Video marketing is obviously a very important part of any marketing strategy for most businesses today. As such, it’s imperative that video marketing is well planned out to generate the greatest number of conversions. Video marketing is extremely effective when focused on the right influences that will resonate with your target audience. This Simply Measured article goes into great detail about some key influencers to keep in mind while planning your next video.
If you’re a marketer or a business owner, you probably already know the importance of using videos to engage your audience. In fact, a survey by Wyzowl found that 88% of businesses consider videos to play an important role in their marketing strategy.
The survey also found that videos can provide solid ROI by boosting traffic, conversions, and sales. So when you’re launching an influencer marketing campaign, consider including videos for optimal ROI. Here are five tips to leverage your video influencer marketing efforts.
Tip #1: Focus on Relevance, Not Reach
If you’re launching a video influencer marketing campaign, chances are that you’ll be working with YouTube influencers. When doing so, make sure you focus on influencers who are relevant to your target audience, instead of simply choosing a YouTuber with a massive following.
Remember, many YouTube users are there to watch videos to have fun, or to learn something. They are not there to shop. So unless your product or service is highly relevant to an influencer’s audience, your message will likely go unnoticed. That’s why it’s important to find YouTube influencers who appeal the most to your target audience.
For example, someone who watches videos made by a beauty vlogger is highly likely to be interested in makeup and beauty products.
Your goal is to reach the viewers who are most likely to be interested in your products or services. And the best way to do so is by partnering with relevant YouTube influencers.
Let’s say you’re marketing a tech product like a phone, laptop, or gadget. And you want to promote the product through video influencer marketing. You might instinctively try to connect with the biggest entertainment YouTubers, like PewDiePie, who has more than 50 million subscribers.
While such influencers can guarantee a huge reach, there’s no assurance that you will be reaching a relevant audience. Most of PewDiePie’s subscribers are there to watch funny videos, and they may not be interested in learning about your gadget or tech product. Sure, they may listen to your message, but there’s little chance that they’ll actually buy your product.
Instead, focus on connecting with popular YouTubers in the tech niche. For instance, Armando Ferreira is a popular tech YouTuber with 200,000+ subscribers.
It’s clear that he doesn’t have as many followers as PewDiePie, but it’s safe to assume that a large majority of his subscribers would be interested in tech-related products. He regularly produces tutorial videos and video reviews of gadgets, many of which get more than 1 million views.
You have a better chance of reaching an audience that will be interested in your product when you opt to work with a highly relevant influencer. If you have the budget, you might want to balance your collaborations between relevant influencers and wide-reaching influencers. But if you have to choose between the two, relevance should be your priority.
Tip #2: Give Video Influencers Creative Freedom
One of the most important rules in influencer marketing is to give influencers creative freedom. This means giving them the reins, and allowing them to create content in their own style and voice. People appreciate authenticity, and they will notice any differences in how an influencer speaks to them. So if you have too much control over the influencer’s video content, your message may not resonate well with their audience.
This doesn’t mean you let the influencers control every single thing about your campaign. Tell the influencer the goals of your campaign, and what message you want to communicate. Then encourage them to create a video that will help you achieve those goals. Let them come up with ideas to effectively convey your message, while still appealing to their audience.
In 2015, Crowdtap conducted a survey of 50+ content creators, and found that influencers value creative freedom more than competitive compensation. 76% of them are more likely to work with brands that give them creative and editorial freedom.
This is especially crucial for video influencer marketing, since YouTubers fall under the creator-influencer category.
It’s crucial to have influencers create sponsored videos that align with their regular content, while still promoting your product or service. For example, Jack Douglass of Jacksfilms is a popular entertainment YouTuber, and has more than 2.5 million subscribers.
What’s notable about him is that many of the sponsored videos he creates are seamlessly integrated with his regular content.
The YouTuber is well known for his YIAY (Yesterday I Asked You) series of videos, where he asks his viewers questions, and then compiles their answers for the next day’s videos. When promoting Dollar Shave Club, he asked viewers to describe their mornings in four words. Then he created a sponsored video with their answers.
Towards the end of the video, he describes his own mornings, and steers the video towards the topic of shaving, which he needs to do every morning. Then he talks about a new box he received from Dollar Shave Club, (well known for their creative ads). He also invites his viewers to try the service, and provides them with a link through which they can purchase the items in his box. Even though it’s a sponsored video, Jack communicates the message in his own entertaining, and humorous way.
Tip #3: Feature Influencers in Your Videos
Maybe your campaign goal is to gain more subscribers for your brand’s YouTube channel. If so, you may want to create a video involving a popular influencer. It could be a short interview with the influencer, or a video featuring the influencer in some other way. The idea is to have the influencer promote the video to their audience – whether it’s through YouTube, Twitter, Facebook, their blog, or another channel.
Influencers already have a loyal following. By inviting their audience to watch your video that features them, they can help drive more traffic to your channel. Many people will jump at the chance to watch a video that features their favorite influencer. This type of content can work for any kind of influencer – be it a YouTuber, blogger, or industrial influencer. What’s more is that you’ll be supplying your existing audience with fresh content to engage them.
Your influencer interview video doesn’t necessarily have to be on YouTube. You can enrich your website content by regularly creating videos in which you interview influencers relevant to your niche. For example, Bloomberg regularly posts influencer interview videos on their site. The business and marketing news website does insightful interviews with industry leaders and business moguls, providing their audience with valuable content.
Influencer interview videos can be an excellent method for driving more traffic to your website as well. As you can see here, the Bloomberg interview of Marc Lasry is #1 in Google search results when you search for, “Marc Lasry interview.”