If everything goes to plan, influencers can deliver a better return on investment than any other marketing channel.
But for the best results, you need to work with them – and trust them. After all the possibility of repeat business is a good incentive to make sure your sponsored video is a success.
They are already successfully selling themselves and their brand to your target customers, so they might know a thing or two about them that could help your marketing.
Here’s the five things you should ask when you select an influencer for the most lucrative collaboration.
One important thing to establish with your influencers is the publication date for your video.
You will have your own targets, which will influence this choice strongly, but you could be missing out on thousands (maybe 10,000s of views) and clicks if you don’t take into account your YouTuber’s publication schedule.
We have moved into a world where most YouTubers have regular publication days – for example every Thursday and Sunday.
If you ask them to publish a video outside of this schedule, many of their loyal viewers (the ones you assessed to be your target customers) will be confused.
Plus, if the influencer then publishes another video on their normal publication day, viewers might not realise your video is new and not watch it.
Try and line up your video publication date with their most popular publication day.
Often YouTubers, especially those more established, use secondary social media accounts to publicise their channel or videos.
Such efforts can bring more views, or boost anticipation of the up coming video.
In terms of influencer marketing, it is definitely a bonus to try and get an influencer to promote your sponsored video.
Not only in a bid to attract extra viewers, but also to add another level of authenticity to their endorsement.
If the influencer is excited enough to talk about it on their other channels, the video endorsement does not seem random or out of place but natural and more trustworthy.
There’s no need to reinvent the wheel.
Influencers are experts in their channels, they know what gets the best views, likes, comments and subscribers.
Unfortunately, as influencer marketing grows in popularity it is becoming less and less creative.
Brands feel it’s safer to sponsor a product placement or ‘mention’ video, and YouTubers accustomed to sponsorship deals automatically assume this is what’s wanted.
But if you take the time to ask your YouTuber which kinds of videos, for example, favourites videos, vlogs, comedy sketches, short films, generate the best engagement – you can adapt it to fit your purposes.
If you are going to the trouble of sponsoring your influencer’s content, you may as well sponsor their best content.
The call to action is a crucial part of influencer marketing, and it’s often not given enough consideration by marketers.
The most effective tactic is to incorporate just one, for instance, ‘click the link in the description to download this amazing app’.
But many YouTuber’s ask their viewers to comment about something talked about in their video and this tends to get more engagement than a call to action that’s product focused.
Perhaps they get the best engagement when they are doing giveaways or competitions, maybe including something like this will boost your click through rate.
There is no shame in taking advice from your YouTube influencer.
They are an expert on your target customers – that’s why you hired them after all.
When you discuss you app or product, and share it’s unique selling points with you influencer, ask for which they think will be the most important to their viewers.
You don’t have to follow through on their opinion, but it might help you understand a good way to structure the sales pitch part of the video.
It might also help you attract other influencers with the same viewer demographic.
Get the most out of your YouTube influencers, they’ve already put a lot of hard work into making their channel a success – use it. And use their knowledge of your target customers, at the end of the day you loose nothing and potentially gain more sales/installs.