YouTube introduces ‘Open Call’ to connect creators and brands at scale

New Delhi: YouTube has launched a new feature called Open Call, designed to help brands collaborate with multiple creators more efficiently. The feature, announced during the Cannes Lions International Festival of Creativity, is supported by YouTube BrandConnect, the platform's creator marketing tool.

The initiative allows advertisers to publish a creative brief through the creator partnerships hub. YouTube creators who are part of the Partner Programme can then respond with video content proposals. Brands can review submissions, approve videos, and use them as partnership ads, with performance data available for evaluation.

According to YouTube, Open Call is intended to provide creators of varying sizes the chance to engage with brands, while offering advertisers access to communities built around creator trust and influence.

"Open Call" is currently available to select advertisers, with a broader rollout expected later.