At Cannes Lions 2025, YouTube announced “open call,” a new feature supported by YouTube BrandConnect that allows brands to collaborate with each other.
Let’s deep dive into the open call feature and understand how it can help brands and creators.
What is YouTube Open Call?
If you are a brand and need creators who create promotional content for your product, you have to find relevant creators one by one. That’s where this feature comes in. Instead of finding creators one by one, brands can put out an open call to all the creators. Any creator enrolled in the YouTube Partner Program can send their video for collaboration.
YouTube BrandConnect has already been rolled out to help creators and brands. It is in the beta phase, with an open call, and its goal is to streamline hiring creators for brands.
How does Open Call help the brand?
As discussed, brands must simply tell the creators there is an open call for collaboration. Let’s say brands are creating a campaign. So they will provide all the details, like what type of video they need, the promotion length in the video, or the promotion theme.
The interested creators will send their videos, and the brands will check what aligns with their campaign goals and choose the best one. After letting the creator know about the selection, both brands and the creator can agree on terms. Both parties can view the analytics from the YouTube Studio.
How Open Call helps the creator?
Whether budding or underrated, creators can more effectively send their videos to the bigger brands. The campaign will have an open call. Creators can look at the campaign and decide if it is interesting for them to work on.
The creators must create a video according to the campaign brief. Once the brand approves the video, the creator and brand can agree on pricing terms. After finalizing the terms, the video can be published on YouTube. Both parties can see the video’s performance metrics.
Conclusion
YouTube is creating an organized marketplace for brands and creators, first with YouTube BrandConnect and now with an open call. The feature is for creators who are part of the YouTube Partner Program. Aspiring creators can collaborate more effectively with bigger brands. The brands can brief creators on what type of video they want, and creators can submit a video following the requirements. The feature embarks on the brand-creator collaboration.