Introduction

YouTube is rolling out Open Call, a new feature within its BrandConnect suite that enables brands to post collaboration briefs directly to creators in the YouTube Partner Program (YPP). Announced at Cannes Lions 2025 on June 17, Open Call streamlines how brands and creators discover, negotiate, and execute sponsored content campaigns. This article explains how Open Call works, its benefits for brands and creators, and strategies to make the most of this powerful new tool.

The Evolution of Brand–Creator Partnerships on YouTube

Since acquiring FameBit in 2016 and relaunching it as YouTube BrandConnect, YouTube has steadily expanded its marketplace for influencer marketing. BrandConnect became the cornerstone of YouTube’s creator-led ad solutions: partnership ads allow brands to amplify authentic creator videos; the Creator Partnerships Hub centralizes discovery, collaboration, and measurement; and now Open Call completes the loop by giving brands and creators a proactive way to connect at scale.

From FameBit to BrandConnect

Originally a standalone platform, FameBit introduced creators to brands seeking sponsorships. Its integration into YouTube Studio as BrandConnect consolidated all aspects of sponsored content campaigns—brief creation, creator discovery, media kit sharing, and performance analytics—under one roof.

Launch of the Creator Partnerships Hub

In May 2025, at YouTube’s NewFronts presentation, Google unveiled the Creator Partnerships Hub within Google Ads. This central interface surfaces organic branded videos, enables one-click video linking for partnership ads, and integrates audience insights powered by the new Insights Finder tool. The hub gives marketers seamless access to over three million YPP creators—up from two million in 2021—and ties influencer content directly into performance marketing workflows.

Introducing Open Call

Open Call adds a proactive dimension to BrandConnect. Rather than waiting for brands to vet creators or creators to apply to campaigns one-on-one, Open Call lets brands publish an open brief to the entire YPP pool or to a targeted subset of creators. Interested creators then submit custom video pitches, and brands review, approve, and promote the finished videos as partnership ads through Google Ads.

How Open Call Works

1. Create an Open Call Brief.

Within the Creator Partnerships Hub, brands log into BrandConnect and fill out a creative brief detailing campaign objectives, deliverables, audience targeting, budget, and any “must-have” creative elements.

2. Publish and Invite Responses.

Once live, the brief is visible to all eligible YPP creators, or a selected segment defined by demographics, interests, or niche. Creators review the offer and decide whether to craft a video proposal.

3. Receive and Evaluate Submissions.

Creators submit video pitches directly through BrandConnect. Brands can watch submissions side by side, compare creative approaches, and communicate revisions as needed.

4. Approve, Promote, and Measure.

Approved creator videos become partnership ads that can run in Google Ads campaigns. Brands gain access to both organic view metrics and ad performance data, enabling measurement of reach, engagement, and conversions.

Benefits for Brands

1. Scale and Efficiency

Open Call taps into over three million creators with just a few clicks, eliminating the manual search, outreach, and back-and-forth email chains that traditionally slow down influencer campaigns. Brands can manage all proposals within BrandConnect, saving time and resources.

2. Authenticity at Scale

By crowdsourcing pitches, brands receive diverse creative perspectives that resonate authentically with niche audiences. Partnering with creators who have built trust with their communities leads to higher engagement and conversion rates compared to generic ads.

3. Integrated Measurement

Since partnership ads run alongside other Google Ads formats, brands can leverage Campaign-level targeting options—demographics, interests, keywords—and unified reporting dashboards to compare creator content against in-house ads.

4. Data-Driven Creator Discovery

Open Call complements the Insights Finder tool, which uses AI to surface creators based on performance metrics, audience overlap, and topical relevance. Marketers can refine briefs or follow-up Open Calls with targeted invites for optimal brand–creator fit.

Benefits for Creators

1. Access to More Opportunities

Open Call democratizes branded content opportunities by letting all YPP creators—regardless of size—pitch ideas directly to brands. This levels the playing field, giving emerging voices a chance to win campaigns alongside established influencers.

