YouTube Influencer Marketing is one of the best ways to increase a Brand’s reach. But if and only if we do it the right way. As per the current analysis for 2016, up to 80% of marketers are now investing in influencer marketing and 70% of brands will increase the amount they spend on influencer marketing
However, the recent research shows that YouTube has the best ROI than any other social media platform, knowing that YouTube is the second largest search engine and it has the monthly user base of more than 1 Billion users. Impressive, right? It’s no surprise that YouTube sponsorships are one of the present’s top-ranked customer acquisition tools.
YouTube Marketing could offer you huge rewards. However, the way to reach the success from its uncharted territory can be bumpy. Here are top marketing mistakes that are often encountered and strategies on how to avoid them
Goals without Strategy:-
This is one of the common mistakes a marketer makes when launching YouTube Influencer Campaigns. They only focus on their goals and objectives. Some marketers focus on achieving a goal of a certain amount of views and interactions, specifically likes, comments and shares per video they conduct across several channels.
An ROI positive YouTube Influencer campaign requires a well-analyzed strategy. Aside from numeric campaign goals, a marketer should consider defining KPIs or key metrics which indicates whether a campaign’s performance can achieve the set goals. In this case, this will allow for better decisions and strategies not just to meet the ultimate objectives, but to reach the goal higher than the expected.
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Using influencer marketing in the wrong channels
This is a crucial stage that will define the campaign’s success. In this stage, marketers often fell into a very common trap which is choosing a talent based on the channel’s number of subscribers and latest video views.
YouTube hosts much larger amount of data on video watching. The increase of Big Data analytics could provide online tools to help the marketers dig deeper to find the highest-quality talent for their brand. Several key data-driven aspects should analyze when choosing a talent.These are:
Relevance Is determined by keywords and audience overlap. Which also identifies whether a channel’s audiences will be authentically interested in your service or product?
Reach. The average number of view per video. It is calculated as the average number of views during a set period of time.
Engagement. It is usually computed using total views and interactions. It measures how actively the audience interacts with the channel’s content.
Hundreds of new channels are created and published every day and marketers are playing it safe, they activate the largest channels to secure the best results and keep on ignoring smaller channels. This may lead to disappointment; there are more opportunities from smaller channels. This strategy provides only mediocre outcomes. Why?
Choosing Your Influencer Campaigns, List, Agency:-
YouTube influencer campaigns
YouTube influencers list
How to become a YouTube influencer
YouTube influencers 2017
YouTube influencer agency
Lack of Authentic Admiration: –
There are a lot of things going on for the most popular influencer. They cover a variety of topics, experimenting with different video ideas; in fact, they often treat brand partnerships as just another business, Isn’t it true? They also spend a big amount of time on marketing. The result it: Those brands do not get any special interest or authentic excitement about their product or service. Smaller and niche channels are sincerely interested in the particular topic and products, which could lead to higher quality endorsements.
Lack of Targeting:-
For example, when a channel has a large scattered audience, it’s difficult to predict which portion of subscribers would actually be interested in the particular brand and/or topic. This may result in subscribers can see videos that are irrelevant to their interests, which could hurt both the influencer and the brand. However, small and mid-sized dedicated channels attract a homogenous audience of highly engaged followers.
Marketers must explore the small and middle-sized niche channels, which can become the most loyal and dedicated, brand ambassadors those open doors to a highly targeted and engaged audience. More or less amount of marketing dollars, brands can reach a greater variety of audiences and produces multiple pieces of content, YouTube Influencer Marketing.
Marketers still fall into the trap of treating an influence as an actor and editorial content as video ads. The Brands underestimates how keen their users are, how fragile their trusts are and how shortsighted it is to fake authenticity.
Case Studies prove that the more authentic the content is, the better users react to it. This leads to higher reach, better engagement and ultimately, stronger campaign results.
As the number of YouTube influencers arises; agencies also rise to help brands with campaigns. Marketers can fully outsource the efforts and simply reap the rewards. But there are a lot of pitfalls hidden in this strategy.
Limited Access: –
The agency only has the access to talent in its network; those channels may not always be the best fit for the brand’s needs. Marketers should not fail to assess channel’s value and not to limit their reach to only one ideal partner.
Connection. Lack of connection is what marketers often underestimate, especially the level of personal connection which is required for a brand and an influence. Influencers do seek strong relationships and connection with a brand so they could truly understand its values and speak on its behalf.
Niche Understanding. The majority of agencies caters to brands within multiple industries and don’t fully understand the subtle differences of particular spaces. The brand manager should step in and make sure that both talent and video content choices are taken to consideration industry specific aspects?.
Different channels and agencies work on different payment models like pay per view, pay per action and/or pay per activation. Most of agencies or talents work solely on pay per activation model and often do not tie their fees to guaranteed campaign results.
YouTube influencer marketing is still in its infancy, with a lack of benchmarks, the market has not determined average rates. Influencers and agencies currently charge anywhere from $0.01 to $0.10 per view so there is a lot of room for negotiation.
Agencies share their pricing structures rarely which lead to partners offering different fees for the same talent or campaign. YouTube Influencer Marketing, Marketers are required to compare prices across space and negotiate aggressively to get the best deal; this will secure an ROI positive campaign.
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