YouTube Marketing: How to Choose Your Next Influencer

YouTube influencers are incredibly popular among millennials. In fact, teenagers in the US recognize YouTube sensations more than mainstream stars.

Moreover, the platform indicates they receive 100 hours of video publication every minute and over 6 billion hours of viewership every month. This suggests that YouTube has staying power, and you will do your business some good if you utilize the platform to spread your brand message.

It is no secret anymore. Companies have seen tremendous advantages in leveraging influencers from the platform and the marketing power they yield. Let me give you a concrete example. A big-time video game publisher, Activision, made a decision to hire certain YouTube Influencers under the same niche. These influencers made “Call of Duty” videos that have over 9.7 billion views to date. This number is roughly 20 times more than the video views on the company’s own website and social media platforms. Safe to say, their decision garnered them impressive results.

If you are curious how you can hire YouTube Influencers to help spread your brand message, there are some methods you can try to get on their radar and do a tie-up with them for your next campaign.

Methods to Source Out a YouTube Influencer

1.Hire Multi-Channel Networks.

Some companies have zero ideas when it comes to working with YouTube Influencers, so they look for a company that can speed up the process. YouTube Influencers work with talent management firms. These firms can help you find THE YouTube Influencer to represent your brand campaign, according to your needs. 

Some of the most reliable and well-known networks are Maker Studios, Machinima, and Fullscreen. What these networks do is identify your needs, check the pool of YouTube talents, pinpoint which skills your brand needs the most at this moment, and target only the best influencers that can deliver them. That’s only one part of it. These companies are also in charge of negotiating and making offers for you, so you don’t have to stress out in any way.

Once they have identified a list of Influencers for you to do business with, they also give you campaign ideas and possible job costs, including talent settlement and company costs. If you target a specific channel owner, you will be surprised that some of them, especially those with sensational channels, only communicate with these firms. 

The downside is that you will feel left out if you are looking for a more hands-on experience. Moreover, some firms will only target high-profile YouTube channels in the hopes that it will ramp up your popularity by association. It might work, in most cases. However, suppose the firm has no clear understanding of what your business is all about. They might choose a famous Influencer that can only drive massive but inconvertible traffic to your business.

2.Utilize Influencer Exchange Platforms.

If you don’t want to work with a firm, you can do your own research using a virtual market that connects Influencers with brands. It’s like outsourcing websites, like Freelancer and Upwork. You can recruit freelancers, or they can submit proposals to win you over. This is a two-way street, which can be beneficial to your business because you won’t be doing all the searching. 

3.Direct communication with the Influencer.

Most companies think that only popular brand names can easily connect with Influencers. That’s not the case. You have to shoot your shot. There’s a reason why Youtubers post their business emails in their “About” section. They want anyone who wants to reach out actually to reach out. There is also an available “Send Message” button, in case you are still hesitant.

If your problem has more to do with lack of idea how to come up with an intro message, here are some excellent recommendations that can help you out:

  • Express your interest and highlight what you know about the talent. It will also score you some points if you understand the channel itself and its audience.
  • Note why you think your brand is perfect for your channel and offers some possible benefits the channel’s audience will enjoy.
  • Don’t just shoot in the dark. Conduct due diligence and come up with a deal that can lure in the Influencer. Sometimes, talents demand exclusive content, cross-promotion on your own channels or other means of direct exposure, content updates, and so on. All in all, if there is a promise of mutually beneficial and long-term interest, it makes for a compelling offer. You could also promote deeper audience engagement by offering contests, free gifts, and campaigns.

Don’t give up easily. These people receive a dozen offers in their emails a day. If you don’t get a response from the channel owner, you can try reaching out to them through Facebook, Instagram, or Twitter. Don’t take it personally. Your email probably ended up in the spam folder. 

How to Identify the Right Talent for Your Campaign Needs

This is the biggest challenge whatever approach you choose. How sure are you that the Youtube Influencer you are targeting can pull off the role?

For this, you need to cast the subject of popularity aside. Look at your campaign and your brand. What skill can be most beneficial for your business goals? If you study Influencers on YouTube, it will take a long time and be unproductive. It won’t be easy to attain info like demographics or material appeal outside the platform, amongst many other things. Moreover, measuring the conversion rate is also hard. Thankful, there are many online tools you can use to ensure that you are making the right choice.

How to Determine Your Campaign Results

After finding the suitable YouTube Influencer, you need to conduct efficiency assessments, identify key performance indicators (KPIs), and learn how to track them. Here are some metrics you need to know about:

Campaign Cost-Per-Action (CPA) and Cost-Per-Click (CPC). To identify both CPA and CPC, you need to create links first and foremost. Inform the Influencer that he or she should use your provided link in the video descriptions and annotations. The link should look clean in the description box, short brand them using Bit.ly or other similar tools. 

Share Rate. You can use tools like VideoIQ and Tubular. These platforms give you an idea of how the video is faring outside YouTube. Additionally, it gives you an overview of each network’s performance by dividing the total number of shares by the number of engaged views. Increase the resulting value by a hundred.

Velocity. Aside from the variety of views, you can look into video efficiency on the YouTube video page. Just click the “More Data” under the video. You will see the data about the video’s appeal and why it is trending. You can only see there the number of shares and viewers subscribed to the channel. These numbers can gauge how the Influencer’s audience feels about your brand and whether it is a good idea to carry on with your partnership with the talent.

By choosing and connecting with the right YouTube Influencer, your brand can be exposed to a vast fan base that’s increasingly growing at various rates. You can stay ahead of the game by using industry trends and tools. Take advantage of this new marketing opportunity and explore the world of YouTube through the hands of a reputable Influencer that perfectly matches your brand goals.

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