YouTube Influencer Marketing 101

HOW DOES IT WORK?

How Does YouTube Influencer Marketing Work?

YouTube influencer marketing infuses organic-feeling advertising and product placement into video content that users are already watching. For example, an influencer who shares an audience with your brand could post a day-in-the-life video in which they are wearing your new product. This shows consumers that your product is seamlessly integrated into the life of the influencer they follow (and likely trust). YouTube influencer marketing capitalizes on the relationship between influencers and followers, the niche they represent, and the trust they’ve garnered.

Because there’s no break in the content (think traditional advertising, like commercials during your favorite show), the ads feel more organic, even when they’re flagged in the caption as ads. Receiving the product recommendation from a trusted influencer rather than the brand selling the product makes the interaction feel more like word-of-mouth advice, which is proven to be more effective than typical advertisements.

YouTube influencer marketing also works because so many of us are on the platform consuming content already. Most Americans use Youtube regularly. 62 percent watch videos on the platform daily, and 91 percent of us watch videos weekly. And we’re not the only ones who love to kick back and watch the ‘Tube. 62 percent of global consumers use the platform, and more than 100 countries have localized versions of the app. It’s now available in 80 languages!

YOUTUBE INFLUENCERS

What Is a YouTube Influencer?

YouTube influencers are content creators who specialize in long-form video. They wear many hats, often serving as the writer, director, producer, talent, and editor of the content they create. Not to mention, they are effectively the face of their own influencer brand as they amass a large following. Because YouTube doesn’t have in-app video editing software like Instagram and TikTok, YouTube influencers often have traditional video editing skills. This can set them apart from their short-form video counterparts.

YouTube influencers often have an established niche in which they create content. Niches can help attract audiences with similar interests and keep their followers engaged with relevant content and product features. Influencer niches could include lifestyle, beauty, hiking, parenting, or something more obscure. There’s a YouTube influencer for everything these days.

You can discover YouTube influencers that may be a good fit for your brand by searching relevant keywords or hashtags. Or you can always team up with a YouTube influencer marketing agency, like The Shelf, to find influencers you’d love to work with. It’s important to remember that YouTube influencers are creatives at heart, with the unique ability to resonate with large audiences based on their character, charisma, and experiences.

YOUR STRATEGY

Why Should I Invest in YouTube Influencer Campaigns?

YouTube is the second most popular social media network worldwide, with more than 2 billion monthly active users. Users watch over a billion hours of video each day, and more than 500 hours of content are uploaded every minute. That’s a lot of eyeballs and even more content!

As of last year, 55 percent of marketers use YouTube influencer marketing, and 90 percent of global users discover new products on YouTube. 70 percent of Youtube viewers have actually made a purchase after discovering a brand on YouTube. We expect the number of marketers investing in YouTube influencer campaigns to steadily increase over the next few years as influencer marketing budgets continue to rise.

Demographically, YouTube is fairly evenly distributed. The platform leans slightly male, with 56 percent of users identifying as men. But YouTube isn’t a young man’s game. It’s an every person at every age platform. Between 67 to 77 percent of each age group is regularly active on the platform. There truly is something for everyone on the platform. And that means there’s some way for every brand to capitalize with YouTube influencer marketing.

WHAT’S THE COST?

How Much Does YouTube Influencer Marketing Cost?

😬 (teeth clinched)

It depends. It depends. IT DEPENDS!

But depending on the scope of work you want done – whether it’s an exclusive video (with no other products mentioned), and how much has to go into making it (is this Mr. Beast-level cinema or is it just an unboxing video?).

A variety of factors will influence the rate a creator charges for a YouTube video, so we’re not dropping any numbers in here because it’s very likely that by the time you get around to reading this post, the formula we provide you will be outdated. Things are changing fast in this space.

Although, mega influencers (those with more than 1 million followers) are less likely to adhere to this pay scale. But keep in mind that rates will be affected by:

• Audience size and engagement rates
• Whether the creator has an agent
• The type of video you want – whether it will be a dedicated video or a haul
• Content rights – how you plan to reuse the content once it’s created
• Whether you plan to whitelist the content once it’s created.
• Whether the content will be repurposed for print ads

Because YouTube influencers are often tasked with creating long-form content that requires additional editing software and editing skills, they tend to be pricier than their Instagram and TikTok influencer counterparts. It makes sense. Longer content takes more work to create. It’s important to remember when hiring influencers that influencer marketing is a job, often a full-time one for larger creators, and they should always be paid for their work. YouTube influencer marketing costs money, but it can also make you a ton.

Word to the wise, don’t let the price tag on YouTube influencer marketing deter you. The average earned media value for YouTube influencer marketing last year was $21,632. And the platform generated $28.8 billion in 2021 in ad revenue alone. Like any good thing, it takes some upfront investment but is well worth it in the long run.

PROMOTING YOUR PRODUCTS

How Do YouTube Influencers Promote Products?

Traditionally, YouTube influencers have promoted products by incorporating them into long-form video posts. With the advent of YouTube Shorts, influencers now may create or repurpose short-form content on the platform as well. Although it should be noted, long-form video still reigns supreme on YouTube. Long-form videos consistently earn the strongest ROI on the platform. If you’re building a cross-functional campaign using YouTube in addition to other social channels, we recommend a mix of long and short-form content.

Youtube influencers may work with an influencer marketing agency or independently to feature products. Common tactics include unboxings, contests, tutorials, daily vlogs, and reviews. It’s always a good idea to give your influencers the freedom to get creative with the content they create. Their superpower lies in the way they uniquely and creatively engage with their audience. Don’t be afraid to let them create outside the box. Check out our Guide to YouTube Features to learn more about the YouTube features and video types that might work best for your campaign.