7 effective steps to collaborate with YouTubers
With more than 1.5 billion users and an average viewing session of more than 40 minutes, YouTube has become one of the most popular platforms in the world where people engage with unique videos in varied content categories.
Owing to the decline in viewership on television and other traditional forms of media, influencer marketing has become one of the most powerful ways for a brand to reach its potential customers. Over the years, YouTubers or YouTube influencers have built a large and loyal fanbase and their advice influences the buying decision of at least 6 out of 10/subscribers. YouTubers offer a great opportunity for businesses to reach a wide range of audience and connect with them irrespective of any geographical barrier. Here are 8 tips which will help you get the best results while working with YouTubers.
Define your goal
Your brand has decided to incorporate YouTube influencers in the marketing strategy. What’s next?
Although there are various steps that result in a successful video campaign, the first step is to define a realistic goal for your campaign. Setting a goal is important because it gives you a clear vision of where you are heading. It also becomes easier to chalk out a plan of action for the project.
The goal can be building brand awareness, endorsements, sales, increasing social media following, or building a relationship with your customers. Irrespective of the nature of the goal, it should be realistic and add value to the brand.
The video campaign should be well-planned
Once you have set a specific goal, make sure that all the details of the YouTube campaign are clear and planned well in time. Effective communication and collaboration is the key to a successful campaign.
Communicate your budget, expectations and timelines so that both of you are on the same page. Even though a business is clear about the message they want to convey to the audience, it is important to collaborate with the YouTubers to come up with a strategy that delivers the best outcome.
Discuss on the video length, style of content, call-to-action and other vital components of your campaign. Having a plan of action in hand will save a lot of time and increase the effectiveness of the campaign.
Do not limit their creativity
After the goals, plan of action and expectations are in place, give YouTubers the creative freedom to perform their job to the best. Most of them are experts in their field, with years of experiencing in creating compelling content that engages the viewers.
A survey in 2017 reported that influencer content outperformed the brand content according to 51% of the marketers. Giving them the flexibility to come up with ideas and unique content ensures the viewers see it as organic content instead of a sponsored ad.
Provide assistance wherever needed
There might be various administrative, logistical or production needs for a YouTube campaign. See how your business can assist the YouTuber in making the process easier.
Depending on the content style decided by you, YouTubers might also need access to resources like a particular variant of a product, an interview, shooting at a different location and more. Working in collaboration helps to achieve the goals faster and get desirable results.
Keep them updated throughout the campaign
Having a point of contact for all necessary communications is a must during the campaign. Be ready for problem-solving, questions or clarifications during the campaign.
Also ensure that the point of contact reminds the YouTuber about the important dates or any change of plan from the brand’s end. All the updates must be communicated immediately to avoid confusion in the project.
Sponsored content to follow latest FTC guidelines
Ensure that the YouTuber follows the Federal Trade Commission’s (FTC) guidelines. A study revealed that more than 90% of the celebrity endorsement violate the Federal Trade Commission’s (FTC’s) rules for sponsored post.
It is important for brands to understand that the paid promotion tag is not sufficient to be FTC compliant. You have go through the latest guidelines to ensure that the sponsored video content doesn’t fall short of compliance.
Maintain positive relationship with influencers
It is important to maintain a positive with key influencers after your campaigns. Keep them updated about the new products and services, invite them for company parties or product launch or you can even send them “freebies” or offers occasionally.
Keeping the influencer informed and enthusiastic around your brand is a vital part of a long-term and positive relationship with the them.