YouTube Will Enable Brands to Post Opportunities for Creator Collaboration

Posted on June 17, 2025
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of YouTube Introduces “Open Call” to Boost Brand-Creator Partnerships

YouTube’s new “Open Call” feature within BrandConnect allows brands to post partnership opportunities that creators can apply for by submitting custom videos. This initiative aims to expand monetization options for creators of all sizes by facilitating paid promotions through Partnership Ads. It aligns with the growing trend of short-form video marketing and enhances YouTube’s tools for brand and creator collaboration.

Optimixed’s Overview: Enhancing Creator Monetization with YouTube’s Innovative BrandConnect Open Call

Introduction to YouTube’s Brand Partnership Expansion

YouTube is rolling out a new feature called Open Call within its BrandConnect platform, designed to create more brand partnership opportunities for creators. This feature allows brands to publicly post collaboration briefs, inviting creators to submit tailored video content that highlights their products or services.

How Open Call Works

  • Brands post creative briefs: Outlining specific content requests and campaign goals.
  • Creators submit custom videos: Based on the brief, creators provide unique promotional content for consideration.
  • Brands select submissions: Selected videos are then used in paid Partnership Ads, ensuring compensation for creators.

Strategic Benefits and Market Trends

This initiative supports creators of all follower sizes by opening up new revenue streams and encourages more dynamic brand collaborations. It targets the evolving preference for short-form video content, a format popularized by platforms like TikTok, which demands authentic, creator-driven promotion styles. Additionally, YouTube is complementing Open Call with other tools like Shorts creator prompts and the Insights Finder, enhancing discovery and partnership matching.

Looking Ahead

Currently available to select advertisers, YouTube plans to expand Open Call broadly, reinforcing its commitment to being a top platform for creator monetization and brand engagement through innovative, creator-centric features.