YouTube has introduced “Open Call,” a new feature powered by YouTube BrandConnect that enables advertisers to discover and partner with multiple creators simultaneously. Announced at Cannes Lions 2025, the tool aims to democratize and accelerate branded content creation within YouTube’s ecosystem, which contributed over $55 billion to the U.S. GDP in 2024, according to recent research by Oxford Economics.

The new system enables brands to publish creative briefs within the Creator Partnerships Hub, detailing campaign requirements and goals. Any eligible creator in the YouTube Partner Program can then proactively respond by submitting video content that matches the campaign parameters. Brands review submissions, approve selected videos, and promote them as partnership ads through Google Ads.

“YouTube has the most influential creators and impactful creator and influencer content,” said Sean Downey, President of Americas and Global Partners for YouTube, in a statement. “Creators are authentic storytellers who enable brands to move beyond traditional advertising and participate in cultural conversations in a genuine, credible way.”

Economic Impact and Creator Opportunities

This launch comes as YouTube’s creative ecosystem supported more than 490,000 full-time equivalent jobs last year. The platform has paid more than $70 billion to creators, artists, and media companies in the three years preceding January 2024 through its revenue-sharing model, which now encompasses ten different monetization streams.

Open Call expands these economic opportunities by giving “creators of all sizes the opportunity to pursue new relationships with brands,” according to Melissa Hsieh Nikolic, Director of Product Management for YouTube Ads.

Brand Response

Major advertisers have expressed support for the initiative. Karla Vélez, Global Media Director at L’Oréal, noted in a statement: “Partnering with YouTube creators allows us to drive deeper brand engagement through authentic, entertaining content that resonates with their communities and extends our consumer reach.”

The feature is currently available to select advertisers, with broader access planned in the coming months. YouTube reports that there are more than 3 million channels in the YouTube Partner Program eligible to participate.