video storytelling Archives

YouTube Marketer’s Guide to Influencer Marketing

As a marketer if influencer marketing on YouTube seems to be difficult like a journey to the end of the galaxy, then our tips will be a Hitchhiker’s Guide for your campaigns.

Social media use has increased rapidly over the past decade and a half. Making money is one of the most crucial features of social media for brands and influencers. Brands use social media to present their products or to reach new audiences.

As social media grows and the platforms diversify, more and more users are joining it, and these users are starting to create their own content. Thereby the influencers who influence the behavior of consumers were born and opened new doors in business and marketing.

There is an undeniable fact that influencer marketing has flourished since joining Instagram to the social media platforms. But there are other players in the market. According to a survey, Youtube is the second important social media channel for influencer marketing with 70 percent.

Moreover, YouTube videos are the third most used format coming after Instagram stories and Instagram videos.

YouTube is rapidly becoming one of the most popular influencer marketing channels. It is an actual platform for people to watch and edit their video, while you will find videos on most social networks now.

Instagram has even created a long-form video platform IGTV for competing purposes. It is clear that IGTV won’t replace YouTube, but it could only complement it.

If Google is the Queen, then YouTube is the Princess

We know that Google is the most used search engine. Youtube comes in next as the second largest search engine when you consider users, searches, and minutes spent on a site, which is owned by Google.

When you search for information, YouTube videos appear on Google’s search results as well. Therefore, Google considers videos are as important as text-only pages and it is no secret that searchers click on the first 10 organic results.

Is It Worthy to Use Influencer Marketing on YouTube?

Video content is now an integral part of most people’s online experiences with recent improvements in internet speeds. The increase in the use of video also encourages influencers to use this method. YouTube is an extraordinary place for expanding the potential of influencers and influencer marketing.

Creating complementary videos as part of your marketing strategy on YouTube is a great advantage for brands who want to boost their business. The following factors prove the role of YouTube in influencer marketing and will motivate marketers.

Over 2. billion people use YouTube. That’s about one-third of the internet.
81% of businesses use video as a marketing tool, up from 63% over the last year.
According to Forbes, YouTube’s top earner 8-year-old Ryan Kaji made $26 million playing with toys in 2019.

How to Use YouTube for Influencer Marketing?

With the right strategy and influencers, you can make the most out of your YouTube influencer marketing for your brand. There are different ways you can use YouTube, which booms influencer marketing.

Depending on brand goals, customer needs, good marketers can create different types of campaigns. Unboxing videos, giveaway & contests, ads & promotions, product launches are some of the foremost ways you can use YouTube influencers.

You can also add hashtags and locations to go even deeper with your influencer marketing. Influencers can be test subjects for marketers.

Step-by-Step YouTube Influencer Marketing Guide

step-by-step-guide-youtube-influencer-marketing

Step 1. Understand your target audience

The most vital step in influencer marketing is to analyze and understand the target audience and predict their desire. Understanding the target audience helps to build trust and deliver your brand message.

Step 2. Set Clear Goals

Brands must be evident with influencers on their campaign purposes.

As a part of the collaboration, the goals have a profound influence on every YouTube video. The tone of influencer content can change from your campaign purpose. Let’s say, for a sales directed campaign influencer may create a whole video on your new product line.

Step 3. Identify the Right YouTube Influencers

Choose the right influencers who will help you to achieve your goals. The number of followers should not be the most critical priority when choosing influencers. On the contrary, brands should choose influencers who have a similar culture to their campaign. This is where it makes sense to use Keepface in finding the right influencers for your brand.

Your budget will also affect your influencer choice. Accordingly, focusing on YouTubers who make videos for the target audience within the budget will be more effective.

Step 4. Analyze Creator’s Content Quality

When working with YouTube influencers, you should analyze the influencers’ content, their channels’ aesthetics. There must be harmony between your brand, target audience, and influencers. For instance, if you want to promote your family-friendly brand, you should collaborate with YouTube influencers whose content aligns with family values and your brand values,

Step 5. Work with Influencer Marketing Experts

Influencer marketing can be complicated and hard to control, especially for large scale YouTube partnerships. That’s where Keepface stepped in. Keepface is an automated platform for brands to reach the most relevant influencers, communicate with them, and manage campaigns using real-time analytics.

Working with Keepface brands are handed on every step of the influencer marketing process, including influencer discovery, influencer management, content creation, and analyzing and reporting a campaign’s progress.

