Youtube Outreach Tutorial [Real Examples]

by Peter Attia on August 22, 2013

To continue the outreach theme I’ve been doing with my last few posts, I wanted to add one more I’ve been working on: reaching out to popular Youtube channels. I’ll go over how I found them, how I found their contact info, show a couple correspondence examples, and go over some points to consider along the way.

What are Youtube Video Bloggers Good For?

It depends on your goals, but wether people accept it or not, Youtube is a strong social search engine. I’m not talking about viral videos, more about people having a massive amount of followers on their channels. It’s like a blog, it’s just video instead of text.

Along the same lines of my last few posts, these examples are geared towards product reviews. There are many more ways to take advantage of strong Youtube channels, you just have to find something that makes sense for your industry and demographic.

Followers of channels get reminders via email and through Youtube’s main page. If you find a “vlogger” that has followers that fit your target demographic, you have the opportunity to get exposure in front of people with potential interest.

How to Find Popular Vloggers

I used good ol’ Follower Wonk for this. The one tool SEOmoz has that’s worth a damn. Go to the “Search Twitter Bios” tab and use search terms like:

  • “Keyword” Youtube
  • “Industry” Youtube
  • “Keyword” Vlogger
  • “Industry” Blogger Youtube
  • etc

I always sort by social authority, because it tends to weed out the people that have fake followers, but use whatever statistic makes the most sense for you. You’ll get a list similar to this:

(sorry for the blur, but you know how it is)
follower wonk search results

From here you can scour for folks that are video bloggers in a relevant industry. If they have a decent Twitter following, they’re likely to have a decent Youtube following. However, I did run into folks with a massive Youtube following and a surprisingly low twitter following. I didn’t notice any detrimental effects from this either way.

Spotting a Good Candidate

The first thing I looked for, was how high up they were on the social authority stat on Followerwonk. After that, I just read their bio to make sure they fit the bill. You will spot profiles in your results that only randomly mention your search phrases instead of being leaders in it. There’s no point in contacting these people. Even if they DID want to do a video, you’d be targeting the wrong demographic.

When you find one that looks solid, check out their channel’s statistics. Look for a high subscriber count, share ratio, views per video, and last post date. Here’s an example:

popular youtube blogger

These are all signs of someone who knows what their doing video blog wise. If one of these stats don’t match up, it doesn’t necessarily mean they’re not worth perusing. Do a little web stalking and see if you can find confirmation that they have a reputable presence all around.

Additional Prospects:
A good way to squeeze out some more candidates is by going to each vloggers’s about page and checking out their “Favorites” section near the bottom. Here you’ll find several relevant video blog channels and you can see their follower counts. You can easily scrape up a huge list by continuing to search in the favorites section of the previous vloggers favorites section.

additional youtube prospects

Finding Contact Info

In most cases, this is as easy as clicking the “About” tab on their Youtube Channel.

finding youtube contact information

90% of the time it’s that easy. If they don’t have their email listed, they tend to have a social channel or blog where you can find their contact info.

Youtube Outreach Examples

Here are a couple of correspondence examples. One thing I will expand upon later, is that this will most likely cost you money! I’ve rarely gotten a decent video post that was free!

This correspondence only shows the main points of the email exchange for obvious reasons.

Example 1)

youtube email outreach exampe

Example 2)

youtube corresponse email example

This is Not Free

I know I already said this, but one thing I want to be clear about, is that this isn’t free. For most popular video bloggers this is their full-time job. Approach it like a good old fashioned paid link on a high quality site. These guys will not pussy foot around. They’ll respond with their rates and ignore you if you can’t meet their demands. However, they will negotiate just like anybody else. A decent video review can cost anywhere between $500-$3k. More if you’re looking for something extravagant. It’s not that dissimilar to infographics in terms of pricing and quality.

Blog Reviews vs Video Reviews

I’m going to base this off of the “typical” video review or blog review. Obviously, if you get a review on a site like Mashable, you’ll get more traffic than a Youtube Channel with 100k subscribers. Here’s a view of some blog reviews surrounded by video reviews.

video vs blog analytics

This is only one example, but I see more traffic from videos compared to blogs pretty consistently. Videos also seem to lose their traffic at a slower pace than blogs. What I mean, is a blog review will typically bring a spike of traffic for 2-3 days then everything goes back to normal. With a video, it seems to last for a week or so before flattening out.

Things to Consider

Here are a couple of things to keep in mind before tackling some video outreach.

1) The response and conversion rate is much lower when contacting video bloggers. I have to contact about twice as many as regular bloggers to get an agreement completed.

2) Video posts will take much longer to go live after an agreement has been made than with a blog. It can easily take a couple months after the agreement before the video will go live. This completely depends on their schedule, of course.

3) Ask them to post the video on their blog to get more traffic and a backlink. If you ask them to put your video in a blog post as well, they usually won’t mind; but if you don’t ask, they probably won’t do it!

4) Good video bloggers are not desperate for work. You need to make it worth their while to do their video, or they’ll just walk away.

