Tap into your target audience and reach new prospects with the power of YouTube influencer marketing.
One of the internet's original social sharing platforms, YouTube brought us David After Dentist and Leave Britney Alone, eclipsed Australia's Funniest Home Videos and served as a precursor to shorter-format video apps like Vine and TikTok.
Its legacy, however, could be the era it ushered in for digital creators to become lucrative brand advocates, by way of daily vlogs and product unboxings.
That said, YouTube's heyday is far from over. Where a Reel is a great place for brands to share a glimpse of their product offering, YouTube, with its longer time limits, allows a customer to experience the full gamut of what you have to offer.
It only makes sense, then, to tap into the broad-reaching appeal of YouTube influencers.
In this guide, we’ll not only give you an overview of YouTube influencer marketing, but we’ll also provide you with best practices and tips for instant success.
What is YouTube Marketing?
YouTube Marketing is an umbrella term for promoting your brand on the platform, either through paid ads or organic video content.
Originally a totally free platform, YouTube has in recent years introduced a paid subscription model for access to premium content, as well as its own advertising platform which allows brands and marketers to piggyback off the success of viral videos by playing ads as curtain-raisers.
These additions have boosted YouTube's marketing appeal and helped it join the likes of Google (its parent company) as one of the internet's most trusted search engines.
Just check out these mind-blowing stats:
YouTube is the second most-visited website in the world (Semrush)
68% of YouTube users say that videos help them make a purchasing decision (Google)
70% of people bought a product after seeing it in a YouTube ad (Google)
YouTube is the second largest search engine in the world (Global Reach)
People (collectively) watch over 1 billion hours of YouTube video content each day (YouTube)
By now you should be pretty sold on the benefits of YouTube as a marketing channel, so we'll dive into the nuts and bolts of how it can work for you.
How Does YouTube Influencer Marketing Work?
Similar to working with influencers on other platforms like Instagram and TikTok, your YouTube influencer strategy should include choosing and approaching the creators that align with your brand and that speak to the audiences you're looking to reach.
YouTube users represent just about every sub-section of society in terms of demographics, however the platform's majority is made up of 15-35 year-olds making it the ideal medium for brands looking to target the Gen Z and Millennial markets.
Influencer marketing on YouTube simply means reaching out to content creators and asking them to feature your product or service in one of their videos. In exchange for this promotion, you’ll either pay them their usual rate or promise an x-deal as you would on any other platform, like a commission, discount or gifted products.
Working with YouTube influencers is not only cheaper and more efficient than producing your own videos, but you’ll also get to leverage their niche expertise and tap into their established, loyal audiences. They're also already trustworthy and authentic in the eyes of their audience, making their recommendations even more powerful.
The Different Types of YouTube Influencer Marketing Campaigns
As informal as YouTube influencer marketing may seem, it still relies on the industry’s fundamental principles. Much like traditional marketing strategies, you'll have different types of campaigns to suit whatever stage in the funnel you’re targeting.
Here are some of the most common types of YouTube influencer marketing campaigns:
New Product Launches
If you’re launching a new product or service, you might consider partnering with content creators for an Introductory Campaign. These usually see creators highlighting your upcoming product or service, listing its special features and providing use-case scenarios.
Depending on how much you're willing to pay, getting your new product into a video could either mean it gets its own billing as a deep-dive review, within a Day in My Life vlog or a lineup of competitors similar products.
Maintenance Campaigns
Maintenance Campaigns are perfect if you’re hoping to keep your product or service in your target audience’s memory. Apart from generating new sales, this type of YouTube influencer marketing strategy is great for boosting brand awareness. Even big-name brands like H&M and Zara regularly take this route.
Educational and resource videos are prime examples of Maintenance campaigns. Some use-cases include how-to videos that demonstrate new and unique uses for your product or service. That said, you should always emphasise to your creators that this type of content should focus on the product’s benefits to the viewer, rather than just its features.
Competitions
Much like every other social media channel, competitions do well on YouTube simply because people love winning. Giveaways and competitions run by content creators do particularly well since their audience trusts that the rewards are high quality and used by their favourite influencers too.
