Now more than ever, YouTube is an essential tool for marketing products to targeted viewers. By the very nature of YouTube’s set up, it’s easy to both reach out to the audience that truly needs or wants your product, and also to be discovered by other audiences who may never have heard of your product.
One of the best ways to utilize YouTube is to partner with content creators with a viewership relevant to your brand. That being said, choosing the right YouTube marketing campaign partner should include some careful thought. With so many YouTubers, there are a variety of channels that you can potentially collaborate with.
Here are four influencer marketing tips to consider when you’re searching for the right campaign partner to help promote your products on YouTube:
Relevance is Key for Influencer Marketing Success
This is the most obvious thing that any influencer marketing campaign needs, but it’s also the most crucial. If you take a close look at the many YouTube channels in your industry, you’ll see that every YouTuber has their own unique audience.
Some creators reach out to hardcore fans of a niche, while others target specific subgroups. Be sure that the YouTubers you’re considering focus on your target market.
Even if a YouTuber who reaches your target audience has fewer subscribers/viewers than another channel, it’s always best to hire by fit. If your product reaches 95% of a specific market, instead of 25% of a broader market, you’ll gain a more loyal customer base overall from your influencer marketing campaign(s).
Working with YouTubers That Have Engaged Viewers
Just because a video is viewed over one million times doesn’t mean that the channel has the most engaged viewership. There is one very important thing that you should look for when choosing the best partner for promoting your products through YouTube influencer marketing campaigns.
It’s an audience that shows their interest in the content and comments. Viewers who take the time to comment, and especially a YouTube creator who sparks conversation by commenting in return, means that the audience is engaged.
Prioritize Audience Consistency in Influencer Campaigns
Just like blogging, social media, or any other type of Internet presence, consistency is key with YouTube success. But what does a “consistent” channel look like? It’s more than just having a new video up every single week or month.
A great YouTube channel to partner with for marketing your brand is one with a consistent viewership. If the audience comes back repeatedly, comments regularly, and gets involved on the creator’s social media page(s), then you know that they have a sincere interest in what the YouTube creator has to say.
Marketing with YouTubers That Define Your Brand Values
Finally, always remember that any YouTuber you choose to collaborate with for a marketing campaign will be a representation of your brand to their audience. Be sure that they represent the values and mission of your company.
Look for YouTubers who use similar language, target the same audience, and have a similar style as your brand. For example, if your brand focuses on offering helpful tidbits or creative ways to use your product(s), then working with a YouTuber who creates “life hack” videos could be a great fit.
There are many ways that content creators can partner with your brand to start marketing your products on YouTube effectively, and help you expand your brand reach.
Just like any partnership, though, the most traction will come from partnering with someone who is a natural fit in all ways. Keep these four influencer marketing tips in mind to work with YouTubers that best fit your brand, and you’ll be well on your way to a successful campaign.
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