YouTube has launched Open Call, a new tool designed to make collaboration between brands and content creators much easier. Integrated into the YouTube BrandConnect platform, this service aims to help brands quickly find suitable creators for their advertising campaigns. How does it work? Brands can create and publish creative briefs in a dedicated section called the Creator Partnerships Hub.
Here, creators who are part of the YouTube Partner Program can browse available campaigns, respond to them, and pitch their own video ideas that align with the brand’s objectives. This isn’t just a standard influencer search — it’s an efficient system for connecting brands with creators who are genuinely interested in collaboration and ready to produce unique, brand-aligned video content.
Read also: Meta introduces new AI tools that significantly simplify branded video content creation.
From the brand’s perspective, Open Call provides a convenient interface to review submissions, select the best videos, and launch them as branded campaigns with full performance analytics. This allows for transparent tracking of collaboration results and better optimization of marketing budgets. The tool is suitable for both major YouTubers and niche creators, making the platform more open and flexible than ever. Brands can expect a variety of styles and formats, while creators gain new opportunities for monetization and audience growth.
Currently, the feature is available to a limited number of users, but YouTube plans to gradually expand access. In the future, Open Call could become a key tool for discovering innovative and creative ideas that bridge the gap between brands and YouTuber communities. This marks another important step in YouTube’s efforts to strengthen collaboration between businesses and creators, opening the door to high-quality branded content that truly resonates with audiences. It’s convenient, efficient, and modern — exactly what’s needed for successful marketing in the digital media landscape.
Read also: Microsoft launches Showroom Ads — a next-generation interactive ad format in Copilot.
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