Breaking into the United States brand market as a YouTube influencer from the United Kingdom might feel like cracking Fort Knox. But trust me, it’s not rocket science if you know the terrain. Whether you’re a seasoned content creator or just eyeing that lucrative transatlantic collab, this guide spills the tea on how UK-based YouTubers can snag brand partnerships with US companies in 2025.
As of May 2025, influencer marketing on YouTube remains one of the hottest routes for brands in the United States to tap into global audiences — and they’re hungry for authentic creators who can speak their language, literally and culturally. Let’s dive into what works, what doesn’t, and how to get paid without the usual headaches.
📢 Marketing Trends Between UK Influencers and US Brands
In 2025, the cross-pollination between UK content creators and US brands is tighter than ever. The Stateside market is massive, with giants like Glossier, Nike, and Shopify actively seeking YouTube influencers for collaboration. The beauty? US brands often have bigger budgets and longer campaign durations compared to local UK ones.
From a UK influencer perspective, platforms like BaoLiba are goldmines to connect with these brands. They cut through the noise by vetting influencers, ensuring compliance with FTC guidelines (which US brands are super strict about), and handling payments securely in GBP or USD. Speaking of payments, most US brands pay via PayPal or wire transfer, so having a verified PayPal account linked to your UK bank (in GBP) is a must.
Social media in the UK leans heavily on Instagram and TikTok too, but YouTube remains king for longer, more engaging content. US brands prefer creators who integrate their products seamlessly into storytelling rather than just slapping on ads. So, think less hard sell, more authentic collaboration.
💡 Practical Tips for UK YouTubers to Secure US Brand Deals
-
Know Your Niche and Audience: US brands look for influencers who resonate with their target market. If your audience is primarily UK-based, consider how your content can appeal to US viewers. For example, UK beauty vlogger Patricia Bright expanded her reach by creating content that appeals to both UK and US audiences, making her a favourite for US collaborations.
-
Get Your Legal Ducks in a Row: US brands demand contracts that comply with both US and UK laws, especially regarding disclosure of sponsored content. Familiarise yourself with the UK’s ASA rules and the US FTC guidelines. BaoLiba often helps influencers navigate this legal maze.
-
Tailor Your Content for the US Market: American audiences appreciate cultural references and humour specific to their experience. For instance, UK creators often add US-friendly subtitles or use inclusive language that resonates across both sides of the pond.
-
Be Proactive on Social Media: Besides YouTube, maintain active profiles on Instagram and Twitter, as US brands often scout influencers across multiple platforms to gauge engagement.
-
Leverage Influencer Platforms: Join global influencer marketing platforms like BaoLiba that specialise in cross-border collaborations. These platforms vet brands and handle payments, making your life easier.
-
Payment and Currency Handling: Most US brands pay in USD, but as a UK influencer, you’ll want to minimise currency conversion fees. Services like Wise (formerly TransferWise) offer great rates for GBP-USD conversions. BaoLiba supports smooth transactions to GBP accounts, so keep your payment details updated.
📊 People Also Ask
How do UK YouTubers find collaboration opportunities with US brands?
Start by joining influencer marketing platforms that cater to US-UK partnerships, like BaoLiba. Also, network in niche-specific communities and attend virtual events focused on transatlantic collaborations.
What are US brands looking for in YouTube influencers?
Authenticity, audience alignment, and high engagement rates. Brands want creators who can weave their products naturally into content, not just shout ‘buy now’.
Are there special legal considerations for UK influencers working with US brands?
Yes, disclosure laws in the US are stringent. You must clearly mark sponsored content and follow guidelines set by the FTC, while also adhering to UK’s ASA rules.
❗ Risks and Pitfalls to Watch Out For
Beware of “pay-to-play” schemes where brands expect free content or products without fair compensation — especially from overseas creators. Always get contracts in writing and confirm payment terms upfront.
Also, watch out for cultural missteps. US audiences are diverse, so avoid stereotypes or jokes that may fall flat. Keep your content respectful and inclusive.
📢 Case Study: UK Influencer Molly Burke Teams Up with US Fitness Brand
Molly Burke, a UK-based fitness YouTuber, landed a deal with a US supplement company in early 2025 by showcasing authentic workout routines that blended UK and US fitness trends. She credited platforms like BaoLiba for connecting her with the brand and smoothing out payment and legal formalities.
💡 Final Words
Cracking the US brand collaboration scene as a UK YouTuber in 2025 boils down to being authentic, savvy with payments and legalities, and proactive on social media. Use platforms like BaoLiba to streamline your influencer marketing journey and get your slice of the US brand pie without the usual drama.
BaoLiba will keep updating the latest trends in the United Kingdom influencer marketing scene — stay tuned and keep hustling!
