Behind Google, YouTube is the second most visited website on the planet, averaging 1.7 billion unique visitors per month. Compare that to 933 million on Instagram and 764 million unique visitors on TikTok, and it’s not even a competition. 

YouTube has reeeeeeeeach.

I get it if you haven’t jumped into influencer marketing on YouTube yet. If you’ve only had experience with the quick hits of Instagram and TikTok, YouTube can feel like an entirely different beast. 

So, this week, I’m returning to the basics. What can you buy from influencers on YouTube? What even are your options as a marketer looking to collaborate? 

Option #1: Dedicated videos 

Think of these as your premium TV commercials for YouTube. The entire video serves as a showcase for your brand, and you can ask for complete creative control.

Take, for example, how Alipearl Hair sponsored Syndie’s video, in which Syndie shows exactly how she puts on one of their wigs. 

Dedicated videos are the most expensive investment in influencer marketing on YouTube. Views are typically lower than organic content. But you'll likely have eyeballs on your brand for longer, creating a deeper connection with the brand/product compared to a 30- to 90-second integration.

Best for:

• Complex products that need a detailed demonstration

• Brand experience storytelling (like a trip or event!) 

• Educational content where depth matters

Option #2 Integrations (or non-dedicated videos)

In contrast, non-dedicated videos (also known as integrations) are built into a separate video that the YouTuber already plans to create or has created. These are probably the most common you see on YouTube.

Integrations can be pre-, mid-, or post-roll and typically last 30 – 90 seconds. The earlier they appear in the video, the more you will pay. Integrations come in two distinct flavors.

• Seamless integrations flow naturally within the context of the video’s storyline. Ideally, your main mention will be within the first five minutes to reach viewers before a potential drop-off. And if you can get some organic exposure through the rest of the video, all the better.

• Spot-based integrations that are distinct from the main content flow and stand out as sponsored messages. Often, the creator introduces the brand (“Today’s sponsor is…”)

Integrations are often significantly cheaper than a dedicated video but give you less control over how the rest of the video looks and feels and the overall topic. This can lead to a mismatch with your brand style, guidelines, and other goals.

Integrations are most effective when:

• Your budget needs to stretch across multiple creators

• The product naturally fits into existing content types

• Quick demonstrations or straightforward messaging is enough

Option #3 Shorts

As you’re probably aware, Shorts are YouTube’s take on TikTok and Instagram Reels. They can be up to three minutes long, although most are shorter.

While Shorts can be purchased as individual placements, most brands use them as add-ons.

Shorts aren’t typically used to drive conversions, but they’re good for:

• Cross-platform campaigns. Can be repurposed for TikTok/Reels.

• Creating snackable content as the influencer can cut and slice long-content content

• Building brand presence across multiple touchpoints

Option #4 Live-stream mentions 

Live streaming allows influencers to broadcast to their audience in real-time. With no time limit on YouTube live streams, there’s plenty of opportunity for your partners to feature your brand and products.

You can sponsor an entire live-streamed event or pay influencers to feature you during a livestream. This can be particularly effective in tech and gaming spaces. The trade-off is unpredictability - timing your mention right becomes crucial as viewers come and go.

Consider these for:

• Gaming product launches

• Tech demonstrations

• Event tie-ins

• Building community engagement

Option #5: Add-ons

These formats work best as add-ons to packages rather than standalone pieces.

Community posts

Community posts are exactly what they sound like — posts on a YouTuber’s Community page.

These posts are often missed by all but the most fanatical subscribers and have low engagement rates. But they’re worth having if you can bundle them cheaply.

Product links within the description

If your influencer campaign aims to generate conversions on your website, you’ll want your influencer partner to add some clickable CTA.

One option is for them to add product or landing page links to the video’s description, like this.

Pinned comments with link

Influencers can also pin comments on their own videos, giving them another opportunity to link to your website.

What’s everyone else doing?

In 2025, 70% of influencer marketers predict that long-form content will compete on performance with short-form content.

Are you planning to invest more heavily in You Tube content in 2025?

Handpicked job openings

• THG is looking for an Influencer Manager in Manchester, UK.  

• House of CB is looking for an Influencer Coordinator in London, UK.  

• Thirty-Three Threads is looking for an Influencer Marketing Manager in Vista, California, USA.

• Helen of Troy is looking for a Manager of PR & Influencer Marketing in New York, USA.

• Youth to the People (a Loreal company) is looking for a Senior Manager of Influencer and PR in El Sugondo, California, USA. 

See you in the next issue of ROI for the art of choosing influencers 🎨
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.