14 March 2023 — Merr Fe Painagan
Influencer marketing has become an essential aspect of the brand-building process in today’s digital age. Of the several social media platforms available, YouTube is one of the most successful avenues for influencer marketing. The platform has been a go-to for brands seeking to collaborate with creators long before the Creator Economy was even recognized as an industry.
But as the world of social commerce continues to evolve, YouTube creators have also evolved and grown in many ways. From classic product reviews and tutorials to short-form videos and live streams, YouTube has expanded dramatically over the years.
As the world’s leading video social channel, YouTube primarily offers long-form, horizontally formatted videos. Its popularity has resulted in a considerable reduction in television viewing over the previous decade, making it a major driving force behind the “cut-the-cord” campaign.
Unlike Instagram and TikTok, YouTubers are more proficient in video shooting and editing due to the lack of built-in video editing features in the app. But YouTube isn’t just a place to watch free, engaging videos. The platform’s subscribing and commenting features allow creators and fans to build deeper connections with one another. These connections assist YouTubers in curating online communities and inspiring e-commerce transactions.
Do you want to advertise your company via YouTube influencers? Based on our years of expertise working with the world’s largest video platform, we’ve put up this ultimate guide on YouTube influencer marketing.
A Quick Overview of YouTube Influencer Marketing
When it comes to influencer marketing, YouTube is one of the most effective social media channels in the Philippines. As the world’s leading video social platform, YouTube primarily offers long-form, horizontally formatted videos. It’s so popular that it’s been a driving force behind the “cut-the-cord” movement and has led to significant drops in TV viewership over the last decade.
What sets YouTube influencers apart from their peers on Instagram and TikTok is their exceptional video shooting and editing skills. This is largely due to the fact that the app has very few built-in video editing features, forcing creators to develop their own editing techniques.
But YouTube is more than just a platform for free, engaging videos. Its subscribing and commenting features allow creators and fans to build deeper connections with one another, fostering online communities and driving e-commerce purchases. If you’re a brand looking to harness the power of influencer marketing in the Philippines, partnering with YouTube influencers can help you achieve your goals.
Influencer marketing on YouTube generates leads
In the Philippines, YouTube is a top-performing platform for lead generation through influencer marketing. Collaborating with YouTube creators can lead to increased engagement rates and higher view counts on your brand’s content.
To start a successful collaboration with a YouTuber, consider sending them your product to review or create content around. Including a call to action or a link to your landing page in the video, the description can help drive traffic to your site.
According to Google, YouTube influencer marketing is 70% more effective at reaching teens than traditional celebrity endorsements. This makes Gen Z influencers an excellent choice for YouTube lead generation.
When selecting which influencers to partner with, be sure to choose creators in your niche whose content style aligns with your brand. It’s important to scrutinize their channels to ensure they have genuine engagement and avoid those with mostly sponsored posts, as they may prioritize making money over promoting your brand. With the right approach, YouTube influencer marketing can be a highly effective lead-generation strategy for your brand in the Philippines.
What distinguishes YouTube from other video social platforms?
In the Philippines, YouTube sets itself apart from other video social platforms with its seamless integration with other Google-owned applications like Chrome browser, Android devices, and Google.com. This connectivity offers creators access to a vast audience across numerous professional and lifestyle niches.
YouTube’s short-form video format, Shorts, launched in 2020, adds another dimension to the platform’s increasingly TV-centric strategy. This feature allows creators to experiment with new content formats and attract a younger audience.
As the second-largest search engine worldwide, YouTube offers creators more opportunities for content discovery. Brands that collaborate with YouTubers can increase their visibility and grow their communities through authentic partnerships.
In 2021, eMarketer noted that YouTube is aiming to expand its reach even further by targeting the biggest screen in the home. With its diverse video formats, integration with Google-owned applications, and vast search capabilities, YouTube is a prime platform for brands and creators looking to engage with audiences in the Philippines.
YouTube and horizontally arranged long-form videos
YouTube has been the go-to platform for long-form, horizontally formatted videos that offer free entertainment. Brands that leverage long-form video campaigns consistently see strong returns on investment (ROI) from YouTube. However, YouTube faces competition from other video platforms for other video styles and categories.
