How to Find YouTube Influencers for Your Brand?

Early March this year, the Sidemen, a popular YouTube group, launched their very own breakfast cereal. Just two weeks later, they’d sold a staggering 100,000 boxes. How did they pull off such impressive numbers? Not through old-school TV or newspaper ads. Instead, they collaborated with fellow YouTubers who showcased the cereal through captivating reviews and unboxing videos.

Unlike Instagram and TikTok, where content has a brief shelf life, YouTube videos continue to attract views long after they’re published, thanks to the platform’s robust search and recommendation algorithms.

But here’s the million-dollar question: how do you find the right influencers for your brand? How can you identify those who create content that perfectly aligns with your niche and effectively reaches your target audience? In this guide, we’ll unpack some smart, effective strategies to help you scout, assess, and connect with YouTube influencers.

Types of YouTube Influencers

Before we discuss the tips for growing your brand through YouTube influencers, let’s take a moment to learn the different types available. They aren’t a one-size-fits-all bunch and each brings its unique strengths to the table.

Nano Influencers (1K-10K followers)

These are the grassroots champions. They might have smaller audiences, but their followers are super engaged. Perfect for niche markets where personal touch matters.

Micro-Influencers (10K-100K followers)

Micro-influencers hit the sweet spot between reach and engagement. They have a loyal following and can still maintain a personal connection with their audience.

Macro Influencers (100K-1M followers)

With macro influencers, your brand taps into a wider audience. They offer a balance of broad reach and significant influence, making them ideal for bigger campaigns.

Mega Influencers (1M+ followers)

These are the heavy hitters. Mega influencers can propel your brand into the spotlight with their vast reach. They are perfect for large-scale campaigns aimed at mass audiences.

But it’s not just about the numbers. Content niches matter, too. From beauty gurus and tech reviewers to lifestyle vloggers and gaming experts, aligning with an influencer who shares content relevant to your industry is key.

Why Partner With a YouTube Influencer?

Here’s why bringing a YouTube influencer on board could be a game-changer for your brand:

Broad Reach & Targeted Impact:

YouTube influencers wield vast, engaged audiences, often extending their influence across multiple social platforms. This reach isn’t just wide; it’s deep, enabling tailored engagement that resonates.

Enhanced Brand Awareness:

A shout-out, an unboxing video, or even a casual mention from an influencer can catapult your brand into new spheres, introducing your products to potentially untapped audiences.

Authentic Engagement:

Influencers excel at crafting content that feels genuine, not staged. This authenticity translates into higher trust and more meaningful interactions with your brand.

Boosted Credibility and SEO:

Partnering with esteemed influencers can lend your brand credibility and enhance your search engine visibility, thanks to increased mentions and backlinks.

Examples of YouTube Collaborations

Collaborating with YouTube influencers opens up a world of creative possibilities.

What Makes a Good YouTube Influencer?

With over 111 million subscribers, PewDiePie is one of the most recognized influencers on YouTube. But does his audience align with your brand’s goals? And can you afford to collaborate with him?

Jumping straight into contacting influencers can be tempting, but thorough research is crucial.

First, ensure the influencer’s audience size and reach match your needs. They should have a voice that resonates with your brand’s message and fits within your budget. After these basics, dig deeper into their past content and online presence.

Ask yourself:

• Is there a clear link between the influencer’s content and my product/service?
• What issues or needs does the influencer’s audience have that my product/service could address?
• What values does my brand share with the influencer?
• What would motivate the influencer to partner with my brand?
• Would my target audience trust and listen to this influencer? Why?

How Much Should You Pay YouTube Influencers?

The cost of partnering with a YouTube influencer can vary widely, influenced by factors like audience size, engagement levels, and the type of collaboration.

Here are some common payment methods:

• Pay per Video: A one-time payment for a specific video or series of videos.
• CPM (Cost per Thousand Views): Payment based on the video’s view count.
• Sponsorship: A long-term deal where the influencer creates content aligning with your brand’s values, featured across various platforms.
• Commission: A percentage of revenue from sales generated by the influencer’s promotion.

