Influencer Marketing on YouTube: A Complete Guide to YouTube Influencer Marketing

YouTube is unquestionably one of the most popular influencer marketing channels today. The video streaming platform boasts a staggering 2 billion users across the globe. With content ranging from gaming and sports to music and fashion, there is something for everyone to enjoy on the site. Video is not only available on YouTube, but it is prominent across the major social media platforms, which explains why YouTube influencer marketing is in such high demand for brands everywhere. The platform offers more in-depth and detailed videos than other social channels that use videos as a primary feature.

What is YouTube influencer marketing?

YouTube influencer marketing is utilised by brands to increase the visibility of their products, increase conversions and promote brand awareness. Instead of brands directly marketing their products and services to their target audience, YouTube influencers promote a brand’s products and services on their behalf. Brands leverage YouTube influencers given that their authenticity and originality creates a trusting relationship between influencers and their audience. Therefore, when influencers recommend products to their fan base, their subscribers are more likely to make purchases.

Does YouTube influencer marketing work?

Influencer marketing on YouTube works well because of the level of trust that goes into the relationship between YouTube influencers and their loyal followers. YouTube influencers are known for being their true, authentic selves, which is why they amass huge followings on the platform. They are experts in specific niche categories, which also contributes to their devoted fan base. Influencer marketing is preferred by most brands rather than traditional marketing methods, given that YouTube influencer marketing focuses on the shared interests between influencers and their audience. For example, brands can pay for their ads to be shown on particular YouTube channels, which makes it easier to target their audience.

How to find the right influencers on YouTube?

When it comes to YouTube influencer marketing, you must always prioritise your content and brand goals. For this reason, the values of your potential influencers should always align with your own. The number of subscribers of your potential influencers as well as the budget for your campaign are also crucial to choosing the influencers that are a right fit for your brand. There are many different ways to find influencers on YouTube.

1. Know your audience

Understanding your target audience is central to YouTube influencer marketing. This is because in order to engage your audience, you must understand their needs. YouTube influencer marketing is only effective when you know how to appeal to your audience, which will ultimately help you to promote brand awareness and influence customer buying decisions.

2. Research established YouTube influencers

YouTube influencers are not only known for creating content with other YouTubers within their niches, but they also recommend and talk about other YouTube influencers that they are friends with. This makes it much easier for you to find a talented array of YouTubers who are relevant to your brand. 

3. Check the ‘Trending’ YouTube tab

It is common knowledge that YouTube is jam-packed with content, so it can sometimes be tricky to find YouTube influencers who are a perfect fit for your brand. Searching the ‘Trending’ tab on the platform will expose you to a variety of videos within your niche, as well as content creators who are relevant to your brand. When searching this tab, it is advisable to read the comments beneath each video in order to gauge how each influencer is perceived by their audience.

4. Analyse your competitors

A key aspect of influencer marketing on YouTube is that it is easy to observe your competition. Analysing which of your competitors’ influencer marketing campaigns drive the highest and lowest engagement is a great way to determine the types of influencers that fit your own brand. However, be mindful of the fact that the types of influencers that best suit your rivals may not always be the best fit for your brand.

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