Hiring creators for ad campaigns can be complicated. But YouTube is setting out to “streamline” that process with its new ‘Open Call‘ feature. Announced at Cannes Lions, the feature is powered by YouTube BrandConnect.
How Do Brands Use Open Call?
In terms of using the feature, it couldn’t be simpler for brands:
- Navigate to the creator partnerships hub.
- Post an open call to work with multiple creators in the YouTube Partnership Program simultaneously.
- Publish a creative brief detailing the campaign. Once uploaded, creators will be able to send a video based on this brief to the brand.
- Review and select certain video submissions.
- Promote these chosen videos as partnership ads in order to measure results.
What Has YouTube Said About This?
“YouTube has the most influential creators and impactful creator and influencer content,” Sean Downey, president Americas and global partners for YouTube, said at Cannes Lions (via The Hollywood Reporter).
“Creators are authentic storytellers who enable brands to move beyond traditional advertising and participate in cultural conversations in a genuine, credible way.”
The main advantage of Open Call to brands is that it rapidly speeds up the production process by having creators make and upload the videos themselves. It also helps to democratize the brand deal process and, for creators, level the playing field.
So, as well as being advantageous to fans, there’s something in it for creators.
