Why influencer marketing on YouTube is so effective?
Youtube is the largest video-sharing platform in the world with 1.8 billion users. According to Statista, there are 146 million youtube users in Brazil of which 86% are active users. The average time users spend on the platform is 29 minutes and 37 seconds. The top 5 Youtubers in Brazil are from the Music, Movies & TV, and Entertainment industry.
What makes Youtube influencers special?
In short, it is the way influencers create the content and how users engage with it. Hey, almost forgot! If you still don’t have your free account on Famoso, it is the best time to open one.
4 factors make influencer marketing on Youtube so special.
Long video format
As we mentioned above, the average time a user spends on YouTube is almost 30 minutes. YouTube is actively replacing TV as a channel for watching entertainment shows, news, educational videos, and more. This means that youtube users are ready to spend time watching long videos and ready to focus their attention on the content. The average video watch time on Youtube is 8 minutes. On the other hand, the average watch time on other social media is 10 seconds! Do you see the difference? Youtube influencers are becoming new media celebrities who run their channels spending big budgets on the production and the content. Take for example famous travel shows who generate high-quality video content that can be even used on TV. Now, let’s get back to the influencers and how to collaborate with them. Think about collaboration with influencers on youtube as an advertisement integration on a TV show. They can use your product during the show or can share some tips on how to use it but in both cases, this should be authentic to their main content.
High engagement rate
Without any doubt, video watching time is a huge advantage and it helps Youtube to have the highest engagement rate compared to any other social platform. The average engagement rate on Youtube is 18%, on Instagram, this number is 3%. It is pretty simple to explain such a difference. The longer the user watches the video, the higher the chance they will love it and finally will do some action on it (like, comment, subscribe). Advanced Youtubers usually use various gamification techniques to encourage users to watch the video till the end. This can be a contest with a prize from the brand they are promoting or another form of motivation. Study shows that this type of technique increase engagement and increase conversion towards the product the influencer is promoting.
Loyal audience
It’s an undeniable fact that social media followers are connected to influencers more tightly than to celebrities or superstars. Mostly this happens because of the authenticity and self-projection between the follower and the influencer. “Hey, this girl looks like me, she is doing fun stuff that I can do as well. I wrote a comment and she responded, wow I like her.” – this is what followers usually feel. One of the ways to measure audience loyalty is to measure the retention (returning users). Study shows that retention towards the influencers on Youtube is 17% higher than to other media channels. The highest percentage of returning viewers on youtube is in the gaming industry – 53%. Categories such as blogs, entertainment, and sport also show a high loyalty rate – over 15%. Why is this so? The content published on Youtube is usually made better than on other social platforms. Influencers spend more time and budget on video production to create a video that Youtube users usually expect to see. On the other hand, Instagram or TikTok influencers create short (30 sec.) videos without focusing on content or video production as much as Youtubers do. Conclusion – It is much harder to create a video for Youtube than for other social media platforms.
SEO & Video Recommendations
Youtube is the second most popular search platform in the world, right after Google. And do you know who owns Youtube? right, it is Google. Study shows that 75% of internet users prefer to consume the content by watching the video rather than reading. So, if you want to become visible to your potential clients, you should take Youtube search optimization very seriously. Moreover, there is a strong correlation between having good quality content on Youtube and ranking higher on Google.
To sum up: Youtube is a powerful influencer marketing channel that is still underrated compared to Instagram or TikTok. Most marketers spend their budget on Instagram influencers as they are relatively cheaper. It is a huge mistake, first of all, the cheaper doesn’t mean better, secondly, Youtube has a higher engagement rate which can bring to better conversion, and finally, Youtube delivers organic lifetime growth with its advanced search and suggestion algorithms. We hope you enjoy reading this article. Please share your thought in the comments below, we are happy to hear what you think.
