YouTube is rapidly becoming a significant force for influencer marketing. It has been something of a sleeper until recently – perhaps because it was not traditionally thought of as a social network, in the same way as Facebook, Instagram, or Twitter. This meant that platforms were slower to include YouTube in their tools and agencies less likely to offer YouTube in their influencer marketing offerings.
But that has now changed. There are now many YouTubers happy to take on the mantle of influencer, and quite a few tools available to help brands find suitable influencers.
我们创建了一个信息图突出显示YouTube影响者营销，特别着重于理解YouTube影响者的营销测量。金博宝188备用网址
Understanding YouTube Influencer Marketing Measurement:
- 60% Of People Prefer Online Video Platforms to Live TV
- 青少年在YouTube上花费了37％的日常视频消费，观看Netflix的37％
- Over 90% Of 18-44-Year-Old Americans Watch Videos on YouTube
- 5 Billion YouTube Videos Are Watched Every Day
- 有影响力金博宝188备用网址的营销行业在2019年价值80亿美元，预计到2022年价值高达150亿美元
- 70％的青少年YouTube订阅者说，他们与YouTube创作者相比，与传统名人有关
- 37％的营销人员不确定如何设定目标并衡量影响者营销金博宝188备用网址
- Influencer Marketing and Video Make a Perfect Match
- 衡量YouTube影响者营销金博宝188备用网址
- 大多数营销人员视而不见，占YouTube影响者营销活动所产生的转化的75％金博宝188备用网址
- YouTube Influencer Marketing Drives 2-5X More Traffic Directly to Brand Sites than Previously Measured
- Infographic
60% Of People Prefer Online Video Platforms to Live TV
Source:showheroes.com
The world is changing, and there is now a marked difference between the generations. "OK Boomer" has become the in-saying when the young want to dismiss condescending attitudes of older people. In many ways, Millennials and Generation Z may as well live in a different world to their elders, particularly the Baby Boomers.
这很明显的一种方式是，与长者相比，年轻一代观看视频的方式有所不同。尽管婴儿潮一代（和X世代在一定程度上）仍然很乐意在预定的时间观看广播电视，但这并不是千禧一代和Z世代的方式。他们更喜欢控制自己观看的内容以及观看时。最重要的是，他们将竭尽所能避免传统的电视广告。
It should be no surprise to learn that 60% of people prefer online video platforms compared to live TV. And much to the chagrin of television networks around the world, that figure is only going to grow as today’s Generation Z becomes tomorrow’s parents.
青少年在YouTube上花费了37％的日常视频消费，观看Netflix的37％
Source:MediaPost.com
The significant increase in online video has tended to take two main paths. Today's teens spend part of their time watching video streaming of movies and television programs, and the rest of their time watching unstructured video on platforms where people can easily make and upload their own clips.
At the moment, the two big winners are the long-established leaders in each field, Netflix and YouTube. Currently, teens spend 37% of their daily video consumption on YouTube and 35% viewing Netflix.
YouTube在可预见的未来几乎不用担心。尽管在Twitch和Mixer等利基现场流媒体平台上的受欢迎程度以及Tiktok在青少年中流行的迅速增长，188滚球地址但YouTube仍然占据着按需的“业余”制作视频平台。
Life is somewhat harder for Netflix, however. Sure, the professional video streaming marketing is growing at a rapid rate - but Netflix can no longer dominate this market. This market has begun to fragment, as other broadcasters have noticed the shift, building their own platforms, and shiting their content to them. It will be interesting to see whether the arrival of Disney +, Apple +, and the rest have a significant impact on Netflix's current dominance.
No matter which company wins the streaming wars, one thing is clear. Traditional broadcast television is unpopular with the younger generations who prefer to choose what they watch, rather than rely on the whims of schedulers.
Over 90% Of 18-44-Year-Old Americans Watch Videos on YouTube
As we said above, Generation Z and Millenials love YouTube. They like to control the content they watch, hate ads, and the more creative choose to make and share videos as personal creativity. YouTube has been a revolution to the tastes of today’s youth.
