Why Brands Partner With YouTube Influencers
Would you sooner trust a recommendation from a long-time friend, or an advertisement on television? An endorsement from someone you trust instills a feeling of confidence and reassurance when it comes to making consumer choices and buying a product.
As Gen Y and Z are two of of the most sought after demographics, advertising partnerships with YouTube personalities are one of the most common forms of advertising in today's market. As both demographics are deeply invested in bloggers/influencers, they are most likely to follow suit from the advice and suggestions of these figures. In this blog post, Hollywood Branded explores the power of influence in YouTube endorsements and why they work so effectively.
Ads That Captivate Followers Organically
If you have any familiarity with the world of beauty influencers, the name Jaclyn Hill should sound familiar. She has 5.7 million subscribers on YouTube, countless partnerships and over 417+ million accumulated views. She started creating makeup and glam videos over seven years ago, building an extremely strong fan base along the way, and has been known to mutually boost her brand and others.
In 2015, Hill collaborated with Becca Cosmetics, a smaller Australian makeup line to create the product "champagne pop," which sold over 25,000 units at Sephora alone in just the first twenty minutes of the launch, breaking record sales. This drove Becca Cosmetics to be bought by major Makeup mogul Estée Lauder for $200 million. This would not have been possible without the mass exposure and clout that Jaclyn brought for the brand.
A common form of promotion that brands will offer in influencer partnerships is an affiliated discount code. Influencers get personalized codes that they will put in their video descriptions so their viewer gets a discount when they make a purchase, a margin of the sales made with that code will go back to the influencer.
In one of Jaclyn Hill's most viewed videos, "My All Time Favorite Drugstore Products", she included seven different discount codes. At 3.4 millions views, and thousands of comments similar to this one, "OMG I am making a list and running to the drugstore. If it's Jaclyn approved, I know I'll like it." (- YouTube user Serein Wu), Hill secured guaranteed profit for both her and the affiliated brands.
A crowd of fans follow Jaclyn Hill to her Sephora Meet and Greet for her palette launch.
The Difference That Intimacy Makes In Marketing
What makes YouTuber influencers so effective at marketing products (both sponsored and un-sponsored), is the trust and relationship built with their viewers that cannot be attained with A-list celebrities endorsing a product in a commercial.
Viewers feel as though they have a sort of relationship with them because of how personally YouTube influencers address their viewers. When they mention products they like or dislike, it's taken more seriously rather than from a company with no face. This is why brands have taken to sponsoring YouTube influencers to integrate their product in their videos to millions of viewers for thousands of dollars.
YouTube viewers tend to form loyalties with their favorites, in part because they often grow up with them, watching them slowly gain popularity and rooting them on and looking up to them.
While their devotion may seem crazy, it can all be seen in the comments. One fanatic user H GQ comments "I trust her so much like I would put my life in her hands", receiving over 100 likes, on a video from Olivia Jade advertising a tanning product.
Youtuber Olivia Jade Endorsing Lancer Skincare Line In Her "Current Skincare Routine" Video, 2016.
The Most Effective Ads Are The Ones We Don't Notice
How To Select The Right Influencer
- Does my product's target audience align with this influencers' viewership?
- Does this influencer provide a positive message for the product?
- Will their endorsement be worth their fee (or sending them product)?
- Is their a discrepancy between their followers/subscribers numbers and their actual views/likes? (being aware of possible phony accounts)
- How will the integration of my product in their video/post be effective in bringing in sales?
The Next Step
- Beauty Influencer Impact On Sales
- 4 Ways To Drive Sales Using Influencers
- 3 Brands Show How To Market Mobile Apps Using Influencers
- 4 Reasons To Choose An Influencer Agency Versus Influencer Platform
- How Much Money Should A Brand Spend On Influencer Advertising
As influencer marketing is still a fairly new field of advertising, we know a lot of brands are still learning about the best ways to utilize it and we've created an influencer marketing school. Check it out now and enroll today!