If you’re looking to advertise on a YouTuber’s channel or create brand partnerships, it helps to find channels that are popular with your audience. The exact YouTube influencers you work with will depend on your niche and budget. But here are some YouTube stars with the biggest reach and highest earnings currently.
Why Your Brand Should Consider Partnering with a YouTube Influencer
Top YouTube influencers reach millions of viewers with each video. And their recommendations and brand partnerships may convince their loyal viewers to purchase new items or connect with brands online. Influencer marketing spans across social platforms. But viral videos on YouTube can reach millions. So, partnering with a popular YouTube star may increase your marketing reach dramatically.
How to Work with YouTube Influencers
Before connecting with any top YouTube influencers, identify the YouTube channels that are most relevant to your niche, as well as find out what’s an influencer. For example, if you sell skincare products, then find beauty influencers that offer product reviews or highlight their skincare routine. Consider your budget as well. If you only have a few hundred dollars to spend, you may not be able to work with the top YouTube influencers. Instead, find micro-influencers with just a few thousand followers.
Once you’ve identified a few YouTube channels that suit your needs, check their about pages and other social media profiles for contact information. They may list an email address or management company specifically for influencer campaigns. If not, send them a direct message on YouTube or another social platform to inquire. From there, pitch your product or campaign and negotiate a fair price for both sides. In addition to payment, you’ll likely also need to provide a free product or experience for them to include in their content. You may also get approval over the final video. However, some influencers maintain full creative control. If you want to go after more recognizable people, look into what is Cameo and how can you use it for celebrity Influencers? This will give you a way for your audience to quickly recognize your brand with the celebrity.
Choosing the Right YouTube Influencers for Your Business: Our Methodology
Collaborating with YouTube influencers can be a powerful strategy for businesses looking to enhance their online presence. When selecting influencers, it’s crucial to consider several factors. Each factor is rated on a scale of 1 to 5, where 1 is less critical and 5 is most critical.
- Audience Alignment: Ensure the influencer’s audience matches your target demographic in terms of age, interests, and other relevant factors.
- Engagement Rates: Look beyond just subscriber counts; engagement rates (likes, comments, shares) are a more accurate measure of how actively their audience is involved.
- Content Quality and Style: The quality and style of the influencer’s content should align with your brand’s image and values.
- Authenticity and Credibility: Influencers who have genuine interactions with their audience and are viewed as credible sources can have a more significant impact.
- Past Brand Collaborations: Review their history with other brands to assess their experience and professionalism in brand partnerships.
- ROI and Performance Metrics: Consider their track record in terms of return on investment and other performance metrics from previous campaigns.
- Flexibility and Creativity in Collaboration: Influencers who are flexible and creative in their approach to brand collaborations can offer more unique and effective promotions.
- Legal and Ethical Compliance: Ensure the influencer adheres to legal advertising standards and ethical practices, especially when disclosing brand partnerships.
- Cost vs. Benefit Analysis: Evaluate the cost of partnering with the influencer against the potential benefits and exposure your brand will receive.
- Consistency and Reliability: Assess the influencer’s consistency in content creation and reliability in maintaining partnerships.
Top Influencers on YouTube
Top YouTube influencers create content ranging from toy unboxing to gameplay. Millions of viewers tune into these channels regularly. And they trust the recommendations of their favorite creators. So if you’re interested in marketing a product or service, here are some YouTube influencers to consider working with.
T-Series
Also Known As: Super Cassettes Industries Private Limited
Type of Content: Music videos
T-Series is India’s leading music label and film studio. Established by Gulshan Kumar, the company is renowned for its Bollywood and Indi-pop music videos, which showcase popular artists and dancers from India. While this channel focuses more on entertainment than on influencing, it may still be relevant for brands aiming to reach this global audience.
Ryan’s World
Also Known As: Ryan Kaji
Type of Content: Kids’ toy content, educational videos
Ryan Kaji and his family run this wildly successful YouTube channel for kids. Ryan does science experiments, shares animation, and unboxes collector toys. This channel is most relevant to toy businesses and those that make educational kits or products.
PewDiePie
Also Known As: Felix Arvid Ulf Kjellberg
Type of Content: Gaming reviews, comedic commentary
Felix Kjellberg is a Swedish YouTuber who started out mainly doing video game reviews. Since then, PewDiePie expanded to include comedic commentary about current events. He even shares meme roundups and posts with other internet personalities. However, he still shares some gaming content. And companies that produce lesser known games may benefit from mentions on his channel.
