How YouTube Is Taking a More Active Role in Influencer Marketing

YouTube has recently been ramping up its efforts to facilitate creator-brand collaborations through a series of new initiatives.

BrandConnect Expansion

At the core of these efforts is the expansion of BrandConnect, YouTube’s self-service influencer marketing platform. Previously in limited beta, BrandConnect is now accessible to a wider group of creators, enabling them to find and manage brand partnerships, as well as create customized Media Kits.

Eligible creators—those in the YouTube Partner Program (YPP), at least 18 years old, based in supported regions, and in good standing with YouTube—can sign up via the Earn section of YouTube Studio.

Open Call Pilot Program

In addition to expanding BrandConnect, YouTube is piloting an Open Call program, which allows brands to put out a request to creators for custom ad videos.

Eligible creators can browse these opportunities and submit content based on the brand’s creative prompts, information, and payment terms. Based on what I’ve come aacross, brands like Wayfair, MorningStar Farms, and Club Crackers are part of the pilot, and creators seem to be happy with the program so far.

This initiative is similar to TikTok’s Creative Challenge program and other challenge-based campaigns that have emerged in recent years. These programs allow brands to obtain creator content at scale for their paid media efforts with minimal effort.

Other Recent Updates for Creator-Brand Partnerships