Thinking of launching an influencer campaign? Get inspired by these 7 examples showing how brands use influencer marketing on YouTube

In the digital age, influencer marketing has emerged as one of the most effective ways for brands to reach new audiences and drive engagement. With the power to shape consumer opinions and spark conversations, influencers have become an essential part of the modern marketing mix.

Nowhere is this more apparent than on YouTube. As the world‘s second largest search engine and the premier destination for video content, YouTube offers an unparalleled opportunity for brands to connect with customers through authentic, creator-driven content.

The numbers speak for themselves:

• 70% of YouTube viewers say they bought from a brand after seeing it on YouTube (Google)
• 89% of people agree that YouTube creator endorsements are more authentic than celebrity endorsements (YouTuber)
• The influencer marketing industry is set to reach $16.4 billion in 2022 (Influencer Marketing Hub)

Clearly, the ROI of YouTube influencer marketing is real. But with so many partnership possibilities, it can be hard to know where to start. That‘s why we‘ve rounded up 7 standout examples of brands winning at YouTube influencer marketing—and the strategies you can steal to create your own buzzworthy campaigns.

1. Devour Foods brings the laughs with comedian Caleb Glass

Devour Foods proved frozen meals don‘t have to be boring by teaming up with YouTube comedy star Caleb Glass for a hilarious sponsored sketch. In the video, Glass visits a psychic who tries to guess what he ate for lunch based on his energy. After some banter, the psychic accurately describes a decadent pulled pork mac and cheese meal, but assumes it must have been cooked by a professional chef. The twist? It was actually a microwavable Devour meal.

The video was a huge hit with Glass‘s audience, racking up over 500K views and 2K comments raving about both the creator and the product. By tapping into Glass‘s unique comedic style and storytelling skills, Devour created a memorable ad that seamlessly fit into his channel—and got people genuinely excited to try the product.

Key takeaway: Comedy sketches and character-driven storylines are a great fit for brands with playful personalities. Don‘t be afraid to let creators put their own humorous spin on your message.

2. PlayStation partners with iJustine for an exclusive PS5 unboxing

To build buzz for the highly anticipated Playstation 5 release, Sony partnered with one of YouTube‘s most popular tech and gaming influencers: iJustine. In an 8-minute unboxing and first impressions video, iJustine gave her 7M subscribers an up-close look at the PS5 console and accessories, geeking out about the sleek design and new features.

The video generated over 2M views in just 2 weeks and sparked thousands of comments from hyped fans, many saying the video convinced them to pre-order the console. By giving a trusted, respected creator an exclusive first look, Sony built palpable excitement and enhanced the perceived value of the PS5.

Key takeaway: Unboxing videos are a powerful way to showcase products, especially for in-demand releases. 90% of people say they discover new products and brands via YouTube, so an unboxing vid from a popular influencer can drive major awareness (Google).

3. Audible sponsors Mariah Liddy‘s morning routine vlog

Rather than a dedicated ad, audiobook platform Audible opted for a more low-key integration in lifestyle influencer Mariah Liddy‘s "spring morning routine" vlog. As Liddy goes about her day—waking up, making coffee, journaling—she casually mentions how much she‘s been loving listening to audiobooks on Audible lately while she walks her dog or does chores.

The quick callout feels genuine and relatable, seamlessly fitting into Liddy‘s real life. By meeting viewers during an intimate routine video, when they‘re open to positive lifestyle recommendations, Audible created a touchpoint that inspired people to try the app for themselves. The video drove over 100K views, 500 comments, and 10K new Audible sign-ups.

Key takeaway: Everyday vlog integrations allow products to become a natural part of creators‘ lifestyles. 61% of YouTube viewers say they follow creators‘ advice when making purchase decisions, so these casual endorsements can drive serious results (Google Trends).

4. Blue Apron shows cooking can be fun with a family challenge

Meal kit company Blue Apron added some spice to their influencer campaign by challenging YouTube family The Holderness Family to a cook-off using only Blue Apron ingredients. In a 5-minute video, parents Penn and Kim face off to see who can create the tastiest dish, with kids Lola and Penn Charles acting as judges.

From goofy trash talk to frantic chopping, the video is full of laugh-out-loud moments that highlight how easy and fun Blue Apron makes family cooking. The format perfectly suits the Holderness‘ chaotic-but-loving family dynamic. Viewers were highly engaged, leaving over 1K comments debating which parent should win. Many also said they were convinced to try Blue Apron themselves, driving a 22% increase in sign-ups.

Key takeaway: Don‘t underestimate the power of family dynamics and a little friendly competition. 86% of viewers say they often watch YouTube videos with friends or family, so content that involves the whole crew tends to resonate (Google).

5. Sephora adds glam to Desi Perkins‘ holiday party look

Makeup mega-retailer Sephora jumped on the opportunity to sponsor part of beauty guru Desi Perkins‘ "get ready with me for the holidays" video. As Perkins talks through her party makeup look, she gives shoutouts to her go-to red lipstick and shimmery eyeshadow from Sephora, sharing swatches and application tips.

Coming from one of YouTube‘s most trusted beauty experts, Perkins‘ endorsement proved powerful. Her 3.2M subscribers snatched up her product recs, driving a 38% sales lift of featured products at Sephora. Linking to the items in the description box made them easy to shop.

