YouTube Influencer Marketing: A Complete Guide for DTC Brands Ft. Jake Kitchiner

Why YouTube Matters in Your Influencer Strategy

While Instagram and TikTok dominate much of the influencer marketing conversation (with approximately 87% of influencers preferring Instagram and 69% of brands using TikTok), neglecting YouTube as part of your strategy means missing out on a massive opportunity. Consider these facts:

• YouTube is the #1 streaming platform in the United States, surpassing even Netflix
• The platform boasts over 1 billion monthly podcast listeners
• YouTube functions as the world's second-largest search engine
• YouTube builds some of the strongest, most loyal creator communities online

We recently hosted a session featuring Jake Kitchiner (Founder of ChannelCrawler - A YouTube Influencer Search Tool), during which we discussed the unique dynamics of YouTube as a platform for influencer marketing. As Jake explains, "YouTube is a very different animal" compared to other social platforms.

While Instagram and TikTok excel at creating viral moments and quick engagement, YouTube is better for building long-term relationships between creators and their audiences. This distinction is crucial for brands looking to invest in sustained influence and deeper connections through creator partnerships.

If you want to see the full session, check out this video:

How YouTube Differs from Instagram and TikTok

1 — Content Longevity

One of YouTube’s biggest advantages is how long videos stay relevant. While Instagram Stories vanish in 24 hours and TikTok videos lose traction within days, YouTube content is built for the long haul.

Thanks to YouTube’s search engine and recommendation algorithm, videos can resurface months or even years later, especially if they’re educational, entertaining, or answer common questions.

This means your influencer campaign isn’t just a short-term push; it becomes an ongoing discovery tool that keeps delivering value over time.

2 — Discovery Patterns

While algorithms drive platforms like Instagram & TikTok, YouTube content is discovered through a diverse mix of pathways.

People find videos through direct YouTube searches, Google search results (which frequently highlight YouTube videos), personalized YouTube recommendations based on their viewing habits, links shared across the web and social media, and increasingly through AI assistants like ChatGPT that pull YouTube videos as answers to questions.

This multi-channel discovery system is what makes YouTube's content ecosystem uniquely accessible compared to its social media counterparts.

3 — Audience Engagement

YouTube viewers typically engage more deeply with content compared to other platforms. They spend much longer time watching the content versus just seconds on Instagram or TikTok. They also tend to develop a stronger investment in creator personalities and recommendations, forming something closer to a genuine connection.

“You want strong engagement to show people are genuinely interested—asking questions, commenting—but not just viral chaos. High engagement shouldn’t come from drama; it should come from real curiosity about what you’re offering.” - Jake Kitchiner

This deeper relationship leads to a higher trust level with creators they follow consistently, creating a more meaningful bond than the engagement common on other social media platforms.

4 — Viewing Context

YouTube is consumed differently than other platforms in a way that reflects its unique position in the world of social media.

Unlike platforms that are primarily mobile-focused, YouTube is often viewed on larger screens like TVs and desktops, giving viewers a more immersive experience. People also tend to approach YouTube with higher intent and focus – they're actively seeking out specific content rather than just passively scrolling.

What's more, YouTube serves double duty as background content, with many people playing tutorials, podcasts, or music videos while doing other tasks. This versatility in how people engage with YouTube sets it apart from the quick-hit, mobile-first approach of other social platforms.

Finding the Right YouTube Creators for Your Brand

When searching for YouTube partners, focus on these key metrics:

Views-to-Subscriber Ratio

The views-to-subscriber ratio helps you understand how actively engaged a creator’s audience really is. A creator may have a large subscriber count, but if their videos get low views, it could mean their audience isn't consistently tuning in. Check out this article on what metrics to look at when you're finding creators.

On the other hand, if a creator regularly gets views close to—or even exceeding—their subscriber count, it shows strong content performance and high viewer interest. This metric helps you spot creators who not only attract subscribers but also keep them engaged, which is more valuable for brand partnerships.

Engagement Rate

Look for creators whose audiences actively comment, like, and interact with their content. When viewers take the time to leave thoughtful comments, ask questions, or participate in discussions, they're demonstrating a deeper level of investment.

For example, Linus Tech Tips receives an engagement rate of 6.35%, making it an excellent creator engagement rate to partner with. You can check out these metrics for your favourite YouTuber with SARAL’s FREE Chrome Extension here.

