YouTube Influencer Marketing Agency

YouTube has 2.5 billion active users per month. It’s also the world’s second largest search engine. Increasingly consumers, particularly Gen Z/Gen Alpha, are harder to reach via traditional marketing channels like TV and radio. Instead, they’re spending more time consuming video on YouTube, TikTok, Instagram and Twitch.

Creators and influencers on YouTube tend to have a very engaged and loyal subscriber base. In partnering with them, brands can benefit from incredible reach, but also build trust and credibility.

YouTube advertising can be separated into three categories; branded content production, influencer marketing, and paid social advertising campaigns.

At Goat, we specialise in influencer marketing combined with paid advertising support.

There are a number of ways you can approach influencer partnerships. The influencer can incorporate a brand’s product in their video(s) for a short period of time e.g. a review, tutorial or vlog. The benefit of these types of partnerships is that they feel very natural – they don’t feel like adverts as the brand/product is integrated harmoniously with the rest of the content.

Alternatively, you can have a dedicated advert, in which the influencer creates a video that’s fully centred around the brand/product. While these are more obvious adverts, the benefit is that the brand gets much more exposure in the content.

Finally, livestream ads involve creators going live on YouTube to shout out the brand mid-stream, and YouTube Shorts work similarly to the above examples but just in a short 60-second video.

When combining with paid media, Goat can boost the influencer or brand content to get more eyeballs on it. Placements within paid ads include trueview ads, non-skippable in-stream ads, bumper in-stream ads, overlay ads, display ads and sponsored card ads.

First, we align with you on the goal and purpose of the campaign – what is it that we want to achieve? We’ll then build a strategy that enables us to reach these goals.

Using our proprietary database and additional market research, the Goat team will source influencers based on campaign objectives and desired demographics. Our Campaigns team take full ownership of the influencer management side of the campaign, from agreeing the terms with influencers and organising logistics surrounding content creation, to ensuring the content goes live and managing payments.

Alongside the Campaigns team, our Paid Social team will manage any paid media activations, tracking the campaign from start to finish and ensuring we are on track to meet/supersede the agreed deliverables.

Following the campaign, we will provide our client with a full Post Campaign Analysis Report, providing insights, learnings and recommendations.

Throughout the whole process, you will have a dedicated Account Manager whose role is to oversee the entire account and be your first point of contact.

As an agency, Goat has been running YouTube influencer campaigns since 2015. We have extensive experience on the platform, having run thousands of campaigns for different clients across a variety of regions and verticals.

Absolutely! Goat provides each client with their own dedicated Account Manager whose role is to oversee the entire process and campaign and to be your first point of contact.

The Goat Agency guarantees deliverables for our clients before the start of a campaign. So should we for any reason under deliver based on the agreed KPIs, we will continue to contract more influencers/content until we have met them. This means that our clients know exactly what they’re getting for their budget before committing.

Goat takes full responsibility for campaign execution, from influencer selection to content approval. However, we of course work with our clients to make sure all sides are fully comfortable with the strategy and approach before we begin. We ask you to fill in a briefing form which we can then discuss and use to ensure we’re aligned. We’ll then create an influencer brief that you can review before any outreach begins.

We have built an influencer database with information and data from the thousands of campaigns we’ve run on behalf of clients.

We use this database to quickly identify the influencers we think would be the best fit for a campaign. This could be based on their interests, their audience demographics, their engagement rates, or the types of content they create.

Alongside our own database, our team are constantly seeking out additional influencers, particularly those that are recently emerging or seeing steady growth.

Once we have a wide list, we’ll then hone in to choose the best influencers for this specific campaign.

This will depend entirely on the budget and the objective.

For example, if launching a new product, it may be that the best strategy is to generate as much ‘noise’ as possible over a short period of time in the lead up to launch. On the other hand, a longer term brand building campaign may require months of always-on activity.

We will work with you to determine your goals and agree the best route for success.

TrueView Ads: advertisers only pay for this ad when users watch for at least 30 seconds, watch an entire short video, or interact with an ad in some way e.g. clicking on a call-to-action. TrueView is either found in-stream or discovery (found when searching for videos).

Non-skippable in-stream Ads: This ad type is less popular due to the lack of viewer control, and YouTube has dropped the duration of this format from 30 seconds to 15-20 seconds. This format can be a pre-roll mid-roll and advertisers pay on a CPM basis.

Bumper In-stream Ads: These are non-skippable video ads that play before a viewer’s chosen video and must be less than 6 seconds long. Advertisers pay for this ad type on a CPM basis and most brands use this ad type as part of a larger YouTube advertising campaign.

Overlay Ads: These are banner ads that appear along the bottom of videos, Overlay ads can also be text-based

Display Ads: These ads have been around for a while and appear in the right-hand sidebar above the suggested videos list

Sponsored Card Ads: These ads appear within videos as small CTA popups. A small “i” symbol appears in the upper right-hand corner which viewers can click on. This expands and can showcase products through Google shopping.

YouTube marketing can work for any brand, regardless of size or sector. It’s all about how you use it.

As long as you have a well thought out strategy, you can use YouTube to drive action throughout the whole marketing funnel.

Challenger brands can use it to grow awareness of their products or services. Established brands with already-high recognition can use it to build loyalty, trust and consideration. And all brands can use it to drive conversions in the form of website visits or purchases.

• YouTube is the second most popular platform for influencer marketing. Creators tend to have very loyal subscriber bases, and with the incredible reach you can get on the platform, it’s the perfect place to build awareness and consideration for your brand’s products and services.
• The longer form nature of YouTube videos means that brands can benefit from more in-depth content from creators. This could be in the form of reviews, tutorials, vlogs, challenges… or just incredibly creative, high quality content!
• YouTube has a diverse mix of content styles. Whilst Instagram tends to be more aesthetic and edited, and TikTok more relaxed and unpolished, YouTube sees a real mixture of the two. Depending on the creator you partner with, you could have a piece of content that’s incredibly high production or a very relaxed vlog.
• While YouTube has traditionally been a long-form video content, the introduction of YouTube Shorts in 2020 has opened another avenue of short-form influencer content, similar to that of Reels or TikTok.