YouTube creators provide direct access to engaged audiences for brands, driving influence and delivering business results. At Cannes Lions 2025, we announced open call, a new feature powered by YouTube BrandConnect, which enables brands to discover and partner with creators at a large scale. Here’s how it works:

• Within the creator partnerships hub, place an open call to work with multiple creators in the YouTube Partner Program at once.
• Publish a creative brief with campaign details. Once live, creators can proactively respond with video content for your campaign.
• Review and approve video submissions.
• Promote creator videos as partnership ads and measure results.

Open call gives creators of all sizes the opportunity to pursue new relationships with brands. And brands can lean on the relevance and trust of YouTube creators to get more from their social strategy on YouTube.

Open call is currently available for select advertisers, and we’ll share further details in the coming months.