How to Incorporate Influencers into your Video Marketing Campaigns

June 15, 2021 Daniel Barry

You've probably heard the phrase "influencer". It conjures up visions of YouTube celebrities hawking energy drinks and IG celebrities screaming about weight loss or beauty products. The entire exercise is known as influencer marketing, and if done correctly, it can be a highly effective.

What Is Influencer Marketing and How Does It Work?

Influencer marketing is a method of promoting a company by enlisting the help of well-known personalities with clout in the target market. This in no way implies that you must be prepared to afford Kevin Durant to promote your new athletic clothing company. Many of the most successful social media influencer marketers aren't particularly well-known. Take Murad Osmann and Nataly, for example. There's a good possibility you've seen their photographs before. Nataly's simple shot of her holding her boyfriend's hand has grown into a big online following — and a branding empire. They're working now with prominent marketers like Macy's and Napa Valley to develop appealing advertising, and also creating a platform to connect businesses with bloggers, as per a recent article in Adweek.

Understanding the huge potential that influencer marketing carries, we have incorporated the top 4 tips that marketers can leverage to land a social media influencer and run successful video campaigns.

1. Pick relevant social media influencers

You might be inclined to approach influencers with really huge followings as a business, but relevancy is more crucial. If you choose a YouTuber for your influencer marketing campaign, he or she must be able to connect with your target audience.

Viewers do not wish to be sold to; instead, they wish to be informed or entertained. To be profitable, the product or service that the influencer is promoting must align with his or her pre-existing audience. Existing YouTube channels or IG accounts that are relevant to what you're selling must be approached for a successful video marketing campaign. For instance, there might be fitness vloggers that have a massive following but they won't be effective in marketing goods/services that fall outside of the fitness industry - even if their current audience is the same demographic that you're striving for.

2. Offer creative freedom

It's critical to incorporate your social media influencer's personality into your marketing. Their audience is watching that influencer because they admire them. The influencer has amassed their following on their own, indicating that they are familiar with their target audience. As a result, when they create films for your company, give them some creative control. If an influencer produces anything that appears to be uncharacteristic of them, it will be perceived as a pretentious act. Having said that, it also does not imply that you should hand over absolute creative power to your influencer, thus defeating the entire purpose of choosing influencer marketing for your business. Interact with your influencer and define your campaign's goals as well as the message you're trying to send. Give your influencer information and complete access to your brand. In fact, it would help if you ideally choose a social media influencer who is already familiar with your brand. If they aren't, make sure they do grasp your company's objectives and values. Welcome them to your offices, give them invites to your events, and tell them about your business and the people you support. But keep in mind that they're popular with your target market for a reason. You must relinquish some creative control in order to keep the interaction genuine. Discuss with the influencer how to best share your product or service with their audience. Allowing them to promote them in an existing video that they're currently generating is an ideal way to go about it. Finally, master the art of maintaining a sweet balance to reap the optimal benefit.

3. Track performance

With any influencer marketing campaign, especially if you're dealing with multiple influencers, tracking and assessing video success is critical. Understanding how social media influencer videos function and why they do well or poorly will help you think how to construct more effective campaigns. Custom links, tracking codes and video analytics software can empower you to measure video performance effectively.

4. Leverage Influencers as talent

Go a step further and include the social media influencer in your regular video content while working with them on marketing campaigns. This can help you leverage the influencer's audience on their channel and direct some of that traffic to yours. Driving traffic from their channel to yours can be profitable to both your business and the influencer. The influencer may expand their audience with your following, and your present followers may interact with new, exciting material. A win-win equation. Video is proven to be the most effective media to benefit from your influencer campaigns As per a research study, your prospects and clients would prefer going through video content instead of reading about your product/service.

Consequently, having a social media influencer to do the explaining for you can be a fantastic idea for influencer marketing. If your product/service could benefit from an explanatory video, having an influencer doing the explaining will resonate and especially to the influencer’s followers. It doesn't have to be too promotional and may end up being more interesting & entertaining than standard explanation videos.

Wrap Up

Influencer marketing may appear to be simply another fad created by a generation enamoured with smartphones. The practice, on the other hand, is not new. To put it another way, people trust people more than brands. You may use influencer marketing to build goodwill for your brand by leveraging that trust.

VideoFresh can guide with with professional expertise in how to incorporate influencers into your video content to increase views and conversions of your video content. Contact us today to schedule a call to discuss.