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Why use YouTube influencers?

YouTube has over 2 billion active users. That’s a huge number of potential users with whom to build brand relationships. And its reach and popularity make YouTube the second most popular platform for influencer marketing.

But it’s not just its size that makes YouTube a powerful tool for influencer marketing. According to a Google study, influencers on the platform can influence people’s purchasing decisions just as much as celebrities.

So instead of trying to court celebrities, brands can get the same persuasive power through a large number of influencers.

Video content is always a hit with audiences. It’s accessible, interactive and human.

In modern marketing, audiences want brands that represent real people, so when you work with a YouTube influencer, you’re demonstrating the value that an influencer who knows you well can vouch for.

YouTube influencer videos come in many different formats, but some common examples include.

Unboxing (influencer opens and uses a product/service for the first time)

Product review (influencer gives honest opinion about a product/service)

Contest (influencer offers branded products/services as prizes within the content)

Hall of Fame (influencer reviews products/services from different brands)

Tutorial (product/service is shown step by step in the influencer’s explanatory content)

Daily Life (product/service is shown in a video about the influencer’s daily life)

What makes an excellent YouTube influencer?

With 250 million subscribers, MrBeast may be the most popular influencer in the world, but does his core audience align with your brand’s goals? And is your budget sufficient to work with him?

Don’t reach out to people right away. Like any other element of your marketing strategy, finding the right YouTube influencer requires research.

First, you need to make sure the influencer has the desired audience and reach. You also want content that fits your brand and message, and a price that fits your budget.

Once you’ve identified these basic characteristics, look more closely at their past content and online presence.

Pay attention to the number of views per post, the average number of likes, and links to other social profiles. You can do this manually, or use an influencer marketing tool like Influencer Analytics.

Before contacting an influencer, it’s also worth asking yourself a few questions.

Is there a clear connection between the influencer’s content and my product/service?

What problem/vulnerability does the influencer’s target group have that my product/service can solve?

What values ​​does my brand share with the influencer?

What motivates the influencer to work with my brand?

Will my target audience listen to and trust this influencer? Why?

How do I find YouTube influencers?

You can find influencers on YouTube manually or with the help of special tools.

First, search YouTube for keywords related to your brand or product and browse the influencer videos that appear. You can also spend time researching influencers through social media, search engines, blog posts and recommendations.

Once you find a group of influencers that interests you, look through their previous collaborations and content to determine whether they are a good fit for you.

This approach can lead to successful partnerships with influencers, but it can be time-consuming and limit your scope of action. Needless to say, you won’t have access to important engagement metrics like average views and likes per post.

A smart alternative is to use an influencer discovery tool like Influencer Analytics by Semrush.

How can I use influencer analytics to find YouTube influencers?

Influencer Analytics is an influencer marketing discovery and competitive analysis app. One of their main services is helping brands find YouTube influencers.

The Influencer Discovery tab allows you to select the platform you want to target influencers on, in this case YouTube.

You can then enter keywords and apply various filters to your search, including the influencer’s country, language, audience size, contact information, and more. You can also save your filter selections and automatically apply them to future searches across the app.

For example, if your product is in the automotive industry and you want to find influencers in the UK and US with email addresses who have a budget under $15,000, you would apply these three filters and save them here.

You can click on an individual influencer to view information about how often they post content, the estimated cost of promotion, and the number of views and subscribers they have.

You can select different influencers and create a custom list of people you want to work with. These will be saved in the Lists tab. You can also download your list as a table.

Why use Influencer Analytics to discover YouTube influencers?

Influencer Analytics helps you:

Save time searching for YouTube influencers

Find contact information to contact influencers

Make data-driven decisions about partnerships with YouTube influencers

Discover new influencers before your competitors

Research previous content, influencer metrics, affordability, and compatibility in one place

Influencer Analytics platform provides thousands of influencers relevant to your brand in seconds and allows you to refine your search based on your brand’s keywords and preferences.

Also, Influencer Analytics is a comprehensive database of over 29 million influencers (on YouTube, Instagram, TikTok, Twitch), so you can discover new players in the market before your competitors do.

Influencer Analytics not only saves you time and effort, but also provides you with performance statistics that help you choose the best influencers for your brand.

With up-to-date data on average views per post, number of likes per post and links to other influencers’ social profiles, you can make an informed decision about who to collaborate with.

You can also watch influencer content in the Videos tab without leaving the platform. By reviewing a creator’s previous content, you can determine if the style, message, and appeal are what you want.

Additionally, click on the Sponsored Videos tab to see other brands the influencer is promoting and evaluate the credibility and results of previous partnerships. You can do this by checking audience sentiment in the comments and the number of likes the video has

You’ll also see a breakdown of how much each video costs. This figure is based on a set of estimates on cost per thousand (CPM) by region, engagement rates, account quality, audience age, and how much you pay the influencer for their services.

So you know what to expect in terms of production quality and compensation for each influencer.

Once you have selected the influencer you want to work with, you can find their email address or contact them directly via YouTube. All available contact details are displayed on the influencer’s page.

How do I contact YouTube influencers?

Building relationships with YouTube influencers is a two-way process. Just as you have criteria to find your perfect partner, you also need to show influencers why you are worth their time.

When you start reaching out to influencers, send them messages through their official channels or try to find their direct email addresses.

You should personalize your message for each influencer, explaining why you are particularly interested in working with them, how your brand fits with theirs, and what you can offer them.

Be professional and sincere, but also highlight your unique selling points.

Keep in mind that well-known influencers receive many proposals for brand partnerships and may not respond immediately or at all. Don’t be discouraged, ask questions if necessary, and cast a wide net so your campaign doesn’t rely on just one influencer.

Here’s an example of an initial email to grab an influencer’s attention:

Dear [Influencer’s name],

I’m [Your name], [Job title], [Brief company description] from [Company name]. We’ve been following your content on YouTube and believe your influence and expertise are perfectly aligned with our brand’s values ​​and goals.

I’d love to discuss a collaboration with you. I’m currently promoting [product/service/campaign] and think [value proposition] would appeal to my target audience.

I have some ideas for what a partnership could look like that could include [product review, tutorial, sponsored video, giveaway, etc.]. In return, we could offer you [budget, free product/service, exposure] and provide even more value to our audience.

Let me know if you’re interested in working together and we’ll discuss the details.

Marketing creates connections

YouTube influencers can help raise awareness for your brand and add a new perspective (literally) to your campaign. With a wide range of influencers to choose from, you need to be careful to find the best fit for you, using tools that streamline the process without compromising quality.

Ultimately, you need to work with people who fit your brand and can help it grow. With an authentic approach and a smart toolkit, you can find the right YouTube influencers.