YouTube has introduced open call, a new feature powered by YouTube BrandConnect, designed to streamline how brands hire creators at scale. This feature allows brands to post an open call within the creator partnerships hub, inviting multiple creators from the YouTube Partner Program to respond with video content based on a published creative brief. Brands can then review, approve, and promote these creator videos as partnership ads while measuring their performance.
Open call enables creators of all sizes to connect with brands, leveraging the trust and relevance of YouTube creators to enhance social strategies. Currently, open call is available to select advertisers, with more details to be announced in the future.
