YouTube videos have a unique advantage over platforms like Instagram and TikTok: they can generate consistent views from search and browsing long after they are uploaded. By collaborating with the right YouTubers, you can create a channel that continuously drives traffic and conversions on autopilot.
So, how do you find the perfect creators for your niche who can effectively reach your target audience? In this article, we will explore nine tried-and-true methods for discovering YouTube influencers, along with tips on how to vet them. Let’s get started!
Knowing Your Target Audience
Before we dive into the methods, it’s crucial to have a clear understanding of your target audience. Identifying your audience will help you make informed choices and ensure that you collaborate with influencers who align with your brand image and revenue goals.
Method 1: Utilize an Influencer Search Tool
One of the most reliable ways to find YouTube influencers is by using an influencer search tool, such as Modash. This powerful platform has a vast database of over 7.5 million creators, including YouTube, TikTok, and Instagram influencers. With Modash, you can apply various filters to find the perfect fit for your brand.
To illustrate how it works, let’s take a look at an example. After starting a trial on Modash, you’ll land in the ‘Discovery’ section, where you can select YouTube as the platform. From there, you can apply filters based on criteria like subscriber count, engagement rate, and topics.
Additionally, you can narrow down your search by considering the audience’s demographics. For instance, you might want to target male audiences in the US. Once you run your search, you’ll receive a list of creators that match your criteria. By clicking on their profiles, you can analyze their performance metrics, top content, audience demographics, and even find their YouTube channel email for future outreach.
Remember to experiment with different filters until you find a few influencers who closely align with your brand. You can try Modash for free with a 14-day trial, and no credit card is required.
Method 2: Search on Google
Google is an excellent resource for finding YouTube influencers. Although this method can be time-consuming, it’s straightforward and doesn’t cost anything. To optimize your search, be as specific as possible by including relevant keywords, such as the platform (YouTube) and specific niches or locations. You’ll likely come across pre-curated lists that closely match your requirements. For example, you could search for “Serbian YouTube influencers.”
Don’t forget to explore the “Video” tab and browse through the top videos to discover relevant influencers and channels. Using modifiers like country and niche will help you avoid irrelevant results.
Method 3: Search on YouTube
Another free and effective approach is to search directly on YouTube. Here are three top ways to find YouTubers:
1. Search relevant keywords
If you have an eyelash brand, searching for keywords like “eyelash extensions tutorial” or “best eyelashes for X” will yield results from creators who have produced quality content in these areas. You can also use hashtags to discover highly relevant YouTube creators. Many creators include hashtags in their video descriptions and titles to make their content more discoverable.
2. Use the Trending tab
The Trending tab provides insights into recently popular content and creators who are on the rise. While this may not be ideal for finding very niche creators, it’s worth exploring if your brand aligns with broad categories like Music, Gaming, or Movies.
3. Search YouTube hashtags
Hashtags on YouTube can be a goldmine for finding influencers in specific niches. For example, searching the hashtag #skincare will reveal numerous videos and channels related to skincare. By sifting through these results, you can find influencers whose content and brand identity closely match your brand’s values. Additionally, look out for ad disclosure hashtags like #sponsored, #ad, or #paidpromotion, which indicate influencers who specialize in marketing and advertising products.
A pro tip is to expand your search beyond your niche and explore industries that intersect with your brand. For instance, if you’re marketing luxury hand sanitizer, don’t limit your search to hand sanitizer influencers alone. Consider reaching out to influencers followed by celebrities, public figures, and models who are likely to use such a product.
Method 4: Create a Brand Ambassador Program
Building a brand ambassador program is an effective way to collaborate with influencers who genuinely love your brand. By establishing an ambassador program, you can generate inbound interest from influencers who are enthusiastic about your products. Your program should emphasize the perks of being an ambassador and create a sense of exclusivity to attract relevant influencers.
