Although YouTube was born as a platform for entertainment, the immense growth it has experienced in recent years
has turned it into much more than that. We are talking about YouTube marketing, the possibility of running campaigns on this social network in different ways. Today we will focus on how to do YouTube marketing with influencers.
Marketing departments of companies take YouTube into consideration as much as they can take Google search engine,
both for the volume of traffic it moves and because video content is increasingly in demand and has proven to be
very useful when it comes to promoting sales (for example, overseas chinese in australiathe case ofTarte brand
concealeror theDulceida’s video in collaboration with Desahogadawhich managed to sell out Sephora’s red lipstick the next day in many stores in Spain) .
However, YouTube, like any platform, has its own particularities. This means that no matter how successful it is, you have
to stick to certain codes and understand the profile and purpose of its users in order to achieve optimal commercial performance .
This is why areas within digital marketing have been delimited based on the functioning of each platform. Just as the behavior and expectations of Facebook, Twitter or Instagram users are different , YouTube is governed by its own rules and expectations of its followers.
What is YouTube Marketing?
We could consider YouTube Marketing as the series of actions aimed at obtaining commercial returns from the content uploaded to YouTube.
Although purely commercial content is not well received, there is a part of the public that visits YouTube with an
educational intention or as a source of information for making a purchase. For example, in cosmetic products, many users visit tutorials and then buy the same products that appear in them.
That’s why marketing has had to refine its techniques and forget about the classic concepts of sales. Marketing
on YouTube means seducing with content and speaking a much more personal and intimate language.
And that’s where content creators come in . People who master this language, with a special ability to connect
with the public through videos that entertain them and impersonal television who manage to build a loyal audience that follows them unconditionally.
When to use YouTube
- When we have a branding objective and we want to create a campaign with a higher production and give a specific message.
- When we want to promote our product : that is, when we need a more complete prescription from an influencer. In this area, videos about technology (especially mobile phones) and makeup stand out, using the product in the video, showing the results obtained…
- When we want higher engagement .
- When we have a large budget , since the budget must be much higher if you want to carry out a campaign on
- YouTube, compared to other networks.
How to do YouTube marketing with influencers
It is precisely this loyalty and ability to empathize with the public that companies that decide to do YouTube marketing
with influencers intend to take advantage of.
Considering that sales language and direct exposition with the intention of selling are not well received by users on YouTube, the solution is a more subtle, fun and casual approach from these people.
Thanks to this, content creators can earn income without b2c phone list having to make excessively commercial content and brands can achieve relevance and exposure to their target audience through the voice of someone they trust, without depending exclusively on advertising .
Now, although this sounds perfect in theory, carrying it out is usually much more complex .
To facilitate the process, both the campaign and the relationships with influencers need to be clearly defined. Let’s see how.
Steps for a YouTube Influencer Marketing Campaign
Running a YouTube Influencer Marketing campaign requires making a series of decisions and carrying out certain actions
over different phases. Most of these take place before the launch of the campaign, as preparation is key to its success.
YouTube marketing To clarify the steps to be taken, we can divide the work to be done into three stages:
Before the campaign This stage begins with a definition of the objectives to be achieved. In addition to making
clear what is intended to be achieved, the target audience must be defined as best as possible.
Next, the brand must create a document that establishes the basic creative guidelines, but without going into too much detail, since it will be important for the chosen influencer to have enough room to maneuver so that the content to be created does not deviate from their style.
