You’ve got a website and some social media, but are you really connecting with your audience? That’s where YouTube influencers come in – they’re changing the game for businesses big and small.
Here’s the scoop: YouTube is huge. We’re talking over 2 billion monthly users. People are watching all sorts of content, from how-to guides to product reviews. It’s a goldmine of potential customers just waiting to hear about your business.
Now, why should you care about YouTube influencers? These influencers (like me!) have built real connections with their viewers. Their followers trust what they say and often look to them for recommendations. By teaming up with the right influencer, you can get your brand in front of people who are likely to be interested in what you offer.
But it’s not just about getting seen. YouTube is great for showing off what your business can do. Whether you’re selling products or services, an influencer can help showcase your offerings in a way that feels genuine and helpful to their audience.
So, let’s dive into how you can find YouTube influencers that fit your business. Don’t worry – you won’t need to learn any complicated tech stuff or stay up all night.
Understanding Your Business Goals
Before you dive into the world of YouTube influencers, let’s take a moment to figure out what you’re really after. It’s like planning a road trip – you need to know where you’re going before you start driving.
Define Your Marketing Objectives
First things first: what do you want to achieve? Are you looking to get your name out there (awareness), get people talking about your brand (engagement), or actually sell your products (conversions)? There’s no wrong answer, but knowing your main goal will help you pick the right influencer for the job.
Target Audience Analysis
Now, who are you trying to reach? Think about the people who would love your product or service. How old are they? What are they into? Where do they hang out online? Understanding your audience is key to finding an influencer who speaks their language.
Matching Influencer Type to Goals
Here’s where it gets interesting. You’ve got options when it comes to influencers. There are big-name celebrities with millions of followers (macro-influencers) and smaller, more focused creators (micro-influencers).
If you’re aiming for broad awareness, a macro-influencer might be your best bet. But if you’re looking to really connect with a specific group, a micro-influencer in your niche could be the way to go. These folks often have super engaged followers who trust their opinions.
Remember, it’s not just about follower count. An influencer with 10,000 dedicated fans in your target market could be way more valuable than someone with a million random followers.
Take your time with this step. Getting clear on your goals and audience will make the rest of the process much smoother. Trust me, it’s worth the effort.
Researching Potential YouTube Business Influencers
Now that you know what you’re looking for, it’s time to find those YouTube stars who can help your business shine. Don’t worry, this isn’t as complicated as finding a needle in a haystack. We’ve got some simple tricks to make your search easier.
Heather Farris, a Pinterest expert who works with brands, says, “A brand should consider whether or not the audience of the influencer’s business and values are actually in alignment with the project they want them to do beyond, “oh, they talk about Pinterest so they must want to talk about my image AI tool for Pinterest. I don’t want to promote AI image creation and have talked about this at length. But, a brand approached me and asked me to promote their tool because my audience is a fit for their tool.”
Use YouTube Search and Filters
YouTube’s search bar is your new best friend. Start by typing in keywords related to your business or industry. Selling eco-friendly water bottles? Yes, search for that, but ALSO try “sustainable living” or “zero waste tips”.
Once you’ve got your results, use the filters to narrow things down. You can sort by view count to find the most popular videos, or by upload date to find active creators. This helps you spot influencers who are consistently putting out content that resonates with your target audience.
Don’t be afraid to reach out to creators who have already mentioned your product or business before! Speaking from personal experience, they might be willing to do another video for you, especially if you’re paying them for this one.
Explore YouTube Categories and Tags
YouTube organizes videos into categories like “How-to & Style” or “Science & Technology”. Browse these categories to find influencers in your niche. Also, pay attention to trending tags related to your industry. These can lead you to up-and-coming influencers who are riding the wave of current trends.
Check Social Media and Blogs
Many YouTube influencers are active on other platforms too. Take a look at Instagram, LinkedIn, or industry blogs to find creators who might be a good fit. Sometimes, an influencer with a strong presence across multiple channels, or in Google search, can offer more value for your brand.
Remember, this process is about quality, not quantity. It’s better to find a handful of influencers who really align with your brand than a long list of random names. Take your time, do your homework, and you’ll be on your way to finding the perfect YouTube partners for your business.
Finding YouTube Influencers Right for Your Business
Now it’s time to separate the good from the bad. This part is crucial – you want to make sure you’re partnering with someone who’s a good fit for your brand. Let’s break it down:
Content Quality and Relevance
First things first, take a good look at their videos. Are they well-made? Do they align with what your brand stands for? You wouldn’t want a burger joint sponsoring a vegan cooking channel, right?
Watch a bunch of their videos. Pay attention to their style, tone, and the topics they cover. Do they talk about things that matter to your target audience? If their content feels like a natural fit for your brand, you’re on the right track.
Megan, of The Neurocuriosity Club, says, “Look for creators who post relatively consistently and be sure to ask about their engagement. Their views might be low or middling, but if they get great engagement, that matters so much more!”
YouTube Influencer Reputation and Credibility
Do a bit of digging into their background. Have they worked with other brands before? How did those collaborations go? You might find reviews or case studies from previous partnerships. I don’t have case studies but I do share what brands I’ve worked with before.
Check if they’re viewed as an authority in their niche. Do other creators or industry experts respect them? A good reputation can add credibility to your brand by association.
Lastly, make sure they haven’t been involved in any major controversies. A quick Google search can save you from potential PR headaches down the line.
How to Reach Out to YouTube Business Influencers
You’ve done your homework and found some promising influencers. Now it’s time to make your move. Don’t worry, it’s not as nerve-wracking as asking someone out on a date. Here’s how to approach influencers without coming off like a pushy salesperson:
Writing a Personalized Email
First impressions matter, so let’s make it count. Start by addressing the influencer by name – none of that “Dear Sir/Madam” stuff. Show them you’ve actually watched their content by mentioning a specific video or series you enjoyed.
