How to convince your boss to invest in YouTube marketing
So you believe YouTube marketing is a great opportunity for your business, but your boss is more sceptical.
Here’s how to convince them, it’s worth the investment.
One stopping point for your boss might be a lack of understanding about the power of YouTube.
After all, it’s just teenagers churning out stories about their lives to a dozen or so friends right?
So start your pitch with a few facts:
YouTube is the second largest search engine after Google.
It has more than a billion users, almost a third of all people on the internet.
You can watch YouTube in more than 75 different languages, covering 95 per cent of the internet population.
The 10 highest paid YouTubers in 2016 made a collective $70 million.
So it’s a big deal! In terms of reach, scalability (internationally) and profitability.
Now you should have their attention, but would it work for your business?
Why your company on YouTube?
This ties in strongly with the identity of your target customer, and whether they are watching YouTube.
While YouTube is used by all age groups, it is a particularly effective at targeting the notoriously hard to reach millennials and generation z.
According to eMarketer.com 54 per cent of 18 to 34 year olds visit YouTube at least once per day, which makes it the third most popular social media platform.
This demographic is also known for their distrust of mainstream media and use of ad-blocking software, so YouTube provides a medium to capture this difficult group.
Steadily the definition of ‘celebrity’ for these generations is being redefined to include those with niche experts on YouTube.
These experts — influencers — built their audience by featuring products/apps/brands of interest to them.
What your strategy should be to scale your budget?
So now they know YouTube is a place to be, and your target customers are watching.
But how can you use YouTube to your best advantage? Is it a viable, scalable marketing channel?
For this, you need to present a strategy — test, measure, optimise.
The first part of the strategy is to hire influencers who qualitatively and objectively match your goals with influencer marketing.
It should not be difficult to track down this test group of influencers with a few keyword searches on YouTube, or by hiring a platform/agency to find and recruit the best influencers for your campaign.
Using a platform/agency, such as Sponsokit, will also make calculating your return on investment much easier because they will be able to access data metrics you might otherwise struggle to.
Once you have got the proof you need from the test that influencer marketing on YouTube offers a good opportunity for your brand/product/app, you can scale by rehiring the influencers who worked best, testing new influencers and increasing the volume of sponsored content.
If YouTube influencer marketing works, it has long-term potential as a legitimate marketing channel.