In a 2019 MediaKix According to the report, 71% of marketers agreed that the quality of customers or traffic from influencer marketing was better than other marketing channels. So, we know that influencer marketing can be a very profitable marketing strategy. If you’ve been thinking about using this tactic but aren’t sure where to start, consider YouTube. Unlike other platforms which are generally time restricted (think TikTok and Instagram), YouTube celebrates long-form content. This creates a space for influencers to delve into topics and provide detailed reviews on products and services. Beyond that, YouTube engagement rates are the highest compared to Instagram, Facebook, and Twitter, according to a 2020 Influencer Marketing Hub Report. Now that consumers are turning more to YouTube for uplifting contentThis provides brands with a great opportunity to harness the power of influencers on a platform known for its high engagement. So what kinds of videos can influencers and brands collaborate on? Let’s review seven examples.
1. Vlogs of the day in the life
One of the most natural ways that influencers incorporate sponsored products into their YouTube videos is through everyday vlogs. Usually done with a morning or daily routine video, the influencer will take viewers through their day and mention the product or service as part of their ritual. In this video, Natalie Barbu gives her audience a glimpse into her daily routine, emphasizing her planning process. She covers the benefits of software like Asana Y google calendar, and in the middle of his video, at the 9:03 mark, he presents Shared skill. What’s effective about this style of product integration is that it organically fits in with the influencer’s content. Some ads can be quite jarring and disrupt the user experience, which can lead to ad skips and video drops. The video title sets the expectation that the focus of the video will be planning. So when Barbu introduces Skillshare as a platform for learning new skills (including how to use Asana for planning), it’s a seamless transition. Another approach that influencers take is to mention the sponsor towards the end of the video. This video shows influencer Mayuko showing her version of a productive workday. Near the end of the video (at the 7:08 mark), thank the brand, Nord VPN, for sponsoring the video and presenting the benefits of using the software. With this method, there is a risk that some viewers will not stay to hear more about the sponsor, as participation rates drop towards the end of the videos. However, the sponsor is mentioned at the beginning of the video and in the description box, which provides additional opportunities for viewers to learn more about the brand.
Shopping and unpacking videos are some of the most popular videos on YouTube among fashion and lifestyle influencers. They can also be an effective way to display sponsored products. The great thing about this type of video is that it does not require influencers to dedicate an entire video to a single product, but rather to include that product within a broader category. In this video, UK-based Influencer Patricia Otegwu, known as Patricia Bright on her channel, covers a wide range of luxury items that are great for the fall season. She begins the video by framing the importance of “treat yourself“Then he goes over a few items, explaining the reasoning behind each purchase. At 5:01, he presents products from Lily silk, which fits perfectly with the theme of the video. Also, mentioning the product in the first half of the video gives the brand a better chance of reaching more viewers.
3. Behind the scenes tutorials
Another opportunity for seamless product integration is behind-the-scenes content. In this video, popular YouTube illusionist Zack King gives viewers a full breakdown of some of his illusions. So how exactly does Google fit into this? Well King use first Google Meet and a cool hand-held illusion via television to present its conference room segment at the 1:59 mark. Since Google’s platform promotes virtual conference meetings, it’s a nice, subtle touch. Then at the 3:53 mark, enter Google password manager app to transition to your next trick. It’s an example of how quickly and effectively you can highlight sponsored content without being distracted from the main purpose of the video.
4. How to do
It’s one thing to explain to viewers how to do something. Another is to use a tool to help them do it. Brands and influencers often use this approach to introduce new product lines to the public. In a meta-example, Sean Cannell of the popular Video Influencers channel offers viewers tips on how to get sponsors on YouTube using the sponsored product, FameBit. FameBit, recently renamed to YouTube BrandConnect, helps connect brands with influencers and vice versa. With that in mind, the channel, and its audience, will likely align very well with the sponsored product. Cannell does a quick overview of the platform’s key features and spends the rest of the video detailing his personal experience with the product. The review is a great example of social proof, as it often has more value than a simple overview of the product.
5. Comedy sketches
People love to laugh and some brands like GEICO, they are adept at turning sour topics into funny ads that leave an impression. In this video, CalebCity’s comedic influencer Caleb Glass does a hilarious skit in which he asks a psychic to prove his skills by guessing what he ate that day. If the psychic gets the correct answer, he agrees to commission the psychic to find a hidden inheritance and share the money with them. This is where it gets good. The psychic guesses all the correct ingredients, but assumes that such a good dish has to be cooked by a chef. Glass hits the sponsored product, Devour food, on the table and tells the psychic that they are wrong since the dish was prepared in the microwave. A shouting match ensues and the video ends with a product display. Here’s why this video works: It plays on the idea that microwaveable food can’t be delicious in the context of something else entirely. Brands with funny identities can greatly benefit from using comic influencers to promote their products.
6. Unpacking Products and Reviews
Nothing gives me as much joy as receiving a new product in the mail and opening it. It seems that many of us share that trait, as unboxing videos are very popular videos on YouTube. In this style of video, viewers live vicariously through the influencer as they open a product box and explore its characteristics. The success of this approach lies in the ability to attract viewers at or near the decision-making stage. When Play station launched the new PS5, the brand collaborated with Justine Ezarik from iJustine, a technology, travel and gaming influencer on YouTube, for this video. Often times, brands will send free products to influencers in exchange for video unboxing and / or honest reviews on their platforms. With much of Ezarik’s channel focused on gaming technology, her subscribers likely fit into PlayStation’s target market and made her an ideal influencer to promote this new product. In the video, she comments on the futuristic look of the product and lightweight controllers while adding footage for close-up shots of the PS5. There are many ways to use this type of YouTube marketing. What brands should prioritize when considering an influencer is whether the influencer’s brand and values align with their own. Second, to produce influencer marketing campaigns that convert, it is also important that the influencer’s audience match the personality of the brand’s user.