It has been confirmed that videos on social networks are on the rise. In September 2016, Brightcove conducted a study “The Science of Social Video: Turning Views into Value”, interviewing over 5000 consumers across Australia, France, Germany, the US, and the UK.
The survey examined consumers’ changing social video engagement habits and preferences.
And what was found? More than half of the respondents said they watch more videos on social media now than they did only a year ago and an average of 6 hours per week was spent by all participants seeing videos on social platforms.
But the most interesting data shows that 46% of the people asked said they have made a purchase after watching a branded video on these channels.
The data show a clear indication of the increasing influence the digital platforms have and how they influence consumers’ purchasing behaviour in a positive way. Most people are still more likely to watch videos when recommended by friends or family, so finding the right influencer with the right content to reach your perfect audience is the way to go.
To increase the likelihood of videos being recommended and doing influencer marketing the right way, there are some rules you should follow.
When collaborating with an influencer, communication is key. It is best to work closely with the influencer to get the desired outcome. Always make sure that both sides understand exactly what is required and how much input you as a brand want.
Offer a fair payment. No one likes to work for free, though it seems tempting to assume that a post on Twitter or Instagram doesn’t involve much, many influencers rely on their income from social media. If you cannot pay them, it may be worth offering products and samples for free for them to review or talk about. For more extensive campaigns involving YouTube videos, appearances or several posts on social channels, a price worth the reach and effort should be offered.
Establish a good relationship. Influencers talk amongst each other. A lot. Often part of a close-knit group of like-minded people, a good relationship is vital to engage influencers for future campaigns. Once you have approval, it will be a lot easier to collaborate with another influencer or several on new and exciting projects.
In the UK, the Competition & Markets Authority (CMA) has been working on getting pledges from UK advertising agencies and brands that they will not breach the consumer protection legislation when working with influencers and on influencer marketing campaigns.
As many consumers can’t tell the difference between sponsored or paid content and an independent review, the CMA is aiming to clearly disclose which content is what. Consumer should be aware of what they are watching and reading.
Any content that the influencer has been paid for should clearly be marked as such. If not, legal issues might follow. Depending on the form of content, different hashtags should be used to clarify. Generally, these are #ad, #spon or #sp and often it depends on the influencer which one they use.
Posts and videos will be classed as an advertisement when the brand controlled and paid for the content. For example, if a brand is asking an influencer to post a certain picture, the #ad should be used.
Not every paid content is advertising. If you simply pay the influencer to create some content relating to or mentioning your brand this is considered to be sponsorship. Here the #spon or #sp should be featured in the title of the video, image description or text.
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