Piuzinho
Type of Content: Video game play and tips
Piuzinho is a Brazilian YouTuber who shares music and gaming content. Specifically, many of his videos are Grand Theft Auto gameplay and tips. His videos are generally in Portuguese. So brands that target international consumers should be aware of his content. His channel receives more than 9 million views a month.
Logan Paul
Type of Content: Comedy sketches, vlogs
Logan Paul is an American YouTuber who originally gained popularity on the now-defunct video platform Vine. Since his YouTube channel has taken off, Paul has even guest starred on television series and started a boxing career. He has been involved in several controversies. So brands may gain notoriety by being associated with him. But it also comes with some risk.
Vlad and Niki
Also Known As: Vlad and Niki Vashketova
Type of Content: Pretend play, children’s content
Vlad and Niki are two brothers in Russia. Their YouTube videos include the two of them playing games, traveling, or trying out new toys. Sometimes their mother and younger brother are also featured in videos. This channel would be most relevant to businesses that make toys or children’s products, or companies that host tourism experiences around Russia.
Dude Perfect
Also Known As: Tyler Toney
Type of Content: Sports and comedy
This channel is known for amazing trick shots with sporting equipment and toys. The team consists of former college roommates Cory and Coby Cotton, Garrett Hilbert, Cody Jones, and Tyler Toney. So the channel is popular with college students, young males, and sports fans.
Luccas Neto
Type of Content: Comedy
Luccas Neto is a Portuguese-Brazilian actor and comedian. His YouTube videos have more than 8 million views. And they are often funny skits or commentary for a Brazilian audience. Additionally, he’s the younger brother of comedic YouTuber Felipe Neto.
Smosh
Also Known As: Ian Hecox and Anthony Padilla
Type of Content: Sketch comedy
Smosh is a sketch comedy group that posts a huge array of funny videos to their YouTube channel. Some include visits to restaurants, others offer commentary on current events or parody social media memes. While not exactly YouTube influencers, this channel may be relevant to popular brands that get mentioned in videos.
VanossGaming
Also Known As: Evan Fong
Type of Content: Gameplay videos, gaming commentary
Evan Fong is a Canadian YouTuber who posts an array of gaming videos to his YouTube channel. Often, these videos include montages of gameplay from himself and other users set to music. Video game brands and musicians may benefit from this type of content.
Kids Diana Show
Also Known As: Diana and Roma
Type of Content: Kids play videos
This Ukranian YouTube channel features a child named Diana, sometimes joined by her brother Roma. The YouTube account features a variety of video content made for kids. She’s one of the most popular YouTube stars in the kids’ space. So toy companies and those that make activities for families may benefit from knowing this channel.
Like Nastya
Also Known As: Anastasia Radzinskaya
Type of Content: Play videos, kids content
Anastasia Radzinskaya is a young Russian YouTuber who posts an array of kids video content. Some of her videos include songs, while others feature toys or family activities. Her channel currently has nearly 80 million subscribers. So it may be relevant for any brand that target families with young kids.
Jenna Marbles
Also Known As: Jenna Mourey
Type of Content: Comedic videos, vlogs
Jenna Mourey, who goes by the online alias Jenna Marbles, operated a very popular YouTube channel for more than ten years. Videos were often comedic and sometimes featured makeup or how to videos with a funny spin, like her “drunk makeup tutorials.” She was one of the top female YouTubers in the early days of the site. And she even opened her own online store years ago. She’s been on an indefinite hiatus from YouTube for more than a year.
Vegetta777
Also Known As: Samuel de Luque Batuecas
Type of Content: Gaming videos
This is a gaming channel mainly features gameplay videos and game reviews, including that of Saint’s Row and Minecraft. Videos and descriptions are generally in Spanish. So gaming brands that target international audiences may benefit from knowing this channel.
James Charles
Type of Content: Makeup tutorials
James Charles is a makeup artist who posts unique tutorials to his channel. These go beyond the basics and include costume effects and even creating looks with food or items other than traditional cosmetics. To date, his channel has more than 3 billion views. And he’s even released products and worked with brands to share unique beauty-related campaigns.
Atta Halilintar
Also Known As: Muhammad Attamimi Halilintar
Type of Content: Music, vlogs
Atta is the most popular YouTuber in Indonesia. He hails from a prominent family in the entertainment industry and posts a variety of content, ranging from music videos to pranks. Since he is a national celebrity, he has a lot of influence in an array of fields within the Indonesian market.
