Similar to other platforms, YouTube has all types and tiers of influencers.
You can partner with a micro-influencer or find an influencer with millions of subscribers. While the majority of agencies stick to this classification when looking for a perfect fit, our agency has another approach.
By analyzing hundreds of previous projects, we noticed that the number of subscribers on the channel is not as important as the average number of views per video. There's a simple explanation for this: Not all viewers subscribe to channels. Many views come from YouTube search or video recommendations.
This is why when you plan a campaign, make sure that you pay attention to your KPIs. For example, if your main goal is to increase awareness, then the number of views per video is more important for you than the number of subscribers. After all, influencer marketing relies on user engagement. This is one of the 55 metrics that our agency uses when analyzing the followership quality.