Using YouTube Influencers for Giveaways and Contests
Influencer marketing + giveaways and contests = Greater awareness and engagement
Let’s jump straight to some interesting influencer marketing statistics: In 2020, two-thirds of brand marketers will increase 65 percent of their budget for influencer marketing. In fact, 17 percent of brands spend more than half of their marketing budget on influencer marketing. The spending of brands on sponsored YouTube content in the first quarter of 2020 was about 1.4 billion dollars. The spending on this form of marketing was projected to further rise to USD $6.6 billion by the end of 2020.
The above figures clearly show that influencer marketing is here to stay, and it’s high time that brand marketers up their game to achieve success. There are various types of video content that brand marketers can leverage to ace their YouTubing game. But giveaways and contests are somehow stealing the limelight. Running influencer campaigns in the form of giveaways and contests provides a unique way for brands to compel viewers to interact and create a sense of genuineness. These campaigns have an immense potential to generate brand awareness and engage audiences on a deeper level.
Bringing the right YouTube influencers into the loop
If you are planning to loop in YouTube influencers for giveaways and contests as part of your brand marketing initiatives, you need to connect with the right influencers. The influencer you choose should be able to generate active engagement around the content. They should target an audience that’s in line with your brand’s target audience—be it in terms of needs, interests, and demographic factors. Your aim should be to reach as many people as possible by sharing relevant, compelling and aspiration content.
Getting giveaways and contests right
Running giveaways and contests on YouTube through a powerful influencer sounds fairly simple, but there are laws governing the process. You need to be thorough with contest policies and guidelines of YouTube to avoid being penalized in the future. These guidelines and rules are available here.
When considering running a giveaway campaign on YouTube, you can create joint giveaway campaigns with influencers. These campaigns on YouTube will allow your audience to enter the draw to win a prize by completing some actions. These actions are valuable to both the influencer and your brand.
The best part: both you and your influencer can promote these type of giveaway content. When conducted at the right time and target to the right audience, these campaigns can prove extremely beneficial and cost-effective. Moreover, for the greater success of these campaigns, focus on increasing its viral-sharing aspect. A “refer a friend” action can be a great way to do so and earn some extra entries. Some promotional steps for giveaway campaigns include sharing an announcement video on YouTube, cross-platform sharing, and emailing.
Then comes running YouTube contests through influencers. YouTube contests are a great way to generate brand awareness, generate leads, promote your offerings, and engage the social media community. The success of these campaigns depends greatly on the prize you give to winners. The more lucrative the prize, the more entries you get. You should always remember that the prize you offer is nothing less than a gift. The more appealing and thoughtful it is, the more it is valued by your potential customers.
Some examples of YouTube contests that you can run through influencers or micro-influencers include challenge contests, dare contests, caption contests, contest collaborations, customer advocacy contests, subscribe to win contests, co-host with a YouTube subscriber contest, and next-video contests. In the end, make sure you analyze the performance of your YouTube contest video by monitoring the number of subscriptions, channel views, and the total number of upload views.
Running giveaways and contests campaigns on YouTube will surely help your brand carve out a name for itself in a competitive space and achieve your overall video marketing goals. Make sure you get it right for ultimate success.
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