Reading a review is helpful, but a review with an
accompanying video provides deeper insight. Video is also more digestible content in a time of short
attention spans. If it’s compelling, it leads to engagement with longer form content.
But why is 2016 the year of video from the influencer marketing perspective? The answer is mobile.
According to comScore, mobile video adoption is
led by Facebook and YouTube. As mobile continues to grow in share of online time spent, the ability
to create, share and consume video content on any
social platform is fueling the adoption by companies looking to make an impact with consumers.
Instagram is also a hot topic in influencer circles.
As one of the newer social platforms, it has also
been one of the fastest growing. Consumers decide
what “the next big thing” will be when it comes to
social platforms and marketers must be nimble in
order to move with consumers and engage them
meaningfully.
Instagram is now larger than Twitter and Pinterest,
and is expected to outpace both in growth over the
next few years. It is a mobile first app (are you
seeing a trend emerge...mobile, social, visual content?) that fits the lifestyle of Millennials. Instagram’s parent company, Facebook, anticipates in
the next year that it will generate 20% of their
overall ad revenue. As a network that encourages
authenticity and creativity, Instagram is a no-brainer for brands working with influencers.
The final trend is exciting for both influencers and
marketers, and without it, everything else we covered here is nice but not game-changing. Influencer marketing is a new channel and with any new
option, there is a need for numbers to support it.
Old ad metrics were based on reach, the number of
people your ad “could” be exposed to. Marketers
paid for that number regardless and could never be
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Strictly Marketing Magazine May/June 2016
sure how many people actually saw their ad. Today, that has changed and not all for the better.
Search “AdBlock” to see how consumers feel about
the current state of digital advertising.
Influencer content is different from advertising in
how it’s delivered. First, it does not come directly
from a brand, and second, it’s built around consumers’ needs. In essence, it’s credible - assuming
the influencers are able to provide the content in
their own voice and style.
Bringing brands, agencies and influencers together
builds an understanding of how to best work together as all sides impact the path and future of
influencer marketing. As noted above, brands
have never worked with consumers this intimately
before and consumers have never had such access
to brands. When there’s an open dialog and each
side gains a deeper appreciation of the other’s role,
influencer marketing becomes a more effective
channel for marketers who are who want to be
relevant to an empowered consumer base.
Todd Cameron, TapInfluence is a leader and innovator
in influencer marketing automation, providing brands
and agencies with the technology to harness the reach
and relevance of online influencers.
To get a copy of TapInfulence interactive e-Book on
influencer marketing visit the website link below.
http://tapinfluence.ceros.com/influencer-marketing/p/1