Crafty Panda
Also Known As: Naomi Usam-Avelino
Type of Content: Craft tutorials, DIYs, life hacks
Crafty Panda is a channel that revolves around its content more than an individual influencer. It features an array of content, from woodworking tutorials to Halloween pranks. Though not a traditional influencer, the channel may be relevant to businesses that offer craft or office supplies.
Kimberly Loaiza
Type of Content: Music, comedy, vlogs
Kimberly Loaiza is a Mexican YouTuber who has one of the most followed channels in the country. She launched her channel in 2016 and gained more than 100,000 followers in a single week. She posts her own music, but also mixes in funny and personal content for her fans. Brands targeting young women in Mexico should definitely be aware of this channel.
Carry Minati
Also Known As: Ajey Nagar
Type of Content: Comedy, music, gaming videos
Ajey Nagar is a popular Indian YouTuber who shares an array of content on his channel. He originally gained a following in the gaming community. And he also livestreams gameplay on other platforms. His main channel also features funny commentary and rap music videos.
Luisito Comunica
Also Known As: Luis Arturo Villar Sudek
Type of Content: Travel vlogs
Luisito Comunica is a Mexican YouTube channel with one of the largest followings in the Spanish speaking world. The YouTube personality focuses on travel. But aside from highlighting destinations, he also posts videos covering product reviews and discussions about items that may make travel easier. So businesses that sell travel related products and tourism companies should be aware of channels like this.
MrBeast
Also Known As: Jimmy Donaldson
Type of Content: Stunts and challenge videos
MrBeast is a prominent American YouTuber famous for his challenge videos. These might include filling a room with tiny toys or repeatedly going through the same drive-thru thousands of times. Additionally, MrBeast operates several offshoot channels dedicated to gaming, reactions, short films, and philanthropy. As a result, charities, video games, and various other businesses can benefit from his brand, which is among the top youtube influencers.
HolaSoyGerman
Also Known As: Germán Garmendia
Type of Content: Music, comedy, vlogs
HolaSoyGerman is a Chilean YouTuber. He currently has the most subscribers of any channel in the Spanish speaking world. His own videos are a mix of his music and comedic takes on whatever topics he feels like discussing. There’s not a particularly obvious fit for businesses looking to promote their products or services. But since it’s the most subscribed channel among Spanish speakers, companies that target this demographic should at least be familiar with this brand.
ElRubiusOMG
Also Known As: Rubén Doblas Gundersen
Type of Content: Gameplay videos, vlogs
ElRubiasOMG is a Spanish-Norwegian YouTuber who posts an array of content, mainly focused on video games. Popular videos include gameplay videos and vlogs detailing his daily life. Content is mainly in Spanish. And tech and gaming brands may benefit from mentions in his content.
Você Sabia
Also Known As: Lukas Marques and Daniel Molo
Type of Content: Comedic and entertainment videos
Você Sabia is a Brazilian channel that explores a variety of subjects, such as travel, cartoons, and movies. Entertainment brands aiming to reach the Brazilian audience could gain advantages from being featured on this channel.
Shane Dawson
Type of Content: Vlogs, short films, YouTube content
Shane Dawson was one of the first YouTuber channels to become popular after the platform launched. He gained more than a half million views on his YouTube channel back in 2020, and currently has more than 20 million YouTube subscribers. Content often revolves around creepy concepts and conspiracy theories. But he also interviews other YouTube influencers and creators for content related to uploading videos and sharing stories online.
Lele Pons
Also Known As: Eleonora Pons Maronese
Type of Content: Music videos, vlogs
Lele Pons is a Venezuelan-American YouTuber and musician. She posts music videos to her official YouTube channel, along with vlogs about her life. This may include events she attends, behind-the-scenes content, and even comedic videos. Lifestyle and entertainment brands may be especially relevant to this channel.
The Bucket List Family
Also Known As: Garrett and Jessica Gee and family
Type of Content: Travel and family content
The Bucket List Family includes five travelers who post about their adventures around the world. As far as influencer marketing is concerned, they are most relevant to travel brands and companies that make products for families. They also offer their own products like backpacks and photo presets.
David Dobrik
Type of Content: Vlogs
David Dobrik originally gained notoriety on Vine. But his vlogs and comedy videos quickly gained attention when he switched over to YouTube in 2015.
Jeffree Star
Also Known As: Jeffrey Lynn Steininger Jr.
Type of Content: Makeup tutorials, vlogs
Jeffree Star is a makeup artist and internet personality who has been posting online since MySpace was popular in 2003. His makeup tutorials often utilize bright colors and unique looks. Since he has gained notoriety, he also posts personal updates and vlogs for people to follow his story. And he has his own line of cosmetics.