To increase the visibility of your ambassador program, create a dedicated landing page. Without a landing page, potential influencers may assume you don’t have such a program, resulting in missed opportunities. A prime example of a successful ambassador program is Gymshark’s. Gymshark Athletes, as their brand ambassadors are known, can apply to join, regardless of their follower count. This approach has led to a consistent increase in sales.
Method 5: Find Influencer Lookalikes
If you’ve previously had success collaborating with certain YouTube influencers and want to find more with similar qualities, consider using Modash’s influencer lookalike tool. This feature allows you to find channels that produce similar content and reach similar audiences. By inputting the URL of a channel you’ve successfully collaborated with, Modash will generate a list of lookalike channels. You can further refine your search by applying additional filters like engagement rate, location, and subscriber range.
Method 6: Engage a YouTube Influencer Marketing Agency
If time is limited and you haven’t found the perfect influencers for your brand, consider partnering with a YouTube influencer marketing agency. These specialized agencies can assist you in finding the best influencers based on your requirements. By hiring an agency, you can save time and focus on other aspects of your campaign, knowing that your influencer research is in capable hands. Depending on your goals and budget, an influencer marketing agency can provide comprehensive services, including audience research, influencer matching, content creation and management, ROI tracking, and campaign analysis.
Method 7: Ask for Recommendations
Influencers often collaborate and feature each other in their content. If you find an influencer you’re interested in or have worked with in the past, ask them to recommend other relevant influencers. You can also explore an influencer’s network by checking their videos and content and identifying other influencers with whom they have collaborated.
Method 8: Explore Other Platforms
While your focus may be on finding YouTube influencers, it’s worth exploring different social media platforms to discover the best fit for your brand. Many influencers have a presence on multiple platforms, each with its own dedicated and engaged community. For instance, an influencer may run a successful blog alongside their YouTube channel. By expanding your search to platforms like Instagram, Twitter, and blogs, you can tap into a broader pool of influencers who align with your brand.
Method 9: Check Speaker Lists for Industry Conferences
This method may be less conventional but can be highly effective, especially for B2B companies. Scan the speaker lists for conferences and summits in your industry to find potential collaborators who have a reach within your target audience. Speakers at industry events produce content that is relevant to your business and have already demonstrated their ability to engage with your desired audience. While reaching out to these speakers doesn’t guarantee collaboration, it expands your potential influencer pool and diversifies your options.
Evaluating YouTube Influencers
Once you have discovered potential influencers, it’s essential to evaluate them before finalizing any collaborations. Finding influencers with a large following is not enough; their values must align with your brand. Here are some factors to consider during the vetting process:
1. Quality and Engaging Content
Before proceeding with a collaboration, explore the content created by potential influencers. Review their social media feeds across all platforms to grasp their brand identity and the values they embody. Do their posts encourage meaningful conversations within your target demographic? How engaged is their audience? Look for influencers who actively interact with their followers and respond to comments.
2. Credibility and Expertise
Influencers must demonstrate credibility and expertise in their respective industries. Assess their authority on topics that matter to your brand. Do their posts and comments reveal a deep understanding of the subject matter? Seek influencers who can provide informed and valuable insights to their audience.
3. Relevance to Your Target Audience
The influencers you choose should have the ability to genuinely reach your target market. Your goal is to expose your brand to individuals who are interested in your products or services. To evaluate audience relevance quantitatively, use Modash’s influencer analytics tool. It provides key metrics such as audience location, demographics, and growth rate.
Qualitatively, examine the interactions in the comments section. If the majority of comments are negative or mocking, it may indicate that the influencer fails to understand their audience’s preferences.
Remember, finding the right influencers is just the beginning. To ensure a successful collaboration, explore our in-depth guide on managing the recruitment process. Additionally, sign up for Modash’s influencer marketing platform to simplify influencer management and monitor campaign analytics seamlessly.
By following these nine proven methods and evaluating influencers with careful consideration, you’ll be well-equipped to find the perfect YouTube influencers for your brand. Good luck with your influencer marketing efforts!