Video is big, really big. Customers like videos and therefore social media platforms like it too. In 2017, Mark Zuckerberg (CEO of Facebook) already said: “I see video as a megatrend. That’s why I’m going to keep putting video first across our family of apps.” And that is still happening now. Just look at all the different ways you can post videos on Facebook and Instagram: Instagram stories, Facebook stories, IGTV, Facebook Live, video as a post etcetera.
Consumers love videos!
A recent study by HubSpot shows that 72% of consumers like video marketing better than text marketing. Furthermore, 43% of consumers find video content most memorable. No wonder, video marketing is becoming more popular every year among brands. Combine these facts with influencer marketing and you, as a brand have got awesome opportunities to connect with both new and existing customers.
Thus, we know now that video and influencer marketing can be a powerful match.
Last year the World Federation of Advertisers (WFA) reported that more than half of international advertisers plan to increase their influencer marketing budget to improve brand awareness (86%), reach a new audience (74%), and promote brand advocacy (69%).
Brands ask influencers to create a video that showcases their product or service. Two options to do this via so called unboxing or haul videos. If you want to read more about this, read our previous blog: Influencer marketing on YouTube: Haul & Unboxing videos.
If you compare these videos with traditional forms of advertising, the potential return on investment is way bigger. Authenticity is higher, the audience is focused and the costs of the creation of haul and unboxing videos are minor to the brand. Another advantage of this visual medium is that is gives the audience the opportunity to see how a product actually works / is being used. A video can provide a detailed explanation and shows potential customers what to expect when purchasing the product.
Regardless of the content of the video, make sure it’s of high quality in order to attract viewers that match your target audience.
Coming back to our initial question: is influencer marketing all about video? It’s not all about video, but both social media platforms as well as consumers love video. Add that to the fact that consumers find video content most memorable and you know you should get to it sooner or later.