Blippi
Also Known As: Stevin John
Type of Content: Educational videos for kids
Blippi is a website and YouTube channel full of educational content for children. Videos range from short holiday themed movies to scavenger hunts. There’s not a ton of room for influencer marketing in the educational content. But he also has a channel for toys. And there are separate channels in other languages for international viewers.
PrestonPlayz
Also Known As: Preston Arsement
Type of Content: Gaming videos, prank videos, vlogs
Preston Arsement gained popularity for posting gaming content, mostly related to Minecraft. PrestonPlayz still includes gameplay videos and tips. However, he also owns other channels like TBNRFrags, which feature more pranks and comedic videos. Because of his audience, his content is still mostly relevant to gaming brands.
Rhett and Link
Also Known As: Rhett James McLaughlin Charles Lincoln Neal
Type of Content: Comedy videos
Rhett and Link are a comedy duo known for their music videos and skits on their popular channels. They are particularly famous for their YouTube series “Good Mythical Morning,” which offers a variety of pop culture commentary. Their separate channel boasts 17 million subscribers, while their original channel has an additional 5 million subscribers.
FitnessBlender
Type of Content: Workout videos
FitnessBlender is a popular workout platform that includes everything from cardio to pilates. It’s not really an influencer channel. But it is popular in the health and fitness community. So brands that offer workout gear and apparel may benefit. The company also has its own website with videos. But the YouTube channel has nearly 7 million subscribers.
Michelle Phan
Type of Content: Makeup tutorials
Michelle Phan runs a popular makeup channel. She posts tutorials, product recommendations, and personal vlogs. Her content is most relevant to makeup and skin care brands. She is also popular on other social media channels like Instagram. And she even has her own line of cosmetics.
Donut Media
Also Known As: Matt Levin, Ben Conrad, and Nick Moceri
Type of Content: Automotive content
Donut Media is a car focused channel that posts car reviews, racing videos, and commentary about all things automotive. Car brands, accessories manufacturers, dealerships, and race tracks may all be interested in this type of content.
Household Hacker
Type of Content: Life hack tutorials
Household Hacker features an array of how-to videos all showing easier ways to do things around the house. For example, the channel features videos showing how to make a photo light box and places to hide things around the house. However, they also feature reviews for as-seen-on-TV type products. So companies that offer unique household products may be interested.
Blogilates
Also Known As: Cassey Ho
Type of Content: Workout videos, healthy living
Blogilates has been uploading fitness videos to YouTube since 2009. She posts single workouts as well as ongoing challenges. And her brand is popular on social media platforms like Instagram as well. Cassey has her own line of workout gear. But fitness and healthy living brands may be interested in working with this type of influencer.
Casey Neistat
Type of Content: Vlogs
Casey Neistat has been active on YouTube for over nine years, resulting in his channel accumulating millions of views and evolving significantly over time. He frequently shares vlogs that offer insights into his life and perspectives on current events, alongside travel and adventure content. Consequently, this channel could be appealing to businesses within that sector.
Becky G
Also Known As: Rebbeca Gomez
Type of Content: Music videos, brand collaborations
Becky G originally gained YouTube fame by posting covers of popular songs. She then started posting original songs and music videos. And she also posts collaborations with brands like ColourPop cosmetics.
5-Minute Crafts
Also Known As: TheSoul Publishing
Type of Content: DIY tutorials, life hacks
5-minute crafts is a crafty YouTube channel owned by TheSoul Publishing. Content includes craft projects as well as tips and tricks for parents, pet owners, and homeowners. Brands that offer craft supplies or useful gadgets for families may be interested in this type of content.
Marques Brownlee
Type of Content: Tech reviews and commentary
Marques Brownlee is known for his tech focused content. He posts reviews of popular gadgets like smartphones and laptops. And he offers product recommendations, commentary, and interviews with other influential individuals. He is one of the top YouTube influencers that tech brands should be aware of.
Doug DeMuro
Type of Content: Automotive reviews
Doug DeMuro is an automotive journalist who posts reviews of both new and used vehicles. He often connects with dealerships and automotive sellers to showcase specific vehicles. And he even runs his own online car auction website.
Fun For Louis
Also Known As: Louis Cole
Type of Content: Travel videos
Louis Cole is one of the top YouTube influencers in the travel space. He takes trips around the globe and documents his adventures. He also shares tips and recommendations related to traveling. So tourist destinations and companies that make products related to traveling may want to work with an influencer like this.
