Influencer Marketing on YouTube

Of the 7.2 billion people in the world, over 2 billion own social media accounts. This omnipresence of social media has irreversibly transformed the marketing landscape, and in order to compete, brands must harness social networks to strengthen ties with their existing consumer bases and reach new communities altogether.

(Other posts in this series: Instagram, FacebookTwitter, and Pinterest)

But with the variety of platforms to choose from and the fickleness of social media, how do you decide which network will be right for your brand?

In the first of our multi-part series called “Picking the Best Social Media Platforms for Your Brand,” we’ll dive into YouTube as the cornerstone of video marketing.


Long-Format, Most-Viewed Video Platform, Ranks High in Google Search Engine

Target Demographic:

Millennials ages 18 – 24, 25 – 34, 35 – 44


If your product is best showcased through video, YouTube is your calling card. The video-sharing mega site excels as the supreme long-format option, where viewers spend more time than on Twitter or Vine. Its present dominant position is bright but its future is even brighter; By 2019, 80 percent of all consumer Internet traffic is expected to be video, according to a study by Cisco.

Since YouTube has been around over a decade (relatively long for social media), it’s considered  a tried-and-true approach for influencer marketing. According to Shopify, digital products, merchandise and automotive industries generate a sizeable chunk of their market share through YouTube, with digital products churning out 47 percent, merchandise converting 29 percent and automotive placing 26 percent of their orders through the video website.

As ad placements steadily migrate from TV commercials to YouTube, the video titan projects plenty of growth ahead. And it’s not only beating the curve, it’s shaping the curve. YouTube reaches more 18 to 34 and 18 to 49 year-olds than any cable network in the country, according to its press statistics.

Mobile is on the rise, too. The number of hours users spend watching videos on their phones has skyrocketed 100 percent year over year, the company cites.

All-Star Influencers

Influencer Marketing on YouTube

The top influencers can reel in millions of views a day. PewDiePie, a Swedish video game commentator, for example, has over 11 billion total views and 42 million subscribers. Another recognizable YouTube star, Bethany Mota, posts videos about style, beauty, and being a young Millennial woman.  Mota has over 800 million total views and almost 10 million subscribers.

While these influencers may be the cream of the crop, the underlying reason for their popularity is simple: They are entertaining, inviting and easy to relate to, treating viewers as not just fans but friends. These crucial traits have helped solidify a deeply engaged community.

Identifying the Keys to a Successful Influencer Campaign

Companies can sponsor influencers to upload videos onto their channels promoting a product or service.  Brands can tap into a pre-existing audience and harness the influencer as the trustworthy middle-man to communicate with and engage potential customers.

Top Topics Among Females Ages 18 – 34:

Cosmetics (Beauty Tips), Fashion, Music (Covers and Pop Songs),  Film, Video Blogs (“Vlogs”), Family/Parenting

Top Topics Among Males Ages 18 – 34:

Gameplay (Grand Theft Auto, Call of Duty, Minecraft), Film, Practical Jokes, Electronics

Notably, the majority of top channels skew towards one gender. For females, it’s cosmetics and vlogs. For men, gameplay and pranks dominate viewership. There is some middle ground, however, in film and music.

If a new cosmetic brand is seeking to develop or expand their YouTube presence, the first step would be to analyze the popular channels among Millennial females. What sort of videos are influencers uploading? What specific topics and techniques are driving the most engagement?

Next, the company will partner with an influencer to co-create content and upload videos to YouTube. Don’t forget a call to action!

In summary: YouTube remains the dominant platform for video marketing and given its predicted growth over the next five years, any brand serious about contending in their field must integrate YouTube into their digital marketing strategy.

For more tips about Influencer Marketing on YouTube, contact Trending Family!