Joona Haatainen

12.6.2021

YouTube influencer marketing is the most effective way to influence the purchase behavior of young adults

Audiovisual content has, throughout history, been the most effective means of capturing consumer attention. Trootsday reflects on one of the most essential forms of the genre, YouTube influencer marketing, as well as the influence of commercial collaborations on consumer behavior.Despite the explosive number of paid collaborations on social media channels, they are still viewed very positively. According to the recent survey by Troot and OMD, 85% of 15- to 35-year-olds regard paid collaborations on YouTube, Instagram and blogs with a positive or neutral attitude.While the take on influencer marketing is predominantly positive, negative perception has grown by a few percent on all social media channels. In order to avoid negative reaction, it’s worthwhile for an advertiser to invest in the quality of creative implementation. It is also important to pay attention that collaborations are optimized with respect to the audience relationship of the influencer.

The measurability of YouTube

Of all the social media channels, YouTube has by far the most influence on purchase decisions of young adults. More than half (56%) of the respondents of the survey noted that YouTube was the most effective channel to influence their buying behavior. For Instagram Stories, the corresponding figure is 7%.However, influencer marketing on YouTube has its own challenges, one of which is measuring direct purchase impact. Content has an average clickthrough rate of 2%. Nonetheless, YouTube is a very effective channel for influencer marketing, especially for brand marketing. To maximize audience engagement with a brand's e-commerce site or content, tactical advertising, such as Display or Google Shopping ads, can be combined to the campaign.

Plan multi-channel

Despite its effectiveness, YouTube is not the only right solution for influencer marketing. The key to success is a multi-channel influencer strategy, derived from the marketing strategy, that takes into account the distribution channels and content themes relevant to the advertiser’s target audience. For example, Instagram is an agile way to quickly build awareness for a new product, and podcasts are an effective channel for catching busy adults in their daily lives.The audience of an influencer often follows suit to other social media channels. Therefore it’s good to consider in the implementation phase, how enough frequency can be built through organic content and other marketing efforts for the audience of the influencer.Check out Troot's study on the influence of paid collaborations on consumer purchase behavior from here! (In Finnish)

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