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Leveraging YouTube for Influencer Marketing

with Brendan Lattrell

YouTube is a part of daily life for millions of Americans. The video publishing platform boasts a user base of a modest 1 billion people worldwide, so you could say it was inevitable brands would start to see the potential of the social network and its myriad stars as a premier advertising resource.

It’s not as cut-and-dry as simply asking those who get thousands of views on the service daily to participate in some co-marketing or simply allow brands to advertise in their videos for the right fee. It takes a unique business approach to connect with any one of YouTube’s numerous successful online personalities and make it worth brands’ time, energy and — most importantly — ad spend.

Grapevine CEO and Founder Brendan Lattrell was one of the first to recognize the vast promotional power brands could harness leveraging influencer marketing on YouTube, which is what spawned the creation of his one-of-a-kind company. He and his crew act as the go-between, of sorts, who aid brands’ efforts to find the right influencers for their advertising campaigns and helps make it worth the while of YouTube’s many talented stars.

We’re not talking about ad banners and annotations — this is evangelism that can significantly boost brand awareness and deliver the kind of results many other advertising efforts can’t provide for major institutions. You put your products in the hands of those with a sizable audience, convince them your offerings are high-quality, and let them do the evangelizing for you.

Brendan’s ability to visualize the scale of what this unique influencer marketing technique could become and profit on it while many other pros out there are still catching up to the concept of using content for marketing has been nothing short of incredible. He’s been super focused on the fashion and lifestyle markets as there’s no shortage of advertising dollars spent to promote the brands that thrive there, I have no doubt Brendan’s efforts will thrive in other industries as his business grows.

In this episode of the Craft of Marketing, we delve into what made Brendan positive this was the route to take with his marketing venture, balancing short- and long-term business strategies, testing uncharted waters, and much more.

Listen in for an honest account of what marketing is all about. The tips, hacks and strategies that professionals share with each other but rarely talk about in public.


  • Don’t be afraid to take chances with new technology to enhance any component of your business
  • Aggressive, multi-faceted networking is the key to making the right connections in your company’s infancy
  • Leveraging influencers to promote products and services isn’t a fad — it’s the norm
  • YouTube is the most underutilized marketing platform today, but it’s not too late for brands to catch on
  • You have to decide which social networks to use in your marketing relative to whom you market
  • Since you never know what’ll work, run all ideas — the good and the (seemingly) bad — by your team



Brendan on Twitter

How to Win Friends and Influence People

Zero to One

Predictable Revenue


  • Launch a Beautiful Real Estate Website in Minutes for Only $10 Per Month
  • Marmoset A Full-Service Music Agency That Creates Handcrafted Music for Films, Videos, and Podcasts

Music & Production

Sound Engineering by Johnny Ronci

FreeSpit (Instrumental) by The Impossebulls

Live dublab “Sprout Session” by Puro Instinct

Hallon by Christian Bjoerklund

If you like this this show, subscribe to it on iTunes, and leave a review.

The feedback is super helpful for me and helps other people find the show. I actually read them. —- Thank You!

This is a labor of love, something I’ve done offline for decades and now get to share my curiosity with you. Thanks for listening to the show and to Brendan for being an amazing guest! Oh yeah, thank Brendan on Twitter, I know he’d appreciate it.

If you have any thoughts or suggestions about this episode, let me know, and if you like what I’m doing here, please share generously via the social media buttons on this page!

Xoxxo, Seth