What Is YouTube Influencer Marketing?
Influencer marketing is a type of social media marketing that involves brands engaging social media influencers to endorse and promote their products. Marketing companies will seek out and pay niche content influencers to drive traffic, sales and brand awareness via their YouTube account.
YouTube is quickly growing in popularity as a platform for influencer marketing. Video is now an anticipated element of most people's online experiences, thanks to recent advancements in internet speeds. While videos can now be found on almost every social media site, and Instagram has even launched its own long-form video platform, IGTV, YouTube remains the de facto destination for video content.
Watching YouTube videos is, in many ways, a passive online experience. However, this does not prevent others from appreciating it. According to Google statistics, 73 percent of YouTube gamers, for example, said they love watching other people play games on the platform. YouTube is where people connect with their gaming community, according to 56% of them. We must also keep in mind that YouTube is the world's second-largest search engine.
What Are the Benefits of YouTube Influencer Marketing?
If you're reading the Influencer Marketing Hub, you probably already know how important influencer marketing is.
The basis of influencer marketing is that social media celebrities become experts on a certain topic or specialty. As time passes, more people notice and follow them. As they gain a reputation for honesty and topic expertise, they become influencers. People listen to and appreciate each other's opinions on the subject as a result of the procedure. People also look to these influencers for well-informed product recommendations.
Along with the development in the prominence of influencers, the usage of video on the internet has increased. Most individuals didn't have strong enough gadgets or internet connections in the early days of the internet to consider watching a video. That has altered dramatically in recent years.
As a result, engaging in YouTube influencer marketing makes sense for businesses. As a result, they have one of the greatest online audiences, hosted by people who are trusted by the viewers.
Although most other social networks allow you to submit videos, they are usually brief snippets. YouTube videos may be longer and more detailed. Short of a tangible in-person display or augmented reality, they are perhaps the greatest way to demonstrate a product. You might be able to look at attractive product photos on Instagram and read detailed details in a blog article. You may see a product in action on Facebook and listen to its noises via a podcast. However, you can only be a part of an in-depth product presentation and witness it in action on YouTube videos.
Top Categories on YouTube
What Is YouTube Influencer Marketing and How Does It Work?
YouTube is a great platform to promote influencers. It has a larger number of popular channels and is older than other social media platforms. It also includes a structured advertising framework, which allows marketers to create campaigns in a variety of methods.
YouTube is popular among individuals of all sorts and ages, but it holds a special place in the hearts of Millennials and Generation Z. Many of them, in fact, prefer YouTube channels to traditional television networks.
YouTube is distinct from other social media platforms in many respects, while Instagram's IGTV uses many of the same fundamental functions. People have a feed of postings from their friends, relatives, and anybody else who interests them on most social media networks. YouTube, on the other hand, functions more like a massive television. You subscribe to a few of channels and spend most of your time watching videos on those channels. You may, however, search for films in various ways to extend your viewing options.
You may compare the commercials that appear on (inside) YouTube videos to those that appear on traditional television. Advertisers pay to have their commercials displayed on a certain channel (or type of channel, at least).
Brands forming informal arrangements with television networks to promote their products are more analogous to YouTube influencer marketing. With influencer marketing, brands don't have to spend their promotional money directly to the "network" (in this example, YouTube). In exchange, YouTube does not offer the same infrastructure and behind-the-scenes support that it does for conventional YouTube advertising. Product placement during a television show may be considered a conventional television counterpart of influencer marketing.
In some ways, YouTube is similar to the other social media platforms. The fans and followers of influencers want them to be honest and authentic. They are prepared to put up with some brand promotions where it will be useful to them — that is one of the reasons why unboxing videos perform so well. People are genuinely interested in what you get inside the shiny cardboard box and whether it will be worth their money.
Top Spending YouTube Industries
Influencer marketing campaigns on YouTube come in a variety of shapes and sizes.
Although influencer marketing appears to be less formal than other forms of marketing, it is still only one tool in a marketer's toolbox. As a result, competent marketers will design various sorts of campaigns based on the aims of their customers. The type of campaign you run will be highly affected by the stage in the sales conversion funnel you're attempting to target, as it is with most marketing.
These are a few examples of common YouTube marketing campaigns.
Campaigns that serve as an introduction
These are campaigns aimed at introducing a new product to the market, or at least the target market. Promotions aimed towards first-year students at the start of the university year are an example of the latter type. Although the product is not fresh new, it will be the first time it has been presented to those particular kids.
