate with multiple creators within the YouTube Partner Program simultaneously. The process involves brands publishing a creative brief detailing their campaign specifics, after which creators can respond by submitting relevant video content tailored to the campaign. This initiative aims to not only streamline the hiring process for brands but also foster new relationships between creators and brands of all sizes. The introduction of the open call feature reflects YouTube's recognition of the critical role its creators play in brand marketing strategies. As digital advertising grows more competitive, brands are looking for effective ways to leverage the influence and reach that creators offer. By trusting creators who have developed engaged and authentic audiences, brands can enhance their presence and results on social media, particularly on YouTube, which is a leading platform for video content. Currently, open call is available for selected advertisers, indicating that YouTube is rolling this feature out gradually. More information on wider availability and additional details will be shared in the coming months. This selective approach might suggest that YouTube is testing the waters and gathering initial feedback from participating brands and creators to further refine the feature. Overall, the open call initiative represents a significant step forward in the relationship between brands and content creators, providing mutual benefits. Brands gain direct access to a diverse pool of creators ready to engage their audiences, while creators can pursue new opportunities for collaboration, enhancing their professional growth and income potential. As YouTube continues to evolve and adapt in the digital landscape, features like these could redefine how brands approach influencer marketing and creator partnerships.