The term “influencer” may be pretentious to some, but to others on social media, these are the people that followers and subscribers look up to, resonate with and follow step by step. These influencers are the people companies need to look towards when wanting to expand their marketing opportunities. But Why?
First, we have to look at what YouTube traffic looks like. On average 300 hours of video per hour online overall. Additionally, 33% of all time spent online is spent watching videos. YouTube as a platform has more than a billion active users and they offer their website in 76 different languages which accounts for 95% of the world’s population.
Sometimes the who is more important than the why. When I use the term influencer in this context I’m referring to a YouTube influencer which is someone who builds a substantial following on the video platform of YouTube, thereby helping to set trends and provide information for others looking to purchase a specific product or service.
Many millennials will openly say that these influencers understand them better than anyone around them and that they trust these people. These are two things a company should take into consideration when they want a product marketed to a certain niche audience.
These influencers are genuine and use their creative skills to incorporate a friendly approach to promoting an item. Many will say they love and use a certain product and they will also only work with brands that truly resonate with their values and a product they would back up 100%. This is what subscribers want to see. The Huff Post writes that subscribers want the influencers they watch to be sometimes irreverent. Irreverence is interesting, because it drives credibility. Within the YouTube community if an influencer normally ridicules many things, when they like a certain product the subscribers know that they mean what they are promoting.
Many of these marketing campaigns have been proven to reach millions of subscribers in only a couple days if not a few hours. Influencers such as Shane Dawson, who was known for uploading content about conspiracy theories has now become what some would say the ‘psychologist of Youtube.’ He has now started creating content which mirrors docu-series like content and this is doing well amongst his subscribers.
Recently, he started a new series with beauty guru and entrepreneur Jeffree Star who combined have 38.9 million subscribers.
In this series his first video was sponsored by Honey which is an online browser extension which scans the internet for coupons on thousands of stores and applies them at checkout for instant savings. He dedicated the first 50 seconds to a slick true-to-his-style edit in which he promoted Honey and gave a code to which people can click on to get the browser extension on their browsers. On that video in one day he got 10 million views and in five days was up to 20 million views. Then the second part of series received 14 million views in 2 days. Working with top YouTubers like him get the company the amount of eyes and clicks they were expecting.
These types of partnerships are common among highly ranked YouTubers and are proven to bring in the audiences a YouTuber and brand may be targeting. A recent study found that not only will 60% of 13-24 year olds say they would try a product due to a YouTuber recommending it. But this was linked to yet another study conducted by Google in which they state that many of the more popular topics discussed on YouTube whether it be a large or medium sized business see that their social media is always the first online path to purchase. Meaning when a YouTuber provides links or codes to a product their promoting it has a higher possibility of getting that foot traffic on those social media sites which in turn can lead to sales.
Another great example of this is PewDiePie who is a Swedish comedian and gamer-commentator. On YouTube PewDiePie has 101 million subscribers and 23 billion video views, making him the second-most subscribed to creator. Earlier this year he partnered with G Fuel which is an energy drink company that is targeted more towards the gaming audiences and has been a big hit with the PewDiePie audience, even getting enough attention that a subscriber can now get PewDiePie/G Fuel merchandise. This merch includes PewDiePie Shaker starter kits that come with a shaker bottles and a variety of single serve energy powders or the shaker cup can be purchased separately.
When looking at these type of partnerships and analyzing the numbers someone could easily see why some companies are not waiting any longer to hop on this YouTube influencer train. There are so many different audiences on YouTube and a brand can easily find a well-known influencer that fits their company values that they can work with. Although some may think that only top influencers like the examples provided could obtain new customers to a product that’s not always the case. There are millions of smaller channels that also reach a relatively large number of users which can also work in a company’s favor.
If you’re a company looking to partner with YouTubers to boost your social media presence and online traffic take a look at websites and posts like this one to better understand how to find a YouTube influencer that fits you and your company values.