Of course, the 18-44-year-old age span doesn't restrict itself to just the young. The upper end of that age range is firmly Generation X, who were the first generation to use computers for recreation on a large-scale basis (sorry Baby Boomer Pacman addicts). Youtube has become almost as much a part of the typical American's culture as Thanksgiving and pumpkin pie.
The fact that over 90% of 18-44-Year-Old Americans watch videos on YouTube shows just how widespread the practice is today. It has become so established that schools set watching videos on it as homework. Many people watch YouTube videos on their daily commute.
Yet the first YouTube video, “Me at the Zoo” was only uploaded to YouTube in April 2005. Its popularity has skyrocketed in a relatively short time.
5 Billion YouTube Videos Are Watched Every Day
Indeed YouTube usage has grown phenomenally. So many people watch it now that they view an astounding 5 billion videos every day.
Source:dustinstout.com
我们最受欢迎的帖子之一是我们的清单有史以来观看最多的YouTube视频中有20个, which we regularly update. As that list shows, the top videos have an extraordinary number of views. At the moment, the most viewed video isDespacito路易斯·丰西·英尺。自2017年1月在YouTube上首次亮相以来，全球65.4亿人已经观看了该剪辑。
也许在此顶级视频列表中最奇怪的条目是俄罗斯儿童计划的一集，Mahsa and the Bear，在一个非正式的YouTube频道上，人们已经观看了迄今为止41.7亿次。这表明YouTube是一种真正的全球现象。
有影响力金博宝188备用网址的营销行业在2019年价值80亿美元，预计到2022年价值高达150亿美元
Just as YouTube has become a phenomenon in recent years, so has the whole concept of influencer marketing. The influencer marketing industry is estimated to be worth $8 billion in 2019 and predicted to grow to $15 billion by 2022.
Source:mediakix.com
显然，我们定期在The The The The The The The金博宝188备用网址 The The Tragencer Marketing Hub上写有关影响者的营销。我们看到了几年前有影响力的营销的潜力，并于201金博宝188备用网址6年建立了我们的网站，现在已经写了几乎关于该主题的各个方面的文章。我们也自豪地组织了有关影响者营销的会议和课程。金博宝188备用网址
我们之所以这样做，是因为我们对这个主题充满热情，并可以理解它对参与其中的品牌产生的影响。
我们知道有些人谴责所谓的影响rs online, suggesting that they are just in it for free products and infamy. These people misunderstand what influencers are. Influencers are the thought leaders who dominate the online discussions on virtually any topic. Influencer marketing involves brands working with these experts to promote their products. It doesn't mean brands working with Kardashian-wannabes wanting glory. Sure, some socialites (including the Kardashians) genuinely influence people. But most influencers aren't socialites demanding freebies.
70％的青少年YouTube订阅者说，他们与YouTube创作者相比，与传统名人有关
在某些方面，YouTube创作者是有影响力的营销的被遗忘的人。金博宝188备用网址这并不意味着他们没有很多追随者或缺乏影响力；的确，事实非常偏向那个论点。不，直到最近的问题是，YouTube与许多人对社交媒体的看法不同。
We tend to think of influencers as being the thought leaders of Instagram or Facebook (although some people still confuse the termscelebritiesand影响者). People often forget YouTube, because its users don't share one-off posts, as such. Instead, they operate channels and regularly upload videos to these channels.
But as we have seen above, some YouTubers enjoy phenomenal success. They have many fans who religiously watch their videos and subscribe to their channels. And each channel tends to specialize in particular types of videos that correspond well with the same niches that people have influence over on Instagram and Facebook.
