What is YouTube's Open Call Feature, and How Does it Help Brands Hire Creators

YouTube introduced Open Call, a new feature inside its BrandConnect hub that allows brands to post creative briefs. This hub also invites submissions from any creator in the YouTube Partner Program. Brands publish campaign details, creators pitch video concepts, and advertisers review, approve, and launch partnership ads, all within the same workflow.

The tool taps into a pool of 3 million creators. Until now, matching brands with appropriate creators has required a mix of manual searching and brokered deals. With Open Call, brands reach more creators faster, while smaller and mid-tier creators gain equal opportunity to pitch content directly.

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Melissa Hsieh Nikolic, YouTube Ads product director, said the aim was to help advertisers easily find creators whose audiences reflect their brand goals. A creator named Haley Kalil, who has 7.67 million subscribers, praised the feature’s flexibility and control, saying-

“Creators know their online communities really well, so giving us as much creative freedom as possible is key to any successful brand partnership.”

Once a creator’s submission is accepted, brands can promote it as a partnership ad across YouTube and monitor its performance using the hub’s analytics suite .

With Open Call, brands can see which creators fit their demographic and creative goals, and work with them through a simple, data-driven dashboard.

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