Ah, YouTube — the social media pioneer of long-form video content material, and (nonetheless) a powerhouse for influencer marketing in 2024.
Case in level: The near-20-year-old video community is the second-most visited web site in the world.
However what’s it that makes YouTube influencer marketing profitable? And how are you going to and your model leverage YouTube influencers to enrich your marketing technique and broaden your attain on-line?
That includes inspo-worthy examples and a seasoned marketer’s suggestions for locating the right influencers to your model — we’re breaking it all down under.
Get your free pack of 5 customizable YouTube banner templates now. Save time and look skilled whereas selling your model in fashion.
Who’re YouTube influencers?
YouTube influencers, or YouTubers, are content material creators on YouTube who’ve gathered a big following (excessive variety of subscribers) on the platform.
Influencers on YouTube might share suggestions for services or products to purchase, and are sometimes employed by manufacturers to create promotional content material.
From unboxings captured on laptop computer webcams to Sundance-worthy productions, these web personalities have the drive, creativity, and affect for worthwhile partnerships.
Sorts of influencers on YouTube
There’s a YouTube influencer for each area of interest and business, however most social media entrepreneurs outline influencer sorts by the variety of subscribers they’ve:
16 high YouTube influencers in 2024
ICYMI: Subscribers ≠ affect. Essentially the most marketable creators know the way to create participating content material, join with their neighborhood, and safe a excessive ROI for model companions.
In no specific order, right here’s our shortlist for the highest YouTube influencers in 2024.
1. Emma Chamberlain
YouTuber-turned-top-influencer Emma Chamberlain is the epitome of a model’s dream collaboration — genuine, artistic, and a subscriber rely of a whopping 12M.
Her success on the platform led to large wins like Met Gala appearances and a $20M espresso model. Plus, she’s nonetheless racking up tens of millions of views on her most up-to-date movies.
2. Marques Brownlee
For those who’ve looked for a breakdown of the newest and biggest in tech, it’s doubtless you’ve stumbled upon Marques Brownlee, identified on YouTube as MKBHD.
Whether or not it’s the most recent iPhone or a too-good-to-be-true AI software, Marques’ 19.5M subscribers can rely on his trustworthy evaluation — often accompanied by a becoming tech accent or app sponsorship.
3. Mahum
Mahum takes “comfort YouTuber” to a complete new stage.
In different phrases, she’s garnered 38M+ views creating cozy crochet tutorials. It’s solely becoming that she’s partnered with corporations like Skillshare to assist her 700K+ subscribers grasp the craft.
4. Tee Noir
Tradition and commentary YouTube influencer, Tee Noir’s deep dives have helped foster the platform’s video essay area of interest.
And whereas her uploads are (understandably) sparse, manufacturers are all the time on standby for publicity to her half 1,000,000 plus subscribers.
5. Dr. Kirk Honda (Psychology In Seattle)
Dr. Kirk Honda, aka Psychology in Seattle, is a two-for-one deal: famend therapist and YouTube influencer to his 373K+ subscribers.
The creator affords a novel perspective to the platform through the use of a psychology, psychotherapy, and tradition lens to react to popular culture, TV exhibits, and different trending matters. Plus, he usually seals the take care of a sponsorship from a wellness model.
6. Andrew Rea (Babish Culinary Universe)
Andrew Rea (a.ok.a. Babish Culinary Universe, previously Binging with Babish)’s content material is the place movie and culinary intersect.
And after almost 10 years of serving up content material to his 10.2M subscribers, meals and beverage corporations are nonetheless lining up to assist his channel.
7. Drew Gooden
Reactor and commentator Drew Gooden is a gem, particularly when it comes to sponsorships.
The vast majority of YouTube influencers casually introduce and thank their sponsor. Nonetheless, Drew goes the additional mile to make this portion of his movies entertaining — a lot in order that followers look ahead to it (see for your self under).
8. Dr. Shereene Idriss (PillowtalkDerm)
Skincare suggestions and methods straight from a board licensed dermatologist? It’s no marvel Dr. Shereene Idriss (PillowtalkDerm) has gained 1.48M subscribers over half a decade.
Plus, with video views touchdown in the tens of millions, an endorsement from this YouTube influencer equals the final word stamp of approval.