By partnering with YouTube influencers and identifying which campaign will work best for you, you can effectively communicate your brand message to your target audience.
Some YouTube Influencer Marketing Statistics to Consider
Still not convinced that YouTube influencer marketing is worth investing in? Consider these stats:
In 2020, brands spent a whopping $306.9 million on YouTube influencer marketing
70% of teenage YouTube subscribers say they relate to YouTube creators more than mainstream celebrities
YouTube creators see 3x as many views, 2x as many actions, and 12x as many comments than videos created by celebrities
6 in 10 YouTube subscribers would follow advice on what to buy from their favourite YouTube influencer over their favourite celebrity
Influencer-generated content received an average 8x more engagement than traditional branded content
5 Examples of Influencer Marketing on YouTube
If you've decided to invest in YouTube influencer marketing, the next step isn’t to create a list of content creators that you’re hoping to collaborate with. Instead, you should take a look at how other brands are structuring, creating, and publishing their campaigns. Doing this will give you an idea of what to do and what not to do.
Vlogs
The most common format you'll find on YouTube, no matter the creator's niche. In a vlog, a creator will show how they use a brand's product or service as they go about their day. Sometimes vlogs can so seamlessly integrate products or services, viewers won't even notice they're watching a paid promotion.
Tutorials
Think about how often you'll type a question into Google and the top result is a video depicting exactly what you need to know. Tutorials are a great way to share specific steps for how to use a product, or how to solve a problem using an array of items. This niche is great for makeup, skincare, food, homewares - the options are endless.
Product or Service Reviews
Review videos are a great way to promote your product or service without it coming across as too sales-y. People tend to shy away from being aggressively sold to and that’s exactly what this format resolves. You can even use the influencer’s feedback to improve what you’re offering!
Unboxing Videos
Unboxing videos are perhaps the most popular format for YouTubers. These involve the content creator filming themselves as they unpack your product. Often you'll see reactions and first impressions, and some influencers also record themselves using the product throughout the day before sharing their final thoughts on it.
Explainer Videos
If your product or service is too complicated for a simple tutorial video, then consider asking the influencer to create an explainer video instead. These tend to be more detailed and more descriptive, giving your target market a complete 360º view of what you're offering.
Frequently Asked Questions (FAQs)
Still think there's more to know about YouTube marketing? Below are some of the most common questions we come across.
How to Reach Out to Influencers
Finding a YouTube influencer who engages with your target market may seem hard but in reality, it’s as easy as typing your product or service in the search bar on YouTube. When you find a promising content creator, check out their other videos to determine if they’re a good fit for your brand.
YouTubers usually have their contact details on their channel, so reaching out to them is easy. Before deciding on the finer details, make sure to ask for their rates first - you don’t want to blow your entire marketing budget on just one content creator!
How Much Do Influencers Make?
According to the latest data released by online personal finance platform MintLife - Intuit, YouTube influencers can make upwards of $5,000 on each video that hits more than a million views. This comes out to anywhere between $3 and $5 per 1,000 video views. Knowing this, don’t be surprised by the rates they may charge!
What Does Influencer Whitelisting Mean?
The term “influencer whitelisting” refers to the process of influencers granting advertising permissions to brands, allowing them to use their handles, content, and audience. This allows you (the brand) to promote your product or service and gives you access to a new media and acquisition channel.
When an influencer grants advertising access to their social media channels, their brand partner can optimise the paid media behind their content. Besides having full control over the content’s targeting, the brand can also carry out A/B testing and learn which ads are performing well and which ones aren’t.
These are just some of the questions brands have when they start considering YouTube influencer marketing. If you're still keen to learn more, contact us and we'll be happy to share our expertise with you.
Unlock Business Success with YouTube Influencer Marketing
YouTube influencer marketing is a powerful way to reach your target market quickly and effectively. By partnering with content creators, you can tap into their large and engaged audiences to promote whatever you're selling.
The returns are great, and you can build trust and credibility with potential customers while driving traffic and sales.
Are you ready to start seeing the benefits of YouTube influencer marketing? Contact us today to find out how our team can help make the process seamless for you.
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