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 Wyzowlfound 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.
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, likePewDiePie, 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 Ferreirais 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.
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.
This is especially crucial for video influencer marketing, since YouTubers fall under the creator-influencer category.
It’s crucial tohave influencers create sponsored videos that align with their regular content, while still promoting your product or service.