2. Creative Freedom

Creators can propose unique approaches that play to their strengths and align with their community’s interests. Brands review concepts before production, ensuring mutual understanding and minimizing post-production revisions.

3. Simplified Workflow

BrandConnect’s self-service interface handles brief details, submission tracking, and payment negotiation. Creators no longer juggle multiple platforms, emails, and contracts; everything is managed within YouTube Studio.

4. Enhanced Monetization

Open Call adds to YouTube’s expanding list of revenue streams—Ads, Shorts Fund, Super Chat, Channel Memberships, and BrandConnect—providing more financial stability and diversity for creator businesses.

Getting Started with Open Call

1. For Brands

• Eligibility

You must be a select advertiser in the current beta. If you aren’t yet enrolled, contact your Google Ads representative for early access.

• Brief Creation Best Practices

Write clear objectives, define target audience parameters, include timeline, budget, and “must-use” product features. Use concise language and provide visual examples if possible.

• Review Process

Allocate sufficient time for submission review. Develop an evaluation rubric—creative quality, audience fit, production feasibility—to compare pitches objectively.

• Campaign Setup

Once videos are approved, set up partnership ads in Google Ads. Use Customer Match and affinity targeting to amplify reach.

2. For Creators

• Meet YPP Requirements

Channels need at least 1,000 subscribers and 4,000 watch hours over 12 months, plus no active Community Guidelines strikes.

• Optimize Your Media Kit

Ensure that your YouTube Studio profile has up-to-date audience demographics, key performance metrics, and a concise bio.

• Pitch Strategically

Read briefs thoroughly. Tailor pitches to showcase how your style and audience align with brand goals. Provide storyboards or rough edits when possible.

• Plan Production

Budget your time and resources. Pre-produce scripts or plan B-roll to meet deadlines and quality expectations.

Best Practices for a Successful Open Call Campaign

1. Clarity Is Key

Whether writing briefs or pitches, be specific about deliverables, deadlines, and success metrics.

2. Communicate Early

Use BrandConnect’s messaging tools to clarify any ambiguities before production begins.

3. Leverage Data

Brands should analyze past YPP collaborations for insights on what resonates; creators should highlight top-performing content as proof points.

4. Optimize for Shorts

Given the rise of Shorts, consider requesting vertical or condensed content versions for multi-format amplification.

5. Test and Iterate

Start with a smaller scope to pilot workflows, then scale up. Monitor initial partnership ad performance and adjust targeting or creative briefs accordingly.

Conclusion

By launching Open Call, YouTube completes its vision for a unified brand–creator ecosystem. Brands gain scalable, data-driven access to millions of trusted voices, while creators unlock more equitable and streamlined sponsorship opportunities. As influencer marketing continues to grow, Open Call positions YouTube at the forefront of authentic, performance-oriented brand collaborations.

Frequently Asked Questions

What is YouTube Open Call?

Open Call is a feature within YouTube BrandConnect that allows brands to post open creative briefs to creators in the YouTube Partner Program. Creators submit video pitches, and brands approve and run them as partnership ads.

Who can use Open Call?

Currently, Open Call is in beta and available to select advertisers. Creators must be in the YouTube Partner Program with no active strikes to view and respond to briefs.

How do brands measure Open Call campaigns?

Approved creator videos are promoted as partnership ads in Google Ads. Brands access unified dashboards showing organic view metrics, ad impressions, engagement rates, and conversion data.

Can all creators apply to any brief?

Yes—unless a brand narrows its audience parameters, any eligible YPP creator can view and pitch to an Open Call brief.

How does Open Call differ from traditional influencer outreach?

Open Call centralizes discovery, brief distribution, submissions, and measurement within BrandConnect, eliminating manual outreach, agency fees, and disjointed communication channels.

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