These highly engaged communities typically develop a sense of trust with the creator, making them much more receptive to recommendations or calls to action.  You'll often notice that videos with high engagement rates have comment sections that feel like genuine communities, with inside jokes, recurring viewers, and meaningful exchanges.

Content Format and Production Style

Consider how creators create their content—it says a lot about how strategic they are.

👉 Are they putting thought into titles and thumbnails to boost clicks?

👉 Do they make content that shows up in search and ties in with keywords your audience is already looking for?

👉 And most importantly, does their storytelling feel natural alongside your brand's tone and message?

All of this helps determine if the partnership will actually resonate with viewers.

Audience Context

It’s also key to understand how people actually consume an influencer's content.

Are their viewers watching on a TV, desktop, or scrolling on mobile? That can influence everything from how CTAs are placed to the format of your message.

Look at average watch time to see how long people stay engaged—are they watching most of the video or dropping off early?

And think about whether the audience is actively tuned in or just passively watching in the background.

All of this impacts how your product message will land.

Creating Effective YouTube Partnerships

Unlike the quick-hit nature of Instagram and TikTok campaigns, YouTube partnerships benefit from a longer-term approach:

The 3-5 Video Integration Strategy

Instead of relying on a single mention, consider a series of videos that build a narrative around your product. Here’s how you can break it down:

1. First video: This is where you introduce your product in a natural, organic way. It’s less about the hard sell and more about weaving your product into the creator's everyday content. The goal is to get viewers familiar with your product without feeling like they’re being marketed to.

For example, a YouTube creator casually includes a tour of Glossier’s store in her video without making it feel like a direct promotion. She simply adds her exclusive coupon code in the description, subtly promoting the brand without sounding overly salesy.

2. Middle Videos: These videos continue the story by showing authentic, real-life use cases of the product. The creator demonstrates how it fits into their daily life, making it relatable and believable. These videos help deepen the connection between the product and the audience, showing its value beyond just a simple mention. This step is key for building trust and showing that the product is genuinely useful to the creator.

In this example, the same creator features Activia’s probiotic drinks as part of her morning routine, naturally working the product into her day. Rather than focusing on a hard sell, she shares how it benefits her personally, making the promotion feel more genuine and relatable.

“If people don’t know about your brand, reviews won’t matter. Start with natural integrations and day-in-the-life content to build awareness. Once people are interested and have questions, then focus on reviews. Take a step back and think about your broader marketing strategy—where are the bottlenecks? Then use YouTube to push the right content.” - Jake Kitchiner

3. Final videos: In the last part of the series, the creator takes a deeper dive into the product’s features and benefits. This is where they can offer a more detailed review or recommendation, highlighting what makes the product stand out and why it's valuable. By this point, the audience has had time to get familiar with the brand and the product, making the final push feel more authentic and convincing.

In this example, a creator shares an in-depth review of Glossier’s Ultralip product—its use cases, the feel, and how it performs throughout the day, giving viewers a clear, honest perspective before they consider buying.

This storytelling arc builds credibility over time, gradually increasing the audience’s familiarity and trust with your brand. Instead of a quick, one-off mention, you’re nurturing a relationship with the audience, giving them the chance to understand and connect with your product.

How Athletic Greens (AG1) Nailed Influencer Marketing on YouTube

One of the most successful YouTube influencer marketing campaigns comes from AG1 (formerly Athletic Greens), which built a billion-dollar brand largely through YouTube.

They partnered with a wide range of creators—from tech reviewers to racing enthusiasts and even gardeners—tapping into different niche audiences. Each partnership had its own custom landing page, and creators were encouraged to share authentic stories about how AG1 fit into their personal routines.

They also used smart, context-based CTAs like QR codes for TV viewers. Most importantly, AG1 nurtured long-term relationships with their top-performing creators, turning one-off promotions into ongoing partnerships. Read more about their influencer program here.

Understanding YouTube Pricing and Offers

YouTube creators typically expect different compensation structures than Instagram or TikTok influencers:

Pricing Considerations

When thinking about pricing for YouTube influencer campaigns, it's important to note that YouTube promotions typically cost more than similar posts on Instagram or TikTok.

Rates can vary widely depending on the niche—tech influencers, for example, often charge more than entertainment creators. But it’s not just about how much you pay; it’s about what you’re getting. Engaged views are far more valuable than just high view counts.

Also, if your product requires a bit of explanation or education, it’s worth investing more since YouTube gives creators the space to tell a deeper story.

