YouTube will not secure your brand deals. It’s you who needs to understand how to get brand sponsorship and sustain them. However, securing a deal is only half the story; you must also be able to establish a relationship with your sponsors. YouTube Influencer metrics will tell you precisely what you need to do to persuade brands.
Building a relationship helps you get recurring deals. You can make a long & successful YouTube career if you have an abundance of brand deals. Apart from money, you will have a strong social presence. Giving you the power to negotiate terms on your suitability.
That being said, now the question is, how can you achieve such a stage? What you need to look for, so that brands know you can get the job done. Every brand seeks something in the creator, and in this blog, we will discuss those qualities.
Let’s cut to the chase, I’ll talk about YouTube Influencer metrics. Why? That’s the key to securing recurring brand deals. I know you’re not here for YouTube motivation, so I’ll stick to facts and discuss actual metrics. Let’s see how do YouTubers get sponsors.
What are the key YouTube Influencer Metrics to Get Brand Sponsorships?
Google Integrated AdSense into YouTube in 2007. Creators monetized their content and earned through Ads that run on their content. In recent years, brand sponsorships have gained tremendous traction. Since brand sponsorships are a huge deal. YouTube has added features and metrics to help creators understand the dynamics.
Sponsor Renewal Rate
It’s a rate that indicates how many times the brand and creators have collaborated after the initial partnership. It’s a key signal telling the number of times brands returned to the creator. A higher renewal rate means the creator is delivering value to the brands. For example, if a brand runs multiple campaigns and associates with the same channel over time, that number will count as a renewal.
The catch is that the metric is not available on YouTube Studio. However, you can calculate it manually or use third-party apps.
Engagement rate over time
The engagement rates are measured by looking at how many likes, comments, shares, CTAs, saves, views, and watch time content is getting. Brands can analyze these metrics and see whether the collaboration provided value or not.
Let’s say you collaborated with a brand for 3 months, and over the period, the engagement rate on sponsored content either increased or decreased. The value tells the brand whether the content strategy is working or not. A growing rate of engagement tells brands that the creator has an impactful content strategy.
Evergreen score of content
The score tells how relevant the content is after publishing. Evergreen content tends to gain views over time and remain relevant for an extended period. For example, content continues to receive engagement even after years. To determine if your content is evergreen, check if the videos appear in YouTube search results or suggestion videos while browsing.
Some sponsored content relies on trends that offer quick engagement but tend to dip after a short time. The content can be produced creatively to provide an evergreen promotion. Both creators and brands can use this metric to determine what type of content is most effective. Brands can also see the creator’s ability to produce evergreen content.
Fullfillment rate of the creators
The fulfillment rate is the number of sponsored video contents that are completed on the channel. Brands examine this rate to assess the collaborative experience of the creator. The rate tells how often a creator promotes brands or does sponsorship content.
The low fulfillment rate suggests that the creator is very selective about brand deals. Brands also get to know the type of brand creator is choosing. A high fulfillment rate tells the creator is experienced and often involved in brand deals.
If you are a creator who is eligible for the YouTube Partner Program, read the blog on how to get a brand deal on YouTube.
What are Other Common YouTube Influencer Metrics
We have identified some key metrics that brands look for when approaching brand collaboration and tracking the progress of sponsored videos. Let’s explore some additional potential metrics that can provide valuable insights, enabling you to supercharge your brand collaboration strategy. These insights tell you what you can offer to brands.
Reach
The most notable factor when it comes to sponsorship is the channel’s reach. If brand promotion can reach millions of people, then obviously, they will be eager to work with your channel. For a budding creator, when you pitch brands, include your reach across all social media channels apart from YouTube.
Audience Demographics
The audience demographics offer insights into the age, gender, location, and viewing time of both subscribers and non-subscribers. These deeper insights reveal the type of content that should be produced. Additionally, you will know what type of brands to target.
Content Relevancy
The brand promotion will likely be effective if the brand’s product or service aligns with the channel’s content. If the content is relevant to the channel, then the audience perceives promotions as beneficial for them. For example, a guitar tutorial channel or a musician who creates cover songs on guitar can be approached by brands that sell guitars.
Content Quality
You don’t need a high-end camera or exceptional editing to make a brand promotion successful. The right approach, with the right message and genuine sincerity, can make your sponsored video a success. However, with time, you must upscale as improving content quality correlates with channel success. Even if you work with one brand for a long time. Simply increasing the quality of the video will impact the promotional content.
Return of Investment(ROI)
The sponsored content expects something in return. Brands want their campaign to be effective. As a creator, you focus intensely on the strategy you will use to deliver engaging content. Each promotional video needs a unique plan. Eliminate what’s not working and gradually incorporate working strategies in relevant content. The most effective way to do this is by measuring performance.
Track results and metrics and adjust the strategy based on the data. Avoid emotional impulse.
How to get Brand Sponsorship (Bonus Team)
If you’re still unsure about how to get sponsors for your YouTube channel, here’s the strategy I implement and recommend to YouTubers.
Focus on reaching 10,000 subscribers first. Why? If you focus on acquiring that specific number, you will hit multiple shots. First, you will be closer to YouTube Partner Program eligibility. Secondly, you will have a huge audience base to generate engagement.
There is a famous YouTube phenomenon. Reaching 1 million subscribers takes a very long time, but reaching the next 1 million is often just a matter of a few months. Similarly, focusing on 10,000 subscribers will create a compound effect.
Conclusion
Knowing how to get brand sponsorship is helpful in a YouTuber’s journey. You need to work on your channel performance, which is valued by the brand. As discussed, YouTube Influencer metrics such as sponsor renewal rate, engagement rate, evergreen score, and fulfillment rate provide you and brands with a clear picture of the collaboration experience and the type of sponsorship deals to be expected from both sides.
We also discussed that when approaching brands, you can showcase your channel reach, audience demographics, content relevance, and the quality of your content. Keep in mind that brands are giving you sponsorship deals and expecting some return. Craft your content strategy based on those goals. While proving value to your audience.
Frequently Asked Questions
Q1. What are the YouTube Influencer metrics?
The metrics include the number of subscribers, channel reach, engagement rate, and post engagement.
Q2. What are the KPIs of the YouTube Influencer metrics?
Impressions, engagement rate, watch time, CTRs, conversions, and ROI can be crucial key performance indicators.
Q3. How to get brand sponsorship on YouTube?
Getting brand deals requires consistent efforts. Start by focusing on building a personal brand, growing a loyal audience, and updating your media kit (Channel Stats, demographics, and collaboration deals).
Q4. What are YouTube sponsorship requirements?
There are no specific guidelines for securing sponsorships; however, you can define your niche and create high-quality content centered around it. Once you see the rise in YouTube influencer metrics, start by building a personal brand and pitching to brands.
Q5. How to get brand sponsorship on YouTube?
On YouTube, if you are part of the YouTube Partner Program, then apply for BrandConnect. The platform helps connect both creators and brands to strategic collaboration.