Influencer marketing is quickly becoming an essential component of every brand’s marketing strategy, especially when it comes to YouTube. The community of creators on YouTube offer a great opportunity for businesses of any size to showcase products and services to an engaged audience of viewers in a variety of niches and target markets.
The beauty of YouTube influencer marketing is that it’s not just limited to brands with large budgets, as there are creators at every stage of growth interested in working together with small businesses, and even startups.
Someone who understands this subject well is Rachel David – founder of Hashtag Communications, which is an influencer talent relations agency with some of Canada’s biggest YouTube creators in its roster.
In addition to being a YouTube creator herself, Rachel has over 10 years of experience in the entertainment industry and has taken her network of celebrities, influencers, and managers to create authentic brand campaigns combining influencers with some of the world’s top brands.
We recently had a quick chat with Rachel to get her thoughts on five popular questions regarding influencer marketing for businesses:
How would you best explain influencer marketing to those who’ve not tried it yet, and why they should consider it?
The term influencer marketing means promoting a product through a person who has the attention of many people online. My top reason for small businesses to utilize influencer marketing is because it is highly effective and grossly undervalued.
Why do you believe marketing with influencers on YouTube is such a hot trend today?
First off, I don’t think influencer marketing is a trend. I think it’s a huge integral part in marketing. I think it’s hot because it works. It’s just logical. People like to buy things based on recommendations from their friends. Influencers have friendships with their audiences that are built on trust. It only makes sense that when they mention a product or brand they like that their audience would at least listen actively.
When considering YouTubers to work with on an influencer marketing campaign, what criteria should businesses emphasize the most?
When looking for a YouTuber, small businesses should look at the engagement levels, not how many subscribers they have on YouTube. I’m talking about how many comments and likes a YouTube video is getting. That will really reveal the depth of their audience.
What do you believe to be the top characteristic of successful campaigns betweens small businesses and YouTube creators?
The best characteristic of a good campaign between small businesses and YouTube creators is keeping it real and unexpected. I think just like any good piece of content, it has to be engaging and something you would watch REGARDLESS of it being a branded video.
How can business owners best evaluate their campaign results, and succeed in the long-term with influencer marketing on YouTube?
To best evaluate the campaign results, look at how many shares, comments, likes your video got and don’t be discouraged if product on the shelf didn’t move. I look at working with influencers as an awareness play. Think about it this way: How can you measure how many people bought something after they brushed through a magazine and saw an ad? You can’t, but you know every bit of awareness helps. My argument is in 2017 where else are you going to advertise?
Vlog Nation: We totally agree with Rachel on the importance of influencer marketing for every brand interested in growing their presence online, especially with YouTube because:
- Creators make it easier than ever for you to connect with your intended audience in a much more authentic way
- By working with YouTubers, you don’t have to go through traditional routes to reach your ideal customers or viewers, you can just tap into their existing audiences
- You still have some control over the content, but YouTubers are also going to create materials that they know will really resonate with the audience
- Your costs are dramatically cut because you don’t have to do all of the audience development, and you can then leverage the partnered content across your existing social media, website or other channels
On behalf of Vlog Nation, we’d like to thank Rachel David for joining us to discuss influencer marketing for businesses. In addition to Hashtag Communications, you can also keep up with her @RachelDavid
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