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The rise in influencer content
Influencers have been in the advertising industry for a very long time, speaking for brands and promoting products. But most of those collaborations were restricted to print ads or television until the arrival of social platforms.
With the advent of social media, things began to change. The biggest change came in terms of exposure. Social platforms made these people more accessible to a general audience. Now, these pop culture icons started turning into trendsetters. They didn’t have to specifically speak for a brand to influence people. All they had to do was place a product in the same frame as them and people would want to buy it.
Additionally, with the boom of video, this change has taken a more significant turn. Influencers can now reach to their followers in a more personal way. And brands identify this as their most useful opportunity to create effective social campaigns.
The boom of video
From an audience viewpoint, video is the best format to consume information because it is quick and engaging. With attention spans close to 8 seconds, video makes the most sense.
From a brand’s point of view, it is the best format to uplift your storytelling strategy and make a more genuine connection with your customers. Additionally, the combination of visual and audio makes video much more compelling because it caters to two different senses at once - meaning that you are persuading the customer with not only a visual clip but also appealing to them through narration.
No wonder video is dominating the online landscape occupying almost 70% of the online traffic (expected to be 80% by 2019).
Influencers + Video - The Perfect Recipe For Social Success?
Product review by video influencers
We all know how compelling testimonial videos can be in influencing the purchase decision of the buyer since people trust their peer reviews and recommendations more than they trust the brand content. This effect is mimicked in product reviews by influencers. Also, when a video gets added in the scenario, the effect is much more profound because the influencer is now giving a visual demo of your product while also vouching for it.
Unboxings and Promotional discounts in influencer videos
Many brands now partner with video influencers to not only speak for them but they also offer meaningful ways to direct the influencer’s audience towards them.
One such example is this subscription box “Loot Crate” which “unboxed” its way to a $116 million company. Partnering with multiple influencers, they created a wide user base for themselves. In fact, users who access their influencer content often enjoy promotional discounts which not only increases engagement for the influencer but also helps the brand find a new audience and reap more conversions.
Interviews and Live videos with influencers
Video influencers who shape opinions and act as thought leaders in a particular niche can be great for your social success. There are different ways of getting these people onboard. One powerful way is to do influencer interviews. It is a meaningful way to deliver information to your users and build trust. In fact, your video is more likely to go viral when you partner with these social trendsetters.
On social channels, video & influencer is a combination of two very powerful marketing tactics that can help you create great results for your brand. But to make sure that this works out for you, it is crucial to expand your horizon and add influencers to your video strategy in more than one way.
Deepasha Kakkar is a visual marketer, founder of Crackitt, and a consumer behavior aficionado. She helps businesses & organizations hone their identities, craft their brands, and share their truths using beautiful handmade animated videos and compelling infographics. You can connect with her on LinkedIn.