social media how toIs YouTube part of your marketing strategy?

Do you team up with influencers for video campaigns?

Potential customers turn to YouTube influencers to discover products and get reviews, tips and tutorials on everything from makeup to their next mattress purchase.

In this article I’ll share six tips to help you partner with influencers on YouTube to get the word out about your company.

partner with youtube inflencers

Discover how to partner with YouTube influencers.

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#1: Find Authentic YouTubers

The beauty and power of word-of-mouth marketing is in finding the right influencers for your brand, and then allowing them the creative freedom to position your product organically in their videos.

When a video feels fake, forced or scripted, potential customers can’t click on the Back button fast enough. Find YouTubers who already embody your brand and truly love your product, and then let them do what they do best: be themselves.

Remember, most YouTubers are not actors. People don’t go to YouTube to watch commercials; they go to search for information and see their favorite video personalities give advice and offer interesting information.

#2: Hire by Fit, not Followers

When hiring YouTubers to work on a campaign, it may seem enticing to simply go for the ones who have the largest following or view counts. While this makes sense in theory, if you don’t have the right fit, your message and product will likely go unnoticed.

The YouTuber behind Secret Life of a Bionerd is a natural fit for beauty-related products and services.

Brands working with small- and mid-sized influencers tend to have more success, because those personalities have a tight-knit community as the target market for the brand.

In particular, smaller influencers who have a highly engaged audience around a niche subject are invaluable. They have greater impact and are often more cost-effective, due to their audience size.

#3: Track Response to Links

To determine the success of a campaign, create and provide a custom tracking link for each influencer, which leads back to your website, blog or product page. This may seem like common sense, but it’s a mistake brands frequently make.

When you track activity in this manner, you can see which influencers were most effective, and determine which ones you do and do not want to work on your future campaigns.

tracking links in youtube description

Provide links to track activity from each influencer, so you can see which ones send the most viewers your way.

Ask your campaign influencers to add your tracking link to the top of their video description, so viewers can easily find and click the link. YouTube allows minimal space for text before a viewer has to click Show More to see the rest of the video’s description. You want your link to appear in that prime real estate.

#4: Offer Coupon Codes

It’s notoriously difficult to track video conversions on YouTube. For example, viewers search for your company organically by opening up a new browser tab, which doesn’t show up in your campaign results. Or they watch your video on certain devices, such as Apple TV, which don’t allow you to click description links.

A coupon code is an excellent way to track ROI and entice customers to take immediate action. If a potential customer isn’t sure about your product or service, especially if your brand isn’t well-known yet, a coupon code helps sway them, while giving you a video conversion to track.

coupon code in youtube description

Coupon codes also give your influencers an additional benefit to share with their fans.

Since YouTubers have established relationships with their audience, when they provide a “special code” to use at checkout, it proves to their audience they’re true ambassadors. YouTubers also get more excited about promoting products with special discount codes, because they want their audience to see that they’re getting them a great deal.

#5: Create Titles That Drive Views

Come up with an interesting and catchy title for the video in your campaign, just as you would write the title of a blog post or book.

Work with your influencer to create a headline that makes sense for your product and fits seamlessly with the type of titles and content the YouTuber is known for. If you can work your brand name into the title, all the better.

Often, companies doing influencer marketing for the first time push to get their brand name in the video title. But unless your brand is already an established household name, this strategy may backfire and lead to fewer views. Having your brand name in the title of the video may also scream “commercial,” and further drive down the number of views of your video.

#6: Optimize Video for SEO

SEO is incredibly important, and every little bit helps. Make sure your YouTube talent includes your brand name and any other keywords associated with your product or company in the video description and tags. This tactic works great for products for which people seek reviews or tutorials.

youtube review in search results

Ask your influencers to include tags and keywords in the video title and description for better SEO.

Remember, Google owns YouTube and often gives preference to YouTube content in their search. Take the time to include keyword tags and a keyword-rich video description to increase your ranking in search.

Over to You

When people look to make a purchase, they’re more likely to listen to someone they trust than traditional advertising. People prefer to gather recommendations from family, friends and peers rather than strangers or brands. When that’s not an option, they turn to YouTube.

