YouTube revolutionizes the relationship between brands and content creators with a new tool

Every day thousands of people come to YouTube To connect with your preferred content creators and discover new brands. That is why the platform has taken advantage of the framework of the festival of Cannes Lions 2025 to reveal a novelty that promises to revolutionize the relationship between brands and content creators. Through «Open Call» The tool «BrandConnect» From the Google video platform it expands their capabilities so that advertisers can create influence marketing campaigns and attractive sponsoring content that drives their commercial objectives.

In a meeting in Cannes Lions 2025, YouTube presented all the possibilities offered by “Open Call” by the hand of professionals such as Mary Ellen CoeChief Business Officer de YouTube; Pedro Pina, Head of YouTube EMEA y Melissa hsieh nikolicDirector, product management of the platform. In this way a new functionality promoted by YouTube Brandconnect is born that It allows brands to discover and collaborate with content creators massively and efficiently.

With “Open Call”, brands can connect with multiple creators associated with the YouTube partners program (YPP) through a centralized and simplified process. As explained Melissa hsieh nikolic, Through a publication on the official Google blog: «’Open Call’ offers creators of all sizes the opportunity to forge new relationships with brands. And brands can rely on the relevance and trust of YouTube creators to get the most out of their social strategy on YouTube ».

YouTube presents “Open Call” and enhances the solutions for advertisers

This novelty presents multiple benefits for advertisers But how does this solution work?. To enter the world marketing world, advertisers will have to access to the Center for Associations of Creators of YouTube (Creator Partnerships Hub).

There the brands can launch an open call (“Open Call”) to work with several creators in the YouTube partners program at the same time. To do this, they must share a ‘briefing’ with all the details of the campaign, and once published, content creators can proactively respond to this campaign proposal.

Then, advertisers will have the opportunity to review and approve the proposals of content creators, And once selected they can promote these contents as ‘Partnership ADS’ and measure the results of the campaign.

Currently “Open Call” is available for selected advertisers and the company promises to share more details about the program in the coming months.