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YouTube Launches ‘Open Call,’ a New Way for Marketers to Solicit Branded Content From Creators
YouTube announced Open Call, which will let brands broadly request sponsored content from creators who are part of the YouTube Partner Program.
The announcement is timed for the 2025 Cannes Lions International Festival of Creativity, the advertising conference taking place this week in the south of France. With Open Call, based on a marketer’s creative brief, creators can proactively respond by creating videos that match the parameters of the project and then share them with the brand. Open Call “gives creators of all sizes the opportunity to pursue new relationships with brands,” Melissa Hsieh Nikolic, director of product management, YouTube Ads, wrote in a blog post about the new feature.
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