YouTube is one of the world's most popular online video platforms, attracting millions of viewers every day. The power of YouTube lies in its influencers, making it the second most popular platform for influencer marketing.
By leveraging Youtube influencers, brands can benefit from increased recognition, heightened visibility, and improved engagement. However, to capitalize on these opportunities, you need to have a comprehensive youtube influencers database to find and analyze the right influencers who can share your brand's message with the right people.
Rise Of Youtube As An Influencer Marketing Platform: Key Statistics From The Youtube Influencer Database
With over 2.6 billion users and 5 billion videos watched daily, it's no surprise that many brands are turning to YouTube as an influencer platform. The platform not only has massive users but-
- Every minute, a staggering 694,000 hours of video content is streamed on YouTube. (Statista)
- Out of 38 million active channels on YouTube, 15 million are content creators and 22,000 of them have crossed 1 million subscribers. (Tubics)
- The average conversion rate for influencer marketing on Youtube is 2.7%. (Jumpshot Data)
- 70% of Teenage Youtube subscribers express a greater connection with YouTube creators than traditional celebrities. (Think With Google)
- In the US, 28% of consumers say they follow at least one virtual influencer on YouTube. (Statista)
When Sony launched a Youtube influencer marketing campaign in Canada for their PlayStation VR, their virtual reality headset, it helped the brand increase brand awareness and boost its product sales. The company worked with 5 Canadian techs and gaming Youtube influencers, including @karlconrad, @stalman, @justin.tse, @canoopsy, and @the.girly.geek.
These influencers created in-depth reviews of the PlayStation VR headset, which helped to boost its visibility and trustworthiness with potential customers. The campaign proved to be a success, with 28322 views, 2,324 likes, 368 comments, and an overall average engagement rate of 3.19%.
Importance Of Working With Youtube Influencers:
With the increasing trend of unboxing videos, vlogs, and Youtube shorts, the platform has become more popular than ever for influencers and businesses alike. Let's take a look at some of the reasons why working with YouTube influencers is important for brands:
Increase your brand awareness and reach:
Influencers have millions of fans and followers on Youtube. By partnering with an influencer, you can boost your brand recognition and increase engagement with your target audience. Not only are they creative and engaging storytellers, but they have the power to reach a large number of people quickly and efficiently.
Even the biggest brands, like Google, partner with influencers to promote their products. Zach King, a popular YouTube influencer, was recently tapped by Google to launch a marketing campaign. The campaign is focused on promoting Google Meet to customers.
Zach used a combination of creative videos and social media posts to showcase Google Meet by seamlessly integrating the camera into a live conference call.
Tap into new markets with influencer's niche expertise:
"Perhaps the biggest advantage of using influencers is that you can choose people who are part of your target market, or who appeal to your target market." — Neal Schaffer.
Influencers have a deep understanding of their particular industry, which makes them highly credible and knowledgeable when it comes to marketing. When consumers see their favorite influencers using and endorsing a product, they are more likely to trust the brand and be willing to try it themselves. 40% of shoppers say they've been influenced by a YouTube video when making a purchasing decision.
Adidas, Linda, Sprint, Audible, and many other brands have collaborated with popular YouTuber influencers to boost their sales.
Boost your engagement with long-form video content
YouTube offers a unique level of engagement compared to other social media platforms like Instagram and TikTok. Viewers can watch videos for hours on end, and they can also interact with the content in a variety of ways.
This level of engagement creates opportunities for brands to reach their target audiences in a more intimate way than through traditional advertising channels.
Read more: If you want to understand the ROI of your Influencer Marketing Campaigns, read our guide here.
Is Youtube The Right Influencer Marketing Platform For You?
Are you still thinking about whether Youtube is the right influencer marketing platform for your brand, here are the three questions that will help you decide:
Question 1: Is your target audience active on Youtube?
Your target audience defines what is important for your industry when it comes to YouTube influencer marketing. To determine if your target audience is active on youtube, consider the following:
What age group is your target audience? A study by comScore found that millennials spend more time watching YouTube than any other demographic group (54 percent compared to 48 percent of Gen Xers and 26 percent of Baby Boomers).