9. Jackie Aina
For luxurious GRWMs, self-care, and actual talks about business magnificence requirements, Jackie Aina’s 3.5M subscribers are all the time on standby.
The creator’s YouTube success has meant founding a luxurious perfume line and getting alternatives as huge as interviewing President Biden.
10. Pewdiepie
With 13 years below his belt, Pewdiepie is an OG gaming creator on YouTube — and he has the 111 million (!) subscribers to show it.
His tens of millions of energetic viewers in 2024 are a sign to online game makers that if Pewdiepie hasn’t performed it, his viewers gained’t purchase it.
11. Tazzy Phe
Whether or not it’s a video on Desi tradition or a popular culture rant, Tazzy Phe has her microphone in hand.
The YouTube influencer’s dry humor and skill to break down nuanced matters is what grew her to a close to 100K subscribers, and retains 1000’s tuning in.
12. D’angelo Wallace
Popular culture commentator D’angelo Wallace or — in his personal phrases — “a person on the internet,” is all the time providing his contemporary perspective up to his close to 2M subscribers.
His video views sometimes outperform his subscriber rely, making him a best choice model companion for tech corporations like Opera and Grammarly.
13. Courtney Adanna (Courtreezy)
From way of life content material to response movies, Courtney Adanna (higher referred to as Courtreezy) does it all.
Her infectious character gained her tens of millions of followers the previous few years, the place she presently stands at simply over 4M. And provided that she doesn’t all the time take sponsorships nowadays, our guess is that she’s thriving.
14. Brittany Balyn
She’s a mother, she’s a YouTube influencer, she has an viewers of over half 1,000,000 subscribers — it’s no marvel homeware and wellness manufacturers sponsor Brittany Balyn.
15. Trixie Mattel
Ru Paul’s Drag Race introduced YouTube Trixie Mattel’s world of drag, make-up, and splendid residing — and for that, we’re grateful.
And so are manufacturers. With an viewers of over 2M and refreshing honesty, sponsorships of all types are featured on the channel.
16. Blake Ramelb (BKR Vlogs)
Blake Ramelb (BKR Vlogs) is a Hawaii-born journey vlogger spreading the nice phrase of latest cultures, meals, and traditions to his 105K subscribers.
His feel-good content material paired with 1000’s of views makes sponsorships with way of life manufacturers an ideal match.
5 inspiring YouTube influencer marketing campaigns
The important thing to a profitable influencer marketing partnership? match.
Listed below are 5 YouTube influencer marketing campaigns we love to encourage your subsequent collab:
1. JaidenAnimations x AFK Journey
What’s extra becoming than a YouTuber, animator, and gamer of 13.7M+ subscribers teaming up with a number one online game?
For those who guessed that includes stated YouTuber in the sport, you’re one good cookie.
In typical Jaiden fashion, the creator animated how the partnership with AFK Journey got here to be and why her followers must be excited to take a look at the sport.
They usually had been.
Exhibit A:
Supply: YouTube
Exhibit B:
Supply: YouTube
The cherry on high? A particular code for unique objects in-game.
2. Kendall Rae x NCMEC
True crime YouTuber Kendall Rae’s ongoing partnership with The Nationwide Heart for Lacking & Exploited Youngsters (NCMEC) is proof that YouTube influencer marketing isn’t unique to for-profit corporations.
Supply: NCMEC
Kendall sells merchandise and matches donations in collaboration with the charity to encourage engagement past her movies, or as she places it “being an active true crime listener.”
And the partnership is noteworthy, with almost $500K raised in 2024 alone.
3. Toni Lipsey x Lumos Knitting Gentle
A knitting model becoming a member of forces with a creator who would take pleasure in their product — it simply is sensible.
In a devoted video testing viral TikTok crochet devices, YouTube influencer Toni Lipsey (TL Yarn Crafts) positions the Lumos Knitting Gentle as a high decide to her 801K subscribers.
High it off with virtually 150K views and engaged feedback in the lots of, we are able to solely assume Toni despatched patrons Lumos’ means.
4. Layla Acosta x Edikted
Again-to-school buying is synonymous with August/September, and that’s precisely why Layla Acosta (lay luv)’s collaboration with vogue model Edikted works.
On this 10-minute unique haul, the approach to life and vogue creator showcases her Edikted picks to her 591K subscribers. She additionally encourages them to store for the upcoming faculty 12 months utilizing her unique low cost code.
