HOW TO PARTNER WITH YOUTUBERS

Influencer marketing gets a lot of interest from marketers and hype from the general public these days. And no surprise Carat found that collaborations with YouTube creators are more effective than traditional celebrity sponsorships. The Celebrity sponsorship rules and best practices brands used to for decades don’t necessarily apply when partnering with a YouTube creator.

RULE 1: LETTING GO OF CONTROL

Brita found that the key to success was all about letting go of control. “It didn’t make sense to try and apply the rules of TV to YouTube,” said David Kargas, director of marketing communications at Clorox.

L’Oréal—a company whose history is fueled with celebrity endorsements—knew that if it was going to connect with a younger demographic, it had to think outside the celebrity sponsorships. “Young people today increasingly relate to influencers who look and sound like they do,” said Axel Adida, global digital chief operating officer at L’Oréal.



To know the other most important rules when partnering with Youtubers, please contact us. We offer influencer marketing training sessions or help you run your campaigns with Youtubers.

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