Why do you need to integrate video content into your influence campaign?

While blogs are still popular today, especially for recommendations and details on products and services, 64% of consumers still prefer video content. This is why brands that have not yet integrated this type of content must rethink their communication strategy, including influence marketing.

70% of users choose videos based on their moods

Google has just released, very recently, a study that delivers the reasons why people around the world watch videos. Through this report, we learn which types of content are preferred by Internet users according to their geographical location and age. Here is the information to remember from this study:

  • For Generation Z and the millennials, 1in 2 people say they don’t know how they could have lived without videos;
  • Younger generations are looking for short content such as webisodes, tutorials and short clips produced by professional and amateur content creators ;
  • 46% of viewers worldwide use video content to learn something new. They also really enjoy videos that allow them torelax;
  • Consumers watch more videos when the content is ontopics they are passionate about, including when the content is not professionally produced;
  • YouTube is the most popular social network for watching videos (78%)…
  • Facebook (43%) and Instagram (33%) are also cited among the various viewing channels.

To set up video campaigns with micro-influencers, the social networks YouTube and Instagram are ideal! YouTube is also very popular, because in 2019, Youtubeers have 100 billion views. Indeed, these two social platforms offer the possibility to create multiple contents. Below, discover the content ideas of the experts of our platform of influence.

1 – Stories to strengthen your brand image

Today, most social networks offer users the possibility to create as well as share stories with their community. Twitter being the latest with the launch of Fleet. Stories are an interesting and even essential feature for brands in their influence strategy. On Instagram, we have already explained in a previous article how to use stories: this feature is an excellent way to enhance your brand. Among other benefits, it offers you other advantages such as :

  • The opportunity to showcase your brand behind the scenes to your community.
    Our advice: invite the content creators you work with to come and visit your premises, warehouses, stores etc. and film their experience. You can also offer them to lead a workshop or test your products, take part in the creation of a product or collaborate together to launch a capsule collection.
  • Convey more details to consumers about your product/service. 62% of Internet users said they were more interested in a product after seeing it in a story.
    Our suggestion: Suggest to influencers in your brief to unbox in stories or to speak up to explain in more detail how they use your product.
  • Pass on your brand news;
    Our advice: be transparent with your community. Consumers in 2020 want more authenticity.
  • Generate more traffic;
  • Interact with your brand community.
    Our suggestion: another idea for influencers, but also for you: organize a live event with subscribers to present the product, your brand and answer questions from the community.

According to the DNA, by 2019, the Stories had accumulated over 400 million daily views… One-third of these videos were broadcast by the brands, and one-fifth of the brands received a direct message following their stories.

It’s also an opportunity for your brand to compete with your imagination by launching filters. This is the current trend on Instagram, whether it’s for fashion houses, cosmetic brands or catering groups.

2 – IGTV and video for a long format and more details.

Even if Instagram has just removed the “IGTV” button from its home page, because it is not used enough by the Internet users, this format is popular.It allows influencers, as in video on Youtube, to present products via content creators during hauls – a marketing technique used to promote a product -, unboxings (anglicism initiallydesignatinga type of video published on the Web, in which people film themselves unpacking the products they have just bought) or during product tests.

In addition to these examples of topics, for brands, the video format also allows them to present their teams, raise awareness of a cause or conduct interviews to support their expertise.

Our tip for a successful video: don’t forget the subtitles! Thanks to them, more users will watch your video. According to an Instagram report in 2019, 40% of Instagram Story videos are watched without sound.

3 – TikTok, the 2nd most downloaded app in the world to target young people

TikTok, the favorite application of young adults and the one all the influencers are ripping off, especially during lockdown. This application is starting to be used more by brands such as Ralph Lauren, Calvin Klein, By Clarins, Merci Handy, Sephora and others…

It allows you to create original content and to highlight the company and its employees. The brand can launch a challenge around its product with the influencers, who will then relay it to their community. Usually, they relay the video on their other social networks, which increases visibility. It is the ideal social network for brands looking to communicate with Generation Z or millennials: 45.7% of the under 13s say they use TikTok. No doubt, in the coming weeks, new corporate accounts will be created and new challenges and impactful video content will be created.

As you can see, the video content isengaging and it will allow you to build loyalty with yourcommunity and most certainly generate sales! These videos can also be reused as part of your 360° marketing strategy especially for your media such as your product sheets on your website, your TV advertising campaigns …

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