The PR Net Digital Event Recap: Strategies for YouTube Marketing & Creator Collabs
This week, we hosted a conversation on the latest updates and best practices for marketing and creator collaborations on YouTube. We heard from Marie La France, VP of Growth at Billion Dollar Boy, and Lucy Robertson, Head of Brand Marketing at SEEN Connects, about YouTube’s newest features, how to capitalize on the marketing opportunity and the best ways to engage creators on the platform.
The takeaways:
- A good guiding principle for fostering a YouTube audience is to know your why, and strategirze around that
- As it usually is with social, consistency is key, but all content should have a purpose
- While it’s not advised to try to ‘game the system’ or the algorithm, you should use the new tools when they are rolled out as the platform will prioritize that content (i.e. YouTube Shorts). You can also pull from longer videos – since long form content performs well – and have a clip be a Short
- AI is a super helpful tool for helping you find a batch of possible matches, but you need a human to really comb through and identify the best possible candidate(s) – someone from your team/agency/brand side
- Give creators control! That’s what they are great at – creating content – so let them be themselves and never give them a script
- Do give crestors Give a brief with key messaging and important details
- YouTube Analytics provides tons of data (more so than IG or TikTok) so use that information to your advantage
- For global strategies: keep in mind that the UK audience is substantially smaller than the US one by pure geography alone, and numbers/engagement will reflect that (this goes for global markets in general, too)
- YouTube isn't as much of a paid playground as Instagram or TikTok are so consider that when working out your budget
