Dos and Don’ts for YouTube Sponsorships
YouTube sponsorships are an effective way to spread the word, to promote a brand and to pitch a product or service. Influencers wield a great deal of sway over their followers. If you can identify the right influencers and create effective content, then there is absolutely no reason why you should not succeed with YouTube sponsorships. However, there are also common mistakes that you must avoid at all times. Here is a brief list of the dos and don’ts for YouTube sponsorships.
What you ‘Should Do’ with YouTube Sponsorships?
The first step is to identify the experts in your niche. YouTube is unlike Instagram. For the latter, you can easily find influencers with a substantial following and get them onboard for a shoutout. On YouTube, people subscribe to those channels that are considered subject matter experts in their niche. For instance, only an avid gamer with encyclopedic knowledge about popular games and firsthand experience of having played them can have a large following of fellow gamers. The same is true for distinct niches such as health, fitness, skincare, fashion, movies, and every other major category. Do not sponsor users, influencers or channels that have no history of dealing with the products or services that you sell.
Prioritize micro and macro influencers. It is easy to be tempted to get someone with millions of subscribers onboard for an endorsement, or perhaps a positive review. Such an influencer will charge a lot of money, and the endorsement may not play out as expected. Instead, sign up several micro and macro influencers, those who have thousands of subscribers but are more engaged and bonded with their audiences. These influencers have much more impact on their subscribers.
Always emphasize on uniqueness. A company should not opt for any type of homogenous content for all its YouTube sponsorships. Every channel or influencer has its own distinctness. This should not be altered. The content produced, either by the company or the channel itself, should be unique and complementary for the profile of the influencer.
What you ‘Should Not Do’ with YouTube Sponsorships?
No company should use blatant endorsements, unless it already has a bestselling product or service. If a product has already been endorsed by many on social media, and offline, then some YouTube sponsorships can focus on how amazingly superior the brand is. If a company is not well known and its product or service does not have many takers, then the endorsement should be realistic. Blowing the praise out of proportion, or unfounded paeans, do not augur well for YouTube sponsorships.
Subscribers, or followers, are not readily vulnerable to blind faith. The YouTube community, in general, is so vibrant and interactive that there is no room for unflinching loyalty. There is a lot of competition too. Channels and content creators get called out more often than frequent, at times by their own subscribers. Any sponsored content on YouTube should appreciate the independent thinking and assessment of the target audience. The content should be produced and presented accordingly.