YouTube’s Open Call Turns Creators Into Campaign Pitchers

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YouTube’s new Open Call feature flips the script on influencer marketing, letting creators pitch brands directly with campaign-ready content.

YouTube is reengineering how brands and creators connect. At Cannes Lions 2025, the platform unveiled Open Call, a new feature within YouTube BrandConnect that allows marketers to post campaign briefs and receive video submissions from creators across its 3 million–strong Partner Program.

The tool is designed to streamline branded content production at scale. Instead of handpicking influencers, brands can now issue a creative brief and let interested creators respond with custom video pitches. If selected, those videos can be promoted as Partnership Ads through Google Ads.

“Open Call gives creators of all sizes the opportunity to pursue new relationships with brands,” said Melissa Hsieh Nikolic, Director of Product Management at YouTube Ads. “Marketers can lean on the relevance and trust of YouTube creators to get more from their social strategy.”

The feature is currently available to select advertisers, with a broader rollout planned. It builds on YouTube’s broader push to democratize branded content, much like it did with video publishing itself.

For brands, the appeal is speed and scale. For creators, it’s access. “The best brand partnerships result in authentic content that truly resonates with my audience,” said creator Haley Kalil. “Giving us creative freedom is key.”

With influencer marketing maturing, Open Call could mark a shift from talent scouting to talent sourcing—where the brief becomes the casting call, and creators pitch themselves.