Some of the most famous content creators in the world got their start through YouTube, which has proved to be an essential proving ground for well-established or up-and-coming creators. Successful YouTubers make genuine connections with dedicated fanbases.
A partnership with a YouTuber can produce measurable results for influencer marketing campaigns. How can your brand find the right YouTubers to work with?
YouTube remains among the top four social media sites for all users, joining Facebook, Instagram and TikTok, according to IZEA research.
While some YouTubers count themselves among worldwide celebrities, there are plenty more niche creators with smaller, more engaged fanbases. Income for micro- and nano-influencers has been steadily growing since 2020, our The 2023 State of Influencer Earnings report showed.
Our report found YouTube’s average cost paid ranked fourth among the top social platforms with $2,102. TikTok, Instagram Stories, and Twitch ranked ahead of YouTube, demonstrating the popularity of video platforms and the value of working with YouTube influencers compared to the length of videos and complexity in production compared with a short-form platform such as TikTok. YouTube has also upped its short-form video game by adding YouTube Shorts.
The return on investment of working with influencers can be massive, with strategies adapted to meet sales, engagement, or reputation goals. Relocating spending to an influencer marketing program could result in an engagement increase of 16.6%, a Journal of Marketing study found.
Here’s how to find YouTube influencers for your next campaign and why it’s worth your time to try to find them.
Who are YouTube influencers?
If you’re looking to find YouTube influencers, you’ll likely find people in various niches. Some of the more prominent influencers on the site include:
MrBeast
This American content creator has the second-most YouTube subscribers on the platform, with 220 million. He is the ultimate entertainer, pulling off stunts that capture the attention of people of all ages. He’s created videos with outlandish topics such as surviving being buried alive or real-life Squid Game.
Vlad and Niki
Vlad and Niki are two adventurous kids who delight preschool-age kids across the world. The pair’s fanbase has climbed to 106M, making Vlad and Niki one of the most-followed non-brand YouTube pages. Their content, which includes an adorable video of Vlad and Niki playing with kittens, can keep kids entertained for hours.
Dude Perfect
Dude Perfect progressed from the early days of YouTube to keep the momentum going and become one of the most popular channels. These friends since college never seem to run out of ideas, with crazy trick shots and adventures such as building a fort.
JuegaGerman
German Garmendia is one of the world’s most popular YouTubers and one of the top Spanish-language YouTubers. German plays video games with funny quips and commentary. He has also produced music and has a following of 49 million subscribers.
Where to find YouTube influencers and what to look for
What should you look for in an influencer on YouTube? Fit is one of the most important considerations.
Influencers have already built relationships with their followers, and many of them have dedicated fanbases. Your brand will want to find an influencer whose words about your products feel natural and meet the targeted customer’s needs.
Another clear advantage of working with influencers is the flexibility your brand can take with the campaign. If your brand just developed a new type of technology meant to enhance the daily lives of a specific target audience. A ready-made group such as female tech influencers can bring you to a specialized audience who will likely be interested in your product.
Your brand can work with influencers in many ways, including sponsoring a trip or event attended by social media personalities, sponsoring posts or stories, or sponsoring a product review or endorsement.
The IZEA Marketplace makes it easy to find influencers, complete with each influencer’s services offered, pricing, and information about their content style and presentation. For more extensive campaigns, call IZEA Managed Services to source influencers.
Because it grabs and holds people’s attention, video remains one of the most popular forms of content on the web. Working with a YouTube influencer lets you harness the power and effectiveness of video for your brand.
Influencers:
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Marketers:
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