Apps are almost the perfect product for YouTube influencers, there’s no waiting around for a physical product, there’s a number of popular content formats to choose from and there’s an obvious and fitting call to action.
But sponsoring YouTube influencer videos is also great for app brands, not in the least because of the speed of the campaign, the discovery of the app and education of target customers and the easily measurable return on investment.
Video is big, it’s the most engaging form of content on the internet, and YouTube videos have the added advantage of being longer than the shorts on other social media platforms.
Several video formats work well for app promotion (we covered a few in this article) but by and large videos which include demonstrations of the app, acknowledging its unique selling points, explaining why the target customer would like it and containing app footage deliver the best results.
It’s about easy discovery for your target group and educating them as to why they should download and use the app.
Influencers are more trusted than brands and make an effective mouthpiece to deliver this message.
Especially if your target market is young, and tuned out to online display advertising or traditional media, influencers might be the best way to get this message across and help you stand out in a crowded marketplace.
Where most influencer marketing campaigns hit a delay is usually in the getting of the product. However, for apps, the delay disappears as no physical product needs to be shipped.
App influencer marketing campaigns are fast beginning to end, and could even be achieved in a few days, because you don’t have to consult and wait on other departments such as graphics etc., but can go right ahead as soon as your budget is approved.
Influencers’ reliability also increases with apps because they mainly just have to learn how to use them and memorize a few of the features you want explained, they don’t even have to leave the house.
This simplicity can also lead to better content, which they can focus on instead of tracking deliveries and fumbling around with physical products. Apps are easier to integrate into content formats such as lists, favourites, what’s on my phone, reviews, to think of but a few, so the result comes across more authentic than trying to shove in a physical product too.
Moreover, it’s easy to measure the success of your campaign including installs and up lift in the app store both directly and organically.
Tracking links can be put in the video description to make the direct results of the campaign even more apparent.
To fully test the channel, influencer marketing campaigns can be run at a different time to other marketing efforts, or by calculating the delta between the results you see at the time and those at the time of your influencer marketing.
In addition, influencer marketing services, including Sponsokit, can provide detailed analytics and performance reports.
The channel can also be scaled.
We helped an app brand scale from zero to five countries in eight weeks, for example.
But in general, continuing to test new influencers and re-sponsoring those that give a good return on investment to gain more touch points in front of your target customers is a tried and tested method.