YouTube introduced Open Call, a new feature designed to connect brands with creators in the YouTube Partner Program effectively. Announced at the Cannes Lions festival, Open Call aims to quicken the process of producing and releasing sponsored content by allowing brands to submit briefs, which creators can respond to with their proposed videos. This initiative builds on YouTube BrandConnect's decade-long mission, promoting authentic storytelling and collaboration, albeit with potential limitations for complex brand deals. YouTube emphasizes the cultural relevance of such partnerships, furthering their goal of democratizing content creation.
YouTube has the most influential creators and impactful creator and influencer content. Creators are authentic storytellers who enable brands to move beyond traditional advertising.
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 is key.
Over the years, YouTube has been an integral part of our marketing ecosystem.
Open Call opens up the platform in a new way that seems poised to dramatically speed up the process of producing branded content.
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