Can YouTube democratize and dramatically speed up the process to produce and release branded content? A new offering from the video platform aims to do just that.
Called Open Call, the tool will be part of YouTube BrandConnect, and is seeking to more seamlessly connect brands with creators in the YouTube Partner Program.
Brands interested in participating can request sponsored content from creators via a brief that has details on what they are looking for, and any creator who is interested and would be a good fit can respond and submit a video that can be integrated into the campaign.
YouTube announced Open Call at the Cannes Lions festival Tuesday. While BrandConnect has been connecting brands to creators for more than a decade, Open Call opens up the platform in a new way that seems poised to dramatically speed up the process, even if it may not be quite as useful for more detailed and complex brand sponsorships.
“YouTube has the most influential creators and impactful creator and influencer content,” says Sean Downey, president Americas and global partners for YouTube. “Creators are authentic storytellers who enable brands to move beyond traditional advertising and participate in cultural conversations in a genuine, credible way.”
The result is an offering that bears similarities to YouTube writ large, which democratized and sped up video creation by allowing creators to upload their own content. Open Call applies that philosophy to branded content.
“The best brand partnerships result in authentic content that truly resonates with my audience. Creators know their online communities really well, so giving us as much creative freedom as possible is key to any successful brand partnership,” said Haley Kalil, a YouTube creator with 7.7 million followers.
“Over the years, YouTube has been an integral part of our marketing ecosystem,” added Karla Vélez, global media director (social media) at L’Oréal CDMO. “Partnering with YouTube creators allows us to drive deeper brand engagement through authentic, entertaining content that resonates with their communities and extends our consumer reach. At L’Oréal, YouTube creators are a powerful force—shaping cultural moments and forging meaningful connections with our audiences.”