Can any brand activate influence on YouTube?

[Dimaeiya333]

A YouTube influencer must be given the green light to find the concept and integrate the sponsor's service or product into the video in the most natural way. It is a three-way effort between the brand, the agency (if there is one) and the content creator to find the concept that works for everyone .

It always takes a little longer to come to an agreement for YouTube than for Instagram, Snapchat or TikTok. We often ask for a script first, to understand the concept, the level of production required and whether the price will cover it. Will the talent hire someone to film and edit, or will they do it themselves? Will we need permission to film in a public place? There is often quite a bit of back and forth about the script with the brand, and the shoot itself can take a day or two. The process is much longer, and that is what justifies the price. It is a very expensive format to produce if you want to have good sound and image quality.

Do you include requirements for snackable content on the other platforms?
When we make a video for YouTube, we often use Instagram stories to draw people's attention to the video and put in as many elements outside of YouTube as possible to draw people to the video. Organically, influencers also want to promote the video, they will make stories or TikToks to use as trailers.

It is often said that YouTube is the television of young people...
It is certainly the television of young people, but not of the real young people. It is the television of 18-30 year olds, but we do not have enough data on whether the younger generation – the TikTok generation – watches enough YouTube to know whether it will continue to attract younger age groups.

Often it is the conceptual videos that people like to watch on TV. We can see in the stories posted by communities, something like UGC, that they make stories saying “look, I’m watching your video”, where it is seen that they are watching it on TV or on a projector. For certain videos from certain creators, the audience will wait until they are comfortable at home, or on the weekend, to watch videos that are qualitative and sought after .


I think everyone can. YouTube is the network that is ahead of video. Video is vp safety email database the most important content format today . If the brand is well-known and doesn't need to pay for a whole 30 minutes, you can sponsor two or three minutes of a video to introduce a service or a product. Or you can do a roundtable video concept of a whole 45 minutes. There are different concepts that can be adapted to any brand and needs.

What trends to watch on YouTube this year?
Keep an eye on shorts . Shorts may take a few months or even a few years to become established in influencer marketing. There are content creators who make shorts organically, but it will be some time before there are collaborations because it is not yet a reflection of the industry to offer shorts on influencer marketing.

There is also a lot of talk and news surrounding podcasts , which are also long-form and have strong ties to YouTube. Podcasts started to take off in 2022 and will surely be present in 2023 and may influence the resurgence of YouTube. Many podcasters and influencers make podcasts that are exclusive to Spotify, but they record some episodes and post them on YouTube, where they get a lot of views.

Will creator monetization have any impact?
Absolutely. Monetization on TikTok has been a big business. More and more creators are trying to qualify [for the platforms' monetization programs]. More and more influencers are more selective with their collaborations because they are less dependent on paid collaborations. It means that we will gain authenticity in partnerships. The YouTube creator monetization program for Shorts can only be favorable because it will be a source of remuneration for content creators . It is a virtuous circle.