How to Request a YouTube Tie-Up: The Process and Key Points When Companies Work with YouTubers

“We want to request a tie-up on YouTube, but we don’t know how to go about it.” We are hearing this more and more often.

A YouTube tie-up is when a YouTuber introduces a company’s product or service on their own channel. Because videos of a few minutes to tens of minutes allow time to explain things properly, tie-ups suit cases where you want to convey a product’s appeal or how to use it. This article summarizes the process of requesting a YouTube tie-up and the points to watch, from the perspective of people who work in casting.

What makes YouTube tie-ups different

YouTube tie-ups have features that differ from PR on other social media.

You can explain things in depth A longer video can carefully show the product in actual use, covering not only its strengths but also points viewers may wonder about. This makes it easier for viewers to judge whether it suits them.

Videos tend to be watched for a long time YouTube videos are often found through search and recommendations, and may still be watched well after they are published.

Shorts are an option too YouTube also has short vertical videos (Shorts). You can also request a combination of a long video and Shorts.

For how to choose people, see our article on how to choose influencers.

Main formats of tie-up videos

YouTube tie-up videos mainly take the following forms.

• A dedicated video: The whole video features the product or service, so its appeal can be conveyed in depth.
• A segment within a video: The product is introduced at the start or partway through a regular video, so viewers learn about it naturally within content that feels like the channel.
• Built into a popular series: The product is used within one of the channel’s popular series, so viewers encounter it while enjoying the video.

Which format fits depends on your goal, the product and the feel of the channel.

What to decide before making a request

Sorting out the following internally before requesting a YouTube tie-up helps things go smoothly.

Goal Decide whether you want to spread the product name widely, explain how to use it and its strengths, or drive purchases and site visits.

What must be said and what to avoid Organize the product name, features and expressions that must not be used. Take particular care with cosmetics and health foods, as laws such as the Pharmaceutical and Medical Device Act restrict certain expressions.

Budget and release timing If you want to match a product launch or campaign, start early and allow time for planning, filming, editing and review. YouTube videos often take time to edit, so a schedule with some slack is important.

The process of requesting a YouTube tie-up

The typical process is as follows.

1. Clarify your goal, target audience, budget and timing
2. Find suitable channels and shortlist candidates
3. Agree on the request and terms (video format, release date, usage scope, fees, etc.)
4. Sign a contract
5. The YouTuber drafts a plan, and you review it
6. Filming and editing take place, and you check the video before release
7. Publish the video and review the results

Checking at the planning stage how the product will be introduced helps avoid major revisions after filming.

What matters in planning

What matters most in a YouTube tie-up is making the most of the channel’s own character.

Viewers watch because they like the YouTuber’s way of talking and the fun of their content. If the video ends up simply reading out the company’s explanation, the difference from their usual videos stands out and viewers may stop watching partway through.

We recommend limiting what the company specifies to the essentials, such as the product name, must-include features and expressions to avoid, and leaving the structure and presentation to the YouTuber. Asking in advance how they would like to feature the product can bring out angles the company would not have thought of.

Points to check before release

Disclosing that it is PR

Since October 2023, advertising that hides the fact that it is an ad (stealth marketing) has been regulated under Japan’s Act against Unjustifiable Premiums and Misleading Representations. On YouTube too, it is important to make clear in the video or description that it was commissioned by a company. YouTube also has a setting to indicate that a video contains paid promotion.

For the disclosure rules, see our article on the stealth marketing regulation.

Secondary use of videos

If you want to use the tie-up video on your own website, social media or ads, the scope and period of use need to be agreed in advance. Deciding later means renegotiating terms, so we recommend settling this at the start.

Music and things in the background

Care is also needed with the music used and with other products or logos visible in the background. Replacing them after release is laborious, so check them during review.

How to review the results

After release, look beyond view counts to the numbers that match your goal, such as whether people watch to the end, what comments say and how many visits came from the link in the description.

YouTube comment sections often gather specific impressions and questions about the product, which can give hints for your next campaign or product development.

Talk to nicoichii about YouTube tie-ups

A YouTube tie-up involves many things to watch, from choosing channels and agreeing on plans to reviewing the video and following disclosure rules.

At nicoichii, we have worked on a wide range of video production, including YouTube content, collaboration videos with artists and corporate guide videos. You can see our past work on the Works page, and our services on the Marketing page.

It is fine to start at the stage of “we want to try a YouTube tie-up but don't know where to begin.” If you are unsure about YouTube tie-up requests or casting, feel free to Contact.