A YouTuber may become easily excited when a popular brand initiates contact or when a brand extends a generous offer. Likewise, an eager brand might accept a rate before setting clear stipulations for the video. Neither side may want to risk putting off the other by sounding too demanding. So what may happen next? We list three common mistakes that could lead to trouble if the details of the video are neglected. We also provide three solutions YouTubers and brands can employ to avoid the same mistakes.
1. Define each type of video within your rate card. The terms “dedicated, feature, haul and mention” are widely known among brands and YouTubers. However, the brand may define a “dedicated” video completely different from the YouTuber. For example, a brand may interpret a “dedicated” video as being the only product reviewed during a YouTuber’s video. However, a YouTuber may perceive a “dedicated” video differently; The brand may get the majority of air time and also receive a mention above the “Show More” section, but the YouTuber may also include a few additional products in the video as well.
2. Agree to a firm number of views before production begins. Most brands assume their sponsored video will live forever on a YouTubers channel. However, YouTubers might remove a video if they; 1) Enter into a new brand partnership within a similar product category 2) Receive many negative comments from their subscribers 3) Decide to change their content strategy of the YouTube channel. If the YouTuber removes the sponsored video before reaching full potential views, the brand is likely to fall short of their ROI goal. We recommend brands and YouTubers agree to a firm number of views before production begins. Avoid an agreement using a specific “time frame” because not all YouTuber’s video views will grow at the same pace. Managing expectations will allow YouTubers to build strong relationships with the brand.
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3. Define expectations before signing the agreement. The majority of YouTubers have other social media like Instagram, Facebook, Twitter and SnapChat. Many YouTubers may include their other social media as support without additional cost. Contrarily, lots of YouTubers may charge an additional fee for the extra social media. A brand that’s collaborated with YouTubers that all include support social media for free, is likely to assume all YouTubers are the same. We recommend YouTubers disclose any support social media that will be included in the rate before signing an agreement so no surprises occur.
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