So, if you are targeting millennials, for example, then it means that your target audience is spending a significant amount of time on the platform and are more likely to see content from an influencer that they follow.
What interests does your target audience have? If your target audience has interests such as music, gaming, or fashion, they're also likely to be active on YouTube. This is because these industries are some of the most popular ones on the platform. As you know people rely on PewDiePie for video game recommendations and Jenna Marbles for her makeup tutorials.
Question 2: What is your goal with Youtube Marketing?
Businesses can have different goals with YouTube marketing, but three of the most common ones are generating leads, boosting awareness, and creating engagement. And as mentioned above, Influencers can help you with all three of these goals.
Generate Leads: If you're looking to generate leads, an influencer can create a video that talks about your product or service in a positive light and include a call-to-action for viewers to learn more about what you have to offer.
Boost Awareness: If you're looking to boost awareness, an influencer can do something like hosting a giveaway where your product or service is the prize.
Create Engagement: If you're looking to create engagement, an influencer can film themselves using your product or services and then post the video on their social media channels, encouraging their followers to do the same.
No matter what your goal is, working with an influencer is a great way to reach new audiences and achieve success with your YouTube marketing campaign.
Question 3: Do you have the budget to partner with Youtube Influencers?
As with any marketing campaign, it's important to know your budget and what you're willing to spend before you commit to anything. This is especially true when working with YouTube influencers, as it can be expensive. On average, marketers using YouTube influencers spend between $50 and $100 for every 1,000 views.
Compared to Instagram and TikTok, where short-form video content rules, it takes a significant amount of time and effort to create a long-form Youtube video of approximately 11.7 minutes that appeals to your target audience. Thus, the cost of hiring Youtube influencers is relatively high.
Types of Youtube Influencers And Which One's Right For You?
YouTube influencers are all the rage right now, and with good reason. They have the potential to give your brand the exposure it needs in order to take off and gain traction.
But, with so many influencers out there, how do you know which one is right for your brand? To classify there are five main types of Youtube influencers:
Nano Influencers: (Between 1000 and 10000 subscribers)
Nano influencers have a small but engaged following on social media. They are often niche experts with a strong knowledge of their subject matter.
Nano influencers bring an intimate, authentic connection with their followers and are known for creating higher levels of engagement.
Micro-Influencers: (Between 10000 and 50,000 subscribers)
Micro-influencers have slightly larger followings than nano-influencers but are still considered to have a highly engaged audience.
The average engagement rate for micro-influencers on YouTube is 1.64%, which is higher than the 0.37% rate for mega-influencers. They can be effective at promoting products or services to their niche audience.
Mid-Tier Influencers: (Between 50,000 and 5,00,000 subscribers)
Mid-tier influencers have mid-sized followings and generally have a mix of engaged followers and casual fans. They may be generalists with a broad range of interests, or they may have a narrowly focused niche.
What sets mid-tier influencers apart from other types is their ability to connect with their viewers. They neither have too large a following that makes them less approachable nor such a small following that they lack reachability.
Macro Influencers: (Between 5,00,000 and 1,000,000 subscribers)
Macro influencers have larger followings and amassed a sizable and engaged audience. They are often approached by brands for collaborations and sponsorships to influence their audiences significantly.
Mega Influencers: (1,000,000+ subscribers)
Mega influencers are the largest type of social media influencer, with more than 1 million followers.
Mega influencers are often celebrities, public figures, or popular social media personalities. They can be effective at boosting brand recognition and promoting products or services to a mass audience.
Some key factors to consider while choosing the right types of YouTube Influencers for your brand:
The more engaged an audience is, the more likely they are to watch a video all the way through and take notice of your brand.
Look for signs of engagement such as comments, likes, and shares on the influencer's videos and posts. A high level of engagement will ensure that your brand gets more exposure and reach through the influencer's channel.
It's important to find influencers already talking about topics related to what you do, as they will be more likely to have an engaged audience interested in hearing about your brand.
For example, if you are promoting a financial product like checking accounts, partnering with an influencer from the finance niche would be much more effective than one from another far-removed topic area.
Reach/ Follower Base:
There's no use working with someone who has a small following if your goal is to reach a large number of people.
