How To Collaborate With YouTube Influencers
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For the future of video marketing, many social media marketers and experts agree that creating content will shift from the advertiser to the influencers. As more customers addictively consume the content of popular influencers, especially those on YouTube, brands must be prepared to team up with these personalities.
These prospect customers turn to their favorite influencers to discover new products and services, watch unboxings and reviews, and learn from tutorials in every known category possible. From makeup to even the wine you’ll bring to the party, they can potentially make or break a sale.
If YouTube is a big part of your marketing strategy and you want to be prepared for the future, here are different tips that can help you shake hands with the most popular influencers on YouTube and to get your company out there! If you want more information you can download my complete guide to influencer marketing for free as well as my influencer marketing template to help you summarize and compile all the influencers you’d want to tap into for your campaigns and what are the next steps you’ll need to do to make it a success.
If you’ve already done that, let’s get started.
Find and Hire the RIGHT INFLUENCER. The power of influencer marketing works best when you look for an influencer and you genuinely allow them to creatively highlight your product or service in their videos. When you are looking for influencers, you’ll want to narrow down to those who match your brand character and voice. Don’t choose influencers solely for the number of followers they carry or the views they can get. Work with micro, small or medium sized following influencers as well. They have highly engaged communities and can be more cost effective.
At the same time, when users feel that the video is too scripted or too branded, it will backfire for your business. Don’t let this happen to your brand! YouTube personalities and the videos they create are not long form extensions of your commercials. They are interesting content owned by the influencers themselves. Let the YouTubers be themselves and the rest will follow!
Track their conversions. When you partner with influencers, you need to check if your results are working hard in your favor. Tracking is key here! For each influencer you tap into, create custom links that acts as as a call to action that leads users to your ecommerce store, blog or website. You can also make use of special coupon codes that the influencers can give out to their followers. These will help you test which influencers deliver the highest return in terms of conversions and will serve as a great reference on who or what you’re going to tap into next.
It’s also recommended that you ask the influencer to submit a post-campaign report that details the performance of each content piece the influencer generated for you. Highlight important metrics that you are tracking early on such as reach, clicks or views.
Create Lead-in Videos. If you have existing campaign videos that you want to promote, use your influencers to promote them by creating lead-in videos. These are videos that have CTAs that asks their following to consume your content. It also includes links of the videos on the description. Some popular examples are “reaction videos” where we see the influencer react or give commentary when they watch a partner advertiser’s content.
Take advantage of SEO. This influencer content can also help a long way in building your SEO presence online. Make sure the influencers include brand names and other relevant keywords. Populate your description as well as your tags with these important terms. This especially works best for product reviews and tutorials. Having a keyword rich tag in your video description will push your brand ranking in search engines such as Google.
Remember, influencers are not your employees. They are your partners for content creation. Choosing the right influencers goes a long way in making sure that your business gets the best return possible. For more free resources on influencer marketing check out my guide and template.