The value of digital video is already super high when brands make their own (or have agencies do it for them). Combine the power of digital video with a third-party source that consumers trust more than ads from brands themselves and you get effective influencers.
Online Influencers Soar with Digital Video Messaging
“Influencers view themselves as ‘experts with unique and engaging content to share,” says a previous SalesFuel blog based on data from WARC. And their followers agree. Having a ‘real person’ like an influencer vouch for a brand in a field they’re an expert in can aid a brand’s reputation significantly. "Influencers represent a brand, speak on their behalf and offer an authentic voice that helps brands connect to their audiences with credibility.”
Basically, of course brands are going to make themselves look good in their advertising. Consumers tend to think that brands will make themselves look good no matter what, so they’re not getting a full review of their products or services. Influencers are people just like them, just with more of an online presence. Consumers trust influencers to have tried the product or service themselves and give an honest review.
According to research from Viral Nation, 70% of consumers will trust the recommendations of people they don’t even know. Another 40% turn to social media to look for such recommendations on products and services they’re interested in.
So, digital videos with positive messages from influencers can take a brand’s reputation and sales a long way.
Why Digital Video?
Digital video is one of the easiest content formats to absorb. Consumers don’t have to read anything and messages are accompanied by entertaining images and, often, music. Videos are also quick and convenient. So, influencers who take advantage of TikTok videos, Instagram Reels, YouTube Shorts and other forms of digital video are quickly making even bigger names for themselves and the brands they promote.
Where Influencers Should be Posting Video
Whether your client decides to work with one influencer or many, they should choose ones who post content on digital video powerhouses. According to Viral Nation, those include:
- TikTok: By 2026, will see a 10% increase as the go-to platform for influencer videos
- YouTube: Within the same time period, YouTube will experience a 5% increase in influencer usage
- Video Podcasts: These are quickly gaining popularity as influencer hosts interview guests and provide behind-the-scenes content for brands
Partner with Diverse Influencers
Your client can’t claim that they value diversity and representation then only partner with skinny, straight, white influencers. Their influencer mix needs to be made up of differing genders, races, sexualities, body types, and ages.
Having a diverse range of influencers will help your client reach a wider demographic of potential consumers. Additionally, their digital videos can showcase positive aspects of your client’s products and services that your client may have never thought to advertise before.
Employees can be Influencers too
Your client doesn’t necessarily have to track down and go through contract negotiations with the most influential influencers out there. The best influencer for their brand’s digital videos could already be working for the company.
Viral Nation points out that major companies in the U.S. have gotten millions of views from employees making their own TikTok accounts to answer FAQs or make digital videos showing a day in the life of an employee at the store. This content is organic, helpful and double as a means to show that your client’s brand treats their employees well (a trait that many consumers value).
Encourage your client to start an employee influencer program to encourage their employees to become small-scale influencers who post on behalf of their business in exchange for rewards. You can discover what types of messaging your client’s target audience would prefer on their profiles on AudienceSCAN on AdMall by SalesFuel. With that information, the perfect digital video will be at your influencer’s fingertips.
Photo by Marc Kleen