Influencer marketing shows consumers that the people they admire love your brand.

Consumers want to feel good about their purchases. Now more than ever, people are looking to celebrities, fashionistas, internet personalities, and other influencers for guidance in purchasing the best products and services on the market. And with more than 1 billion active users, YouTube has become the go-to platform for influencer marketing.

But it’s not as simple as paying for a celebrity endorsement of your product and hoping for the best. Here are a few ways YouTube lends itself to effective influencer marketing:

YouTube Celebrities are HUGE

According to Variety, YouTube stars are now considered 17 times more engaging than mainstream stars. Personalities like PewDiePie, Smosh, and Jenna Marbles generate millions of views with each video they upload. Leveraging YouTube stars’ online fame can help you reach new audiences in addition to establishing the credibility of your brand.

Even big brands like Toyota are stepping up their marketing game by enlisting the help of YouTube and its celebrity video bloggers. In 2015, they partnered with Rhett & Link, who were filmed test driving the newest Camry. According to Adweek, even after the clip was filmed and aired, the comedic duo “gave the Camry a shout-out during six episodes of their daily YouTube talk show, totaling more than 10 million views.”

Channels are Categorized

You want to reach people who have a genuine interest in your products or services, so your influencer’s personality and subject matter should align with your brand. It’s in your best interest to find someone who actually uses or would like to use your products so they can offer authentic recommendations, rather than canned ones.

Luckily, YouTube channels are segmented, making it much easier to identify the influencer who best aligns with your specific brand identity. Remember, it’s better to form a partnership with someone who may not have the most viewers, but has the most viewers who could potentially be interested in your brand.

End Screens Promote Engagement

YouTube recently announced a new feature called End Screens, which allow users to add a thumbnail overlay to the end of their videos. The thumbnails show up during the last few seconds, giving viewers the opportunity to learn more about your brand if they’re interested.

The best part? While YouTube annotations were previously only clickable on desktops, End Screens are easily accessible via mobile phone and tablet.

Keep in Mind:

Last December, the FTC issued an enforcement policy urging advertisers to be more transparent in their efforts to promote goods and services. In other words, promotional messages should be clearly marked as such, in order to ensure that consumers are able to make informed purchasing decisions.

So, if you’re considering jumping on the influencer marketing bandwagon, make sure you go about it in a way that’s not misleading to consumers. When it comes to disclosing branded partnerships to the public, honesty is the best policy.

Longneck and Thunderfoot offer social media management services to build a vibrant audience for your brand across all media channels. Learn more about social media and PR here.

Author Ami Foote

A graduate of the University of South Carolina, Ami is a staff writer at L&T. She has previously written for, Lowe’s Home Improvement, Britax Child Safety, and a variety of non-profits around the country. On a good day, you can find Ami obsessively consuming one or all of the following: folk music, NPR, black coffee, jeopardy, or Guinness.

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