YouTube Influencer Marketing Guide [2020]

  • By Prabakaran | September 21, 2020
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Over the past decade, YouTube has grown to become one of the most popular platforms for content creators. 

And with it, come opportunities for collaborative marketing.

The boom of the influencer marketing industry in recent years has made it clear that consumer trust firmly lies, to a great extent, in the opinions of people they admire or follow. 

And YouTube is home to the creme de la creme of content creators with massive, loyal audiences.

For example:

Carry Minati - 25 million subscribers

Amit Bhadana - 21 million subscribers

And many more.

A unique platform, YouTube is home to a massive, active userbase. It is said to be the second largest search engine in terms of users, searches, and time spent on site.

Today, the YouTube content creator landscape is primed for powerful marketing partnerships with brands that can propel brands to new levels of success.

Why YouTube For Influencer Marketing?

YouTube is a prominent video-viewing platform with over 2 billion monthly users

And because of this highly-active user base, some YouTube influencers are as famous as traditional celebrities.

The main difference being that these creators have an extremely loyal and engaged audience with whom they nurture a strong, intimate connection.

YouTube is a platform where content creators can publish long, detailed videos. So you know these audiences are highly-engaged and invested in these vloggers.

YouTube influencers can create quick, high-value actions with unique links to your website encouraging their fans to purchase your product or service.

The potential is enormous.

How Does YouTube Influencer Marketing Work?

Influencer Marketing on YouTube is perfect for direct acquisitions. Brands can sponsor certain YouTuber videos in which the creator will speak about your brand or product for a specified duration (up to 1 minute, depending on video length).

YouTube is like other social platforms in one significant aspect:

The creator’s audience expects authenticity. 

YouTubers are careful about their image and will mostly collaborate with brands only if it aligns with their content topic or if it’s a product or brand they truly believe in.

For example:

A YouTuber who makes cooking content will usually promote brands and products that are at least somewhat related such as organic produce, beverages, kitchen accessories, appliances, etc.

Alternatively, 

they can also promote brands that they trust themselves

For example: 

A gaming YouTuber can promote an edtech service or ethical fashion brands if they feel strongly about their work.  

YouTubers value their creative integrity. Which is why they try to integrate any promotions into their content. Try to dictate their creative output too much, and they will happily decline your offer of collaboration.

If you’re partnering with a popular influencer who makes good content, you’re usually in safe hands. Just give them your product guidelines and let them do what they do best. 

Most of your work should go into picking a quality influencer. They’re easy enough to find, if you know what you’re looking for.

Key YouTube Influencer Benchmarks

Before you start searching, it’s important to first identify what you wish to achieve from your campaign. Once you are clear with your goals, you can begin searching for influencers who are a perfect fit for your brand and objectives.

There are specific criteria that must be considered when choosing a YouTube influencer.

Influencer Content

As mentioned earlier, it’s best to work with creators whose content makes sense with what your brand is offering. It will resonate with their audience more strongly.

On a rare occasion, an influencer will promote brands that have nothing to do with their content, but that’s usually when they themselves are users or fans of the brand.

Be proactive and get in touch with popular influencers even if their content has nothing to do with your brand.

They might even accept if they find your offer interesting enough.

Location

If your brand operates in a certain location only, it’s best to work with influencers who also live there. It’s likely their audience will also be from that location.

Does it make sense for an Indian fashion brand to sell to a Brazilian audience? Probably not. 

This is especially true if your offering is location-based, such as local restaurants, stores etc.

Of course, exceptions exist. 

Such as brands who wish to expand their target market. Whatever you decide, conduct thorough research and make decisions that work for your goals.

Audience Demographics

Any successful marketing project gives careful consideration to this. The people you want to sell to should be first on your checklist. Analyze audience insights for your preferred YouTubers. 

See if their audience demographics align with your target audience.

You can directly request YouTubers for their audience breakdown or you can use the help of listening tools on influencer marketing platforms.

Metrics

When it comes to evaluating influencers as potential marketing partners, there are three main metrics that should be considered - Total Views, Comments Sentiment, and Number of Subscribers.

