Influencer marketing on YouTube

I couldn’t talk about digital marketing and video without exploring the universe of YouTube influencers. You love them or you hate them, but the concept of “youtubers” is now part of our everyday vocabulary. Give them some credit, these video content creators earned legions of loyal fans by uploading video content regularly on one or several topics in which they became relevant and influential voices. 

Brands and businesses have rarely considered they can become influencers themselves through their YouTube channel. Have you? If you own a brand or business, you’re probably (hopefully) well-versed on your business area and, with the right approach and video strategy, you can present yourself as an influential and relevant voice to your potential community of viewers. That way, if you’re not depending on the influence of a third-party (the ‘youtuber’), you’re keeping full control of the message and how your brand or business is presented. Ultimately, you can use all that influence and attention to achieve your goals: increase sales, reach new markets, etc. 

When you choose to work with influencers on YouTube, understand what kind of content they create and who is watching (not just numbers), to evaluate if they’re the right partner for your campaign. 

Social media influencers can be classified by their number of followers: 

  • celebrities (more than 1,000,000 followers) 
  • mega-influencers (between 100,000 and 1,000,000 followers) 
  • macro-influencers (between 50,000 and 100,000 followers) 
  • micro-influencers (between 1,000 and 50,000 followers) 

The potential reach of celebrities is tempting but, if your budget is low, you’ll be pleased to know micro-influencers have a smaller but more engaged audience that can be truly influenced towards a final purchase decision

How? These are the types of content an influencer can produce on YouTube:

  • Videos with explicit placements of a product or service. 
  • Videos presenting the product or service as a sponsorship. 
  • Branded video content with the service or product presented implicitly. 

Brands and businesses usually work with social media influencers to attract their audience as potential customers. They do that by sharing a link that, for instance, offers a discount on a product or service using the reference from the influencer. 

As a brand or business, it’s tremendously important to use personalized links with unique urchin tracking module codes (UTM) for each influencer you work with to track the conversion rate from each one of them and evaluate their effectiveness individually. 

Looking for help to tell your story via video? Contact Oriol at 

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