> sole purpose is to "vet" YouTubers and find you the right influencer for your product
Any idea what are some of the criteria they use to find the perfect youtuber? I'd be surprised if this could be done reliably for many products, let alone for it to be worth it over common-sense random sampling when including the additional cost of their services.
I asked that exact question at the meetup: They said it's a secret formula based on a lot of "data analsis".
Basically to me this smells like a lot of manual work by a team of humans, reading through countless of YT comments and reddit posts to understand exactly how a target audience reacts and "thinks" to various subjects.
But I could be wrong because they didn't say anything too specific but just "data analysis" which could be anything?!
The example with h3h3 they described as a successful campaign, was a vibrating toothbrush - electric and all that jazz, after being featured in the video "en passant", they drove so much traffic to the sponsor's webpage that their ecommerce timedout/crashed.
It seems a bit like FUD to me. Crashing a eCommerce page often speaks more to the poor quality of the site then to the volume of traffic generated. Maybe I'm too cynical, but where's the real proof that they are consistently worth the value?
You can sign up for one of the multiple marketplaces for influencers and see all the metrics. I've seen simple things like number of followers, videos, views, comments, length of video, etc. The category their YouTube channel is in. Related stats on their other social media like Facebook and IG, etc.
The one I used, you put up an ad of your product, and influencers applied, so you could quickly vet them by easily going through the data in one place.
Any idea what are some of the criteria they use to find the perfect youtuber? I'd be surprised if this could be done reliably for many products, let alone for it to be worth it over common-sense random sampling when including the additional cost of their services.