Also, as we have mentioned, the bulk of today’s teenagers spend more than a third of their video-watching time on YouTube. In many cases, these teenagers have preferred channels that they return to each day or week looking for new content. They look up to these broadcasters as their superstars. They talk about their favorite YouTubers in the playground, rather than television stars on channels they don't watch. It should surprise nobody that 70% of teenage YouTube subscribers feel they relate to YouTube creators more than traditional celebrities – these are people the teenagers choose to watch.
37％的营销人员不确定如何设定目标并衡量影响者营销金博宝188备用网址
One area where influencer marketing has been slow to standardize is how to measure your ROI. In fact, 37% of marketers are not sure how to set goals and measure results when influencer marketing.
这is partly because the intelligent marketer has traditionally used influencer marketing. They don't rely on a one-size-fits-all measure to determine an ROI. Instead, they adapt their measurement of influencer marketing results to a firm's goals.
You can’t successfully participate in influencer marketing without first setting goals for your campaign. There has to be a “why?” Why do you wish to undertake this campaign? And each "why" will need a different way to measure the result. Are you trying to increase website visits – then use your Social page visits from your Google Analytics as a measure. Are you looking to increase engagement – keep a close eye on Comments, Likes, and Shares. Perhaps you wan to use influencer marketing to lead to increased sales for an online website – in that case, look for referrals from your influencers' web pages (YouTube channels) to your shopping site, matched by increased sales there.
Clearly, however, there are still marketers that have yet to understand this different approach to measuring results.
Influencer Marketing and Video Make a Perfect Match
“YouTube Influencer Marketing combines the power of influencer storytelling with the scale of video -- a recipe that’s impactful for brands with a story that’s worth telling.” - Bradley Hoos, CGO of The Outloud Group, a full-service influencer marketing agency.
老一辈很容易低估领先的YouTube频道的影响。如今，许多人以长者看电影明星和顶级电视才华的方式来看YouTube超级巨星。
The more traditional social networks understand the power of video too. That’s why Facebook, Instagram, and Twitter showcase the short videos that people share. And don't forget, video combines the senses of sight and sound to make a doubled impact on an audience.
But these other networks generally limit themselves to short videos – highlights reels, quick gags, or a focus on a single point. YouTube looks at the bigger picture. Brands with a longer, or unique story to tell thrive with YouTube influencer marketing.
“凭借YouTube，创造力获胜。”-Jenny Quigley-Jones，英国数字声音董事总经理
衡量YouTube影响者营销金博宝188备用网址
当前，YouTube影响者营销通常是通金博宝188备用网址过像其他数字渠道（例如其他数字渠道）的最后一次触发归因方法来衡量的。这意味着将转换信用到用户购买的平台。当用户通过虚荣URL，bit.ly或促销代码购买时，信用通常归因于YouTube影响金博宝188备用网址者营销活动。
To test the effectiveness of this common form of measurement, a recent study conducted by The Outloud Group, observed 150,000 users and their response to 158 influencer marketing campaign videos on YouTube.
大多数营销人员视而不见，占YouTube影响者营销活动所产生的转化的75％金博宝188备用网址
The Outloud Group’s study found that for every 1 attributable conversion that a marketer could track through a bit.ly, vanity URL, or promo code, 3 more conversions resulted from the user going directly to the brand’s site, searching for the brand’s site on a search engine and then purchasing, or purchasing through third-party marketplaces such as Amazon, Target, or Best Buy.
这means that most marketers are blind to 75% of conversions resulting from their YouTube influencer marketing campaigns, grossly underestimating its effects.
YouTube Influencer Marketing Drives 2-5X More Traffic Directly to Brand Sites than Previously Measured
该研究还发现，YouTube影响者营销的证据直接吸引了2-5倍的品牌网站流量，而不是以金博宝188备用网址前所测量。之所以存在，是因为销售周期较长的行业的品牌通常在转换之前与品牌相对于品牌的较短考虑时期的会话数量更高。
当您在YouTube上运行影响者的营销活金博宝188备用网址动时，重要的是要了解其价值，以便您可以通过其他渠道适当地利用它。
Infographic