You need to choose an influencer with a large reach so that you can promote your brand to as many people as possible.
When looking at an influencer's reach and engagement, it's important to keep in mind that not all views and subscribers are equal. For example, someone with a million subscribers but only a few hundred views on each video isn't going to be as effective as someone with a hundred thousand subscribers and a few thousand views on each video.
It is also essential to consider the collaboration style of a Youtube influencer before deciding if they're suitable for your brand.
Some influencers are open to more creative collaborations, while others prefer a more structured approach. Make sure to discuss this with the influencer before making any decisions.
How To Get The Youtube Influencers Database To Find The Right Influencer For Your Brand?
With literally millions of YouTube creators out there, it can be hard to know where to start. The good news is that there are some tried-and-true ways to find YouTube influencers for your brand. Let's look at four of the popular ways:
1. Use Google Search:
Google is the first place to find the answer to your questions, including YouTube influencers.
Type keywords related to your industry, add YouTube influencers and check out the results. For example, if you work in the beauty industry, type "Beauty +YouTuber," and you'll see all the relevant YouTubers in your industry.
Don't forget to check out the video section as well to sort out relevant YouTubers for your industry.
2. Try YouTube Search and Discovery Function
The YouTube platform is itself a search engine and a great tool to help you find the YouTube influencer that suits your brand. Search "Your Industry + influencers/experts" and see the relevant results at the top.
Another way to find highly relevant results for YouTubers in your niche is by using proper hashtags. For the beauty brand, the hashtag #beautyfashion or #Beauty alone can give you 2.3 million videos and 501k channels.
You can filter out these results and find the influencer whose content resonates more with your brand.
Instead of using only niche-specific hashtags, you can list all the industries that resonate with your product and search for influencers in those as well.
3. Use Youtube 'Explore 'Tab:
The YouTube Explore Tab is a great way to keep track of the most influential and successful Youtubers based on the trending videos in different categories, including music, gaming, and movies.
By clicking on the "Explore" tab on the left-hand side of the YouTube homepage, you can see various recommended videos based on your interests. Simply type in keywords for your brand or niche in the search bar, and the creators who pop up are trending right now, and working with them will help you elevate the reach of your brand.
4. Use an influencer marketing platform:
Influencer marketing platforms help brands find and connect with Youtube Influencers easily and quickly. You can filter them according to their demographics, the number of subscribers, language, engagement rate, followers, and more.
In addition, you can get a detailed report of every YouTube influencer, like average views, comments by niched followers, growth, and more, that can help you find the right YouTube influencer for your brand.
Some platforms also offer advanced analysis tools that allow you to compare various influencers and measure the ROI of their campaigns.
Also Read: Key Challenges For Influencer Marketing Platforms
Some of the best Platforms to Find Youtube Influencers are:
Grin: With its Discovering and Recruiting tool, you can find the most relevant YouTube influencer in your niche. The main highlight of Grin is that its Influencer Audience report shows an Influencer's credit score to indicate how open the account is, along with other key audience metrics.
Klear: If you need an easy-to-use, flexible influencer marketing platform to find Youtube influencers in your existing network of followers, Klear is the way to go. The tool allows you to filter results based on industry, region, demographics, and past brand collaborations.
TapInfluence: To analyze whether an influencer aligns with your brand and its objectives, TapInfluence gives you access to 50 + filtering options, including their content, social connections, and demographics.
Upfluence: With over 1 million Influencers in their database, Upfluence gives you a list of influencers based on your criteria along with their basic data and details. The best thing about Upfluence is it only shows you influencers once you narrow down your search to the set number of results you can manage at a time.
Get Access To Phyllo API And Find Youtube Influencers Database Effortlessly!
If you're looking for an easy way to access the Youtube influencer database, give Phyllo's YouTube API Integration a try.
With Phyllo's YouTube API Integration, you can quickly and easily see which YouTube users are the most influential in your niche or industry. The API gives you access to both first-party public and authenticated data of influencers including post login/private data so that you get the best of both worlds.
With this, you can easily analyze the influencer’s profile, and see their audience demographics along with how many views and likes their videos get.
So what are you waiting for? Sign up now and get started with Youtube Influence Marketing.