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YouTubers are a completely new breed of influencers that are particularly powerful to younger or niche audiences. With their loyal subscribers and millions of views on their videos, they bring an appealing genuineness. They’ve been a hit with kids and teenagers vying for fashion trends, accessories, makeup products, DIYs, and room decor–but everyone can use this, regardless of the product. Getting your merchadise featured by any of these Internet personalities could expose your store to new audiences and boost sales—but where do you start?

In today’s post, we’ll take a look at six strategies to reach new customers on YouTube.

1. Showcase your best selling products

Collaboration is key to a successful placement with a YouTuber. Whether they wear your merchandise as a fashion accessory or outfit, or just use your knick-knacks in their apartment, get a few of your best selling products mentioned on their videos and you’ll be amazed to see the responses. Try reaching out to the YouTuber and asking if you can send some products for review. That strategy was successful for Bigcommerce client Red Apple Lipstick, as you’ll see in this video.

2. Sponsor a giveaway or haul

One popular type of video on YouTube is “the haul.” These videos typically show the video maven unpacking a recent purchase or gift bag—and YouTube viewers eat them up. Try sending your target YouTuber a bunch of goodies. You could also sponsor a free giveaway to their followers. Not only does the celebrity get more subscribers, but you get their branding. Remember, fashionistas like clothing and makeup, and sportsmen like sports gear—and they all want it for free.

3. Preview a soon-to-be launching product

One way to reengage a YouTuber who may have already reviewed your product is to offer them an exclusive preview of merchandise that isn’t out yet. This not only builds hype for your launch, it positions the Internet personality as an insider. If your product excites, it could have fans drooling to buy before it comes out. A soon-to-be released product from Bigcommerce client RMJ Tactical received over 48,000 views in this video preview by a YouTube influencer in their vertical.

4. Sponsor makeovers using your products

If you are trying to pave your way into a market, you could collaborate and sponsor an entire makeover for various participants and telecast your brand on the YouTuber’s Channel, just like YouTuber Anne partners with Target to makeover teenagers’ dorm room. This might involve a bit more research, but the payoff could be worth it.

5. Offer exclusive discounts and promotions

Want to make the the announcement of your store’s promotions a grand unveiling? Try giving your YouTube celeb exclusive discounts to their followers. This not only helps you promote your sales, it also raises the YouTuber’s credibility with their subscribers. It’s a win-win for both parties!

6. Launch your own channel

If you can’t beat them, join them. Make the leap and become a YouTuber yourself. This is a great way to take control and create your own content to help retain and engage the interest of your customers. Publicize it on social media, and you’ll be surprised to see how many people enjoy watching videos. You can use this channel to educate, inform, or connect with your audience—just like Bigcommerce client Mineral Tiles in the video, below.

Need a spark for ideas? Find out how 3 Bigcommerce clients use YouTube to increase sales.

Good luck and happy selling!

Leave a Comment
  • Ireen Sultana

    Amazing post. Very useful indeed. Thanks a lot Venus!

  • I’m looking for Youtubers to review a DIY Brazilian Blowout-type product, a.k.a. a keratin treatment. We need people of all races with hyper-curly/frizzy hair. Werr especially interested in those who’ve had in-salon keratin treatments so they can discuss how much better or product performs and how it’s one tenth of the cost. Please contact us!!!

  • Sonal Sharma

    Nice Article Venus! However, the main job in influencer marketing is to identify the right
    influencer for your brand to ensure that you reach the right target audience on social media. One can search on online platforms like fromote and izea to find the right influencers for their brand and ensue
    that they get max bang for their buck!

  • Hi Nicole,

    Thanks for stopping by. I recommend starting with a couple of searches on YouTube. Try keywords from your vertical. Also search for your products, your competitors and their products. You might also try those keywords in a Google video search. After you’ve found influencers, I’d start with meaningful comments on their videos, blog, or other social channels (if they have any). This will help you build a relationship with them *before* you have any product announcements or pitches. You can also directly reach them by going to their channel’s page, clicking “About”, and then clicking on “Send Message” — If that doesn’t work, try to find contact information on their blog.

    Hope that helps!

  • Great article! The burning question I’m left with is…how do you find the YouTube influencers relevant to your brand and how do you approach them?

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