Influencer Marketing YouTube: A Base Fee Plus Commission Structure

By Brenda Daniel
Growth Partnerships
Caraway

Field Guide | YouTube Sourcing by Bren Daniel

Bren Daniel, a nine-year influencer marketing veteran who built Caraway's ambassador program from scratch, explains why influencer marketing on YouTube demands a completely different sourcing strategy than Instagram. Because YouTube pays its creators directly, they are not motivated to hunt for affiliate deals the way Instagram creators are, so Bren recommends approaching YouTube with a base fee plus commission structure rather than a pure affiliate setup.

The real advantage is evergreen content: a well-optimized YouTube video can drive conversions for months or years after a single payment, especially when paired with cross-promotion on Instagram to extend its reach. Bren also argues that YouTube sponsorships solve an SEO problem, sharing how Caraway commissioned creator videos specifically to push down unflattering search results and replace them with high-ranking, conversion-driving reviews. For vetting, she recommends averaging a creator's last five videos to project CPM before negotiating.

If you want a repeatable system for evaluating YouTube creators and structuring deals that compound over time, this one is worth the three minutes.

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