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YouTube influencer marketing campaigns

YouTube is one of the most visited websites in the world. Every day millions of Internet users watch videos there and look for entertaining or educational content.

Here are a few reasons why YouTube is so popular among marketers and advertisers and how you can make the most of it.
Why do brands use YouTube for influencer campaigns?
Different people use this platform for different purposes which means that it attracts a lot of audiences. For this reason and variety, it is considered to be a perfect channel for influencer marketing.

Being one of the oldest social media channels, YouTube also has many influential creators with millions of followers. They have an established presence not only on YouTube but on other platforms as well.

If a company works together with a popular YouTube streamer, there are opportunities for collaborations on other channels too. For example, on Instagram or TikTok. This can help companies build awareness and reach a wider audience.

Even if your organization is interested in niche categories and micro-influencers, YouTube can be a great fit for your marketing mix too. This platform offers tools for creating and distributing long-form videos which allow brands to show various aspects of their products and services.
Specifics of a YouTube influencer campaign
Whether you're looking for a one-off or long-term partnership, here are the best practices used by our agency when partnering and working with influencers on YouTube.
    1. Subscribers are not as important as the average views per video
    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.
      2. Working with an influencer marketing agency has many benefits
      Influencer relationship management requires time and money. Creating a meaningful relationship with a YouTube streamer is not straightforward. Not every influencer will be open for collaborations, and not every company has people skilled in negotiations. There are many small details to keep in mind.

      By partnering with an agency, your brand can avoid the most common obstacles in working with influencers. For example, HypeFactory has established relationships with thousands of influencers around the world. We also use advanced analytics tools to find top-performing creators that match specific requirements.

      Finding an influencer marketing agency that specializes in YouTube can be difficult.

      Here are a few things to keep in mind:

      • Check out their portfolio: what projects they have, what results they achieved, what brands they partnered with, what platforms they use, etc.
      • Ask questions: the agency you work with has to be transparent. For instance, HypeFactory sends regular reports to clients and keeps them updated throughout the whole campaign.
      • Make sure the agency specializes in both performance and brand marketing.
        Did you know? HypeFactory works not only with brand awareness but is also experienced in performance marketing. Have a look at our approach to performance marketing and what results you can get.
        3. Start preparing in advance
        If influencer marketing were easy, everybody would be doing it, right?

        A successful campaign is a combination of many factors. It requires thorough research and planning. For example, even before reaching out to a YouTube streamer, our agency first analyzes the target audience, outlines selection criteria for creators, forecasts results, composes detailed briefs, creates legal contracts, and so on.
          What promotion types are available on YouTube?
          Depending on your offering, you can find different ways of promoting your product or services on YouTube.

          There's no one-size-fits-all solution: you need to keep in mind the specifics of your offering, what you want to communicate to your audience, and what type of content they prefer.
            Video integrations
            Even if you're new to influencer marketing, you might have heard the word "integration" a few times.

            Integrations are very similar to usual ad formats, for instance, pre-rolls. But contrary to usual ads, integrations are created together with an influencer. This is why they are natively integrated into content and viewers don't skip them that much.
              Let's Play videos
              They are dedicated to a single product, usually a game. They feature an influencer playing this game and showing the game mechanics to viewers.
                Dedicated videos
                Similar to Let's Play, dedicated videos are focused on one product. It's not necessarily a game and can be a tech gadget review, a book recommendation, a tutorial, etc.
                  Product placements
                  For product placements, an influencer usually shows the product to the audience and uses it during the video. For example, it can be workout clothes, a tech gadget, or even a taxi service.

                  By partnering with an influencer agency like HypeFactory, the brand can ensure that these placements are also seamlessly integrated with the influencer's content.
                    Paid social
                    You can get much better results when content is amplified. That's why sometimes influencer campaigns involve advertising to increase reach and boost awareness. While some marketers might consider paid social unnecessary in this case, running well-crafted and timely ads can help your company not only meet its KPIs but also exceed expectations.

                      HypeFactory: The best YouTube influencer marketing agency

                      If you're not sure where to start with your influencer marketing campaign, reach out to our agency. HypeFactory is a leading influencer marketing agency specializing in YouTube. We have an extensive pool of creators and a portfolio of successful campaigns on this platform for various industries.