Influencer marketing has been recognized as the most effective approach to advertising in the modern tech era. There are influencers on Facebook, Instagram, TikTok, but a special place among them is taken by YouTube influencers. This popular social media platform with a focus on video content has made thousands of people popular and recognized. Now they boast huge fan bases and a great impact on their decision making, so this influencer marketing approach is in high demand nowadays. How does it work and where to find the right influencer?
This YouTube influencer marketing guide will give answers to the most frequently asked questions on this topic.
A YouTube influencer is a person who creates unique content and has attracted a large subscriber number to the channel. This person specializes in a particular niche or several of them and viewers consider the content created interesting and useful.
What makes a content creator on a YouTube influencer? Naturally, it is a massive following, power to set trends, and impact on the audience. When a person achieves these goals, he can be invited to collaborate with brands and become an ambassador for some of them.
Why are companies ready to hire YouTube influencers? 67% of millennials prefer YouTube as the major source of online consumption. Furthermore, this platform is visited by over 1.5 billion people every month, so it is easier to access the audience with the help of influencers and make it more targeted. Another convincing fact is that 90% of millennials make purchase decisions based on online reviews, so the level of trust in influencers is very high. It means that their advice can encourage subscribers to make different steps including purchases.
YouTube is considered a perfect spot for influencer marketing due to its popularity and long online presence. It features a formal advertising setup for any brand to build a marketing strategy in a seamless manner. It works like a huge television with billions of channels. A user can choose a channel to his taste and enjoy videos without limits there. However, watching any video for free viewers also should see ads from a variety of brands, and this is the way how traditional advertising works on YouTube.
Influencer marketing is a bit different. Brands turn to some channel holders to promote their products, services, or awareness. It means they deal directly with a person or his manager and pay money to him. The most popular way of influencer marketing on YouTube is unboxing when users want to find out what is hidden inside a beautiful box, but influencers can shoot other videos to promote brands too. The most popular ways to work with YouTube influencers are:
There are several reasons to try marketing on YouTube and cooperate with influencers, first of all.
General conversion rates from influencer marketing are almost 5 times higher than from traditional YouTube ads. Impressive, right?
Like in any other type of marketing, there are several types of influencer marketing campaigns distinguished on YouTube. The choice of each YouTube marketing campaign type depends on several factors including the stage of the conversion and the final goal to be achieved. Let’s look at the most popular ones and find out their peculiarities.
The main goal of this campaign is to introduce a new product or brand to the public. The main peculiarity is the fact that the audience will see a product or brand for the first time. The most effective way to do that is to offer a product review made by an influencer.
The main purpose of the following campaign type is to make a product stick in people’s memory for a longer period of time. It is a great way to maintain brand awareness and increase sales.
Influencers try to focus on the way every product solves the problem, and they often prefer to shoot educational videos with an emphasis on product benefits.
Despite being not a number one platform for Hashtag promotion, some brands choose YouTube for this campaign type to generate more traffic to some videos or websites. The main focus is made on custom hashtags in such campaigns.
It is not a secret people like contests, and YouTube is a good platform to organize them too. No wonder this way of brand promotion is popular here too.
This type of campaign usually includes a video about a specific brand or product. It is known as an ad spot and not all influencers agree to run such campaigns since their commercial nature may discourage viewers. But this type of campaign exists and can be ordered too.
There are several things to consider when you want to find out which Youtuber should you collab with.
Using YouTube for marketing is a good idea that may help many brands to achieve success, but what to start with? There are several steps to complete if you plan to get assistance from influencers.
How do you know if your campaign is successful? Undoubtedly, the best way to find out that is to measure its ROI and other metrics. There are several ways to do that:
There is also one universal formula that allows calculating the influencer marketing campaign ROI:
ROI= (Profit/Cost of influencer marketing) x 100
When it comes to profit, it will depend on the goals of the campaign and can be not only finances but also reach, engagement, impressions, etc.
Is YouTube influencer marketing worth ordering?
Yes, it is. This type of advertising is suitable for companies that want to expand brand awareness, increase sales, and attract new customers in the niche it works.
What makes YouTube IMC different?
Unlike Instagram or TikTok, the main peculiarity of YouTube marketing is video content and ads included in it. These are lengthy videos that allow inserting ads inside as well as being devoted to the company or product fully.
What types of IMC work the best?
The most popular types of influencer marketing on YouTube are how-to videos, product reviews, ad spots, giveaways, and others.
What is the hierarchy of YouTube influencers?
YouTube influencers are divided into three main categories. Micro-influencers with the subscriber number between 10K and 50k. Mid-tier has an audience between 50k and 500k. Channels with over 500k subscribers are owned by macro-influencers.
Influencer marketing beats all the records in the success of modern advertising campaigns and strategies, so it will be a great mistake not to use YouTube to your benefit as well. Here you could find out what YouTube influencer marketing is and why collaboration with influencers can do a big favor for a brand!