YouTube might not be a social network in the same way that Facebook or Twitter are, but that doesn’t mean it’s not an excellent resource or tool for influencer marketers to use. But how does one go about trying to find YouTube Influencers?
When it comes to number of site visits each month, YouTube is right up there with Facebook in terms of visit frequency and popularity. In fact, the 2017 State of the Creator Economy (SOCE) study found that more people visit YouTube each year than Facebook, Instagram, Twitter, or any other social media site.
Given its popularity, it shouldn’t be much of a surprise that a number of influencers call YouTube home. The site is actually a bit less popular with creators than others, perhaps due to the complexity involved and the time required to create videos that entertain others. The SOCE found that about 50 percent of creators used YouTube in 2016.
Here’s how to find YouTube influencers for your next campaign, and why it’s worth your time to try to find them.
What Are YouTube Influencers?
Part of the appeal of YouTube is that it gives truth to the claim that anyone can be a star. As long as a person has a video camera, a bit of creativity, and some charm, he or she can put up a successful video on the site. If the video is any good or in anyway engaging or appealing, that person will likely get at least a few subscribers.
The key to success on YouTube, at least with a teenage audience, is to be relatable. In 2014 and 2015, Variety conducted a survey of teenagers to find out who was the most influential. In both years, the teens were likely to rate YouTube influencers more highly in terms of authenticity and approachability than celebrities such as Taylor Swift.
The authenticity and relatability that makes YouTubers so popular is also what makes them great influencers. People are more likely to trust recommendations from family and friends when it comes to trying out new products, according to a study from Nielsen. YouTube video stars might not technically be the family and friends of their audience, but from the audience’s point of view, they might as well be.
Who Are YouTube Influencers?
If you’re looking to find YouTube influencers, you’re likely to find people in a range of niches. Some of the bigger influencers on the site include:
- Zoella: Zoella, who rose to fame on YouTube with her “clothing hauls” and other videos, has more than 11 million subscribers. Her videos usually get more than 1 million views.
- Yoga With Adriene: Adriene Mishler has more than two million subscribers to her yoga video channel. Each of her videos typically gets hundreds of thousands of views.
- MyLifeasEva: Eva Gutowski’s channel has more than seven million subscribers, who tune in to catch her tips on fashion, beauty, and surviving high school. She also has a show on YouTube Red, the site’s paid subscription service.
- PewDiePie: Gamer PewDiePie’s YouTube channel has more than 54 million subscribers. Video game videos tend to do particularly well on YouTube.
- Ingrid Nilsen: Beauty vlogger Ingrid Nilsen has more than three million subscribers who tune in to catch her beauty tips, tutorials, and lifestyle advice.
Where To Find YouTube Influencers & What To Look For
What should you look for in an influencer on YouTube? Fit is one of the most important considerations.
The SOCE found that the biggest concern influencers have is how well a brand fits with their current content, or whether a brand is a company they’d be proud to represent.
That said, don’t try to partner with a video game influencer if your company has nothing to do with video games. It also doesn’t make sense for clothing brands that target older customers to partner up with a teen-focused vlogger like Zoella.
Cost is another thing to consider. Some of the bigger YouTubers might be well out of the budget of smaller brands. But there is some good news here.
According to the SOCE, there’s often a big gap between what brands expect to pay for a sponsored video and what influencers typically charge. The average brand expects to pay almost $500 per video, but the average influencer charges just $218.
Where can you find influencers to work with? One place to start is YouTube itself. Visit the site, type in a keyword that is relevant to your brand or product, and start watching videos. That will give you a sense of what’s out there.
Using an influencer marketplace helps streamline the process of how to find YouTube Influencers. You can search for relevant influencers, pitch them, accept bids, and work together to create a campaign. Once the campaign is ready, you can use the marketplace to pay the influencer.
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.