Keep it short and sweet. Influencers are busy people (and some of us are also business owners ourselves), so get to the point quickly. Explain who you are, what your business does, and why you think a collaboration could be great. Be genuine – flattery is nice, but transparent butt-kissing is a turnoff.
End with a clear call to action. Ask if they’d be interested in discussing a potential partnership. Give them an easy way to respond, like replying to your email or scheduling a quick call.
Defining YouTube Collaboration Terms Clearly
If they’re interested, it’s time to talk details. Be upfront about what you’re looking for. Do you want a dedicated video review? A mention in one of their regular videos? A series of Instagram stories?
Now, let’s talk money. Influencer compensation varies widely based on their reach, engagement, and the scope of work. Here’s what you might expect:
- Micro-influencers (1,000-100,000 followers) will typically be a small fee ($100-$500 per video).
- Mid-tier influencers (100,000-1 million followers) typically charge $500-$5,000 per video.
- Macro-influencers (1 million+ followers) can command $5,000-$50,000 or more per video.
Remember, these are ballpark figures. Some influencers work on a pay-per-view or commission basis instead.
Be clear about what you’re offering. Are you providing free products? Paying a flat fee? Offering a commission on sales? Put it all on the table.
As Heather Farris mentioned, “Most influencers are doing way more than just turning on a camera and filming for your brand. There’s prep time, research, drafting, editing, marketing, and communication with the brand. If it takes me an average of 10 hours to make a video and 3 hours for my editor to edit you cannot expect me to take $500 per video. You cannot pay in affiliate income either. Most people don’t have audiences ready and willing to buy every new tool and gadget.”
Don’t forget about usage rights. Specify how and where you plan to use the influencer’s content. Will you be sharing it on your social media? Using it in ads? For how long? Make sure you’re both on the same page about this.
Discuss timelines, approval processes, and any specific hashtags or messaging you want included. The clearer you are now, the smoother things will go later.
Building Long-term Relationships
Think beyond just one video or campaign. The best influencer partnerships are ongoing relationships. Here’s how to nurture that:
- Follow up after the collaboration. Thank them for their work and share any positive results.
- Engage with their content regularly. Like, comment, and share their posts (when relevant).
- Keep them in the loop about new products or developments in your business. They might spot opportunities for future collaborations.
- Be open to their ideas. Influencers know their audience best, so listen if they have suggestions.
- Consider exclusive perks or early access to new products for your top-performing influencers.
Remember, influencers are people and business owners, not just marketing channels. Treat them with respect, be professional, and aim for win-win partnerships. Do this right, and you might just end up with not only a powerful marketing ally but also a genuine brand advocate!
Common Mistakes to Avoid
Alright, let’s talk about some pitfalls to steer clear of. Even seasoned marketers can trip up when it comes to influencer partnerships. Here are some common blunders and how to avoid them:
Choosing YouTube Influencers Solely Based on Subscriber Count
It’s tempting to go for the influencer with the biggest following, but bigger isn’t always better. Here’s why:
- A million subscribers doesn’t mean a million viewers. An influencer with 50,000 engaged fans might get more eyes on your product than one with 500,000 passive subscribers.
- Engagement rate is key. Look for influencers whose audience interacts with their content through likes, comments, and shares.
- Audience fit matters. An influencer with 10,000 followers in your target market is more valuable than one with 100,000 followers who don’t care about your product.
Remember, you’re after quality connections, not just impressive numbers.
Ignoring the Importance of Contracts
Handshake deals might work for trading baseball cards, but not for business partnerships. Here’s why contracts matter:
- They protect both parties. A contract spells out what’s expected from you and the influencer.
- They prevent misunderstandings. When everything’s in writing, there’s less room for “he said, she said” later on.
- They cover important details. Payment terms, content approval processes, and usage rights should all be clearly defined.
Don’t skip this step, even if it feels a bit formal. A simple agreement can save you headaches down the road.
Not Setting Clear Expectations
Vague instructions lead to vague results. Here’s how to keep things crystal clear:
- Be specific about deliverables. Don’t just say “make a video about our product.” Specify length, key points to cover, and any particular style you’re after.
- Set deadlines. When do you need the content posted? When should you receive it for approval?
- Discuss disclosure requirements. Make sure the influencer knows how to properly disclose the sponsored nature of the content.
- Talk about exclusivity. Can they work with your competitors? For how long after your collaboration?
Clear communication from the start leads to better results and happier partnerships.
By avoiding these common mistakes, you’ll set yourself up for successful influencer collaborations. Remember, it’s not just about finding an influencer – it’s about finding the right influencer and working with them in the right way. Take your time, do it right, and you’ll be well on your way to YouTube marketing success.
Final Thoughts on Working with YouTube Influencers
Finding the right YouTube influencers for your business isn’t rocket science, but it does take some thought and effort.
Remember, influencer marketing isn’t about throwing money at the biggest names you can find. It’s about building genuine partnerships with creators who resonate with your target audience. Start small if you need to. Maybe work with a micro-influencer or two, see what works, and refine your approach from there. It’s okay to learn as you go.
Speaking of influencers, I’ve got a little secret for you. I’m not just writing about influencer marketing – I’m living it. That’s right, I’m an influencer and collaborator myself, and I’m available for hire. If you’re looking for someone who knows the ins and outs of both sides of the influencer game, let’s chat. I’d love to help you take your brand to the next level.
Whether you decide to go it alone or get some help, the important thing is to get started. Your perfect influencer partnership could be just around the corner. So what are you waiting for? It’s time to give your marketing strategy the YouTube boost it deserves!