Podcast Summary: Next in Media – "How Do Microinfluencers (Like Hacksman) Land Brand Deals on YouTube?"

Introduction

In the March 27, 2025 episode of Next in Media, host Mike Shields delves into the evolving landscape of YouTube influencer marketing. This episode features insightful discussions with Josh Stanley and Myra Dallas of Coaxial Collective, alongside Adam Vandegrift, a seasoned YouTube creator known as Hacksman. The conversation centers on how microinfluencers secure brand partnerships, navigate challenges, and maintain authenticity in an ever-changing digital ecosystem.

Meet Coaxial Collective and Their Mission

Josh Stanley introduces Coaxial Collective, highlighting its focus on supporting YouTube creators in the home improvement, DIY, and professional construction niches. With a decade-long background in influencer marketing, Josh explains how Coaxial identifies and fills market gaps by assisting creators with partnerships, data analytics, and media plan integration.

"Coaxial is really about helping our YouTube creators with burdensome tasks and finding the right brand partnerships."
— Josh Stanley [01:53]

Myra Dallas elaborates on Coaxial’s unique approach, emphasizing the importance of placing creators at the center of their operations. She discusses the common disconnect between brands and creators, noting the lack of mutual understanding regarding each party’s motivations and needs.

"We're putting creators at the center and helping brands understand what truly matters to them."
— Myra Dallas [04:57]

Adam Vandegrift’s Journey as Hacksman

Adam Vandegrift shares his decade-long experience on YouTube, focusing on his transition into brand collaborations. Initially working with smaller brands, Adam describes the pitfalls of early partnerships, such as valuing free products over genuine fit, which can harm channel authenticity and audience trust.

"Early brand deals often hurt the channel because they didn't align with my audience."
— Adam Vandegrift [06:05]

Challenges for Microinfluencers

Adam highlights the difficulties microinfluencers face in negotiating with brands, including low-ball offers and the lack of responsive communication from larger brands. He credits Coaxial Collective for educating him on effective brand interactions and the importance of understanding performance metrics.

"Coaxial educated me on how to navigate brand deals and understand the metrics that matter."
— Adam Vandegrift [07:21]

The State of Influencer Marketing: YouTube vs. Instagram and TikTok

The discussion shifts to the competitive landscape of influencer marketing. Myra Dallas points out that YouTube lags behind Instagram and TikTok in performance marketing strength, primarily due to the more transactional nature of these platforms. However, recent trends indicate a shift as YouTube grows in viewership, particularly on connected TVs and living rooms.

"YouTube is now the number one way content is consumed on connected TVs, which changes the game for influencer marketing."
— Myra Dallas [10:34]

"Long-form content on YouTube fosters deeper relationships and trust with viewers, unlike the fleeting interactions on shorter platforms."
— Myra Dallas [12:27]

Authentic Brand Partnerships

The conversation emphasizes the necessity for authenticity in brand partnerships. Adam explains his preference for collaborations that allow genuine expression rather than scripted promotions. He shares positive experiences with brands like Element, which value his honest endorsement over rigid advertising scripts.

"Element understands that I should naturally incorporate their product, allowing for a more authentic connection with my audience."
— Adam Vandegrift [23:11]

Josh Stanley and Myra Dallas echo the sentiment, stressing that brands must align with creators’ authentic voices to build lasting relationships and avoid alienating audiences.

"Authentic partnerships are crucial. If brands don't align with the creator's voice, it merely becomes another paid sponsorship without genuine impact."
— Josh Stanley [25:13]

The Impact of YouTube TV Growth

The rise of YouTube on connected TVs introduces both opportunities and challenges. Adam Vandegrift notes that while long-form content thrives on TVs, maintaining engagement without being boring is crucial, as viewers have little patience for uninteresting content.

"On YouTube, you cannot afford to be boring. The platform demands engaging content to keep viewers hooked."
— Adam Vandegrift [20:14]

Myra Dallas highlights that YouTube’s dual advantage of being akin to traditional TV while retaining social media’s relational strengths positions it uniquely for brands seeking deeper audience connections.

"YouTube combines the best of social and TV, allowing for both relationship building and broad reach."
— Myra Dallas [26:59]

Future Directions and Insights

Looking ahead, Coaxial Collective plans to expand into adjacent categories like outdoor recreation, leveraging their expertise in specific niches to offer unparalleled depth and understanding to brands. Myra emphasizes the importance of specialized knowledge in driving effective influencer partnerships.

"Vertically focused groups like Coaxial are essential for providing the depth and expertise needed in specific categories."
— Myra Dallas [26:59]

Josh Stanley concludes by acknowledging the ongoing evolution of influencer marketing and the critical role of authentic, long-term partnerships in driving meaningful brand and creator success.

Conclusion

This episode of Next in Media provides a comprehensive exploration of the microinfluencer brand deal landscape on YouTube. Through the experiences of Adam Vandegrift and the strategic insights from Coaxial Collective, listeners gain a nuanced understanding of the challenges and opportunities in fostering authentic brand partnerships. The discussion underscores the importance of trust, authenticity, and specialized expertise in navigating the dynamic world of influencer marketing on YouTube.

Notable Quotes:

• Josh Stanley [01:53]: "Coaxial is really about helping our YouTube creators with burdensome tasks and finding the right brand partnerships."

• Myra Dallas [04:57]: "We're putting creators at the center and helping brands understand what truly matters to them."

• Adam Vandegrift [06:05]: "Early brand deals often hurt the channel because they didn't align with my audience."

• Myra Dallas [10:34]: "YouTube is now the number one way content is consumed on connected TVs, which changes the game for influencer marketing."

• Adam Vandegrift [23:11]: "Element understands that I should naturally incorporate their product, allowing for a more authentic connection with my audience."

• Josh Stanley [25:13]: "Authentic partnerships are crucial. If brands don't align with the creator's voice, it merely becomes another paid sponsorship without genuine impact."

• Myra Dallas [26:59]: "YouTube combines the best of social and TV, allowing for both relationship building and broad reach."

• Adam Vandegrift [20:14]: "On YouTube, you cannot afford to be boring. The platform demands engaging content to keep viewers hooked."