Compensation Models

The most effective YouTube partnerships usually involve a mix of compensation models. This often includes upfront payment for the creator’s time and effort, paired with an affiliate commission structure to reward performance. Successful campaigns also set clear metrics to measure results and often opt for multi-video packages instead of one-off mentions.

As Jake notes, "Affiliate-only doesn't really work on YouTube." The platform's creators invest significant time in production and storytelling, requiring appropriate compensation for their work.

Aligning Creator Size with Campaign Goals

Different-sized creators serve different purposes in your marketing funnel:

Macro Creators (1M+ subscribers)

1. Best for: Product launches, brand awareness, reaching new audiences
2. Benefits: Massive reach, strong social proof, potential for significant traffic
3. Considerations: Higher cost, less direct control over messaging

Mid-Size Creators (100K-1M subscribers)

1. Best for: Conversion-focused campaigns, detailed product demonstrations
2. Benefits: Strong engagement rates, high trust from audiences, good value
3. Considerations: Still requires significant investment, less reach than macro creators

Micro Creators (Under 100K subscribers)

1. Best for: Highly targeted campaigns, specialized niches, authentic testimonials
2. Benefits: Highly engaged communities, often more affordable, greater creative flexibility
3. Considerations: Limited reach, require more creators to achieve scale

How to Measure Success on YouTube

YouTube campaigns require different measurement timelines and metrics:

Timeframe Expectations

• Initial review (3 months minimum): After launching your campaign, the first 3 months give you a chance to assess early performance. This period allows you to gauge initial engagement, like views, comments, and click-through rates. It’s important to remember that YouTube campaigns don’t typically see instant results, so 3 months gives you a good baseline for how the content is resonating.
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• Full impact assessment (6+ months): YouTube is a slower burn compared to platforms like Instagram or TikTok. After 6 months, you’ll have a much clearer picture of the campaign's effectiveness, as YouTube content continues to gain views over time through search, algorithmic recommendations, and evergreen relevance. During this phase, you can assess deeper metrics like conversions, brand lift, and sustained engagement.
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• Long-term value: One of YouTube’s unique strengths is that content keeps working for you well beyond the initial push. Even after the campaign ends, videos can continue to generate views, lead to new subscribers, and drive conversions as they remain searchable and recommended. This long-lasting impact is why YouTube is considered an investment in both immediate and long-term brand growth.

Unlike Instagram or TikTok campaigns that spike quickly and fade, YouTube content builds momentum over time as it gets discovered through search and recommendations.

Key Performance Indicators

Focus on these metrics:

1. Total views across the entire campaign period – Helps you understand the long-term reach and visibility of the content.
2. Engagement metrics (comments, likes, shares) – Indicates how well the content resonated with the audience and sparked interaction.
3. Click-through rates to custom landing pages – Shows how effective the content was in driving traffic and interest in your product.
4. Conversion rates from YouTube traffic – Measures how many viewers actually took action, like signing up or making a purchase.
5. Brand lift and awareness metrics – Reflects increases in brand recognition, recall, or sentiment after the campaign.

Conclusion: Is YouTube Right for Your Brand?

YouTube influencer marketing requires more patience, planning, and often higher investment than Instagram or TikTok campaigns. However, its long-term value, engaged audiences, and search-driven discovery make it an essential channel for brands looking to build lasting relationships with consumers.It is very effective for products that need some education or a demo to really shine.

It's also a great fit for brands targeting niche interest communities, where creators have built trust and engagement. If your product has a longer purchase consideration cycle, YouTube gives you the space to tell a deeper story and stay top-of-mind. Plus, it’s one of the few platforms that supports both immediate sales and long-term brand building at the same time.

As Jake summarizes: "If you're looking at a two to three year view out, building on YouTube now is going to be super helpful." While Instagram and TikTok may deliver faster initial results, YouTube creates assets that continue working for your brand for years to come.

But most brands get stuck because of manual, tedious work – tracking posts, finding the right influencers, following up with creators, and tracking results, etc. That's exactly why we built SARAL.

It's an all-in-one influencer marketing platform that can help you:

• Find influencers
• Reach out to them
• Manage relationships
• Ship out your free products
• Create coupon codes and track results

…and do so much more.

It handles all the tedious work so you can focus on building genuine relationships with influencers who love your brand.

Book a free demo here, and let us show you how it can help you build a successful, profitable influencer marketing program.