How do YouTubers get those brand deals? Why do some YouTubers get selected while others not? How can you get to pitch your channel to a brand and get paid? These and many more questions are answered as we get the inside look from the PR Agency point of view! Komal Parikh is the VP of integrated media at Weber Shandwick, which is a global public relations firm. She deals with brands and influencers and has lots of tips and tricks to share with us.
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For the full show notes, head over to https://vidiq.com/blog/post/how-to-get-paid-brands-youtuber-tubetalk-163.
The New Influencer Marketing: The Consumer Holds the Power
Komal confirms there has been a dramatic shift in marketing over the past few years. And this is where YouTubers can benefit. The power that brands used to hold is starting to change and now consumers really hold the power. They've got access to the internet and all sorts of social media platforms in their back pocket. As brands continue to stay relevant and look to be top of mind to consumers, they're realizing that their tactics need to evolve with these changing trends. Marketing itself, if you break it down into its fundamentals, it's ultimately about engaging with consumers where they naturally gravitate. As people start to shift where they're spending their time, marketers are starting to pick up on that.
Consumers are now spending more time on social media and brands are trying to figure out how to cater to consumers on those platforms. But there's always this tug of way between consumers and brands - consumers don't necessarily want to be marketed to and marketers really want consumers to buy. The shift in marketing is now more of an authentic relationship where brands are trying to give consumers what they need, when they need it, and are trying to make it easy for them to make purchasing decisions, or decisions on what type of services to use. It's about developing a relationship rather than just speaking at somebody.
What Do Brands Look For in YouTuber Influencers?
Komal confirms that it truly depends just because each marketing campaign is so different. The needs of each industry vary, and while influencer marketing is the most common in the CPG, fashion, and retail sectors, there are a lot of industries ranging from banking to B2B companies who are looking to leverage the power of influencers. A lot of them may not know how to do that because influencer marketing is starting to evolve. It's not just about paying customers anymore. It's about relationship building.