By Adam Hendle
Published July 14, 2015 Printer-Friendly
social media how toIs YouTube part of your marketing strategy?
Do you team up with influencers for video campaigns?
Potential customers turn to YouTube influencers to discover products and get reviews, tips and tutorials on everything from makeup to their next mattress purchase.
In this article I’ll share six tips to help you partner with influencers on YouTube to get the word out about your company.
partner with youtube influencers
Discover how to partner with YouTube influencers.
#1: Find Authentic YouTubers
The beauty and power of word-of-mouth marketing is in finding the right influencers for your brand, and then allowing them the creative freedom to position your product organically in their videos.
When a video feels fake, forced or scripted, potential customers can’t click on the Back button fast enough. Find YouTubers who already embody your brand and truly love your product, and then let them do what they do best: be themselves.
Remember, most YouTubers are not actors. People don’t go to YouTube to watch commercials; they go to search for information and see their favorite video personalities give advice and offer interesting information.
#2: Hire by Fit, not Followers
When hiring YouTubers to work on a campaign, it may seem enticing to simply go for the ones who have the largest following or view counts. While this makes sense in theory, if you don’t have the right fit, your message and product will likely go unnoticed.
The YouTuber behind Secret Life of a Bionerd is a natural fit for beauty-related products and services.
Brands working with small- and mid-sized influencers tend to have more success, because those personalities have a tight-knit community as the target market for the brand
#3: Track Response to Links
To determine the success of a campaign, create and provide a custom tracking link for each influencer, which leads back to your website, blog or product page. This may seem like common sense, but it’s a mistake brands frequently make.
When you track activity in this manner, you can see which influencers were most effective, and determine which ones you do and do not want to work on your future campaigns.
tracking links in youtube description
Provide links to track activity from each influencer, so you can see which ones send the most viewers your way.
Ask your campaign influencers to add your tracking link to the top of their video description, so viewers can easily find and click the link. YouTube allows minimal space for text before a viewer has to click Show More to see the rest of the video’s description. You want your link to appear in that prime real estate.
#4: Offer Coupon Codes
It’s notoriously difficult to track video conversions on YouTube. For example, viewers search for your company organically by opening up a new browser tab, which doesn’t show up in your campaign results. Or they watch your video on certain devices, such as Apple TV, which don’t allow you to click description links.
A coupon code is an excellent way to track ROI and entice customers to take immediate action. If a potential customer isn’t sure about your product or service, especially if your brand isn’t well-known yet, a coupon code helps sway them, while giving you a video conversion to track.
#5: Create Titles That Drive Views
Come up with an interesting and catchy title for the video in your campaign, just as you would write the title of a blog post or book.
Work with your influencer to create a headline that makes sense for your product and fits seamlessly with the type of titles and content the YouTuber is known for. If you can work your brand name into the title, all the better.
Often, companies doing influencer marketing for the first time push to get their brand name in the video title. But unless your brand is already an established household name, this strategy may backfire and lead to fewer views. Having your brand name in the title of the video may also scream “commercial,” and further drive down the number of views of your video.
#6: Optimize Video for SEO
SEO is incredibly important, and every little bit helps. Make sure your YouTube talent includes your brand name and any other keywords associated with your product or company in the video description and tags. This tactic works great for products for which people seek reviews or tutorials.
youtube review in search results
Ask your influencers to include tags and keywords in the video title and description for better SEO.
Remember, Google owns YouTube and often gives preference to YouTube content in their search. Take the time to include keyword tags and a keyword-rich video description to increase your ranking in search.