A big misconception still with influencer marketing is the notion that sponsoring entire YouTube videos yields a better return on investment.
Namely, this is because conversion rates are assumed to be higher the longer the product or app is talked about.
But we now know this assumption to be completely false.
First, it doesn’t account for the declining retention rate on any YouTube video.
And second, it doesn’t leave room for the influencer to create the content the audience expects.
The ideal feature in a sponsored YouTube video is within the first minute to 90 seconds.
This is usually the highest number of unique viewers at any point of the video.
After this, the number of viewers tends to decline as the video progresses.
If you are paying for a mention of your product or app, then a quick introduction in this time frame should result in the best return on investment.
At Sponsokit we have seen 90-second plugs produce good results, either entirely at the beginning or during the video with an intro at the beginning of the video.
If the feature on your product or app is too long and too advertising-y then the viewers will simply skip past the placement.
It is essential you allow your influencer enough creative room to ‘disguise’ the placement with content the audience expects.
If 80 per cent of the content is what the audience expects, then they will forgive 20 per cent of advertising.
One exception is if you are marketing an app and your influencer is a gamer.
A common video format in this instance is for the influencer to dedicate a piece of content to the app – showing gameplay and demonstrating the features.
If paying for a 90 second feature about your product or app works just as well as an entire video, why pay more when you would be better off investing the budget in scaling your influencer marketing efforts?