A VPN is a product people need explained before they buy it, and YouTube gives a creator the minute it takes. The formats that fit are 60-90 second integrations, dedicated videos and Shorts, with a unique link or code per creator, and each creator judged by cost per acquisition, not by views alone. Brands we’ve worked with include NordVPN, ExpressVPN, CyberGhost and NordPass.
An integration from our network
Enlarge imageWhy YouTube works for VPN and cybersecurity brands
The need already exists in the audience
Most people who watch a creator travel, stream, game or work from a café already have a reason to use a VPN or a password manager. They just have not connected the problem to a product. A good integration makes that connection with an example from the creator’s own life: the hotel Wi-Fi, the series that is not available in their country, the account that got hacked. You are not selling software. You are selling a problem that goes away.
The product needs a real explanation
Encryption, servers, kill switches and password vaults do not fit in a six-second ad. On YouTube the creator has time to show the app, open it, connect and explain why it matters, in their own words. That explanation is what moves someone from “I have heard of VPNs” to “I am installing one today”.
Trust is the whole category
A security product asks for trust before it asks for money. Viewers who have watched a creator for years believe that creator when they say they use the product. That borrowed trust is why choosing the right creator matters more than the size of the channel.
Which format fits a VPN
A VPN needs explaining, so the format that usually fits is a 60-90 second integration with the app open on screen and one clear call to action. A dedicated video about privacy or streaming abroad makes sense for a launch or a new market. Shorts work as a reminder after the main video, but on their own they rarely leave time to explain the product. Compare the options in our guide to integrations versus dedicated videos.
What VPN and security brands measure
How many viewers acted on the call to action
Unique link per creator in the brand’s affiliate platformReal customers, after refunds and free trials
The brand’s conversion report, per link and codeWhat each new customer cost
Total cost divided by paid subscriptions, per creatorSales from viewers who did not click the link
Personal promo code per creatorWhether the integration reached the right people
The audience data the creator sharesSubscription products often convert days after the video, and on more than one device, so it is worth waiting for the brand’s usual reporting window before judging a creator. To estimate what a campaign could cost, try our YouTube sponsorship calculator, and see our guide to measuring sponsorship ROI.
What to check before choosing a creator for a VPN
Audience fit before reach
Start from the use case, not the follower count. Creators who film their travels fit public Wi-Fi and content abroad. Tech and gaming creators fit speed and privacy. Commentary and podcast channels fit account security. We review the audience data the creator shares, because a VPN subscription needs a viewer with a card and a reason.
Claims that stay accurate
Security brands cannot afford a creator who promises what the product does not do. It helps to agree up front which claims are approved and which are off limits, such as “100% anonymous” or advice on bypassing the law. The creator writes the script in their own voice from our brief, and the brand approves it before anything goes live.
Recent sponsors
VPN is a crowded category on YouTube, and many creators have promoted more than one brand. Check the creator’s recent sponsors: an integration that sits next to a rival’s from last week is worth less.
Our network is strongest in Spain and Latin America. How a campaign runs, step by step, is on our YouTube sponsorships page.
VPN and security brands we’ve worked with
We have also run integrations for NordPass, the password manager from the makers of NordVPN.
Creators from our network
Some creators from the ICONX network. The network covers tech, travel, lifestyle, food and many other niches.
Keep reading
How much does influencer marketing cost?
Sourced market prices for YouTube sponsorships, commissions and usage rights.
Read the guide ToolYouTube sponsorship calculator
Estimate the cost and reach of a campaign before you brief creators.
Open the calculator IndustryApps and software
Install campaigns with links, codes and QR codes on screen.
See the sectorFrequently asked questions
Which VPN and security brands has ICONX worked with?
Brands we’ve worked with include NordVPN, ExpressVPN, CyberGhost and NordPass.
Do VPN sponsorships only work on tech channels?
No. Tech is the obvious fit, but travel, gaming, commentary and streaming audiences also have clear reasons to use a VPN: public Wi-Fi, traveling abroad and protecting accounts. It pays to choose the creator based on the use case the audience already has.
How should you measure a VPN campaign?
Give each creator a unique link and, if the brand uses them, a promo code. The brand’s affiliate platform then shows clicks, trials, paid subscriptions and cost per acquisition per creator, which you can compare with views and the fee paid.
Can creators talk about privacy without making false claims?
Yes, and they should. The brand defines which claims are approved, the creator writes the script in their own voice from our brief, and the brand approves it before anything is published. Absolute promises such as total anonymity are best left out.
Is it a problem if a creator has promoted another VPN?
Not necessarily, but it is worth checking. VPN is a crowded category on YouTube, and an integration that lands a week after a rival’s is weaker. Ask about the creator’s recent sponsors before you book.
