What sort of “hit rate” should I expect from YouTubers by shipping my products to them?
With more than 11,000 products shipped, our data shows that more than 50% of the YouTube channels to whom you ship product will complete a video featuring your product. We’ve been able to more than quintuple the traditional PR “hit rate” (which sits at around 10%) because our process requires YouTubers to opt in to receive your product, as well as specify what sort of video they intend to create on your behalf. Then, our platform sends YouTube influencers a series of reminder emails to post a video with your product. All of these factors work together drive a significant improvement over traditional media hit rates.
How long does it take to get videos posted?
Videos take 4 to 8 weeks, on average from the time you ship, to the video link is posted.
How many views can I expect to receive?
With nearly 6,000 videos published on behalf of our clients, we have the data to show that the average video receives more than 7,000 views. This varies widely by channel based on total subscribers, the title and topic of the video, and other factors. As long as the videos are live on the web, they will continue to accumulate new views, unlike ads which are removed the moment you stop spending money on the ad.
How can I control the quality of the videos produced by YouTubers?
In our experience, the best approach is to use the listing description area [add screen snap] to describe to YouTubers what sort of content you’re looking for. Be careful not to come across as too heavy handed by demanding too much because you could alienate YouTubers. YouTubers strive to be as authentic as possible because that’s what their audiences want from them. Therefore, it becomes a conflict of interest when a brand tries to exert too much creative control. The YouTubers built their audiences, and know what they like to see. Therefore, we advise brands to use the product brief feature to list any key talking points and/or specific instructions for how to use the product, and let the YouTubers have creative control so that they can create the most compelling piece of content possible, and satisfy their audience, and you, the brand.
What should I include in my Content BLVD product listing?
- A great image of the product
- A catchy title
- A thoughtful description written in casual language, as if you are speaking to a person. In other words, don’t just copy and paste a product description from your product’s eCommerce page.
- Use the product brief to list up to 3 talking points for YouTubers to use to describe to their audiences why your product is unique vs your competitors.
Use the product brief to list up to 3 tips for how YouTubers may get the most value from the product. For example, if your product is a skin cream to fight acne, it might require 3 to 4 weeks of daily usage before one can expect to see results. Include this sort of information in the product brief to inform YouTubers of what they can expect from the product.
I am not receiving enough interest from large YouTube channels with 1 million subscribers or more, why not?
There are a number of reasons why large channels may not choose to be as active as their smaller counterparts. The primary reason is supply/demand. The bigger the channel, the busier the YouTuber, and the more options they’ll have for choosing brands to work with, and the fees they can charge those brands to integrate their products into the channel.
Content BLVD’s database of YouTubers includes some 92,000 YouTube channels of all sizes. Our platform provides three ways to connect with these YouTubers.
First, brands may add a listing to the marketplace, and wait for YouTubers to request their products to feature on their channels. This method will generate a lot of activity in the form of YouTubers requesting to feature your products, but may not result in requests from the bigger channels.
Second, you may use the Search YouTubers feature to filter the database down to specific criteria, and invite specific channels to your product listing by using the Invite button on the bottom of each YouTuber’s mini-profile card.
I sent a few invitations to YouTubers, how come I haven’t heard anything back?
Approximately 10% of the channels you invite via YouTuber search and Recommended YouTuber features, will accept your invitation. If you’ve only invited 4 or 5 influencers, the sample size is simply too small. The best way to take advantage of the invite feature is to invite them to your listing in batches of 10. Some of our more successful brands have invited hundreds of influencers and, as a result, have been able to get their products into the hands of some of the more desireable influencers.
It's important to keep in mind that the more successful the YouTuber, the less likely they are to proactively request your product. Therefore, it's important that you take the time to browse our recommended YouTubers, and personally invite them to feature your product.
Will a YouTuber leave a negative review if he/she doesn’t like my product?
Not every YouTuber will like your product. The upshot is that 99% of the time, those who don’t like your product will choose not to do a video, rather than posting a negative review about your product. Therefore, you should gain as much media exposure as you can by shipping product samples aggressively.
How many influencers should I work with?
As many as possible. There’s no such thing as too much publicity. And at the low subscription prices we charge, it makes sense to be as aggressive as you can be. Your goal should be to work with several hundred YouTubers in order to generate enough of a media splash to make a real difference in your product sales.
On platforms like Famebit, earned media isn’t allowed. Brands pay between $500 and $2,000 per video. Content BLVD, by contrast, exists to help brands gain earned media on YouTube. Since earned media is free, the only expense associated with working with YouTubers on the Content BLVD platform is the flat monthly subscription fee. There’s no fee to work with the YouTubers. We’ve dropped the bottom out of the cost to give small product companies an edge. Our business model allows for small product companies without large advertising budgets to generate a significant amount of publicity at a very low price point.
Case studies show that forward-thinking product companies such as NYX Cosmetics, Anastasia Beverly Hills and Too Faced Cosmetics gained significant market share between 2011 and 2014 by being extremely aggressive with their influencer marketing initiatives. These brands each shipped cases of their product lines to between 700 and 1500 influencers each, and let the influencers create content at will. The amount of earned media they generated was in the tens of millions of dollars, and double digit sales growth was the result.
How do I approach an influencer about becoming a brand ambassador?
There is no one specific way to approach this topic. After identifying a specific influencer that you believe would be a great brand ambassador for your company, you will want to submit an email inquiry regarding a possible partnership with this individual. Before moving forward, most brands prefer to create a contractual agreement wherein you specify what the influencer can and cannot do in regards to representing your brand. This contractual agreement protects both you and the influencer from possible legal issues by specifying the do’s and don’ts at the beginning of the partnership. In addition, you can detail exactly what the influencer is expected to contribute via their platforms on a daily, weekly or monthly basis. It’s best to outline the duties and expectations in a clear yet concise manner so there is no room for confusion. Once the influencer has signed the contract, you can begin your partnership!