Due to its popularity and widespread use among the population for almost 20 years, YouTube is considered a perfect platform for influencer marketing. It works like a massive television with billions of channels, categorized by genres, where you can leverage the reach of their posts and the loyalty of their followers to reach and connect with new audiences. In this article, we will present you with a guide on how to create a YouTube campaign once we have chosen the influencer that we need.
Step 1: Identify your target audience and set campaign objectives
The first step in organizing a YouTube influencer marketing campaign is to identify your target audience. Who are your ideal customers and what type of content do they consume on YouTube? Understanding your audience will allow you to choose the right influencer whose subscribers are relevant to your brand.
In addition, it is essential to set clear objectives for your campaign, whether it is to increase brand visibility, generate sales, promote a specific product/service, or enhance brand awareness.
Step 2: Allocate a budget for the collaboration
After identifying your target audience and setting campaign objectives, it's important to plan the budget for the collaboration with the YouTube influencer. This includes determining the influencer's monetary compensation, costs associated with content production, as well as any additional expenses that may arise from the collaboration.
While it's common to agree on a fixed payment for the content, some companies related to digital products may offer an additional or variable payment based on the number of installations, downloads, or purchases that can be made from the links or discount codes assigned to the influencer.
Step 3: Prepare the content strategy; long videos, short videos (Shorts) or live streams
The next step is to prepare the content strategy in collaboration with the YouTube influencer. This involves defining what type of content will be created: long videos, short videos (Shorts) or live streams. The format you choose will depend on the objectives you have set, the audience your brand has, and the budget you have allocated.
It's important to ensure that the content is authentic and aligned with the identity and values of your brand, as well as the style and tone of the influencer. We also recommend giving creative freedom to the influencer to introduce your brand or product to their audience with language that sounds natural, making the video fit their personality and way of expressing themselves.
Step 4: Sign and send the necessary documentation
Once you have agreed on the terms of the collaboration with the influencer, it is crucial to sign a contract that clearly establishes the conditions of the campaign. This includes delivery deadlines, financial compensation, content to be published, calls to action, and other details that you consider essential to avoid misunderstandings
Furthermore, it is important to provide a small document or briefing to the influencer that includes, in a brief and direct manner, the most relevant information to mention about your brand, products / services, as well as the creative approach of the content and any links or hashtags that must be used.
Step 5: Campaign tracking and measurement of results
Once the campaign is on, it is essential to constantly monitor it. This involves tracking the performance of the videos in terms of views, likes, comments, and conversions. Maintaining an open and transparent communication with the influencer, providing feedback and support for their work. Additionally, it is important to measure the impact of the campaign in relation to your established objectives. This will allow you to evaluate the effectiveness of the collaboration, which will help you make the necessary changes and improvements to maximize results in your next campaign.
Step 6: Build a long-term relationship with the influencer
Once the campaign has concluded, it's important to build a long-term relationship with the influencer. If the collaboration has brought in the results you were expecting, consider the possibility of establishing an ongoing relationship with the influencer for future campaigns or collaborations. You can also offer additional incentives such as gifts or bonuses (through referral systems, for example) to strengthen the brand-influencer connection and ensure a fruitful long-term partnership.
Carrying out an influencer marketing campaign on YouTube can be a powerful way to raise awareness for your brand and reach your target audience. However, it's essential to identify your target audience and set clear objectives, plan your budget, prepare a content strategy, sign and provide the necessary documentation, monitor and measure campaign results, as well as building a long-term relationship with the influencer. With careful planning and effective collaboration with the influencer, you can execute a successful influencer marketing campaign on YouTube.
If you need help in this process, don't hesitate to contact us! L3tcraft has more than 10 years' experience as an specialized Influencer Marketing Agency. We are here to help you create strategies, select influencers and manage campaigns! 😉