One avenue of conversation we haven’t really explored here on the show is diving into the nuances of influencer marketing within different social networks. A great creator on Instagram may not be very good on Twitter. A strong YouTuber may not help you at all on Facebook.
YouTube is the first avenue I think it’s worth diving deeper into. Not only is video far more engaging for consumers, but YouTube is the second largest search engine in the world behind Google, which owns it. So a YouTube influencer posting something relevant about your brand can solve problems in awareness, search rankings, conversions and beyond.
And, unlike other nascent social network features, YouTube videos typically stay online forever. So one investment can benefit your brand for far longer than other influencer content.
But YouTube can be a bit of a puzzle for some marketers. Video work is more expensive and takes more lead time that other types of content. YouTube is a noisy platform so you may not know how the influencer is going to get eyeballs against all that other content out there.
Fortunately, we know a few folks. One of those is Hilary Thompson. She is the digital PR lead at Portent, which evolved from and SEO firm into a performance-driven digital agency based in Seattle. Hilary has been running YouTube influencer campaigns for a couple of years now. She started with a low five-digit monthly spend for a client two years ago. She now manages a monthly spend in the low six-figures.
She gets results.
I caught up with Hilary to chat about her approach to influencers on YouTube. She has great tips and advice for reaching out to influencers, negotiating pricing with influencers, measuring success and how to manage campaigns to optimize results. She also shares a couple of nuances about working with YouTube influencers you wouldn’t know if you didn’t do it all the time.
This episode of Winfluence – The Influence Marketing Podcast is brought to you by Tagger. It is the influence marketing software I’m using Cornett. They sponsor the show and provide us with their fantastic software to use.
In today’s episode, Meredith Jacobson from We Are Boosters talks more about Tagger’s deep search and discovery features. Give the episode a listen and see how Tagger helps her consultancy get to the right list of the right influencers.
Learn more about the software at jason.online/tagger. Tagger is the new influencer marketing campaign software of choice for me. I hope it will be for you, too.
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