It’s no surprise that video marketing has been on the rise. Since the beginning of 2017, social media analytics have shown an increase in users pivoting toward using video and creating original, video-related content. This trend took large strides in 2018 with information gathered from our own research surveys, combined with data from other sources, all pointing toward video as the future of social media marketing.
As the time users spend interacting with social media fluctuates, so does the need for innovative methods of connecting with an ever-growing, ever-changing audience. It’s important to note that while Facebook is declining in popularity, Instagram only continues to grow — especially the video aspect of the platform. While it’s true that each social media outlet demands a different strategy to best reach different audiences, video is a method that has pulled proven success. With an Instagram-focused future, it’s crucial to think about how video can best be utilized to improve your marketing strategy.
Although the rise of video doesn’t necessarily coincide with the rising popularity of influencers, our company has seen that the combination of both can result in a powerhouse of marketing capabilities. Partnerships between brands and advertisers have been primarily influencer-centric over the past few years, and taking these partnerships into video format, when done right, can increase the success of your marketing efforts. With that being said, here are some tips for leveraging influencers to improve your video marketing strategy:
Create partnerships that highlight the interests of both the influencer and the brand.
This concept may seem obvious, but the implementation should result in powerful activations on behalf of your brand or company. As influencers grow more popular, their interests have gradually become more niche. By taking the time to sort through the waves of influencers for the ones who are specific and right for your brand or campaign, you can create a more meaningful connection with their audience — hopefully turning them into your audience.
In order to find the right influencer for your brand, take a look at your goals for your video campaign. Are you trying to spread awareness about a new product or service? Look for influencers who share the same values or are already fans of the brand and product; chances are their engagement with the new items would fit seamlessly into their content, resulting in better engagements from their audiences and heightened awareness about your brand.
Make sure the content is authentic.
When it comes to social media platforms, the more high-quality and polished your content is, the more likely someone is to get drawn to it. But what happens when all content pivots toward the same high level of quality? Brands and advertisers are losing credibility with newer generations by putting out “perfect” and flawless content. Younger consumers who are part of Gen Z and millennial culture have shown a large draw toward authenticity and transparency, which is a prime strategy of influencers. When adding an influencer to a video marketing strategy, the message of the brand should be an honest and intimate image.
To make sure your video content is authentic, partner with influencers who also portray themselves as authentic and allow them to have some of the creative power. If a brand creates a video campaign with an influencer who doesn’t fit their normal aesthetic, their audiences will notice and become less engaged or turned off by the content. An easy fix is collaborating in a way that creates a more meaningful relationship between your brand and your influencers. By communicating about what a final video product should look like, brands can express their message while influencers can stay true to their initial aesthetic or values. It’s more authentic, and consumers will notice.
Choose influencers who act as accessible, relatable points for brands to reach a desired audience.
There is a wide range of influencers with varying degrees of reach. From micro-influencers with around 1K followers or less to macro-influencers who have follower counts in the hundreds of thousands, each person has a specific audience whom they interact with on a regular basis. There are pros and cons to both sides of the spectrum.
Smaller influencers interact more intimately with their followers and might even know them all on personal levels but have a smaller reach. Larger influencers have a wider reach but a few degrees of separation from the intimate details of each of their follower’s lives due to the sheer number of accounts interacting with their content.
Investing in the right influencers is key to creating a successful, authentic campaign. The most successful influencers genuinely love the products they are promoting and can communicate paid endorsements in a way that feels like a recommendation from a friend. These types of intimate connections between influencer and consumer can create a meaningful relationship that the consumer will hopefully extend to the brand the influencer is partnering with.
One good way to narrow your search is to look at influencers who have an audience that aligns with your brand, as well as influencers who use your product or service organically, or without sponsorship. Using influencers who have a genuine connection to the brand prevents content from coming off as forced, inauthentic or too monetarily motivated. Then, influencers must be analyzed and vetted by the quality of their content and how it aligns with your marketing campaign goals.
As social media platforms pivot toward more video-oriented content, it’s important for brands and advertisers to also shift their strategies toward solutions that are video-compatible. Influencers can offer a meaningful option for companies to explore intimate relationships with niche groups of people who might respond positively toward their products or campaigns. Our future is in video, and that future is filled with influencers.