Three Ways To Look at Influencer Video Marketing
Forbes said it best, “brands have a better chance of keeping the attention of a goldfish than their targeted consumer.” From Netflix to perpetually stressful news to the buzz of text messages, work emails and the mere 8 billion times per 24-hour cycle American humans check their phones, it’s clear. Noise is everywhere. Could influencer video marketing be the answer? What’s the best way to break through?
Trust
That’s right. The influential individual who an audience can believe in. Capturing the little well-known goldmine coined influencer marketing. Dating back to the 20th century, this time-tested method of, quite simply, influencing people, began with animated brand personas. Santa Claus the brand (spoiler alert) was born with the beloved Coca-Cola stint. Betty Crocker (surprise!) was never a human being. Kelloggs brought Tony the Tiger. Michael Jackson helped brand Pepsi a drink for all mankind. This much is true. Influencers are potent. Yet what made these real or imagined powerhouses move the masses?
Find The Why
With the phenomenon of “the customer is king,” today’s influencer video marketing surrounds not a run-of-the-mill consumer but a human being with values. Discovering what a company or brand’s target market values is, therefore, the first step to determining a successful influencer video marketing campaign.
Define a checklist the key audience wants, needs, values and desires. Does the key market value global awareness or the human touch? Understanding the brand persona of the consumer gives insight into that of the influencer to be. Developing a brand around values is a surefire way to reach an audience. Whatever it may be, from employment conditions to manufacturing practices to environmental commitments, in the words of an expert influencer and author Simon Sinek, “know your why.”
Better yet, learn an audience’s why before they do through market research: the key to success. In sum, it’s one thing to know what a company does and how, but do they know why? This is the unique selling point.
Identify The Influencer
The influencer is paramount. Whether it’s a company’s first time developing an influencer campaign, or its 50th. One thing is clear, this relatable person or persona defines the way consumers will interact with the brand. The dictionary defines an influencer as, “a person or thing who influences; a person who has the power to influence many people, as through social media or traditional media.” So what do Tony the Tiger, Santa Claus, Betty Crocker and Michael Jackson have in common? Trust. Any person of power throughout history holds this potent ingredient in his or her hands. Trust is the engine that propels the 92% of people who say they will bend to a real, live influencer (or one they perceive to be) over an advertisement. To bring an audience under the influence, while there are tools to finding the one, the basic concept will always be the why.
Check out AdWeek’s guide to find the right voice for a brand below.
Produce The Video
With the fast-approaching year of 2019, it is predicted 80% of all internet traffic will be video. Creating a video for a company’s influencer marketing is therefore a no-brainer way to reach the masses. Rather than a stagnant billboard, magazine ad or Insta-worthy snapshot, the leading influencers of the world have always been captured with video.
Build The Brand
Whether a company seeks to move consumers to action, boost brand loyalty, grow sales or spark conversations, it all starts with why. Followed by the skill in selecting the right influencer and designing a video for the world to see. This is the difference between a prospect tuning out a message, categorizing it with the rest of the noise, or turning to your campaign and taking action. These key ingredients cook up a zesty influencer video marketing campaign.
Are you more likely to be influenced by a celebrity in a TV commercial or an Instagram Star? Comment below, we would love to hear your thoughts on this!
