Influencer marketing is thriving, but the industry still struggles with transparency, standardisation, and trust. YouTube’s new open call feature has sparked fresh conversations, offering brands and creators a simpler way to connect and build more accountable partnerships. Could this be the shift that sets clearer benchmarks for influencer collaborations, or just another layer in an already complex space? Here’s what industry leaders have to say.
Aditya Oza, CEO and Cofounder, Luxora
“The biggest mistake a brand can make is assuming the audience isn’t smart.
Whether a collaboration is marked or not, people can see through it.
YouTube’s new open call feature adds a much-needed layer of authenticity, especially in a world where creators hold real influence.
Brands should treat YouTube as a serious channel to reach their audience.
For some, it’ll be top-of-funnel awareness.
For others, a direct path to conversion.
That’s why choosing the right creator and giving them room to be creative, isn’t optional. It’s the difference between noise and impact
Arpan Biswas, Chief Marketing Officer, Reliance Ajio
Youtube’s new Open Call feature will democratise influencer marketing further and remove the middle men who add little value. It will open up opportunities for new creators to grow faster, distribute nano/micro creator earnings and improve discovery – thus creating a level playing field for them. For brands, it will ensure faster turnaround, more variety of content and talent, and higher transparency. It’s a fantastic move for both brands and creator ecosystem.
Ramya Ramachandran, Founder & CEO- whoppl.
The real problem in influencer marketing isn’t just discovery — it’s mismatched intent, deliverables, and inflated metrics and unregulated costing. Unless YouTube actively builds in transparency (on rates, performance, content rights, etc.),
So yes, it’s promising. But it won’t clean up the space unless it also raises the bar for accountability. Right now, it’s a feature. To truly set a new standard, it needs to become infrastructure.
Nikhil Sharda, AVP, The Marcom Avenue
YouTube’s open call is a power move because it finally brought order to the chaos. It’s a wake-up call for influencer marketplaces that are full of fluff. It raises the bar by letting brands cut through inflated metrics and creators pitch in an open way. Will it make the area cleaner? Not right away, maybe. But it does change the balance of power in favour of quality over clout. The question now is whether creators will grow or be left behind.
Shivashish Tarkas, Founder, The InterMentalist
Not sure if this YouTube move fully tackles the real challenges in influencer marketing. Agencies usually take care of a lot—production, payments, coordination, regional insights, content checks, execution and more. This system in place always ensures smoother campaigns.
Without this layer, it might get a bit complicated, especially for bigger brands who are used to a one-window system.
This new setup might work better for smaller creators and upcoming brands where every bit counts. For the rest, though, not sure how much of a difference it’ll really make.
