Since its inception in 2005, YouTube has grown into a powerhouse of content. Millions of people across the globe use the platform as a main source of income, and it continues to expand and improve with each passing month. Everyone, from the smallest to the biggest creators, knows how much revenue and reach a popular YouTube channel is capable of bringing. So, it’s no wonder that so many upcoming business owners turn to this video-sharing service for potential success.
Now, as an entrepreneur yourself, you naturally want to know all of the trade secrets, the biggest one being “how can I use YouTube to reach new potential clients?” Well, the most common first answer you’ll get is YouTube influencers. These individuals use their clout and presence on the platform to attract new faces to a particular brand or service. In other words, they are perfect for what you need.
But not every influencer fits all niches. For instance, a video game streamer will probably not attract too many woodworkers or carpenters to a channel related to woodworking tools. So, another question arises: where can you find the best YouTube influencers to help expand your brand?
Well, here is a handy list of methods that will help you get started.
Hashtags are usually associated with Twitter, but their use has increased across social media over the years. Nowadays, you can use hashtags on Instagram, Facebook, TikTok, and even YouTube. In fact, by clicking on a few of your favorite YouTubers’ content, you can see some of those hashtags in the video descriptions.
If you want to find influencers using hashtags on YouTube, try focusing on your particular niche. For example, if you sell or manufacture plumbing products, type #plumbing in YouTube’s search bar. Next, parse through the videos and compare the views. You should be able to find channels with large followings that focus specifically on plumbing in one way or another.
Finding influencers on Google will take a little longer, considering the sheer scope of the search. Therefore, you will want to narrow the parameters down as much as possible.
One method that tends to work is simply typing the name of your niche and then adding “influencer” or “YouTuber” after it. A few examples include “arts & crafts influencer” or “sportswear YouTuber.” Browse through the first few pages of results since they will usually provide the most popular and searchable names. However, don’t be vague with your terms. Be as specific as possible with each item you type in, and you’re bound to get exactly what you need.
Sometimes, you need to focus on what’s current and hip on YouTube. In other words, you may want to delve into the Explore tab and see what the algorithm favors on that particular day.
By far, the most useful bit of the Explore section is the Trending tab. The videos you’ll find there are the freshest possible, and you may want to strike the proverbial iron while it’s hot. But don’t just pick anyone. Popular videos that peak today may not be long-term successes. An influencer is someone who consistently puts out content that gets clicks. Therefore, once you see the Trending video, explore that user’s channel and check how popular and widespread they are. Then make your move.
Obviously, simply googling and searching on YouTube won’t be enough. So, don’t limit yourself to just those platforms. Instead, embrace the power of social media and seek out influencers on other pages.
Twitter, Facebook, and Instagram are good places to start since they also offer hashtag searches. In fact, you can even find groups specifically related to finding influencers on these platforms. TikTok is also a decent option, especially if you’re aiming for younger crowds.
If you’re still having trouble finding a good influencer for your business, automated platforms have got you covered. The 2020s saw a rise in different influencer databases such as Grin, Upfluence, Modash, and Influencity. These platforms often help users sift through millions of influencers based on different parameters, such as demographics, views, subscriber counts, upload rates, types of videos, etc. Depending on what kind of platform you use, you can find the influencers you need in no time. However, make sure that the platform you use is legitimate. You can do that by going over user reviews and ratings online.
While there are some influencers that are willing to work on collab videos solely for content sharing, most will simply do paid promotions. This fact works to your advantage; all you have to do is look for their previous engagements, and you’ve got yourself the perfect influencer for your niche.
For example, let’s say that you manufacture or sell computer headsets. In order to find the perfect match among influencers, simply head on over to YouTube and type “headsets + sponsored” or “headsets + ad.” The most popular ads regarding the niche will almost inevitably have an influencer in them. From there, you can broaden your search by checking what other kinds of ads this particular influencer has done in the past. All in all, you’ll get the chance to work with a content creator whose massive following can provide customers.
If you build it, they will come. Influencers may not always be interested in promoting your brand, but there is a way to not only get them to accept but also keep them long-term. Namely, you can try building a brand ambassador program for your company.
Similar to influencers, brand ambassadors promote goods and services on social media, but there are a few notable differences between the two:
- Influencers don’t necessarily use the product they promote;
- Ambassadors are loyal to the brand and won’t promote the competition;
- Influencers are short-term promoters, while ambassadors are long-term collaborators;
- Ambassadors tend to get free merch or certain perks, while influencers get paid for their work.
Now, a successful ambassador doesn’t need a huge social media following. However, if you manage to snag a popular influencer to vouch for your products or services, their built-in following will steadily grow your brand organically.
When in doubt, you can always ask other people to recommend influencers to you. But who exactly can you ask? Well, try one of these groups:
- Your clients;
- Your business partners;
- The influencers you’ve already worked with.
The key is to get as many influencer recommendations as possible from various sources. Your clients will probably be the safest bet, since you can connect with the content creators they enjoy watching and further cement your client-business relationship. But don’t be afraid to ask your prior influencer collaborators for advice, either. They will know what works in the current market and can connect you to other influencers they network with.
Is there a conference related to your industry coming up? If so, take a look at their list of announced speakers. There are bound to be a few influencers there.
For a brand, getting an influencer to appear at live events is definitely a bonus since these content creators bring in the crowds. Think of it as hiring a celebrity to promote your new line of luxury cars. Also, don’t limit yourself to just the upcoming conferences. Take a look at some of the past ones, but don’t go back past six months or so. After all, an influencer in 2022 may have lost popularity in 2023, and you don’t want to hire someone who won’t get you the results you need.
Like any other industry, influencers often attend special events and webinars that focus on their craft. Therefore, try to get an invitation to one of these events and communicate with the content creators directly. Not only will you find the best fit for your particular niche, but you’ll also get to talk to the influencer in person. In other words, you’ll learn what kind of individual they are, what some of their strong suits may be, and how you click together professionally.