5) Video reviews are more likely to convert viewers compared to blog review readers. Not just from the initial post of the video, but also from people looking for more info on the product and seeing tons of positive reviews.

Conclusion

Video reviews can bring in some great traffic, but it also takes a good bit more time, effort, and money. However, the payoff is well worth it. Video reviews also bring in more conversions than traditional posts. Also, keep in mind that Youtube is a search engine in itself and the 3rd most visited site on the web. If someone wants to do research on your company, there’s a chance they will go to Youtube first. Not Google.

{ 15 comments… read them below or add one }

Patrick Hathaway August 22, 2013 at 11:49 am

Hi Peter – nice post! I hadn’t ever really considered getting video reviews for clients, but it sounds like a decent tactic.

One question – how do you approach getting client buy-in for something like this? What with your time, the cost of the product (inc delivery costs), and the reviewers fee, it must come to a fairly decent chunk.

I take it you find that this tactic generates positive ROI?

Reply

Peter Attia August 22, 2013 at 11:56 am

Convincing a client my be difficult depending on the client. I’m lucky enough to be working with folks that know this isn’t cheap or easy. I told them to let me give it a couple of test tries and then we can evaluate from there. Once they saw the results, it was easy to convince them to keep going for it.

We are indeed getting a positive ROI and have people telling us they purchased after seeing our review on Youtube. The industry I’m doing this in is also fairly uncompetitive, so that may be something to keep in mind. I haven’t tried this in an industry that has companies competing with videos.

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Anthony D. Nelson August 22, 2013 at 1:50 pm

Nothing wrong with paying for a video review and a YouTube link… they’re all NoFollowed :)

Nice post Peter. For some niches (health & beauty- more towards beauty) there are some really popular YT channels.

Reply

Peter Attia August 22, 2013 at 4:27 pm

I was working in niches very closely related to those as me and you discussed in Seattle :) I’ve never gotten the chance to try this in an alternative niche though. I wonder if the success works the same.

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Jackie Chu August 22, 2013 at 3:53 pm

Hi Peter,

Its always interesting to see people’s articles about best practices for Outreach :). Especially since I’ve been on both sides of this transaction.

I think its good that you also mentioned, good vloggers are not desperate for work or “great content” har har. I’m happy to say that I don’t know many people that would sell their soul for a paycheck.

Reply

Peter Attia August 22, 2013 at 4:29 pm

It takes a lot of work to get a good channel up and going! I don’t think anyone would let all that effort go to waste for a paycheck! That would be like someone offering me a paycheck to change careers and start from the bottom of the ladder again.

Reply

Riza August 23, 2013 at 7:11 am

One of the most comprehensive tutorials I’ve ever read so far. And with a very timely topic, that is! Many feel that reaching out is one of the hardest thing to do, but with all this vivid and very specific examples, I guess the level of difficulty went down a little.

Really good! Shared this on the IM social networking site, Kingged.com, because of its awesome content. :)
http://www.kingged.com/youtube-outreach-tutorial-real-examples/

Reply

Peter Attia August 23, 2013 at 10:23 am

Glad you enjoyed it Riza and thanks for the share!

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Spook SEO August 25, 2013 at 3:59 am

Hey Attia. What a refreshing post. We don’t normally see posts like these everyday (or is it just me). I almost always see posts EVERYDAY about inbound marketing, content marketing, social media, but your comprehensive guide to YouTube outreach is definitely a blast!

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Peter Attia August 26, 2013 at 11:37 am

Glad you like it! I always try to keep it actionable if I can, because that’s what I would want to read. I always enjoy tutorial posts myself, because it gives me a step in the right direction. Just trying to return the favor :)

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Gaz Copeland August 25, 2013 at 4:15 pm

Hey Peter,

Always enjoy your outreach examples and youtube isn’t an area I’ve gotten into a whole bunch. That said there are TONs of vloggers in the toy niche which I’ve been looking into a lot in the last few months so this post will come in handy.

One question, and it may be an obvious one. Why do you go down the route of Follower Wonk rather than direct to youtube and use the built in features there to narrow down your targets?

Gaz

Reply

Peter Attia August 26, 2013 at 11:41 am

Hey Gaz,

Glad you liked it! You can use either. The only reason I was using Followerwonk is because that’s what I’m used to :)

I never tried it through just Youtube, so I’m not sure if there will be a difference in quality or not. I will try it on my next push and see if I spot any differences.

-Peter

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Gaz Copeland August 26, 2013 at 1:47 pm

Cool man, if you filter to channels and sort by views this sort of gives you something to go on. “views” “subscribers” however so it’s by no means perfect.

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Peter Attia August 26, 2013 at 4:36 pm

Awesome! I’ll give that a shot and see how relevant the results I get are.

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ian September 22, 2013 at 11:08 pm

Yeah, another great post! You’re right Peter. Since i found alot of my friends have spent all day and alot of their money to creat an youtube channel, I no longer think their followers grow naturally.
As your conclusion,video reviews takes a good bit more time and money but they also can bring in some great traffic and conversions. hence, we should pay attention to it (in some case)

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