Video has taken over the Internet. And it’s easy to see why: video delivers messages successfully in less time. And visual and auditory storytelling has the power to grab people’s attention and spark emotions.
On social media, videos engage users and perform better than other types of content. For example, on Facebook, video is the best performing type of content.
Videos are consumers’ favorite type of content to see from a brand on social media. So it’s not surprising that brands are using video content to drive purchases.
With 87% of marketers use video as a marketing tool, it’s no wonder that influencer video is a hit in the world of influencer marketing.
If you’re ready to make your first influencer video, there are a few things you’ll want to consider.
Decide on the type of video
One of the first things you’ll want to think about is whether you want to go live or make a traditional archived style of video.
- Live video: This in-the-moment content can give your viewers an exciting experience with locations, events, and more. There are several different options for live video, including Instagram Stories and Facebook Live. Keep in mind, once something happens in a live video, it can’t be undone. So, you’ll want to do a lot of planning before you go live.
- Traditional video: If going live isn’t for you, traditional archived videos may work better. This way, if you’re worried about making mistakes or freezing, you can edit (or redo) your videos before publishing them.
Another thing you’ll want to consider is what type of video you’ll make. Several kinds work well for influencer marketing. Here are a few examples:
- Product placement: these simple but effective videos have the influencer feature a product in the video. For instance, you can use the product in the video. You could also talk up the product mentioning how it works or ways to use it.
- Video tutorials: popular on social media, a tutorial showcases how to use a product or offers overall how-to information. For example, the Video Influencers make tutorials, teaching viewers how-to make online videos.
- Unboxing videos: in these videos, an influencer unwraps products, opens them, looks at them, and shows them to the viewer. Generally, they don’t contain tutorials or full reviews, but the influencer might sample the product a little.
Influencer videos tend to be done by trusted experts in their product category. So whatever style of video you choose, you want to make sure it’s authentic and relatable. Otherwise, people just won’t buy into it. And that could do damage to the brand and the influencer’s reputation.
Consider the platform
Facebook, YouTube, Snapchat, TikTok, or Instagram? They’re all popular video sharing platforms, and they’ve all hosted successful influencer marketing video campaigns. You need to think about which platform fits your brand and campaign best—they’re not one-size-fits-all.
For instance, more detailed or meaningful content wouldn’t be the first choice for TikTok since the mood is light and fun, and video length is limited. Facebook or YouTube would be a better option. Quick product placements or endorsements that can be squeezed into a shorter length would be a better alternative for Instagram Stories (or Snapchat and TikTok). You might also want to show specific sides of your brand on different platforms. For instance, you could show your fun, playful side on TikTok.
It takes some time and planning to produce a successful influencer video. But it’s worth it. If you put the effort in, your video won’t seem amateur or sloppy. It’ll also attract attention, gaining you more followers and ultimately boosting sales.