The Evolution of Influencer Marketing: From Social Media to YouTube
Influencer marketing has transformed the way brands connect with their target audiences, evolving from traditional advertisements to strategic partnerships with social media and YouTube influencers. As the digital landscape continues to change, understanding this evolution is crucial for brands seeking effective marketing strategies. Here’s a closer look at how influencer marketing has evolved:
- Rise of Social Media Influence: The initial wave of influencer marketing focused on social media platforms like Instagram, where individuals with large followings could impact consumer decisions. Brands collaborated with Instagram influencers to showcase products, share experiences, and engage audiences on a personal level.
- Shifting to YouTube: YouTube emerged as a powerful platform for influencer marketing due to its video-centric nature and potential for extensive reach. YouTube influencers offered longer-form content, allowing for in-depth product reviews, tutorials, and storytelling. Brands capitalized on this medium to convey detailed messages and establish stronger connections.
- Diversification of Content: Unlike traditional advertisements, influencers brought authenticity and diversity to marketing content. They created engaging videos, posts, and stories that resonated with their followers’ interests, resulting in more relatable and impactful campaigns.
- Audience Engagement: One key aspect of influencer marketing’s evolution is the emphasis on audience engagement. Brands recognized that influencer partnerships could foster genuine conversations, enabling them to connect with consumers directly and receive valuable feedback.
- From Macro to Micro Influencers: As influencer marketing matured, brands realized that micro influencers (individuals with smaller but highly engaged followings) could provide niche reach and authentic connections. This shift allowed for targeted campaigns that catered to specific segments of the audience.
- YouTube’s Visual Impact: With the rise of YouTube, influencer marketing gained a visual component that surpassed other platforms. Video content offered immersive experiences, allowing influencers to showcase products in action, share tutorials, and tell compelling stories that resonated deeply with viewers.
- Long-term Partnerships: Brands have started to develop long-term partnerships with influencers instead of relying solely on one-time campaigns. These collaborations foster greater brand loyalty, enhance visibility, and allow for the seamless integration of products into the influencers’ ongoing content.
- Influencers as Content Creators: Top YouTube influencers embraced their roles as content creators by producing videos that reflected their distinct styles and resonated with their audiences. Brands acknowledged the importance of leveraging this creativity to create genuine marketing stories.
- Authenticity and Trust: Influencer marketing’s success hinged on trust and authenticity. YouTube influencers’ ability to connect personally with their audience allowed brands to piggyback on that credibility and establish their own trustworthiness.
| Evolution Stage | Key Features and Aspects |
|---|---|
| Rise of Social Media Influence | – Collaborations with Instagram influencers – Personal engagement – Showcasing products |
| Shifting to YouTube | – Video-centric platform – In-depth reviews and tutorials – Stronger connections |
| Diversification of Content | – Authentic and diverse marketing – Engaging videos and posts – Relatable campaigns |
| Audience Engagement | – Direct consumer conversations – Valuable feedback |
| Macro to Micro Influencers | – Niche reach and authenticity – Targeted campaigns |
| YouTube’s Visual Impact | – Immersive video experiences – Showcasing products in action – Compelling storytelling |
| Long-term Partnerships | – Building brand loyalty – Extended visibility |
| Influencers as Content Creators | – Unique styles and preferences – Authentic marketing narratives |
| Authenticity and Trust | – Establishing credibility – Leveraging influencer trustworthiness |
In summary, influencer marketing’s evolution from social media to YouTube represents a dynamic shift in how brands approach their audiences. As this approach continues to mature, brands that understand the nuances of each platform and the preferences of their target demographics can create meaningful connections that resonate deeply and drive lasting engagement.
Who is the most popular YouTube influencer?
Swedish YouTuber PewDiePie has the most subscribers and is the most popular influencer on YouTube. He often posts video game content. But some videos also include comedic takes or commentary on current events.
How much do top influencers make on YouTube?
Top influencers on YouTube can make more than $60,000 annually just from YouTube’s advertising partner program. That money comes just from YouTube. But top influencers also often make income from brand collaborations, sponsored videos, and their own merchandise. The most popular YouTube channels may bring in millions from these sources. For businesses, the costs for brand partnerships vary depending on the size and niche of the channel.
How much should I pay a YouTube influencer?
YouTube influencers can charge between $10 and $100,000 for sponsored content. Micro influencers, who typically have only a few thousand followers within a specific niche, are generally on the lower end of this spectrum. Some may even create content in exchange for complimentary products or services. On the other hand, the top YouTube influencers can demand thousands for a single post and even more for extended campaigns.
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