Video

Many businesses have implemented video marketing – influencer video marketing included – to generate amazing results. So, there are many statistics on how video marketing strategies perform and generate ROI. Here are the reasons why video marketing is perfect for brand building:

• Video improves brand recognition by 54% on average
• 80% of online shoppers have discovered a brand by watching a “branded video” on YouTube
• 84% of online customers prefer to interact with businesses through branded video
• 25% of customers say they lose interest in a brand that doesn’t do any video marketing
• 83% of online video viewers are likely to share a branded video with others if they really enjoyed it.
• 64% of consumers make a purchase after seeing a branded video on social media.

3 social media to broadcast your videos

TikTok allows you to create videos in a very short format (60 seconds maximum) by integrating singing in playback. Users take up challenges launched by brands or other users. This platform is very popular with young people: 15-24 year olds represent more than 70% of the application’s users. So don’t neglect them if they are your core target!

6 best ways to generate brand awareness

1. Introduce your product with an unboxing video

In an unboxing video, an influencer films themselves opening a product and talking about their first impressions, features, use cases, and brand perks (free shipping, etc.). The product itself is usually provided by a brand. Influencers create unboxing videos to help their followers learn about new products or decide if a product is worth buying. That’s why the videos are detailed, in-depth, and contain a lot of useful information for potential users of the product. Unboxing videos present an opportunity to raise awareness of new products coming from young brands. Many influencers like to review products this way and will gladly accept a product from a brand if they’re sure that their audience might be interested in it.

2. Teach how to use your product with a “How-to” video

A “how-to” video is basically a step-by-step product tutorial. An influencer shows how to use a product while explaining many useful details – so the viewer can start using it confidently right away.

For young brands, “how-to” influencer videos are a great way to:

• Introduce customers to a new product
• Demonstrate the real value of the product
• Show detailed instructions on how to use and benefit from the product
• Explain why the product (or brand) – is better than competitors’

“How-to” videos are the most common in the beauty, fitness, and food industries. For example, many new makeup brands hire influencers to help show how their products can be used in creative ways. But other industries can also rely on how-to’s. For example, in this video called “How to set up a planner for college,” an influencer explains how to use an online password manager and a digital wallet app! The tips on planning studies precede the tutorial, so students interested in managing their time for coursework writing and lectures will also find this video useful. This way, the brand got their product in front of target customers in a more organic, non-pushy way. It’s a more effective strategy for new brands to raise awareness of their products, so definitely consider a “how-to” video if you’re going for influencer video marketing.

3. Promote your brand with an expert interview or Q&A

An expert interview or a QA is a video where an influencer can answer questions about your products. Unlike job video interview questions that probe the interviewee’s expertise, the questions aim to reveal the benefits of the product in question. For example, you can talk about a problem your customers are struggling with and have an influencer explain how your product helps to solve it. Staying focused on customer needs and avoiding being pushy is important (being product-first might turn the video into a boring ad).

Here’s how brands do expert interviews and Q&As:

• Launch a customer survey to address customers’ pressing issues and get ideas for the video
• Create a list of questions based on the customer input in the survey
• Share the list with the influencer to help them come up with useful answers
• Record a video with the influencer.

The best influencers to choose here are those with solid expertise in the area. For example, if you’d like to promote a nail polish collection, look for influencers who are also dermatologists or nail specialists. Your customers are more likely to trust an expert and engage with the video or your brand. So, learn about the chosen influencers’ expertise and background to choose the best one to represent your new brand.

4. Share products with a contest video

These are videos that will help you educate your customers on how to use your products. The more informative your video is, the better the chances your viewers will become engaged with your product and brand. Simple ideas for social media contests:

• Like/comment/follow to win
• Tag-a-friend contest
• Best photo caption wins
• Trivia-based contest
• Customer-generated contest.

5. Silence competitors with product comparison video

No worries, we’re not going to roast your competitors. Keeping things objective and positive is a better tactic to make potential customers feel like they should choose your brand.

Two ways to show that your product is better with video influencer marketing:

• Highlight the best features of your products to the same in a competitor’s product
• Make a side-by-side comparison with a competitor’s product

Your chosen influencer is likely to have made some product comparisons in the past, so be sure to ask about their experience. Chances are, they might be able to advise you on how to approach this video based on the results of previous campaigns.

Regardless of the approach you decide on, make sure that the influencer gives clear reasons why they’ve made the final choice.

6. Run referral programs

Influencer marketing is a major driver of referral sales. That’s why many new brands reach out to social media influencers to get quick sales.

According to a recent Twitter study, an influencer campaign with referral links can score:

• +61% in brand favorability
• +88% in purchase intent.

These results, however, are achievable only when brands allow influencers to stay true to their image and keep the interest of followers at the center.