Is marketing worth investing in YouTube influencers in 2021?

Controversies about digital influencers are constant. However, not considering investing in this option may cause your YouTube marketing strategy to fail to take advantage of the benefits that digital influencers provide. Influencers are in multiple industries and across all social media such as Instagram, YouTube, Facebook and others. For the purpose of this content, we are going to focus specifically on YouTube, where most of them are.

What do digital influencers mean?

A digital influencer is someone who has a dedicated following on their social media account and who is seen as an authority in their niche. Contrary to what many people think, a profile that has thousands of followers is not always an influence. Often a small influencer with a ten thousand followers can have more authority than a profile with millions of followers.

Influencer marketing refers to the commercial partnership between a digital influencer and a brand. Without thoughtful planning, marketing with influencers can be a “shot in the foot” and make your ad look fake or insincere. However, when executed correctly, this investment can change the direction of your business.

Benefits of investing in digital influencers

YouTube influence marketing is targeted and often more cost-effective than other traditional marketing investments. Consumers today are skeptical of campaigns that flood them with promotions every day. Therefore, the likelihood that people will trust a recommendation from a person they see as a reference is much higher these days.

Marketing influencers is similar to getting a recommendation from a friend or family member, as digital influencers build an image of authority that brings security and transparency. Most digital influencers bring followers their experiences in real life, making their followers feel like they are experiencing the experience personally. This makes a campaign run by an influencer much more convincing than a traditional marketing campaign.

Reach a wider audience

One of the key benefits of influence marketing is exposing brands to a much wider audience. Through actions with influencers, it is possible to increase traffic. Collaborating with influencers is the number one marketing strategy for many brands. YouTube influence marketing campaigns generate 16 times more engagement than traditional advertising campaigns.

Get more leads

Influence marketing helps to attract a wider audience to engage with a brand. Following the marketing funnel, it is natural that the actions of influencers generate more leads for your business. Thus, the strategy can do a lot to move your audience forward on the buying journey.

Boost sales

All of the above benefits converge in what is probably the biggest of all businesses – selling more. Moreover, the reason influencer marketing is so successful is that it can really help to lead to new customers.

How to find the right digital influencer

Influencer marketing is worthwhile if you find the ideal digital influencer for your product. Do not be attached to the number of followers, try to understand the level of authority that the influencer has in the niche market that your campaign wants to reach. Furthermore, it is important that the values ​​and image that this influencer transmits be fully aligned with your brand. Popularity does not necessarily mean influence or authority. So look at the niche and reach of the digital influencer. Understand the niche market that the influencer attracts and the ability to engage them with your content.


Investing in influencer marketing may seem complicated, but most of them already have experience with this model and are happy. The simple answer to why influencer-marketing works so well lay in the benefits the strategy brings. Look for more than one digital influencer that meets the requirements cited in this post and ask them to provide you with more information about how they work in influencer marketing. Engagement rate can be analyzed by evaluating the proportion of followers in relation to the number of comments and likes.