There comes a time in every creator’s life when they receive their first advertising proposal. There are quite a few advertising formats, but the most common question we get is definitely about sponsorship. How much do YouTubers get paid for sponsored videos? How can you get your first ad proposal? To be sure to give you all the necessary information, we asked a lot of questions about sponsorships and ads to our Chief Commercial Officer Yana Bashlykevich. Well, let’s get started!
It’s always up to the brand and the creator to decide which ad format to choose. It all depends on the advertiser’s budget, the objective of the launch, and the type of product to promote. In most cases creators work with standard formats like 1 or 2-minute integrations, full dedicated videos, and product placements. All in all, this is what the majority of advertisers prefer. It’s easy to implement, the effect is calculable, and it looks native on any channel. Some ad formats are more expensive, but today creators are in charge of potential viewership and channel audience retention, and only then comes money and income.
For sure, you can create sponsored content as a Shorts video, a Community post, and even a pre-roll or a mid-roll. I’d say there’s no limit for ad formats today.
There are neither specific nor strict benchmarks for that. Actually, any channel with any parameters can get a sponsored collab offer. The milestone is the channel’s audience. Its interests must correspond to the brand’s audience interests. If there’s a match, even a small creator with 10K of views per video may be selected, because their audience will likely be the target audience for the brand, which means that the sponsored video may perform very well and support the brand’s further promotion.
It’s not that important today how many views a creator has, but whether the viewership is stable (with no rapid leaps or drops during the month), whether the content is posted regularly, how long the videos are, etc etc. Of course, some of our advertisers do have their benchmarks on the min number of views or the min level of Engagement Rate, so it is easier for us to compile a suitable list of creators meeting these requirements.
The fact that the “small” channels earn not that much is a pretty old myth. It’s no secret that small creators today receive even more advertising offers than giant ones! Brands see great potential from working with small creators. They are easy to communicate with, not ego-centered, their price list is more modest, and their audience proves to be very loyal. Small creators are often niche ones (those who make content focused on a very narrow topic). What’s more, when an advertiser asks us “How much do YouTubers get paid for sponsored videos?”— the answer makes them feel good.
At Mediacube, we work with small content creators on travel, games, and lifestyle and they even get long-term offers from advertisers because their loyal audience is a real cash cow!
This is all about the viewership. The number of subscribers is not important at all. I don’t know any brand that would focus on how many subscribers the creator has in 2024.
Mainly, it does. The narrower the topic is, the shorter list of advertisers will be. For example, there’s no use to promote car tires on a channel with fashion vlogs. For sure, the audience of such a channel may have cars and may be really interested in buying a couple of good tires with a discount, but we should ask: do we think that people will engage with the ad because they need the tires, or because they are really interested in it?
The ad won’t work if the product is not corresponding to audience interests. At the same time, more universal creators such as lifestyle bloggers get many offers because their audience is rather blurred and would be relevant to almost any product promotion.
Our expertise from working with exclusive creators shows that the biggest amount of advertising offers come to creators making content on tech & gadgets, family, travel, cooking, vlogs, education, history & politics.
It depends on 4 main factors: what budget the brand has, what region or country the creator is from, what type of content and viewership the creator has, and the preferred ad format. Of course, YouTube doesn’t regulate pricing for native sponsored content, but there are country CPMs that affect the offer. Tier-1 regions have bigger CPMs, thus the prices for native ads are higher, too. Tier-2 and Tier-3 countries’ CPMs are lower, that’s why ads there are cheaper.
From our experience, travel creators have one of the biggest prices due to the high cost of production. Also, fashion and make-up vlogs, and lifestyle content. And the most expensive ad format is a full dedicated video.
At Mediacube, we’ve worked with various types of channels, and have paid both $50 and $300,000 for sponsored content. In the first case, it was a small Thai channel on fishing. In the second case – a grand tech review creator from the UK.
In influencer marketing, the market regulates itself, which means that normal market laws work here too, such as bargaining: if you are a brand, it may help you decrease the price, and if you are a creator, it may help you increase it. So it’s high time you stop making any excuses and start pumping up your sales skills.
Good luck!
Comments