If you want to make it big in this day and age, you have to keep up with the times and utilize the most popular forms of marketing. You might think that you’re all set with the digital marketing efforts you’ve already put into, but have you made the most out of influencer marketing?
Reaching out to influencers on social media to get a shoutout for your products/services is one of the best ways to reach and engage with a larger audience nowadays.
Turn Your Attention to YouTube
Instagram and Facebook are both very popular social media platforms, but you may be surprised to learn that YouTube is the 2nd most used platform for searches, after Google. In that respect, you can’t go wrong with utilizing influencer marketing on YouTube.
Boost Your Reach
Working with YouTube influencers means that you’ll be able to expand the reach of your own business to a larger audience. You won’t be just marketing your products/services to the audience that’s subscribed to the influencer’s channel but also to everyone else who has performed a search and stumbled upon the influencer’s video because they’re interested in what they have to say and/or show.
This is true for every social media channel but in the case of YouTube, it’s on a much bigger scale. After all, watching a video for a few minutes requires more involvement and engagement from the audience.
YouTube influencers rely heavily on the trustworthiness and transparency that evokes loyalty from their subscribers. In that respect, an influencer persona on YouTube reviewing products/services is often trusted more than even some celebrities doing the same for commercials.
For instance, if you’re selling video and audio equipment, you can strike a deal with a YouTube influencer to create a video explaining the process of becoming a YouTuber. Then they can shout out your products and show people how to get a YouTuber starter kit without spending tons of money yet still achieving high-quality results.
If you strongly believe in the quality of the products/services you’re selling, working with a down-to-earth and trustworthy YouTuber who is already known for their honest reviews can also put your business in the spotlight as a brand that can be trusted, too.
Videos Last Longer
Compared to traditional TV or radio commercials that typically run for a specific time frame, once a YouTuber mentions your products/services in their video, that shoutout will continue to exist for as long as that video exists. And YouTuber influencers rarely delete their content.
In that respect, you’ll pay a fee once and have your product/service mentioned online and reachable for a longer period of time, unlike traditional marketing where you’d be required to pay a fee every time the running period expires.
It’s not necessary to chase after really big YouTube influencers who have a rather large fee. Instead, the best option would be to work with several micro-influencers who have a couple of thousand subscribers. In general, people who follow micro-influencers are loyal and more involved in everything that the said influencer does, including their sponsorships and collaborations. Not to mention that they have a smaller fee due to the size of their channel.
In that respect, you can save money and expand your reach considerably in the long run by working with several micro-influencers instead of focusing your budget and efforts on just one big YouTuber.
As mentioned, micro-influencers on YouTube are often considered more personal and down-to-earth, with a voice that resonates with their audience. Their subscribers trust their judgment and often stand for the same things. Having them advertise your products/services can give you more credibility without the overly corporate image. This is especially beneficial for smaller businesses that are looking to step up their game and stand out from the crowd.
How to Work with YouTube Influencers
Now that you know just how effective utilizing influencer marketing on YouTube can be for your own business, it’s time to get to an influencer. In order to do so effectively, consider the following steps.
1. Find the Right Influencer
The first step involves finding the influencers that will be a good match for your particular business and products/services you’re selling. You can start by typing your own product/services in the search bar on YouTube and then checking the results. If you find a YouTuber that you like, check their channel and about info on their channel and videos just to be sure that they fit your niche. You should also watch a couple of their videos to get an idea of what they stand for.
That way, you can create an appropriate pitch before you reach out to them with your offer. It’s important that you have complete trust in your own products/services and know the ins and outs of your own business. This will allow you to present your brand in a way that fits their image, too.
2. Focus on Smaller Influencers
As stated before, micro-influencers are the best way to go when exploring YouTube influencer marketing. When you get your search results, focus on channels that have a couple of thousand subscribers. These influencers are typically more personal and transparent with their audience with a fostered sense of loyalty and trust. What’s more, they are also more likely to have smaller fees for mentioning brands’ products and services in their videos.
3. Create an Offer
Once you’ve found influencers you’d like to work with, it’s time to contact them. Make sure to be very clear with your pitch and offer. Disclose everything about your business and its purpose in a simple manner.
Most importantly, leave the creative freedom of presenting your products/services to the YouTubers. They are the ones running the channel and will know the best way to do mentions and sponsorships to their own audience. It might be a bit difficult to relinquish control like that as a business owner but it will pay off in the end.
4. Discuss the Disclosure
You can’t expect a YouTube influencer to do a paid mention without disclosing the fact that it’s paid. That said, it’s important that you show your own willingness to be completely transparent. Talk to the influencer about the best ways that fit them and their audience when it comes to paid mentions and sponsorships.
There’s the possibility to check the box saying it’s a paid video, use #ad, as well as talk openly about your business in the paid portion of the video.
5. Start Working
If you’re happy with the YouTube influencers you’ve chosen and they’re ready to work with you, it’s important to make the most out of their reach. That said, you can reach out to them more than once as well as feature them and their videos on your own social media channels and website.
Videos are a great way to utilize content marketing as they’re more engaging and appealing. Combine their power with the right influencer and you’ll have yourself a successful marketing campaign.
What’s more, working with YouTube influencers will allow you to create an image for your own brand and spread the word about your products/services in a way that instantly gives you the credibility and respect that the YouTubers themselves enjoy, too.
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Author Bio: Jennifer Wilson is a writer at Qeedle.com She knows business processes and operations management inside out. As she understands all the challenges of running a small business firsthand, it’s her mission to tackle the topics that are most relevant to entrepreneurs and offer viable solutions.