YouTube Launches Open Call Connecting Brands, Creators Globally

YouTube has introduced a new feature called Open Call, designed to simplify and scale the connection between brands and creators within the YouTube Partner Program. This tool allows brands to publish a creative brief in the creator partnerships hub, inviting multiple creators to proactively submit sponsored video content that aligns with the campaign. Brands then review and approve submissions, promoting selected videos as partnership ads, enhancing opportunities for creators of all sizes to engage with brands. Initially available to select advertisers and announced at the 2025 Cannes Lions Festival, Open Call is part of YouTube BrandConnect's broader initiative to professionalize creator-brand collaborations and leverage the trust creators have with their audiences. This launch aligns with industry trends, as platforms like Amazon Ads also develop streamlined sponsorship solutions to facilitate marketer-creator partnerships. YouTube leaders emphasize the importance of authentic content and creative freedom in successful brand partnerships, highlighting the platform's commitment to supporting the evolving creator economy.