A Guide to YouTube Influencer Marketing

Jess Ailion 20 February 2023
A Guide to YouTube Influencer Marketing

Marketers and businesses are always looking for new ways to reach their target audiences, and one of the most effective methods is through YouTube influencer marketing. By partnering with popular YouTubers who have large followings that trust their opinions, brands can tap into a whole new group of potential customers. YouTube influencer marketing is an excellent way to promote a brand’s products or services.

But what exactly is YouTube influencer marketing, and how can it be used to reach a brand’s target audience? Keep reading to find out.

Influencer marketing

What is YouTube Influencer Marketing and How Does it Work?

YouTube influencer marketing has become an increasingly important part of marketers’ strategies for reaching consumers. By engaging with influencers on YouTube, brands can leverage their authority and influence to create compelling visual content that expands their reach and resonates with audiences.

Influencer marketing usually requires the brand to provide a fee or product cost in exchange for an influencer promoting their product, service or idea within their content. However, the return on investment that comes from partnering with a well-known influencer makes the price tag worth it. YouTube influencer marketing can substantially increase brand awareness and lead to higher sales figures, in addition to increased trust among viewers.

Though there are many ways to work with influencers, one of the most effective is by letting them promote a product or service in a way that feels most authentic to their own self-brand. That’s the key to getting their audience to trust both them and the brand. This collaborative approach can bring ideas to life with creative input from both the brand and influencer side, giving the brand control over the messaging while also taking advantage of the distinctive personal style, presence, and creativity of the influencer. 

video influencer marketing

Using YouTube Influencers for Promotion

Advertising with YouTube influencers is growing in popularity, and it’s no wonder why. With their sizable social media followings, cultural influence, and the trust they have gained from their audiences, hiring a YouTuber can be an incredibly effective marketing solution for businesses looking to reach new customers and get their brand seen.

Generally speaking, as more and more people are influenced by what they see online, having an influencer help promote your product can reap loads of benefits. However, when it comes to YouTube influencers specifically, there is often an elevated sense of trust given the platform’s prioritization of long-form content. Other social media platforms like TikTok and Instagram are incredibly popular in the influencer marketing sphere, and are primarily focused on short-form content, meaning it’s easy for users to consume content without having a pre-established relationship or history of trust with the influencer. On the flip side, the average length of YouTube influencer content is approximately 13.31 minutes, meaning followers have to be willing to dedicate a significant length of time to consuming the content — an indicator of engagement and trust.

YouTube influencer marketing

YouTube influencers can help to spread the word about brands far and wide by giving them the opportunity to tap into the influencer’s own personal, dedicated network.

On top of that, influencers tend to have a high level of knowledge in whatever topic they’re promoting, making them prime candidates for showcasing a brand’s product or service in an authoritative manner. This is especially the case with YouTube; circling back to the average length of YouTube content — creating a thirteen-minute YouTube video on a topic likely requires a higher level of knowledge than a two-minute TikTok. As such, YouTube influencers have more time to showcase their expertise and build trust with their followers, which will, in turn, benefit brands who choose to work with them.

influencer marketing expertise

Influencers on YouTube are able to promote products in unique and creative ways without the time constraints that are imposed on other social media platforms. This helps brands appear more relatable due to the personalized content provided to influencers’ followers. The results can be higher engagement rates, increased conversions, and a considerable ROI for companies who decide to use YouTube influencers as part of their digital marketing strategy.

Plus, with plenty of analytics tools available, brands can measure exactly how successful these campaigns have been in terms of all of their outlined KPIs.

How to Find the Right YouTube Influencer for Brands

Finding the right YouTube influencer to help promote a brand can be both exciting and challenging. Taking the time to do the necessary research ensures that all efforts will result in a successful partnership.

The first step is to identify influencers interested in topics relevant to the business who have a proven track record of achieving positive engagement and high viewership. Creating a successful campaign means finding an influencer who aligns with the brand’s values and campaign goals. Brands must ensure to lay out a clear agreement on the work they expect the influencer to do — which ties hand in hand with feeling confident that the chosen influencer is authentic, trustworthy, and reliable with their work ethic.

Additionally, it is important to look into an influencer’s audience demographics to ensure they match those of the brand’s target customers. Understanding their style allows brands to create campaigns tailored for them. These factors will help to increase brand awareness among potential customers.

Lastly, brands should not forget to measure success before and after the collaboration. Regularly assessing the results of each collaboration as well as using feedback from viewers can help in refining future campaigns and achieving a successful marketing effort.

When done with all of the due diligence, finding the perfect YouTube Influencer for a brand can be hugely rewarding for both parties involved. It offers brands the opportunity to create memorable and innovative campaigns that are sure to boost brand awareness and leads.


Tips for Working with YouTube Influencers

Working with YouTube influencers to create successful campaigns can be made a lot easier by keeping a few tips in mind.

First and foremost, brands should always choose an influencer whose audience is already interested in what they are promoting. This will ensure that their message reaches those who would genuinely be interested in it and are likely to act on it too.

Secondly, the content needs to be engaging and relevant for the channel of the influencer so as to ensure optimal reach. That means brands should give the influencers creative control over the final product because they know what resonates with their audience best.

Finally, it’s important to maintain a good relationship with both the influencer and their audience, as this will encourage them to continue supporting future promotional campaigns.

With these tips at your disposal, brands can now create highly effective campaigns that work.


For brands looking to market their product or service on YouTube, influencer marketing is a great option to consider. Brands can find the right YouTube influencer by considering things like their audience size and engagement rate, as well as making sure they align with brand values.

After finding the perfect partner, there are some key things to keep in mind when working with them to create a successful campaign, like clearly articulating what is expected from the partnership and is willing to pay fair compensation.

Ready to get started? Our team of influencer marketing experts can help you find the perfect YouTube influencers for your next marketing campaign.


What is YouTube influencer marketing?

YouTube influencer marketing is the process of using influencers on YouTube as part of a brand’s marketing strategy to promote its product or service.

What is a YouTube influencer?

A YouTube influencer is someone with the ability to use their knowledge, authority, and audience relationships on YouTube to influence the purchases of others.

Jess Ailion
Jess is Moburst's Content Marketing Manager who came to us all the way from the UK. After studying English Literature, she found herself writing about all things mobile marketing. When she's not spending her time writing, you can find her cooking for her friends or exploring new places.
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