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If you’ve been pondering over the question “How much do sponsors pay YouTubers?”, you’ve arrived at the right spot.

This is a common question that you may have to ask yourself as a marketer who’s taking the influencer marketing plunge.

And guess what?

Even if you’re a seasoned marketer who’s dealt with influencers before, you’d want to know the influencer marketing rates for each social platform well.

So, if you’ve been wondering how much do sponsors pay YouTubers for YouTube influencer marketing, check out this detailed guide that’ll help you with the same.

How Much Do Sponsors Pay YouTubers, After All?

Long answer short – sponsors typically pay YouTubers about $0.089 per view according to a survey.

Sponsors Pay YouTubers

Image via MyWorkFromHomeMoney

But figure this — the survey got mixed responses ranging from $0.035 to $0.15 per view. Now that’s a huge range and it can truly make or break your marketing budget.

So, let’s dig deeper to figure out how much you should consider paying YouTubers as sponsors.

Factors to Consider While Paying YouTubers

Let’s take a look at the host of factors that you should be considering when you want to know how much you should pay to YouTubers as sponsors.

These factors will help you determine if you should increase or decrease your rates.

Factors for Deciding How Much to Pay YouTubers

1. Number of Subscribers

The first factor that you should consider while deciding how much to pay YouTubers is the number of subscribers they have.

The reason for this is pretty straightforward. Subscribers are the equivalent of followers on YouTube and the larger the subscriber base, the better the reach of your video will be.

This is because the subscribers would likely have enabled notifications for the YouTuber too. As a result, they’d get notified whenever the YouTuber posts your video. This, in turn, would get your video more views.

What’s more?

The subscriber base would also be loyal to the YouTuber and would trust their recommendations. So, when the YouTuber talks good things about your brand, it’s likely that the subscribers would believe them.

Many of them may even decide to check out your brand, its products, and its services. You may even get conversions from this group.

And the best part?

The subscriber base helps you determine if the YouTuber is a nano, micro, macro, or mega influencer.

If they turn out to be nano or micro-influencers, you may be able to work with them in exchange for freebies. So, as sponsors, you’d have to pay little to nothing to partner with those sized influencers.

Alternatively, an example of a mega influencer is PewDiePie who has over 110 million subscribers on YouTube.

Number of Subscribers

Image via YouTube

2. Video Views

Looking at the number of subscribers isn’t enough as it doesn’t give the exact picture of the reach that you might be able to achieve by partnering with YouTubers.

The real gauge for that would be the average video views. All you’ve got to do is head to the YouTube channel of the influencer and take a look at the video views for each of their videos.

And why should you do so?

There may be a few YouTubers who have a few popular videos. However, some of their videos may not be performing as well. That’s why you should take a look at the average views for their videos in the recent past to see if their performance is consistent over time.

The YouTubers who manage to perform well consistently in the form of video views are the ones you should prefer over the others. They’re also the ones who you could pay higher fees to.

Another factor that you should check while looking at the video views is the source of those views.

This will help you determine if it’s the subscribers driving up the views or the YouTube SEO of the YouTuber is working well. However, this information can only be provided by the YouTuber.

Video Views

Image via YouTube

3. Average Video Watch Time

Yet another parameter that needs to be considered before deciding on the amount that sponsors would pay YouTubers is the average watch time of the videos.

And why should you look at it?

The reason is simple — engagement.

While a YouTuber might have a large subscriber base and loads of views, it isn’t the best way to figure out if people engage with their videos well.

This is where the average video watch time comes into the picture. The metric serves as a good gauge to figure out how engaging the videos created by the YouTuber are.

It’ll also give you an idea of how well your audience relates to those videos. Typically, longer average watch times are preferred and you should consider paying more to those YouTubers.

Along with this, you should also take a look at the number of upvotes/downvotes, comments, and shares. Taking a holistic view of these will help you determine the true engagement of a YouTuber. For instance, note how YouTube Analytics shows the average video view duration.

Average Video Watch Time

Image via YouTube

4. Type of Influencer Content

We’ve discussed the numerous YouTube metrics that sponsors need to consider when deciding how much to pay YouTubers.

But the YouTuber’s metrics aren’t all that matter.

One essential ingredient here is the type of influencer campaign you’re planning to launch.