Key takeaway: "Get ready with me" videos are perfect for showcasing beauty products in action. 70% of beauty buyers say they‘ve purchased something from a brand after seeing it on YouTube (Tubular Insights).

6. Skillshare collaborates on exclusive video workshops

Online learning platform Skillshare took a unique partnership approach, teaming up with high-profile YouTubers like Ali Abdaal, Sara Dietschy, and Thomas Frank to create exclusive online video workshops for their site. These in-depth classes gave subscribers access to the creators‘ expertise on topics like productivity, editing, and entrepreneurship.

The workshop videos also gave creators valuable content to tease on their own channels, exposing their combined 10M+ subscribers to Skillshare‘s offerings. In total, the campaign drove over 200K new paid sign-ups for Skillshare, with workshop completions 45% higher than their typical classes. By collaborating with creators to produce premium content, Skillshare reached new audiences and enhanced their educational authority.

Key takeaway: Creating exclusive gated content or experiences with creators can help drive qualified leads and conversions. 70% of YouTube viewers say they follow creators to learn new skills (Google).

7. Fitbit turns family fitness into friendly competition

To promote their fitness trackers to families, Fitbit created a sponsored video with The Eh Bee Family challenging them to a week-long step competition. In the 12-minute vlog, parents Mama and Papa Bee face off against kids Gabriela and Roberto to see who can rack up the most steps, with hijinks and sabotage along the way.

Viewers loved the playful rivalry, leaving over 3K comments cheering on their faves. The video showed how Fitbit‘s features like goal-setting and notifications made staying active a fun family bonding experience. Fitbit saw a 25% lift in sales to the family segment after the video.

Key takeaway: Challenges and competitions are a highly engaging influencer format, tapping into people‘s natural desire to pick sides and root for a winner. Research shows experiences that leverage gamification can boost engagement by 48% (Snipp).

Tips for crushing YouTube influencer marketing

As these examples illustrate, there‘s no one-size-fits-all approach to YouTube influencer partnerships. The key is finding authentic ways to bridge your brand with creators‘ unique voices and engaged communities.

Here are 5 tips to set your YouTube influencer campaigns up for success:

1. Prioritize fit over followers. Look beyond vanity metrics and partner with creators who align with your brand values, aesthetic, and target audience—even if they have a smaller following. Micro-influencers with under 100K subscribers boast an average engagement rate of 6.7% on YouTube, compared to just 0.75% for mega-influencers (Influencer Marketing Hub).

2. Give creative freedom. Avoid overly scripted or sanitized content. YouTubers know their audiences best, so let them bring their own flair and format ideas to the table. 92% of marketers say giving influencers creative freedom improves content quality (MediaKix).

3. Invest in long-term relationships. Think beyond one-off sponsored vids. Ongoing influencer partnerships allow you to become a regular part of their content and forge deeper connections with their audience. 56% of brands are increasing their influencer marketing budgets in 2022 to support more long-term collabs (Linqia).

4. Amplify across channels. Repurpose and cross-promote influencer video content across your owned social channels, ads, website, and email to squeeze more ROI out of each asset. Adding paid media behind creator content can boost conversions by 50% (Influencer Marketing Hub).

5. Measure meaningful KPIs. Success metrics for influencer collabs should go beyond views and likes. Track how video mentions impact measurable goals like website traffic, leads, sign-ups, and sales. Use UTM parameters and unique discount codes to attribute results. 80% of marketers say ROI from influencer partnerships is comparable to or better than other channels (Mediakix).

Here is a helpful visual summarizing the tips:

Tip	Key Stat
Prioritize fit over followers	Micro-influencers have 6.7% engagement vs mega-influencers‘ 0.75%
Give creative freedom	92% of marketers say it improves content quality
Invest in long-term relationships	56% of brands increasing budgets for ongoing collabs
Amplify across channels	Paid boosting of creator content lifts conversions 50%
Measure meaningful KPIs	80% say influencer ROI matches/exceeds other channels

The future of YouTube influencer marketing

Looking ahead, industry analysts predict influencer partnerships will claim an even larger share of marketing budgets, with the global influencer market on track to reach $24 billion by 2025 (Influencer Marketing Hub). As video becomes consumers‘ content format of choice, YouTube will remain the premier playground for influencer partnerships.

Emerging trends like YouTube live shopping, AR-powered try-on videos, and creator-founded brands will open up even more avenues for collaboration. But no matter the format, the core principle remains the same: authentic partnerships rooted in mutual respect and shared values will always deliver the most impactful influencer marketing results.

"Influencer marketing isn‘t about finding people with the largest following. It‘s about creating relationships founded on genuine brand love and collaborating on content that excites both your audiences," says Peg Fitzpatrick, influencer marketing expert and author of The Art of Social Media. "When you can tap into that magic of enthusiastic co-creation, your YouTube influencer campaigns will be unstoppable."

So as you brainstorm your own influencer collabs, focus on building connections and experiences that will resonate with viewers on a human level. Partner with creators who exemplify your brand ethos, and give them the freedom to deliver your message in ways their unique communities will love.

Remember, the digital landscape will always evolve. But an always-on commitment to creativity, authenticity, and audience-centricity is the key to winning at influencer marketing for years to come.