5 Ways to Supercharge Your Video Influencer MarketingShane BarkerBlogger ExtraordinaireSimply Measured
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.
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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 you’ll be working with YouTube influencers. When doing this, 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. The best way to do this is by partnering with relevant YouTube influencers.
Let’s say you’re marketing a tech product like a phone, laptop, or gadget. 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 influencers like PewDiePie 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 should 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 with 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.
This 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, 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, 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.”
Tip #4: Have Influencers Create Explainer Videos
In order to convince people to buy your product or service, you need to first help them understand how it works and why they need it. To do this, you may need to give them a step-by-step tutorial on how to use it, or explain to them, in detail, what your product or service is all about.
According to the previously cited Wyzowl study, 69% of people prefer to watch videos rather than read text to learn about a product or service.
And Experticity found that most consumers consider influencers to be better at explaining how a product works.
Clearly, the best way to explain how your product works is by having an influencer do it for you. Engage and educate your audience by having an influencer create a video tutorial or explainer video about your product or service.
In some cases, a video tutorial may not be about your product specifically, but will instead feature your product in some way. For example, to promote their ready-made broths, College Inn partnered with ChefsFeed, a YouTube channel specializing in food and cooking. The sponsored video showcased how viewers can create winter-worthy dishes using the broths from College Inn.
Despite the fact that the video is sponsored content, it isn’t overly promotional, and it provides viewers with useful ideas for using the product. This is an excellent example of how you can partner with influencers to create videos that are geared towards providing viewers with something valuable.
Tip #5: Have Influencers Review Your Product
Influencers are influential for a reason: they’re considered experts in their respective fields. Many of their followers look to them for advice and recommendations. For example, a gaming influencer is sure to know a lot about video games and consoles. So if they review a new video game or console, their followers will trust their feedback and recommendations.
Having an influencer review your product can help convince a relevant audience to try it. When launching a video influencer marketing campaign, make sure you include video reviews for your products. Strike up an agreement with influencers in which you send them your latest products, or have them try your service for free. In return, ask them to share their experience with your products or service by creating a video review.
An example of sponsored reviews and video influencer marketing is how the gaming and gadget channel Squirrel created a video review of Yoko, a premium controller developed by Virtual Fly. Specializing in gaming and gadgets, Squirrel is a fairly popular YouTube channel, with close to 500,000 subscribers.
By collaborating with Virtual Fly, they got to test a new premium controller and tell their viewers what they thought about it.
For a sponsored video review of your products, it’s important for the influencer to let viewers know that their opinions are genuine. Assuring their audience that, even though it’s a sponsored video, they’re still providing their unbiased opinions helps maintain the authenticity of their content.
For example, for the sponsored video review of Yoko, the channel owner took care to mention in the description that Virtual Fly allowed them to keep the product, but the opinions expressed in the video were still genuine.
Bonus Tip: Use Custom Links and Codes to Track Performance
After you’ve successfully launched a video influencer marketing campaign, you need to closely monitor its performance. Let’s say you collaborate with more than one influencer. In order to optimize the effectiveness and efficiency of your campaign, you’ll need to track their individual performance.
One influencer may be performing far better than the others, while some influencers may not be yielding the desired results. But if you’re not monitoring their performance, you won’t know which of them you should leverage, and which of them you can do without. To track the individual performance of the influencers you work with, use custom links and coupon codes.
Provide each influencer with a custom link to share with their followers. You can then track their individual performance more easily and accurately when someone clicks on those custom links to visit your site, make a purchase, or sign up for your newsletter. Another option is to provide each influencer with a custom discount code like the one below.
Relevance and Interest
You now have an extensive guide to launching a smashing video influencer marketing campaign. The key is to collaborate with influencers who are highly relevant to your audience, and then create unique, interesting videos to promote your product or service. But make sure you give creative control to the influencers to maintain authenticity.
Have you tried any of these tips? Which of these ideas will you try next? Let us know in the comments below. And if you need any help connecting with influencers or launching a successful marketing campaign with influencers, feel free to reach out to me.
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Shane Barker is a digital marketing consultant. He specializes in sales funnels, targeted traffic, and website conversions. He has consulted with Fortune 500 companies, influencers with digital products, and a number of A-List celebrities.
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