Influencer Marketing

How to Decide Between YouTube Influencers

There are tons of great vloggers out there, but which ones are right for your company?

Source: hocus-focus / iStock Unreleased / Getty

Fostering an influencer partnership on YouTube can be a great way to get your brand’s name out there. As YouTube continues to grow, more and more people are making “vlogging” their full-time gig. That means many people are looking for businesses to engage in paid partnerships with.

But choosing an influencer can be tricky. As we’ve seen in the news lately, all it takes is one controversial video to put a spotlight on a vlogger … and, in turn, all of his or her advertisers. So, how can you decide on a YouTube influencer who’s right for you?

First and foremost, look into who your ideal client is watching. If you’re a freelance copywriter, finding business coaches on YouTube would be a great way to reach new entrepreneurs looking for your services. If you’re selling clothes to teenagers, there are literally thousands of teen vloggers who teens watch religiously. Selling dance shoes? Look into one of the popular choreographers’ channels. It’s easy to see on a channel how many subscribers they have and what the range of viewers per video is.

Secondly, make sure you do your research. You don’t have to watch every single video they’ve ever posted, but you should get a feel for how they act and sound on video. Do they seem to have values that are aligned with yours? Do you mind cussing, inappropriate humor, or casual clothing? These are all things to think about while you go on a binge of your top-choice vloggers. Every contract should also have a clause that helps you escape the partnership if things get dicey. You don’t want to be tied down to a controversial vlogger without a way out in writing.

Also, don’t be afraid to try out a smaller influencer first. If you’re just dipping your toes into the influencer waters, it can be helpful to not have to shell out tons of cash when you aren’t sure how effective the partnership will be. Smaller influencers won’t have as wide a reach, but they’ll be more cost-effective and you won’t have to compete with a long list of sponsors.

Still feeling overwhelmed by the process? Consider outsourcing. There are plenty of talent management agencies (like Fullscreen or Maker Studios) that will help connect you with YouTube influencers. They can help find the best fit for your brand and also negotiate details like concepts and pricing. These agencies can help connect you with larger-name vloggers if you decide influencer marketing is something you’re ready to go all in on.