YouTube Influencer Marketing: The Only Guide You Need

Welcome to the ultimate guide on YouTube influencer marketing – your go-to resource for navigating the dynamic realm of online influence. 

Did you know that after viewing a brand on YouTube, 84% of viewers made a purchase? This highlights the impact of influencer marketing. So, join us as we embark on a journey that transforms your brand through the influence of YouTube creators.

Table of Contents

Why use YouTube influencer marketing?

YouTube Influencer Marketing offers a unique and powerful approach to connect with your target audience. 

YouTube content’s visual and authentic nature allows for a more immersive brand experience, fostering a genuine connection with viewers. Leveraging the vast reach of YouTube, brands can tap into targeted demographics by collaborating with influencers. 

The authenticity and credibility of influencers foster a deeper connection with viewers, translating into increased trust for endorsed products or services. Furthermore, the diverse content created by influencers ensures a creative and engaging showcase of the brand, contributing to enhanced online visibility and SEO. 

Key Benefits

  • Targeted Reach: Connect with specific demographics aligned with the brand’s target audience.
  • Authentic Endorsement: Benefit from the trust influencers have established with their followers.
  • Cost-Effective Engagement: Achieve impactful results at a fraction of the cost compared to traditional advertising.
  • Creative Showcasing: Showcase products or services in diverse and innovative ways through influencer-created content.

Important Stats to Consider

  • Businesses using video marketing grow revenue 49% faster.
  • 46% of B2B tech buyers are likely to purchase after watching videos.
  • 90% of users find new companies or products on YouTube.
  • Video is expected to make up 82% of global internet traffic by 2023.

How Does YouTube influencer marketing work?

YouTube, a powerhouse for influencer marketing, boasts numerous popular channels and a well-established status within the realm of social media. Its formal advertising setup provides marketers with versatile campaign-building options.

Key Points

  • Established Platform: YouTube is a leading influencer marketing platform with a wide array of channels, offering marketers a solid foundation for campaigns.
  • Formal Advertising Setup: The platform’s structured advertising system enables marketers to create campaigns in diverse ways, enhancing flexibility and targeting.

Unique Dynamics of YouTube

  • TV-Like Format: Different from typical social media, YouTube functions more like a giant television where users subscribe to channels.
  • Content Consumption: Users predominantly engage with content from their subscribed channels, creating a personalized viewing experience.

Comparison with Traditional Advertising

  • Paid Promotions: Brands pay to have their ads featured on specific channels, similar to traditional television advertising.
  • Influencer Marketing Distinction: Unlike formal advertising, influencer marketing involves informal brand-influencer collaborations, bypassing direct payments to YouTube.

Authenticity in Influencer Marketing

  • Direct Partnerships: Brands collaborate with influencers directly, akin to informal television deals for product placement.
  • Viewer Expectations: YouTube followers expect influencers to maintain authenticity, making genuine content crucial.

Appeal of Unboxing Videos

  • Viewer Engagement: Unboxing videos, a popular genre, perform well as viewers are genuinely interested in the content inside the packaging.
  • Brand Integration: Subtle brand promotions within unboxing videos align with viewer interests, combining authenticity with promotional content.

Different types of YouTube influencer marketing campaigns

YouTube influencer marketing is just one tool in a marketer’s toolkit. If you want your brand to be successful, you can create different campaigns based on customer goals and the sales conversion funnel stage. 

Here are some typical YouTube influencer marketing campaign types.

1) Introduction Campaigns

Introduction Campaigns aim to introduce new products to the market or target audience. They may focus on promoting products at the start of the university year, targeting first-year students. While the product might not be entirely new, it’s the first time it’s pitched to that specific audience.

To create buzz, influencers should craft eye-catching videos featuring the product. For instance, video reviews, as seen on channels like Ryan ToysReview, can effectively introduce a product.

Channels where hosts use or wear the product also contribute to a successful campaign. Influencers can be paid to cook a recipe using the product as an ingredient for food items.

Gaming companies often tap into YouTube influencer marketing to promote their new games. This strategy works well on platforms like Twitch, where live-streaming is possible. Some influencers also livestream on YouTube Gaming, attracting a wider audience for the new game.

2) Implement Maintenance Campaigns

Maintenance campaigns are common among established brands and aim to uphold product recall rather than generate new sales. In these influencer campaigns, similar video types as branding campaigns are used, but with less emphasis on product “newness.” Educational content, like How-To videos, works well, demonstrating new uses or maximizing the product’s benefits for viewers. 

Emphasizing benefits over features is crucial, especially for long-standing products, as viewers are interested in how it can enhance their lives.

3) Utilizing Hashtag Campaigns

In the era of social media, hashtag campaigns play a role. While YouTube isn’t as hashtag-centric as Instagram or Twitter, they’re still used to organize videos on specific topics. Creating custom hashtags for your campaign is ideal.

4) Run Youtube Contest Campaigns

On YouTube, contests draw interest, mirroring other social platforms. Viewers engage enthusiastically, especially with favorite channels hosting contests, particularly when prizes align with the channel’s theme.