Some of the influencer campaigns you can launch on YouTube are:

  • Product placements (product integrations): The influencer may display or talk about your product for a short period in the video.
  • Dedicated product videos: These videos are completely dedicated to your products and typically cost significantly more than product integrations.
  • Sponsored videos: These videos are ones that your brand sponsors and the influencer may talk about your brand for a few seconds.
  • Affiliate campaigns: Such videos don’t require any payment until the YouTuber drives sales for you. You can then pay a commission to them for each sale they drive.
  • Product reviews, how-tos, etc.: These are similar to dedicated product videos but aren’t outrightly promotional. Instead, they’re meant to spread information about your products.

But why does the type of campaign matter, after all?

For the simple reason that the type of campaign would dictate the amount of exposure your brand would get through the video. This, in turn, can make or break your campaign’s success.

A product placement, for instance, won’t drive as much exposure for your brand as a product review. This is because in the latter case, the entire YouTube video would be dedicated to your product. On the other hand, your product might appear for a few seconds or minutes in the former case.

For example, note how WahlieTV has incorporated Hallmark into their videos.

Type of Influencer Content

Image via YouTube

Now that you know how much YouTube sponsors pay YouTubers, let’s take a look at how you can find good YouTubers for your brand.

How to Find the Right YouTubers for Sponsorships

Understanding how much to pay influencers for a YouTube sponsorship is one thing. However, finding the right YouTube influencers to collaborate with is a completely different challenge altogether.

After all, there are so many parameters that need to be considered and analyzed in the first place.

So, let’s take a look at the various ways through which you can find the right YouTubers.

1. Search Manually

The simplest way of finding YouTubers is by looking for them manually through Google or YouTube.

All you need to do is follow specific hashtags related to your brand and look for people who are consistently posting content using them.

Alternatively, you can come up with a list of terms that are relevant to your brand’s niche and search YouTube using those terms.

This will bring up a list of videos or YouTube channels that have posted content related to those keywords.

What’s next?

You should then analyze each of those profiles and see if it’s worth partnering with them.

2. Hire an Influencer Agency

Finding influencers and maintaining relationships with them is easier said than done. This is especially true when you have to wear many hats in your business.

That’s why it’s a good idea to leave this job to the professionals. You can partner with an influencer agency like Get Hyped to drive results from your YouTube influencer marketing campaigns.

Agencies like Get Hyped already have a good rapport with numerous YouTube creators. They can pitch you as sponsors with ease plus they can usually negotiate a better partnership rate as well.

And the best part?

These influencer agencies can handle your campaigns right from the word go. So, you’re ensured that the campaigns will be nothing short of extraordinary.

FAQs

1. How much do YouTubers get paid for sponsored videos?

Typically YouTubers get paid an average rate of about $0.09 per video view for sponsored YouTube videos. This translates to nearly $90 for every 1000 views. However, this rate may be higher or lower depending on a variety of factors.

2. How much do sponsors pay?

Sponsors pay anywhere between $0.035 to $0.15 per view to YouTubers for sponsored video content on the platform.

3. How can you find good YouTubers?

The three ways of finding good YouTubers are:

  • Manual search
  • Partnering with an influencer agency
  • Using an influencer discovery platform

4. What are the things you should consider while determining how much to pay YouTubers?

Some of the things that you should take into consideration while determining how much to pay YouTubers are:

  • Number of subscribers
  • Video views
  • Average video watch time
  • Type of content

5. What are the different ways sponsors can promote their brands through YouTubers?

Some of the ways through which sponsors can promote their brands through YouTubers are:

  • Product placements
  • Sponsored videos
  • Affiliate campaigns
  • Product reviews, how-tos, etc.

Final Thoughts

YouTube provides a great platform for brands to promote themselves and you can make the most out of it by becoming sponsors for YouTubers.

This approach of marketing is cost-effective as you only pay about $0.09 per video view and it gives you the potential to reach a massive audience.

What’s more?

This rate would, of course, fluctuate depending on the YouTuber’s performance metrics and your campaign type.

However, the key is to find the perfect YouTubers for your campaign. This is a job that’s best left to influencer agencies like Get Hyped. So, get in touch with us and we can discuss your goals for influencers on YouTube.

Dan Coughlin

Dan Coughlin

Dan joined Get Hyped as Growth Director after 12 years in customer service, marketing and business development. As a key strategist at Get Hyped, he uses his customer-centric background to focus on building influencer marketing campaigns that maximize authentic human connection. When he’s not strategizing for Get Hyped or moonlighting as our CIO, you can find him appreciating a fresh-cut lawn with some fine bourbon in hand.