Google is making it easier than ever for businesses to collaborate with creators through a new tool called Open Call.
Announced at Cannes Lions 2025, the feature is powered by YouTube BrandConnect. It allows brands to post campaign briefs inside YouTube’s Creator Partnerships Hub, inviting multiple eligible creators to submit content ideas and collaborate at scale.
The feature was announced at Cannes Lions 2025 and is powered by YouTube BrandConnect. It enables businesses to post campaign briefs on YouTube’s Creator Partnerships Hub, asking several qualified creators to submit content ideas and collaborate at scale. However, it is worth noting that YouTube’s BrandConnect is not yet available in most countries. YouTube BrandConnect is currently accessible in Brazil, India, Indonesia, the UK, and the US.
Here’s how it works:
- Brands publish a creative brief outlining campaign goals and guidelines.
- YouTube creators of all sizes may participate by submitting video proposals.
- Brands review and accept proposals that are consistent with their message.
- Approved videos can be promoted as partnership ads with trackable performance indicators.
This system gives brands instant access to YouTube creators’ loyal audiences, while creators gain new income opportunities. The result? Faster, more authentic partnerships that drive business growth.
This system provides brands with rapid access to YouTube creators’ dedicated audience, while creators get additional revenue opportunities. What is the result? Faster, more honest collaborations that propel corporate progress.
Open Call is currently only available to certain advertisers. More details are expected soon.
