YouTube is stepping up its game for marketers by introducing an Open Call feature. This initiative, launched on Tuesday, aims to make it easier for brands to engage with creators for sponsored content. It enhances the existing matchmaking service that connects advertisers with top-tier creators on the platform.
Open Call allows brands to issue broad requests for branded content to creators of the YouTube Partner Program. Powered by YouTube BrandConnect, the platform’s dedicated marketplace, this new tool aims to facilitate streamlined collaborations between brands and creators, aligning perfectly with the spirit of innovation celebrated at the 2025 Cannes Lions International Festival of Creativity, which is taking place this week in Cannes, France.
With the Open Call feature, marketers can outline their creative briefs, which creators can respond to by crafting videos tailored to the project’s specifications. Once creators submit their videos, brands can review and select contributions for their marketing campaigns.
Additionally, marketers can promote these creator videos as “partnership ads” through Google Ads.
Melissa Hsieh Nikolic, YouTube Ads’ director of product management, highlighted that Open Call provides creators of all sizes with newfound opportunities to build brand partnerships. This collaboration leverages the credibility and reach of YouTube creators, enhancing brands’ social strategies on the platform.
Open Call is available to select advertisers, with plans for a wider rollout expected in the coming months. YouTube boasts over 3 million channels within its Partner Program, which shares advertising revenue with creators who meet specific eligibility criteria and offers various additional benefits.