Views simply reflect the popularity and quality of their content.

Comments Sentiment show audience loyalty and perception towards the content or creator.

Number of Subscribers can help you gauge the influencer’s reach and see how much awareness you can generate for your brand.

All the above benchmarks, and more, can be easily observed through influencer marketing platforms like Qoruz. Make sure the platform you choose provides updated, accurate analytics so you can get the most out of your campaigns.

Which brings us to the next step after choosing the right influencer; planning a YouTube influencer marketing campaign.

Planning An Effective Campaign

Influencer marketing campaigns on YouTube can be extremely lucrative when done properly. As mentioned earlier, YouTube audiences are highly engaged and follow their favourite YouTubers devoutly.

Furthermore, affiliate marketing tactics can even turn YouTube influencers into direct sales channels. Unique links and promo codes will help YouTubers offer special benefits to their audience while fast-tracking conversions for your brand.

However, to unlock the full potential of YouTube influencer marketing campaigns, a well-structured plan with clear goals is absolutely essential.

Balance Budgeting And Compensation

Remember that popular YouTubers will make quite a dent in your budget. So, it’s wise to evaluate your choices carefully. 

YouTube is now a premium marketing channel, so be ready to spend good money.

But don’t worry. The returns will be worth it.

Make sure you provide all information to the influencer. Compensate them for what they deserve to get the best output. 

It isn’t necessary to only pay with cash. Throw in goodies and freebies into the deal while negotiating. Find a deal that works best for both of you.

Being generous helps in forming long-term relationships with influencers.

Influencer marketing software like Qoruz gives you access to the actual and estimated costs of the influencers to help you plan your campaign more astutely.

Prioritize Content Relevance

If you choose a YouTuber just based on subscribers, you need to rethink your strategy. It’s important for you to analyze whether they have real followers or not. The best way to do so is to check their engagement rate. 

An influencer may have a huge follower base but if the engagement is low, they may be not the right choice for your campaign.

An influencer who has a real connection with their followers virtually guarantees authentic, high-quality content.

Engage And Promote

Don’t take your eye off the ball once the influencers publish the video. The chances are that a lot of the viewers may be your future customers. 

Don’t miss out on the chance to talk about your product.

Try answering as many questions as possible. 

Join the conversation in the comment section. 

Share the video on your social handles and give a shout out to the influencer.

The more you engage, the greater your chances of planting yourself in the minds of your consumers. 

Some may go buy your offering immediately and others might take some time but will always remember you for taking extra efforts.

To Conclude

YouTube influencer marketing is a powerful marketing channel and growing in popularity at a phenomenal pace. Hopefully, this guide has answered most of your doubts regarding YouTube influencer marketing. 

Starting a campaign is simple. You can either contact a popular YouTuber yourself or make use of comprehensive influencer marketing platforms such as Qoruz. The latter method gives you access to tons of analytics, easy search mechanisms, and verified influencers.

However you choose to proceed, make sure you use all the learnings in this guide to launch a supercharged influencer marketing campaign that launches your brand to new heights.

Frequently Asked Questions

What types of influencer marketing campaigns can I do on YouTube?

Some popular YouTube influencer marketing campaign types that grab a lot of attention include unboxing videos, promotions, How-to videos, and contest campaigns.

Can I promote deals/discounts through YouTube influencers?

Yes! You can offer influencers an exclusive promotion code to give to their fans. However, make sure the promotional code is valid for a limited time. Giving discounts for a limited duration can create a sense of urgency and drive quick acquisitions.

How much does a YouTube influencer marketing campaign cost?

Every campaign is custom-made so it’s tough to quote a standard price. Costs fluctuate depending on several factors such as the total number of influencers in the campaign, what you negotiate with influencers, deliverable type, etc.

At Qoruz, plan your YouTube influencer campaign from start to finish. From discovering influencers to reaching out to them and negotiating costs to analyzing campaign performance in real-time. 

Explore a holistic influencer marketing experience with Qoruz

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