With over 56 billion logged-in monthly UK users and content spanning every conceivable niche, YouTube offers brands unparalleled reach and the ability to forge genuine connections with audiences of all kinds. YouTubers have become pivotal in bridging the gap between brands and consumers, but as audiences become more discerning, the need for authenticity, loyalty and credibility in influencer collaborations has never been greater. This shift is redefining the way YouTubers create content and impacting how brands approach influencer marketing on the platform.
A greater demand for authenticity
Audiences today are more sceptical of overtly sponsored content and can easily distinguish between genuine endorsements and paid ads. YouTubers are responding by integrating products and recommendations into their content in a way that feels natural and relevant to their channel, and therefore more likely to engage their audience. Beauty blogger Patricia Bright does this seamlessly with many of her brand deals, weaving products in as part of a comprehensive makeup look, rather than naming them at the beginning of her videos and listing the benefits up front. On the other side of the coin, influencers have faced significant backlash for attempting to secure freebies in exchange for social media exposure – the Elle Darby White Moose Café debacle is a cautionary tale, as is the more recent Logan Paul and Crypto Zoo scandal.
Building loyalty through transparency
Transparency is another critical component that YouTubers are embracing to build loyalty, and this goes beyond mere regulatory disclosure. Being honest about the pros and cons of a product and sharing personal experiences and opinions is always going to be more effective than reading off a script provided by the brand. Influencers that are candid about their views are more likely to be seen as trustworthy.
Credibility through consistency
Credibility is enhanced when influencers collaborate with brands that align with their values and interests. Influencers that stick to their niche and only collaborate with brands with whom they genuinely have an affinity are more likely to be perceived as credible. This consistency reassures followers that they can rely on an influencer for trustworthy content, thus increasing relatability and engagement.
What this means for our clients
The need for authenticity, transparency and credibility has significantly impacted how brands approach influencer marketing across YouTube. Brands are increasingly seeking longer term partnerships and becoming more selective about the influencers with whom they work, prioritising those who align with their values and have a loyal, engaged following. Furthermore, brands are now open to giving influencers creative freedom in how they present sponsored content, providing broad guidelines and letting influencers create content that resonates with their followers in a natural way. This ensures that the content remains credible and relatable, ultimately leading to better engagement rates.
Audiences across the board are demanding greater authenticity, transparency and consistency from influencer marketing. As the home of longer-form, evergreen content, where production budgets are typically higher, this shift is more pronounced on YouTube than other creator platforms such as TikTok or Instagram. On YouTube in particular, brands and creators need to adapt to a landscape where genuine engagement is the new currency for success, by focussing on integrated brand partnerships, long-term relationships and developing high quality UGC that plays a role distinct from brand assets in the marketing mix.