Costs can range from a few hundred dollars to tens of thousands for a single video, depending on the influencer’s reach and engagement. But remember, it’s not just about the price. Consider the value the influencer brings in terms of reach, engagement, and credibility. A well-chosen influencer can offer significant returns on investment.

How to Find YouTube Influencers?

Now, let’s look at eight effective methods to find YouTube influencers for your brand.

1. Search on Google

Google is your go-to tool for finding anything, including YouTube influencers. Though this method takes time, it’s easy and free. For effective searches, get specific. Instead of broad terms like “fashion influencers,” try “YouTube beauty influencers UK” or “outdoor adventure vloggers USA.” This helps you find curated lists tailored to your needs. Look for industry blogs or reputable sources that frequently update these lists, giving you a solid starting point. Be ready to dig deeper to verify the influencers’ current relevance and engagement.

2. Search on YouTube

Another cost-effective approach is searching directly on YouTube. Let’s take a look at how you can efficiently find influencers:

Search Relevant Keywords

Begin by using specific keywords related to your niche. If you’re a mountain bike brand, try searching for terms like ‘mountain bike trails’ or ‘best mountain bikes for beginners’. This will help you find creators who produce content closely aligned with your brand.

Explore Hashtags

Creators often use hashtags in their video descriptions and titles to increase discoverability. For instance, searching for hashtags like #fitness can reveal thousands of relevant videos and channels. This method lets you find influencers already engaging with topics pertinent to your brand.

Utilize the Trending Tab

The Trending tab on YouTube highlights popular and rising creators. While this is more useful for broad categories like Music or Gaming, it can still offer valuable insights and potential influencer partners.

Look for Ad Disclosure Hashtags

Hashtags such as #sponsored, #ad, or #paidpromotion indicate content specifically created for marketing purposes. These tags can lead you to influencers who are experienced in promoting products, making them reliable candidates for collaboration.

3. Ask Your Network

Influencers often know other influencers, and they enjoy collaborating. If you’ve found an influential content creator you like or have worked with, ask them for referrals. They can introduce you to other influencers in their circle who might be a perfect match for your brand.

This approach leverages existing relationships, leading to more genuine and trustworthy partnerships. Plus, getting recommendations from someone you trust ensures that the new influencers align well with your brand’s values and audience.

4. Industry Events and Conferences

Attending industry events and conferences is a fantastic way to meet influencers in person. Many YouTube creators participate in these gatherings, offering a great opportunity to network and discuss potential collaborations face-to-face.

These events are not just about panels and keynotes; they’re also about mingling and building relationships. By engaging directly with influencers, you can get a sense of their personality and style, ensuring a good fit for your brand.

5. Grow Your Reach With a YouTube Influencer Marketing Agency

Sometimes, it’s best to leave it to the experts. Hiring a dedicated influencer marketing agency can significantly reduce your workload. These agencies specialize in finding the perfect influencers for your brand, helping you navigate the complexities of influencer marketing.

An agency can suggest suitable influencers, negotiate deals, and streamline the entire process, allowing you to focus on other tasks. This professional approach ensures you get the best fit for your campaign without the hassle of doing it all yourself.

And that’s where we step in.

The Influencer Marketing Factory

Still not convinced? Here’s our client Sallie Mae’s YouTube success story:

Background

We partnered with Sallie Mae to reframe the brand from merely a student loan provider to a trusted educational resource for students. The objective was to build a supportive community where students could access peer-to-peer advice and resources for personal growth, thereby enhancing trust and engagement.

Strategy

The campaign focused on collaborating with influencers known for their engaging “Man-on-the-Street” style content. These influencers visited college campuses across the United States, creating relatable and genuine content by discussing common student anxieties and experiences. The influencers subtly mentioned their sponsorship by Sallie Mae, ensuring the promotion felt natural and authentic.

Outcome

• YouTube Views: Over 1.3 million
• TikTok Views: 166,000+
• Engagement: High levels of interaction and increased brand awareness

Conclusion

The key takeaway from this piece on how to find YouTube influencers is that YouTube is an effective platform to reach a wide audience. However, with so many channels, it can be tough to find the right influencers to work with.

While manual methods such as Google and YouTube searches are viable options for those with ample time, partnering with an agency such as The Influencer Marketing Factory provides a swift and efficient route to identifying the ideal influencers.