GoogleYouTube is streamlining hiring creators for brands with open call.
Summary
At Cannes Lions 2025, YouTube announced open call within YouTube BrandConnect, allowing brands to discover and partner with creators at scale via the Creator Partnerships Hub. Brands publish a creative brief, and creators in the YouTube Partner Program proactively submit video content. Brands review, approve, and promote these videos as partnership ads, measuring results.
This empowers creators of all sizes to connect with brands, leveraging creator relevance and trust to enhance social strategy. Open call is currently available for select advertisers, with more details coming soon.
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