Always work with, not against, the talent you hire for your influencer campaigns. Ask questions and get their creative thoughts throughout the process. Pick influencers who you feel are already on-brand for your company, as this increases chances for a successful video campaign.

What do you think? How do you feel about working with YouTube influencers? Have you run video influencer marketing campaigns? Which YouTubers have you worked with? What types of video campaigns were most successful? Please share your thoughts and questions in the comments below.

how to partner with youtube influencers

Tips for partnering with YouTube influencers.

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  • hassan chafiki

    Hassan remercie tous ceux qui m.aident à la recherche d’un concert à la fin du monde entier pour les photos de la part des choses qui ne sont pas des masses de la place pour les deux premiers épisodes précédents locataires de votre confiance et vous souhaitons bon courage hassan

  • Just

    What is the best pitch for a YouTube Influencer to work with you?

  • I think something that’s going to be incredibly important is what Adam picks up in point #2. You need to look at the type of reviews and content they have created in the past. If its not related then they probably won’t want to review it.

    Also youtubers care A LOT about their subscribers. They aren’t going to suggest any old item, make sure the product is really worth the influencers time and reach

  • Adam Hendle

    I hope you enjoyed the article. If you have any questions please let me know!

  • Adam Hendle

    Great point Paul. YouTubers look at their subscribers as basically their extended family. This goes especially for the YouTubers that you WANT to partner with.

  • Interesting take on Hire by Fit, not Followers. What if the product is generic?

  • Adam Hendle

    Can you explain a bit more what you mean by generic?

  • Olumide Ayinla

    Generic means a product that is for everyone. Take for example, toothpaste, every toothpaste promises to take care of cavity, plague, bad breath etc. So for me, none is special or different from the other. Hence as a sincere advertiser I don’t need a specific set of people (fit) to use my product, I need the largest followers possible to see their influencer use it and perhaps get some conversion.

  • Nick

    This article is totally en pointe. As an agent, I work from the opposite position as Adam, representing a smaller, more select client base that I truly believe can deliver above and beyond on all platforms from Bloggers to Snapchat influencers, celebrities with a social media presence and people who Instagram from their backyards. However, my experience in working with brands has been the same as Adam’s. The best collaborations are relationships that trust the creator’s voice and that they know their audience best. If the collaboration does not work it falls on the brand, yes, but it can also have extremely negative consequences for the creator whose audience will view them as a sellout.

  • Hire by fit, not followers. For sure. Pairing up relationships with influencers for your content strategy is only as successful as the trust and credibility they have among their audience.

  • Joe

    yea, but how do you find them?

  • Adam Hendle

    Hey Joe!

    Well since you ask, I actually work for a company called FameBit that makes finding influencers extremely easy. All you need to do is sign up as a brand and post a campaign — this includes details on what you are looking for and what your budget is. From there you will start to receive proposals from interested creators — we automatically pull in the creator’s subscriber counts, average views and audience demographics.

    You only pay when you find an influencer you want to hire and we hold those funds in escrow. Funds are only released after you have accepted the video. Hope that helps! And feel free to use coupon FIRSTHIRE10 for $10 off your first hire.

  • Amber Reser

    The only problem with FameBit is that you will only see Influencers with extremely high numbers, and how believable is your product if only top dogs are promoting something?

  • Amber Reser

    I am a social media influencer who happens to be reading your comments, to learn more ways to connect with brands! I would spend time on social media, like Instagram for examples. Like and follow the things that speak out to you. You can then reach out to the Influencer, I am sure they will be happy to hear from you!

  • Adam Hendle

    Not true at all Amber. Our marketplace is specifically aimed at emerging influencers from 5k to 250k.

  • Amber Reser

    My point exactly. 5k is a huge number on YouTube.

  • Adam Hendle

    Guess we have a different view on what extremely high is. Unfortunately we’ve found that most brands simply do not spend money on creators that are less than that subscriber count because the value vs spend isn’t there. It’s also around this level that brands start to view channels as more established personal brands than hobbyists and are more likely to hire them.

    We used to allow channels with 1,000 subscribers but they were very rarely getting hired and it was actually causing more frustration on both the influencer and brand side because of that.