Lamiya Babazade August 25, 2020

136

Your Story. text title on film slate. for video marketing development people

Content marketingInfluencer marketing

YouTube, IG TV or TikTok: Use Video Storytelling to Grab Your Audience’s Attention

Storytelling is a proven method of transforming information into distinctive knowledge. Storytelling through videos is an even more powerful method to deliver your message, go viral and create social buzz. As more marketers move to video storytelling, the level of competition and the quality of content are rising. The reason why we prefer videos over articles is videos are explanatory and more persuasive to know a product. Video marketing helps to increase user understanding, web traffic, and leads. Including video links to email also increases the CTR rate.

Presenter in the Viewfinder of a Digital Video Camera

Lock audience to the video

It is demanding to capture your audience’s attention in a competitive environment. Whether you start video marketing to tell your story or it’s part of your regular marketing strategy, your video content should stick people to your brand. How?

For a compelling video start with an eye-catching beginning. For example, you can start by asking a question to make your audience focus on the central point and look for the answer through the video. Or, provide your real case examples during the interviews or how-to videos.

Optimize videos for the platforms

After creating content, readjusting your video for the relevant platforms is the next important step. Video concepts include tutorials, product videos, behind-the-scenes, interviews, and many more. Depending on the needs you can focus on different types of video posts, such as stories, live streams, and IG TV.

Create an Instagram account

Whether you are a fashion brand or a financial institute, Instagram will ease communication with your audience and drive awareness. Instagram story is a nice way to daily interact with your audience. Story content can be introducing your brand, releasing teasers of your new products, highlighting the FAQs, reposting from your customers and employees’ posts.

The following video type is an Instagram feed video that lasts up to 59 seconds. To grab the audience’s attention, you need to make more glassy feed videos. It can be quick tutorials of your products, explaining some key terms, teasers of your YouTube videos, behind-the-scenes, maybe introducing your employees or sharing your New Year office party.

Do not forget Live Steaming

The live streaming can be used for Q&As, expert interviews, broadcasting your conferences. It is good to see your engaged audience in real-time. According to Google ad research, longer videos create more emotional ties between people. Long videos allow delivering your message in more in-depth ways.

Create special videos for IGTV

You can use IGTV for a variety of purposes such as posting interviews with your brand experts covering most requested questions, social ads, create fun content such as showing a day in your office, video tutorial of your products or testing of new products. It is not recommended to create long videos at the beginning. Keep in mind, your IGTV video should differ from your feed videos or stories.

Videos reflect your company values

Similar to the other platforms, you need to define your goals for YouTube marketing. Besides creating a better understanding of your brand, videos are also to share your values. Good advertising videos always have an emotional touch to viewers.

The global brand Coco-Cola launched an emotional campaign for Christmas called Coco-Cola: The Last Customer. The campaign aimed at gifting people who work at Christmas season overtime at restaurants, shopping malls, markets and do not have enough time to spend the holiday with their families. The last customers were the employees the stores, restaurants and who rewarded with the presents for their hard work. The brand’s commitment was to show their courtesy to their customers and give love in the season of love.

Design is important

Once you created content and made a video, the next comes presenting your video to the people. For compelling video let’s look at some of the key steps.

Pick a title that is relevant to your topic and keep it simple.
The quality thumbnail is another required step for a convincing channel.
Write in the description box about a quick intro or overview of the topic and link your website, social media accounts or email address and relevant hashtags to ease reaching out to you.
As we already know, SEO is an inseparable part of digital marketing.
Use the required tools to boost your videos.

See your rivals

Besides, updating your content and channel, always keep your eyes on your competitors’ video marketing practice. Watch their videos, analyze marketing techniques, the messages they are giving and read comments to see what customers expect from them

Can TikTok be your marketing channel?

Once you have set up your channels in old platforms do not be afraid to go to new apps. With over 500 million monthly active users TikTok is one of the most used social platforms. If you are thinking about using TikTok as your next marketing tool just consider your target audience, their demographics, age, and interest. Content that is fun, challenging and sharable will capture your audience’s attention. Brands can create challenges with the relevant hashtags for holding their audience. Either by launch a hashtag or search for the hashtags and generate shareable and funny content. For being professional, place your brand hashtags on the discovery page.

You can also work with TikTok influencers to show your presence on different social channels. As the young generation is a huge part of TikTok users and video gamers, video gaming company EA Sports made the influencer marketing campaign with Brent Rivera. The comedy influencer posted the video of him playing the game Apex Legends. The other video was partnered with Gil Croes where he was playing Plants vs. Zombies and got over 500K likes. Apart from working with big influencers, EA Sports marketing strategy covers influencers from different backgrounds and audience size. The brand collaborated with freestyler Indi Cowie. The footballer was shooting her freestyling in public for FIFA 2020.