If you’re looking for ways to increase brand awareness, enhance trust with potential customers, or boost conversions, have you considered YouTube influencer marketing?
Our new guide to using YouTube for influencer marketing is finally here, and we’re teaching you everything you need to know about using the platform for creator collaborations.
The Ultimate Guide To Using YouTube for Influencer Marketing
If you’re an e-commerce brand looking to work with influencers, have you considered YouTube marketing? YouTube is currently the second largest social media site with almost 2 billion users, and it’s also the second most influential social platform for purchases.
So, how do you get started with YouTube influencer marketing, and can your business really benefit from working with YouTube creators?
Let’s find out with this step-by-step guide.
How Can YouTube Benefit Your Business?
First, it’s important to understand how YouTube can provide beneficial results for your business. After all, you may be wondering whether it’s worth bothering with this marketing strategy if you’re not a huge corporation. Spoiler – it is!
The great thing about YouTube is that pretty much anyone can create an account and upload a video. In influencing terms, that’s highly beneficial as content creators are 10 times more likely to drive a purchase than traditional celebrities.
Unlike other social platforms, the content on YouTube tends to be longer, meaning creators can work with you to develop extensive, thorough content that’s more likely to benefit your brand than a small ‘shout out’ or post on Facebook or Instagram.
You can work with creators to collaborate on a ‘sponsored video’ – this means that an influencer works with you on an entire video associated with your brand.
In more traditional terms, an unboxing video, product review or testing video are good themes to contemplate. This video by skincare influencer Dr Dray is an example of a collaboration. In this case with the store iHerb:
You don’t have to work on a full video either. You can also collaborate by asking a creator to mention your brand or product within one of their videos. Alternatively, you could work with a creator on a video for your own YouTube channel. This can increase your brand awareness and audience, as well as enhancing trust with potential customers.
You could also work with creators to film clips for an advertisement which is shown on a YouTube video. YouTube allow videos to be monetized once users are accepted into the YouTube Partner Programme, meaning creators can place adverts during their video content.
How to find the right content creators to work with
Once you know that you want to use YouTube for influencer marketing, it’s time to find creators to work with.
Before you commence your search, it’s important that you know your overall campaign goals. This will help you to determine the type of campaign you want to create, and choose the correct audience for your content.
Finding good influencers doesn’t need to be a challenge when you can choose to work via Insense. You can easily find good YouTube creators on the platform, which is a lot less daunting than having to search YouTube manually, especially when you can’t look at relevant hashtags in your niche like you can with Instagram.
With Insense, all creators have been personally selected to join the platform, so they’re completely verified. Additionally, you can also look at their statistics to see how many subscribers they have.
When it comes to working with creators via Insense, simply choose the YouTube Promotion option when writing your brief:
Creating an influencer brief can be daunting. Especially, if you’re working with creators for the very first time. Luckily, we’ve got a step-by-step process for you to follow, taking the overwhelm out of writing a detailed brief for your chosen influencers to follow.
A step-by-step video production brief
When writing your brief, it’s best to be as detailed as you can. This makes a successful collaboration more likely as the creator knows exactly what type of content they need to make.
The aim of a brief is to create a clear picture of your collaboration – your overall objectives, the type of content you want to create, deadlines etc.
Let’s start to break it down, piece by piece:
Your campaign needs to have a name and brief overview for the whole project. You could mention similar campaigns that you’ve worked on, or if this is the first time working with creators, mention similar campaigns that your competitors have executed.
This is your overall marketing goal for your collaboration. Are you looking to increase engagement, enhance brand awareness, boost conversions, or something else?
How are you going to compensate creators for working on your campaign? Are you going to offer a monetary fee or exchange products?
Start and end date
Your campaign needs a deadline, as well as a start date. When should the creator send their content to you? If you’re asking them to publish content on their YouTube account, what publication date are you looking for?
This can include a brief company biography. Ultimately, a creator needs to know what product or brand they’re going to be promoting. Remember, the creator may have never heard of your company before so be as clear as possible.
Who is your video appealing to? Naturally, this should fit into your ideal buyer category, and the audience of the influencer you’re working with.
This is one of the most important parts of your brief. It can be based around a theme, such as holiday season, or it can be described in one sentence. For instance, if you’re a beauty brand, your message might be ‘budget-friendly cosmetics that are accessible to everyone’.
What should the tone of the video be? It could be presented as fun, friendly, educational, informational, etc.
What to include
This is highly important as creators need to be aware of what you want to see in their video content. Remember influencers are highly creative people and can think outside the box, but you may have a certain direction in mind, such as a box opening video or product review.
Additionally, you may want to specify where the content will be published – is it for an advert, going to be published on their channel, or on your own channel?
How long should the creator's video be?
An inspirational mood board in the form of a visual guide can help to give the creator an overall feel for your marketing campaign.
If you’re using Insense to work with creators, all briefs submitted are personally checked to ensure they’re clear and concise.
How to create high quality content for YouTube with creators
If you’re collaborating with creators on a marketing campaign, it goes without saying that you need to make high-quality content that will engage your audience. Here’s an overview of how you can achieve that:
- The first few seconds will determine whether viewers will continue watching or switch off, so think carefully about your introduction.
- Videos based on trending events will make your content more likely to be discovered.
- If you’re posting to a channel, optimize your video content with a title, description, and tags.
- Promote your video content on your website and social channels to increase awareness.
- Add subtitles or closed captions for those who are hard of hearing.
- You can also create live content for YouTube viewers (although you’ll need 1000 subscribers to stream live on mobile).
Start Using Influencer Marketing On YouTube
With our helpful tips, you’ll be able to incorporate creators into your YouTube content marketing strategy. Ready to start searching for influencers? Use Insense today to search over 35 000 verified creators.