Since its launch in 2005, YouTube has expanded to include more streaming options like vertical short-form videos, live events, and paid TV subscriptions, among others. While these features provide creators with more creative outlets, they also put YouTube in direct competition with other video platforms.
When comparing YouTube with other video platforms, Twitch focuses primarily on live streaming, while YouTube Live supports its primary deliverable: long-form video. Twitch boasts a larger streaming audience, making up most of its 140 million active monthly users, while YouTube has over 2 billion active monthly users who prefer traditional, uploaded long-form video.
Instagram’s IGTV is an exclusively vertical media platform that aims to serve smartphone users. While IGTV allows creators to upload horizontal videos, vertical-view videos provide the best user experience. YouTube caters to large TV screens but supports mobile devices and vertically formatted videos.
In 2020, YouTube launched “Shorts” and plans to invest heavily in the platform to challenge TikTok with its own version of short-form, vertical-view videos. TikTok, on the other hand, extended its video time limit to three minutes, allowing for longer content. Instagram’s short-form, vertical video post, IG Reels, has a 30-second limit, while Shorts allows videos up to one minute long.
With the high volume of IG Reels and TikTok creator crossover, many creators are likely to expand onto YouTube Shorts to test the waters. If Shorts becomes more popular in the future, short-form videographers may expand to Shorts, Reels, TikTok, or all three.
List of YouTube Influencer Types and Categories in the Philippines
YouTube Influencer Marketing is a diverse field, with numerous categories and types of content. Vlogging, gaming, product reviews, tutorials, comedy & musical parodies, and YouTube Live are some of the most popular types of YouTube content in the Philippines.
Vlogging or video blogging is the new form of video diary where creators document their daily lives. With its visual content, vlogging provides an endearing way to tell a story and showcase the creator’s personality.
Vloggers in the Philippines usually specialize in lifestyle, travel, beauty, or food. They offer unique, behind-the-scenes looks that inspire viewers to make specific decisions, such as what to buy or where to travel.
Gaming content on YouTube remains immensely popular, with gamers able to live stream their play and reactions on the platform. Brands can use these videos to raise awareness, educate audiences about new gaming equipment, and drive video game or app sales online.
Comedy and musical parodies, on the other hand, are great for building brand awareness, driving website traffic, and more. Quick “how-to” and FAQ videos can help to supplement primary content and engage fan feedback on specific topics and questions, while tutorial videos serve niche audiences and demonstrate high proficiency within their field or industry.
Product unboxing and reviewing YouTube videos are a fantastic way to drive sales, reaching audiences “on the fence” about a particular product and guiding them towards their next purchase. YouTube Live allows creators to host events or live stream video gameplay, and brands can use it to stream with an experiential marketing campaign.
Finally, classic ads are often overlooked as a YouTube video category, but they are far more affordable than TV advertising and can be sponsored through Google or kept on the homepage to increase followers. Brands can partner with influencers to make these ads more compelling and use them at every stage of their marketing funnel.
In the Philippines, using these YouTube influencer categories strategically can help brands to reach wider audiences, increase brand awareness, and drive sales.
Final PopStar Tip:
YouTube creators have evolved and grown in many ways, from classic product reviews and tutorials to short-form videos and live streams. YouTube primarily offers long-form, horizontally formatted videos, and its popularity has resulted in a considerable reduction in television viewing over the previous decade, making it a major driving force behind the “cut-the-cord” campaign.
When it comes to influencer marketing, YouTube is one of the most effective social media channels in the Philippines, generating leads and fostering online communities. Brands that collaborate with YouTubers can increase their visibility and grow their communities through authentic partnerships. YouTube’s diverse video formats, integration with Google-owned applications, and vast search capabilities make it a prime platform for brands and creators looking to engage with audiences in the Philippines.
Send us a message or contact our Team at contact@pop-star.me for more information on how PopStar can help you in your influencer marketing with the help of YouTube influencers.
