7 Steps to find Youtube influencers in 2024 & How to Vet them

April 12, 2024
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12 Min
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Peter Nettesheim
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In the ever-evolving landscape of digital marketing, leveraging YouTube influencers for brand promotion has become an indispensable strategy. Finding the right influencers, however, can be a daunting task. This article outlines a detailed methodology, utilizing various tools including Influencer Hero, Google, social media platforms, Google Trends, Reddit, podcasts, and events, to find top YouTube influencers.

1. Using Influencer Hero

Influencer Hero stands as an all-in-one influencer marketing platform, specifically designed to streamline the process of finding and collaborating with YouTube influencers.
Here’s how to use it:

  • Discover: Utilize its advanced search functionality to find influencers based on niche, location, audience demographics, lookalike, and engagement rates.
  • Analyze: Leverage the platform's analytics to assess the performance and relevance of potential influencers to your brand.
  • Engage: Use Influencer Hero’s built-in influencer CRM system to directly reach out, negotiate with influencers, and manage your influencer marketing campaign.

2. Youtube

Step 1: Use YouTube Search with Specific Keywords

Start by using YouTube’s search function. Input keywords related to your industry, product, or service to find content creators who are already engaging with your target audience. For instance, if you’re in the beauty industry, you might search for “makeup tutorials” or “skincare routines.” Pay attention to the channels that appear consistently in search results, as this indicates both relevance and authority in the subject matter.

Step 2: Analyze Trending Videos and Sections

YouTube’s Trending page showcases videos that are popular globally or in your region, across various categories. Although these trends can be broad, they offer insight into what content is currently engaging a wide audience. Additionally, explore the “Channels” and “Creators on the Rise” sections to discover emerging influencers who are gaining traction.

Step 3: Dive into Channel Analytics

Once you’ve identified potential influencers, visit their channels to conduct a more detailed analysis. Look at:

Subscriber Count:

While not the sole indicator of influence, a high subscriber count suggests a wide reach.

Video Views and Engagement:

Assess the average views per video and read through the comments to gauge audience engagement and sentiment.

Content Quality and Frequency:

High-quality, consistent content is key to maintaining and growing an engaged audience.

Step 4: Explore Related Channels

YouTube recommends related channels on an influencer’s channel page. This feature is invaluable for discovering similar creators who may have a slightly different audience or content focus but still align with your brand.

Step 5: Utilize YouTube Analytics Tools

Consider using third-party YouTube analytics tools like Social Blade or VidIQ. These platforms provide deeper insights into channel performance, growth trends, and engagement metrics, helping you to identify influencers with a strong and active following.

Step 6: Engage with the Community

Engaging directly with YouTube’s community can provide qualitative insights into an influencer’s impact. Participate in comment sections, note how the influencer interacts with their audience, and observe the community's overall vibe. This interaction can reveal a lot about the influencer’s relationship with their audience.

Step 7: Review Past Collaborations

Examine any past brand collaborations the influencer has participated in. This can give you an idea of how they integrate sponsored content and the response from their audience. Look for authenticity and a natural fit between the influencer’s content style and the sponsored products or messages.

Additional Tips for Finding YouTube Influencers:

Watch Time and Audience Retention:

These metrics are crucial for understanding how engaging the content is. YouTube provides these analytics for creators, and some may share them with potential brand partners.

Demographic Match:

Ensure the influencer’s audience demographics align with your target market. Age, location, interests, and gender are key factors to consider. Consider video localization or subtitling to bridge language barriers and enhance audience engagement.

Community and Values:

The influencer’s community should reflect values that align with your brand. This alignment ensures a more authentic and effective partnership.

3. Google Searches

Google is a powerful tool for discovering influencers. Try searching with keywords related to your industry along with terms like “top YouTube influencers” or “YouTube creators in [industry].” Google’s algorithms help by showing websites, news articles, personal websites, and lists that mention relevant influencers.

4. Social Media Platforms

Platforms like Instagram and Twitter are not just for socializing; they’re treasure troves for finding influencers. Look for hashtags related to your industry or products and see who’s posting about them. Influencers often cross-promote their YouTube content on these platforms.

5. Google Trends

Google Trends offers insights into what’s currently popular. By analyzing trending topics related to your niche, you can identify YouTube creators who are discussing these topics and thereby hold a significant influence.

6. Reddit

Reddit, with its community-centric approach, offers a unique way to find influencers:

Subreddits:

Participate in or monitor discussions in subreddits related to your niche. Influential community members often share valuable insights and recommendations.

AMAs:

Look for Ask Me Anything (AMA) sessions with influencers. These can provide direct interactions and insights into their influence and audience engagement.

Hashtags:

Leverage the platform's vast network of communities by searching for specific hashtags related to your industry or the type of content you're interested in. For example, if you're looking for beauty influencers, you might explore subreddits like r/Beauty, r/MakeupAddiction, or r/SkincareAddiction and look for discussions where users mention YouTube creators or share their videos. You can search for hashtags such as #beautyyoutuber, #makeuptutorials, or #skincareguru within these communities. By following these threads and observing which YouTube influencers are frequently discussed or recommended, you can identify potential collaborators who are popular and respected within the Reddit community.

7. Instagram

Instagram is invaluable for discovering YouTube influencers:

Bio Links:

Many influencers link their YouTube channels in their bios. This direct link can help you find their YouTube presence quickly.

Stories and IG Reels:

Influencers often promote their YouTube content on Instagram Stories and IG Reels. Keep an eye out for mentions and links.

Key Metrics to Keep in Mind When assessing influencers

Engagement Rate

The percentage of the influencer’s audience that interacts with their content. Higher rates indicate a more engaged and responsive audience.

Audience Demographics

Ensure the influencer’s audience matches your target market in terms of age, location, and interests.

Content Quality and Relevance

The influencer’s content should align with your brand values and appeal to your target audience.

Conclusion: Optimizing Your Strategy for Finding YouTube Influencers

Finding the right YouTube influencers involves a comprehensive and multifaceted approach, where platforms such as Influencer Hero play a crucial role in streamlining the discovery and analysis process. It's essential for brands to engage in diligent research and utilize robust analytics to evaluate potential influencers. By carefully considering key metrics, understanding the costs involved, and assessing the authenticity of influencers, brands can establish meaningful partnerships that not only enhance engagement but also drive substantial growth. This strategic approach ensures that collaborations are both effective and aligned with the brand’s marketing objectives.

FAQs
How do I start the search to find YouTube influencers for my brand?
What metrics should I consider when trying to find YouTube influencers?
Can I use YouTube’s features to find influencers related to my niche?
How important is community engagement for finding the right YouTube influencers?
How can I assess past brand collaborations to find YouTube influencers suitable for my brand?

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