Measuring the performance of influencer marketing on YouTube

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The long-term aspect of YouTube content raises the thorny question of measuring results. High-quality, long-form video content requires more time and funding to develop than other social media content. Brands investing in this type of influencer content want to see results.

Saillard notes that while affiliate links and promo codes can be used to measure performance, brands with quick-win conversion goals would be better served by formats like Instagram Stories.

“ [With YouTube] ROI is hard to measure in an A to B timeframe, it’s really long term,” says Saillard. “As a general rule, we work with YouTube not necessarily for conversion, but more for consideration, so that audiences become more aware of the brand and come to prefer it over another.”

He says YouTubers almost always leverage stories, short videos or posts on other platforms to advertise and drive audiences to their latest YouTube video.

“It is very important to activate influencers on other social networks who are also present on YouTube, because they are always the most powerful and the ones who will have the best engagement rates, the best visibility,” says Saillard.

Pakoua agrees that working with KOLs present on multiple platforms is a profitable strategy. He points to the case of a KOL who is in the top two of the brand in terms of affiliate sales and who “doesn’t have a great engagement rate on Instagram, but because she’s on YouTube and TikTok, it works.” She’s also considered a reference in skating, so there’s also the prescriptive side, which is something you can’t put a number on.

TV: the future of video
The increasingly elaborate production value of YouTube's long-form content i vp manufacturing production email database s also in line with the evolution of the way audiences consume video content.

Audiences are increasingly watching long-form video on smart TVs, projector screens or PCs – devices that offer a richer viewing experience than mobile phones. According to Google, TV is the fastest-growing YouTube display, with viewers watching around 700 million hours of YouTube on TV every day.

“We don’t have a lot of data to back this up, but it’s true that it’s often the conceptual videos that people like to watch on TV. We can see from the stories posted by communities, sort of like UGC, that they’re watching the content on a TV or a projector,” says Saillard.

Guide to YouTube influencer marketing
YouTube, the father of the creative economy since 2005, remains a global force. Find out why it remains a powerful platform for your influencer campaigns, as the world’s second-largest search engine and a pioneer in revenue sharing with creators, defying critics of its relevance.

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