YouTube use is ubiquitous among online users, with 98 percent of users visiting the site at least yearly according to the 2017 State of the Creator Economy study. The first step to launching a YouTube Influencer Marketing campaign is finding YouTube Influencers. But, after that, what’s next? What do you do when you’re ready to hire YouTube Influencers?
When you hire YouTube influencers to work on a campaign, you’ll reach a wide audience. Knowing how to approach YouTube influencers and what they want from a partnership will help you work through the process of hiring them.
What YouTube Influencers Want
What do YouTube influencers want when they partner with a brand? YouTube Influencers look at a number of factors to determine if a brand is a good match for what they do. Remember, the YouTube influencer’s reputation is at much at stake during a campaign as your brand’s reputation.
IZEA’s annual study on Content and Influencer Marketing found that today’s influencers are more and more selective about the projects they work on and the platforms they use. That means that if you decide to hire a YouTube influencer, he or she will likely want to work on YouTube, versus a different social media site.
US and Canadian YouTube influencers reported the thing that matters most to them is protecting their own brand. If your company doesn’t fit with an influencer’s niche, it is very likely he or she will turn you down, no matter how much money you offer.
The second most important factor in the eyes of influencers is how well a brand fits with the influencer’s audience’s interests. Influencers are a loyal crowd. They don’t want to risk upsetting their core viewers and losing subscribers.
Finally, compensation. Although it ranks third on the list of things influencers consider when deciding to work on a campaign or not, it’s still something most YouTube influencers expect. Fortunately, many expect to be paid far less than most marketers expect to have to pay. The average influencer charges $228 for a sponsored video.
How To Approach & Contact YouTube Influencers
If you’re going to hire YouTube influencers, what’s the best way to approach them and make contact? Some of the bigger YouTubers work with agencies and will only consider offers that come through those agencies. But there are several ways to contact YouTube influencers.
That’s a great way to get in touch, if you have the budget to spare. But if you’re looking for a YouTuber with a smaller number of subscribers, but who’s still fairly influential, one of the best ways to get in touch is through an influencer marketplace.
Although many YouTube influencers include an email address or other contact information in their “About” sections, there’s no way to guarantee that they will actually respond to those messages, or that they will see your message.
When you approach a YouTuber through a marketplace, you already know a few things. One, you know how many subscribers and views he or she has. Two, you can look at past campaigns he or she has worked on. Three, you can look at comments and reviews left by others who have worked with the influencer.
You not only get an easy way to find available influencers, but you also get a built-in vetting system when you use an influencer marketplace.
How To Hire YouTube Influencers
You found a YouTube Influencer, reached out, and you’re ready to get started on the project. But how can you make sure the influencer will actually uphold his or her part of the deal and make the video? And what can you do to make sure the influencer follows all of the FTC’s disclosure rules?
When you use a marketplace, you can do more than simply hire YouTube influencers. You can also use the marketplace throughout the content creation process, and can accept and review content through it. Once the video gets published, you can see how it is performing in terms of views and shares. Use the marketplace at the end of the campaign to make sure the influencer gets paid the agreed-upon amount.
As for as FTC disclosure goes, two thirds of creators claim to understand the rules. According to IZEA’s research 92 percent include disclosures in the posts they create as part of a campaign. Still, it may be worth your time to remind the influencer to disclose before you begin working on a campaign.