YouTube Launches ‘Open Call,' a New Way for Marketers to Solicit Branded Content From Creators
YouTube on Tuesday announced Open Call, which will let brands broadly request sponsored content from creators who are part of the YouTube Partner Program. The new feature is powered by YouTube BrandConnect, the platform's marketplace for brands to discover and partner with creators. The announcement is timed for the 2025 Cannes Lions International Festival of Creativity, the advertising conference taking place this week in the south of France.
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With Open Call, based on a marketer's creative brief, creators can proactively respond by creating videos that match the parameters of the project and then share them with the brand. At that point, the brand that issued the Open Call can decide which videos to use in their campaigns. The marketer can then promote creator videos as 'partnership ads' in Google Ads.
Open Call 'gives creators of all sizes the opportunity to pursue new relationships with brands,' Melissa Hsieh Nikolic, director of product management, YouTube Ads, wrote in a blog post about the new feature. Marketers can 'lean on the relevance and trust of YouTube creators to get more from your social strategy on YouTube.'
Initially, Open Call is available for 'select advertisers,' with a broader rollout planned in the coming months, according to YouTube.
YouTube says there are more than 3 million channels in the YouTube Partner Program, which shares ad revenue with creators (and provides other perks) if those creators meet certain minimum thresholds.
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Why The Labubu Craze Became A Nostalgic Social Currency
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Created by Hong Kong-born artist Kasing Lung in 2016, the character draws from Nordic folklore and European fairy tales, creating what author and fashion historian Robert Ossant describes as a 'fascinating combination of cute and ugly that taps into the 90s and Y2K aesthetic of Furbies, Garbage Pail kids, Troll dolls and cartoons like Rugrats and Ren & Stimpy.' Lung, born in 1972, spent part of his childhood in the Netherlands, and his design philosophy blends childhood memories with universal mythological elements. The result is a character that feels simultaneously new and ancient or something that resonates across cultural boundaries while tapping into collective childhood memories. "The large eyes and tiny nose resemble childlike characteristics, upping the cute factor and appealing to the anime and manga trends we're seeing in the current zeitgeist," explains Nina Vargas, a global beauty strategist, in her analysis of the toy's psychological appeal. These 'anthropomorphic qualities' don't just make the character endearing, but they create an emotional bridge that allows consumers to project feelings and memories onto the object. The timing of Labubu's global breakthrough in 2024-2025 wasn't accidental. After nearly a decade of relative obscurity, the character found its moment during a period when consumers were particularly receptive to nostalgic comfort items. In fact, if you scroll TikTok, you will see millions of videos of consumers listening to 90s music, revisiting fashion trends from that decade, or rewatching their childhood favorite movies and TV shows. The Labubu's ability to evoke childhood security while remaining contemporary enough for adult fashion sensibilities created the perfect storm for viral adoption. Labubu Is An Exclusive Social Currency Perhaps no aspect of the Labubu phenomenon is more revealing than its transformation into a form of social currency or an investment piece. The collectible toy market has long understood the power of scarcity, from Pokémon cards, Barbies and Beanie Babies, but Labubu has elevated this concept to new heights through strategic use of "blind box" purchasing and limited releases. "The Labubus became a social currency because to have a rare Labubu communicates an insider knowledge of trends and value. It began as 'if you know you know' (IYKYK) style statement and a widely understood, talisman of taste," Ossant explains. CANNES, FRANCE - MAY 17: Zufi Alexander wears an all Miu Miu look made of butter yellow long summer ... More dress and straw Miu Miu bag with attached Labubu bag charms during day five of the 78th Cannes Film Festival on May 17, 2025 in Cannes, France. (Photo by) The economics are straightforward yet powerful: initial drops are priced modestly (around $30), but artificial scarcity quickly drives secondary market prices to multiples of their original value. This creates multiple tiers of social signaling. Owning any Labubu demonstrates cultural awareness, but owning a rare variant or paying premium resale prices communicates having insider knowledge, and frankly, the financial means. The unboxing ritual central to Labubu culture amplifies this social currency effect. "The unboxing and reveal of which character emerges from the packaging intrigues the viewers, making them eager to seek their own unwrapping experience in the hopes of having their own (hopefully rare) character," Vargas notes. Social media feeds filled with unboxing videos create a feedback loop of desire and FOMO (fear of missing out) that drives continued purchasing. Retail strategist Jeanel Alvarado, Founder & CEO at RETAILBOSS, identifies a crucial parallel: "Many collectors of Labubu for instance turned out to be luxury buyers. Affluent shoppers who typically seek out rare watches, handbags and limited edition pieces." 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Whether Labubu endures or fades, its impact on understanding consumer behavior, social media marketing, and the psychology of collectibility will likely persist. As Alvarado succinctly summarizes: "It shows the value is in the eyes of the beholder, for those who understand the collector and resale market potential for limited items it's a lucrative play, in addition to the clout they can get online. For others it's just an 'ugly toy.'" A man walks with two Labubu plush toys of Pop Mart hanging from his backpack straps along a ... More pedestrian street on The Bund in Shanghai on July 4, 2025. (Photo by Hector RETAMAL / AFP) (Photo by HECTOR RETAMAL/AFP via Getty Images)
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