YouTube has officially launched a new feature: Open Call. The launch of this feature not only makes it easier for brands to connect with creators, but also opens a new door for content creators of all sizes to monetize through collaboration with brands.
So, what exactly is "Open Call"? How does it work? How can ordinary creators participate? This article gives you a comprehensive explanation + practical tutorial.
What is "Open Call"?
Open Call is a new feature under YouTube's BrandConnect brand cooperation platform, which allows brands to directly publish cooperation recruitment information (similar to "creative tasks" or "cooperation notices"). Creators can voluntarily submit video content that meets the requirements based on the brand's creative brief.
The brand will then select satisfactory works from the submissions, reach commercial cooperation, and conduct paid promotion through Partnership Ads. This will greatly increase the exposure and revenue opportunities of creators.
YouTube said:
"Open Call provides creators of all sizes with the opportunity to build partnerships with brands. Brands can leverage the influence and credibility of creators to enhance their social marketing strategies on the YouTube platform."
How to participate in the "Open Call" project? [Practical process]
1️. Log in to [YouTube Studio] > Find the [BrandConnect] panel
Currently only open to some creators, please make sure you meet the following conditions:
Monetization enabled
Aged 18 and above
Have an active record of publishing original content
The main audience market is in countries/regions that support BrandConnect (such as the United States, the United Kingdom, etc.)
2️. View the current list of "Open Call" projects
Each project will list:
Cooperating brand name
Video topic requirements
Submission Deadline
Content style suggestions
3️. Prepare and submit your creative video
Note: The video submitted for the first time does not necessarily need to be fully shot. It can be a combination of "concept script + reference clips", similar to bidding.
4️. Wait for brand review
After being selected, the brand will communicate with you further on matters such as quotation, release channels, and formal production.
Tips for content creation (improving hit rate)
1. Read the creative brief carefully: understand the brand tone, target audience, and promotion purpose
2. Make good use of Shorts format: short and powerful, in line with platform trends
3. Highlight product selling points, but avoid hard advertising: authentic and interesting content is most favored by brands
4. Strengthen the attractiveness of the cover and the first 3 seconds: Improve the brand review pass rate
What does this feature mean to creators?
In the past, brand cooperation was more inclined towards top bloggers, but now as long as you have creativity and execution ability, you can win the favor of brands with your content.
Opportunities include:
No limit on the number of fans: small and medium-sized bloggers can also participate
Flexible submission mechanism: video first, organic
Increase exposure and monetization channels: Get official Partnership Ads support if you are selected by a brand
New good news for Shorts creators: short videos are in great demand, and brands are more willing to try different styles
YouTube is even testing new ways for Shorts creators to proactively reach out to brands for partnership proposals.
Who is suitable to participate in "Open Call"?
1. Small and medium-sized creators (1k～100k subscriptions)
You may not have agent resources, and it may not be easy for you to be discovered by brands, but "Open Call" allows you to actively seek cooperation opportunities, which is very suitable for mid-level creators with "stable content + clear style".
2. Creators specializing in Shorts/short video content
YouTube officially stated that "Open Call" is also aimed at short video creators, because brands are increasingly inclined to cooperate with bloggers who are good at "short content delivery."
3. Creators with experience in brand-adapted content
Even if you have never formally accepted advertising before, as long as your video style is a natural fit with certain brands, you can actively submit your video.
4. Content creators who are looking for a side job/part-time monetization path
If you are:
College students/working professionals/part-time self-media workers
Want to earn stable income through content creation
Want to follow the path of "content creation + business cooperation"
Conclusion
YouTube's Open Call undoubtedly provides content creators with a decentralized brand cooperation window, lowers the threshold for cooperation, and breaks the stereotype that "only big bloggers can receive advertisements."
Would you be willing to create video content for a brand?
