If you have lived on planet Earth for the last decade you cannot not know at least several YouTube influencers – be them from the movies industry, fashion, comedy, business or traveling, all gather millions and millions of fans. And if you do not harness their potential, you should try, as potential customers turn to YouTube influencers to discover products and get reviews, tips and tutorials on everything from makeup to their next couch purchase.
In a fiercely competitive consumer market, it is difficult to win the trust of potential customers. They are less likely to rely on brands that sing songs of self-praise.
Instead, they trust recommendations and testimonials from real-life users such as friends, acquaintances and influencers. In fact:
- 70% of teens trust influencers more than traditional celebrities
- 49% of consumers depend on influencer recommendations
- 40% of people purchased something after seeing it on Twitter, YouTube or Instagram
So, if your goal is to generate leads and increase sales, you can ask your influencers to create honest product review videos. Give them the freedom to share their own experiences with your brand, outlining both the pros and cons.
Coming from a trusted influencer, such a review is likely to foster brand awareness, add credibility to your product or service, and inspire your target audience to purchase it.
1. Define your audience
First things first. You need to define what is the type of audience you want to reach with that person(s). For example, if you sell Bio products, without chemicals, then you know that your audience must be around your business or within the range of your delivery services.
Then you need to know who is your audience. If its BIO its usually not cheap, so you wouldn’t want 0.50 cents junk food lovers.
2. Find influencers through Instagram, Facebook or Twitter
This will give you the range of your audience to focus on (area and type) and now you can look for someone on Instagram, Facebook or Twitter that is with in this parameters. Now check which one of those are using Youtube that is related to your brand.
Now you can send a message (Direct Message or eMail) and offer to collaborate with that person. On your message you need to include:
a) That the Youtube channel goes hand in hand with your brand because, for example, it goes hand in hand with her/his video content PLUS you both believe that health is directly related to what and how you eat and so on.
This shows respect for the youtuber, because it menas that at least you have seen one video and that you understand how she/he works.
b) An offer and your request. What are you planning to give and what you expect to receive.
This is super important, if you set the rules of the game from the beginning, than you will avoid future problems.
Example: I will send you a box of 6 of my bio products with extra flavours, I will pay for everything. In return for your review I will give you a code that you can share with your audience, and you can get “X”% (10,20,30%) of every sale made under that code.
Of course, this works with microinfluencers. Bigger ones will require, more often than not, especially in the early stages of your collaboration, a sum of money which you can negotiate.
c) Let them find all the useful info about your business. Website, Facebook page, Instagram, Twitter, give it to that person so that they would be able to know more about you and will help them decide whether they want to work with you or not.
3. Alternative ways to finding YouTube influencers
Another way to finding your preferred influencer that best fits your business is start by looking at platforms that crunches hundreds of them. There’s a plethora of them – Heepsy, Hypeauditor, Upfluence.com, Noxinfluencer, Discover.ly, Social Crawlytics that lets you track your competitors moves and influencer campaigns and so on.
Alternatively, you can do it yourself, as another free solution. Youtube’s internal search engine + Excel (or Google Spreadsheet): you use the usual search operators to make the most precise search, then go to the channel’s page, fill in the captcha to get the email contact and export all the relevant info to Excel (or similar).
You can also check for articles that recommend some hot YouTubers and see if anyone catches your eye.
In YouTube, search ‘#ad’, ‘#sponsored’, or other related queries to find existing sponsored content from creators, or comb through known YouTube creators’ videos to find sponsored content. YouTubers who already participate in brand endorsements will be more willing and more familiar to engage in brand campaigns. Better yet, search for YouTube influencer marketing case studies to find potential influencer partners from successful campaigns.
We cannot emphasise this enough – make sure the influencers are serious about the partnership. Sign a contract if possible, even if that is going to cost you more. Plenty of Shopify entrepreneurs complain about some of the youtubers not being serious, receiving the products they are supposed to review but simply not doing their part of the job.
4. Find the YouTubers with that “je ne sais quoi”
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.
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.
Take the time to research influencers. Check their social media accounts, the pages they follow, the content they comment on and like, and what they say. Carrying out this step may seem laborious, but it’s a safeguard to weed-out the potentially hazardous players from a pool of candidates.
If you spot
anything that does not align with your brand, take a hard pass. Doing so will
save you and your brand from any potential headache or damage control.
Here are the average engagement rate benchmarks across four key platforms (Instagram, YouTube, Facebook, Twitter) and influencer follower size (nano, micro, medium, mega).
Statistics like these offer an industry snapshot, but how do you make sure that you manage the same level of success for your brand? Consider trying one of these advanced tracking tools and see the benefits for yourself.
5. 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.
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.
6. Get those juicy backlinks
When you reach a larger audience through influencer marketing, you also get significantly more opportunities to build backlinks. Links are one of the most important ranking factors that Google uses in search.
When you partner with bloggers through guest posting, product reviews or other types of collaboration, you’re almost always guaranteed a new link back to your site. Even if they are nofollow links, Google has changed the algorithm, starting with 2020, so that these will impact search rankings as well.
7. Make sure to include discount codes or freebies
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.
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.
8. Create a very catchy headline
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.
9. Think out of the box – literally
We mean unboxing videos. They are a hit on YouTube, even in coronavirus ridden 2020! Why is that? Because they portray the product experience without using marketing lingo and buzzwords, they are generally regarded as objective, unvarnished, and honest.
Google’s research found that one-fifth of consumers has watched unboxing videos on the platform.
Here’s a brand new unboxing video of the new iPhone SE 2 from Apple. Over 3.3 million views.
Prep something nice for the influencer to unbox and test and you may have a hit in your hand. Include a link to the store and watch the sales ramp up.
10. Create a short story of your brand
Nothing holds the attention of viewers better than an interesting story that hits the right emotions. You can work with YouTube influencers to spin a captivating narrative and position your product or service appropriately in the video. While creating such videos, you need to be extra cautious so that the brand mention doesn’t seem overly promotional.
Videos with strong narratives often stand out amidst the plethora of random content. Further, if your target audience enjoys the video, they are likely to share it on their social media profiles. As a result, your content will reach a far wider audience.
Although this might not drive direct conversions, it is extremely effective in generating brand awareness and customer engagement.
11. Advices from the Shopify community
We’ve turned towards the Shopify community in search of advices and, as expected, we’ve found some great tips in engaging with Youtube influencers. Here are some:
– Find someone who actually likes your product rather than someone just selling a post. I send the influencer stuff every month and she tags us in a pic – no payment, except her commission from sales.
– If you have ‘a similar product to a bunch of people’ then an influencer will want to get paid to bring yours to the top. But if you have a product that is unique, catchy, and influencers WANT to use… then that’s a different story. Have a unique and attractive product and influencers will just start to use it organically. Obviously easier said than done, just an idea though!
– I usually pay anywhere between $50 – $250 depending on the YouTuber. I try not to use people that only do review videos. Try and find those that do this part time. They usually have a more loyal following. I also add these review videos on our site to help increase sales conversions.