In different phrases: Edikted noticed the creator’s engaged neighborhood and mixed 38M+ views, and knew what they’d to do.
5. Eddie Burback x SoFi
When the objective is to eat at each Margaritaville in North America, you possibly can solely hope a sponsor will assist fund the journey.
And that SoFi did. Over the span of a number of weeks, the finance app helped Eddie avoid good ol’ home-cooked meals one chew at a time, one metropolis at a time.
The collaboration is a win for everybody concerned. A completely funded YouTube video, and over 9M viewers discovering a brand new means to observe their bills — whether or not for an tour like Eddie’s… or actually anything.
Skilled suggestions for working with YouTube influencers
Spoiler: There are a number of elements that make for a profitable YouTube partnership.
And in case your thoughts is already spinning, don’t fret. We requested Sturdy’s Social Media & Influencer Marketing Lead with almost a decade of marketing expertise, Christine Colling, for her high suggestions.
Right here’s what she had to say:
1. Discover somebody your audience loves
When it comes to touchdown the proper YouTube influencer partnership, Christine says you don’t have to look too far.
For content material that feels pure and genuine, “partner with who your target audience is already engaging with and trusting,” she provides.
And for that further little bit of affirmation, Christine encourages asking for a screenshot of the potential companion’s YouTube viewers demographics upfront.
“That way, you can be sure their audience matches your target market before moving forward.”
PSA: Hootsuite Listening will help you uncover influencers by monitoring conversations related to your business throughout a number of channels.
2. Set clear objectives and expectations
Earlier than you kick off your partnership, Christine says it’s vital to be clear about what you’re wanting to obtain.
Why? “The more aligned everyone is on the objectives, the better the partnership will go.”
Would you like to improve visitors to your web site? Drive gross sales with a promo code or affiliate hyperlink? Elevate model consciousness?
Christine’s nugget of knowledge: you don’t all the time have to go for a devoted video.
“Sometimes, it makes more sense to collaborate on a shorter 60-90 second integration or even a 2-3 minute spot within the creator’s content,” she says.
The takeaway? Work smarter, not more durable.
3. Give the creator (some) artistic freedom
In accordance to Christine, this YouTube influencer marketing tip is straightforward.
“Even though you definitely want your message to come across, it’s important to let influencers do what they do best — create content in their own voice,” Christine says.
Her course of? “I always encourage creators to explore our AI tools themselves, ask questions, and integrate them in ways that feel natural and speak best to their audience.”
4. Engagement charges matter greater than follower rely
Yup, it’s true — it’s not all the time definitely worth the fairly penny to companion with the most important YouTube influencers.
Take it from Christine: “Macro-influencers can cost anywhere from $5K-$15K USD for a dedicated video.” Whew!
The flip aspect? A few of Sturdy’s best-performing (and highest-converting!) partnerships come from micro-influencers’ small, however extremely engaged area of interest audiences.
“A creator with under 400K followers gave us a good number of signups because their audience was interested in small business tools like Durable,” she provides.
Bonus: Slightly than paying just one Macro-influencer, you possibly can work with a couple of Micro-influencers for a marketing campaign or launch — reaching a number of communities and voices.
5. Give attention to long-term relationships
Whenever you discover YouTube influencers who’re a powerful model match, Christine says the partnership doesn’t have to finish with a one-off marketing campaign.
Constructing long-term relationships creates belief with each the influencer and their viewers. The influencer turns into an actual advocate to your product, which means you’ll see constructive outcomes over time.
Christine Colling
Social Media & Influencer Marketing Lead at Sturdy
Plus, YouTube content material is evergreen, which means “it continues to drive traffic and brand awareness long after videos are posted, unlike short-lived content on TikTok or Instagram Reels.” Win-win.
So, are you prepared to launch your subsequent YouTube influencer marketing marketing campaign?
You’re geared up with the highest suggestions and business secrets and techniques. Now, it’s time to be a part of forces with essentially the most highly effective software in social to actually dig in.
Make influencer marketing simpler with Hootsuite. Schedule posts, analysis and interact with influencers in your business, and measure the success of your campaigns. Attempt it free as we speak.
Do it higher with Hootsuite, the all-in-one social media software. Keep up to the mark, develop, and beat the competitors.