You'll want your influencers to make visually appealing, engaging videos that feature your product in some way. Video reviews may be a great method to get the word out about your product. Ryan ToysReview, for example, is a great example (although with 22 million subscribers, this is definitely not a micro-influencer channel). Any films in which the hosts utilise (or wear) your product might also be useful. If you sell food, you might pay influencers to create a recipe that includes your product.
Gaming firms frequently pay players to try out new games. Sure, this works best on sites like Twitch, where they can live-stream while they play, but they'll almost certainly publish highlights videos to their YouTube account as well. Some people will also broadcast live on YouTube Gaming.
Campaigns Using Hashtags
Hashtag campaigns are, of course, a social media phenomenon. Although hashtags are not as popular on YouTube as they are on Instagram or Twitter, they are nevertheless used to discover and organise videos on certain themes. You should develop specific hashtags for the campaign if possible.
Campaigns for Contests
YouTube is much like any other social media platform. People enjoy competitions, and they will frequently participate in competitions hosted by their favourite channels, especially if the reward is extremely relevant to the channel's niche.
Campaigns for Branding
Videos about a certain brand or product are used in branding efforts. You must be cautious that these efforts do not become overly commercial; otherwise, cynical viewers will rapidly tune out and begin to doubt the channels' legitimacy. Keep in mind that most people don't want to watch advertisements, and the line between an influencer-created branding video and a sponsored ad might be blurry. Use at your own risk.
Tips for Using YouTube Influencers to Promote Your Business
Make Your Campaign's Objectives Clearly Defined
At its core, YouTube influencer marketing is similar to other forms of marketing. Establishing defined marketing objectives should be the first step in the process. The goals you select will have a significant impact on the campaign type, influencers, and KPIs you focus on.
Brands must communicate their marketing objectives to influencers in a clear and concise manner. Every video created as part of the partnership will be influenced by the aims.
The influencers you choose are heavily influenced by your objectives. Choose the influencers that will best assist you in achieving your objectives, not the accounts with the most followers.
Determine Which YouTube Influencers Are Right for Your Campaign
Selecting the proper influencers for your product is the key to effective influencer marketing. This is quite similar to how you would advertise on television. On ESPN, you wouldn't market fashion products. During Master Chef, you wouldn't advertise KFC. And, ideally, sex products would not be advertised on Cartoon Network.
You should approach YouTube influencer marketing in the same way. Which YouTube channels do you think your target demographic will be watching? For your influencer campaigns, these are the outlets you should target first.
Your influencer selection will be influenced by your budget. You may be targeting rebellious young guys, but it doesn't imply you can afford to work with PewDiePie, any more than you can afford to advertise on traditional television during South Park.
As a result, you should concentrate on finding YouTubers that create videos for your target audience while staying within your budget.
It's also critical that you choose influencers who share your brand's ethos. Disney, for example, is unlikely to pick influencers who aren't family-friendly. Don't only look for well-known influencers; they could not support the same causes as you.
This is where it makes sense to use an influencer platform or agency to assist you in finding the right influencers for your brand – people who target the same demographics and psychographics you do and communicate using the same tone.
Ultimately you need to ask yourself, are their followers your potential customers? If not, then what would be the purpose of working with them?
Appropriately compensate your influencers
On typical television networks, you wouldn't expect to get free advertising. So, why should you anticipate free YouTube channel promotion?
You should budget for influencer marketing in the same way that you would any other marketing effort. If you're a tiny firm with a limited marketing budget, you'll need to concentrate on influencers with a smaller audience.
Micro-influencers are used in influencer marketing more than superstars or mega-influencers.
Many influencer marketing systems, such as SocialBook, provide an estimate of how much each influencer should be paid.
Micromanaging your influencers is a bad idea.
Remember that influencers are the experts on their own platforms. Viewers subscribe to the channels of influencers, not yours. They watch their videos instead of coming to YouTube to see yours. One of the reasons you shouldn't just pay influencers to distribute your pre-existing television advertisements is because of this.
Allow influencers to operate their channels as they see fit by giving them liberty. Sure, you may cooperate on any campaign, but the creative power must ultimately be given to the influencers. You should choose a new sort of influencer if you don't enjoy their videos.
You can't expect influencers to hard-sell your goods, either. That isn't the point of influencer marketing.