“Deconstructing” Your Influencer Video Programs

962 540 Sergio Vargas

Cha-ching! A recent survey revealed that 56% of brands are increasing their marketing budgets this year, and while the top initiatives for these brands will continue to focus on programs across email, social media and display, we’re also hearing that a larger piece of the budgeting pie is being allocated to Influencer Marketing. Consumers look to influencers to speak genuinely to their audience by offering ‘peer to peer’ style feedback of their true-to-life experiences with certain brands and products. Their content, particularly in video format, tends to lead to an increase in engagement and loyalty with the brand itself and a powerful impact on the consumer’s purchase behavior. It has been proven that video content in general converts better than any other form of content, yet only 24% of brands are investing in it.

Lucky for brands (and their budgets), an influencer video marketing campaign can be considered a ‘gift that keeps on giving’, allowing marketers to creatively repurpose its content and achieve the biggest bang for their buck by publishing variations of it across their multiple brand channels and digital touchpoints. Content generated can also be leveraged to support initiatives set across these same marketing channels, such as building brand awareness, increasing customer acquisition and promoting a product launch.

There are a number of opportunities to “deconstruct” your influencer video content to help achieve your key marketing goals and we’re excited to share some of our favorites with you:

1. YouTube – Since the original version of your influencer video will tend to be longer form (avg. ~4 minutes), it will perform best on YouTube where your consumers are seeking more detailed videos in their full length. Create a themed playlist and set a recurring publishing schedule to promote your videos effectively. Be sure to optimize your title, video description and keywords to help drive SEO and include a referral link to track click-throughs to product pages or retail sites.

2. Social Media – Many consumers prefer to receive updates about their favorite brands by following them on social networks. Posting video content to these networks has consistently proven to increase engagement and drive purchases, so as brands seek to regularly publish new and timely content across their social suite, consider modifying the original version of your influencer video to generate multiple content options that can be posted over the course of a few months.

-Edit individual videos down to short, digestible clips (anywhere from:15-:60 seconds) consumers will be more willing to tune in as they scroll through their already crowded newsfeed.
-Consider producing a few compilation reels, including footage from more than one influencer, which can focus on highlighting key features, benefits or themes of the topic at hand.
-Deconstruct the video assets by pulling specific quotes and photo thumbnails to create “editorialized” advertisements.
-Be sure to include a call to action on all posts leading to an outlet where your consumer can make a purchase or learn more about your brand.

3. Paid Media – Influencer videos haven’t been typically utilized in traditional advertisements or sponsored posts but are now proving how effective they can be. Utilize a shortened: 15 or: 30 second video clip and make it interactive/“shoppable” by including annotations or calls-to- action for consumers to download a coupon or get directed to a particular retail offer.

4. Retail – Present authentic product reviews and consumer opinions directly to customers as they funnel through the purchase cycle. Influencer video can complement official product images and professional videos for products sold on ecommerce retailers and is now even being placed above the fold within the hero image gallery on most major retailers like Amazon and Walmart.

Example: Acer Chromebook 15 consumer compilation reel included in top left product gallery on Amazon.com

5. Brand Site – Drive meaningful engagement from your brand website by incorporating influencer content on your homepage, within individual product pages and near any “call to actions” such as joining a newsletter or signing up for a free trial, sample or coupon. Brand websites that have integrated user generated content have lead to increased time on site and better purchase conversions than those without influencer videos.

Example: Purina Beyond: Purees influencer videos included in “See What People are Saying” section.

AUTHOR

Sergio Vargas

All stories by: Sergio Vargas