5) Execute YouTube branding Campaigns

Branding campaigns showcase videos about a certain brand or product. It’s important not to make these campaigns overly commercial, as viewers might lose interest and question the channel’s authenticity. Keep in mind that most people don’t willingly watch commercials, and there’s a thin line between an influencer’s branding video and a paid ad. Use this method carefully.

Tips for success of your YouTube influencer marketing campaign

1) Define Goals for Your Campaign

Define precise campaign objectives as the foundation of YouTube influencer marketing, a process akin to other marketing strategies. Communicate these goals to influencers, shaping the choice of campaign type, influencers, and key performance indicators (KPIs). 

Brands must articulate campaign goals with clarity, influencing the content of every collaborative video. The selection of influencers should prioritize those who align best with your goals rather than solely focusing on follower count. 

Additionally, opt for influencers who contribute effectively to achieving your campaign objectives.

2) Find the Right YouTube Influencers for Your Campaign

Successful influencer marketing means aligning influencers with your product, similar to targeted TV advertising. Prioritize channels where your audience spends time. 

Consider budget constraints and focus on influencers within your financial reach who create content for your audience. Ensure influencers’ values match your brand’s culture. Using an agency or platform can help find influencers with the right demographics, psychographics, and tone. 

Furthermore, confirm if influencers’ followers match your potential customers before collaboration.

3) Compensate Your Influencers Fairly

Just as you wouldn’t anticipate free advertising on traditional TV, don’t expect a complimentary promotion on YouTube. Allocate a budget for influencer marketing, prioritizing smaller influencers if your budget is limited. 

Micro-influencers are frequently utilized in influencer marketing, often surpassing the reach of celebrities or mega-influencers.

4) Connect with Your Influencers’ Audience

Don’t just pay your influencers and watch from afar. The people watching your influencers’ videos could become your future customers. 

Whether you’re aiming to create awareness or make direct sales, engage with the viewers. Join the conversation in the comments, share the videos on your social media, and be ready to answer any questions, no matter how tricky they might be.

Examples of YouTube influencer marketing campaigns 

 

1) Unboxing Videos

These videos show an influencer’s genuine reaction when opening and trying out a product for the first time. Unboxing videos are popular because they work well for various industries, such as clothing, makeup, and household items. 

Check out this example from Unbox Therapy, a popular YouTube channel that reviews tech products.

2) Ask Influencers for a product review

Another way is to ask influencers to make videos reviewing your products. This means a well-known influencer will show and talk about your business, giving it a thumbs up. In this example, a YouTuber shares his honest thoughts on popular men’s fragrances.

3) Hauls

Just like product reviews, hauls involve an influencer showing off a bunch of products from different brands that they like. Check out this example from a famous YouTuber who not only opens boxes but also gives away some stuff in this campaign.

4) Giveaways and Competitions

Lots of brands, from makeup and clothes to gadgets, offer free stuff through contests with YouTube creators. One famous example is MrBeast’s challenges, like this one with over 16 million views.

5) How-To Guides

Have you thought about teaming up with an influencer for a tutorial or explanation about a product? This works well for things like software or tools that need a deeper understanding. You can use these for almost any problem your product or service solves. 

6) Daily Life and Prep with Me Videos

These videos, like a “Day-in-the-Life,” give you a close look at an influencer’s daily routine. They give a glimpse into their personal life like morning routines, meals, workouts, and time with friends or family, making it feel like you’re getting to know them. 

In the “Get Ready With Me” version, they show how they do their makeup and grooming, giving tips and suggesting products. These video styles also work well as YouTube Shorts, which are short, catchy, easy-to-watch clips. 

Now that you’re familiar with different types of influencer marketing and examples, let’s explore the best tool to help you find relevant influencers for your campaigns.

Meet Happine, the best YouTube influencer marketing tool!

In the dynamic world of influencer marketing, the platform you choose to connect with impactful content creators can greatly influence business outcomes. Among various options, Happine stands out as a leading influencer management agency, reshaping how brands partner with influencers and making marketing success more attainable.

Key Features

  • Diverse Influencer Network: Access a wide range of influencers across various niches and industries.
  • Advanced Search Filters: Utilize simple and powerful search filters for precise influencer selection.
  • Real-time Performance Analytics: Stay informed with immediate insights into campaign success and engagement.
  • Effortless Collaboration Management: Communicate seamlessly and transparently manage collaborations throughout campaigns.
  • Campaign Tracking and ROI Measurement: Measure campaign performance and assess return on investment for well-informed decision-making.

Check Pricing

Begin Your YouTube Influencer Marketing Campaign Now!

In conclusion, mastering YouTube influencer marketing opens a gateway to impactful brand promotion and audience engagement. By understanding the nuances of collaboration, content selection, and audience interaction, you can leverage the vast potential of influencers on this dynamic platform. 

Remember, 70% of viewers state that YouTube increases their awareness of new brands. Thus brands need to make YouTube influencer marketing a part of their plans.  So take your time to assess your unique business needs and goals to begin your YouTube influencer marketing journey.

Additionally, consider exploring Happine to find relevant influencers for your campaigns. With Happine, not only can you find influencers with niche expertise but can also generate more UGC content.

So, what are you waiting for? Sign up now to start your first campaign!