Our content creator recently had a chat with Jennifer Quigley-Jones, an expert in influencer marketing and founder of Digital Voices. After her talk at Video First, we wanted to go more in depth with Jennifer on the ins and outs of influencers working with brands. They talked about the emerging industry of working with video and influencers for higher reach and better engagement. Here's what Jennifer had to say about Influencer Video Marketing!
1. Influencer marketing is chock-full of advantages!
4x as many people would rather watch video than read content. Companies are struggling to tap into meaningful engagement these days with their audiences. With the advent of ad blockers and shattered attention spans, Jennifer believes influencer video marketing is a powerful way to combine video engagement with your brand message. Reach and trust are a result of effective influencer marketing. YouTube influencers have established their audiences who are super engaged, averaging a four minute average watch time.
2. Influencer video marketing: what's holding companies back?
These days recent negative press about influencer behavior has scared off brands. It's not all warranted though! There's 7 million YouTube creatives with over 250 subscribers on the channel and so many professional influencers waiting to link up with brands. However, Influencer marketing has gotten a bad rap at times:
- There's an absence of knowledge within the agencies around influencer marketing and they don't understand certain platforms, especially like YouTube well enough.
- YouTube requires more of an investment from the audience so the product or service needs to fit seamlessly.
- Influencer video marketing involves more than just clicking and buying ads.
- Pricing standardization hasn't been solidified yet.
3. What makes a 'good' influencer?
There's been an interesting trend on YouTube. The last years we've gone from daily vloggers (the stereotype) to niche vloggers who produce loads of content and produce it consistently (once a week or twice a month). The fastest growing channels know exactly what their audience wants to see and they're producing that exact content. Google Engineering and History Buffs is a great example of these new kind of creators! Personalties can still do well but they need to focus on certain types of content.
4. How can SME's dive into influencer video marketing?
Jennifer sees many SME's starting with Instagram and dabbling with smaller budgets. She recommends investing with 8,000 euros at a minimum to see what works best. It's a good idea to partner with different influencers and see who your customers like to watch; then you change things accordingly based on what's been successful.
5. Common influencer video marketing myths
#1 YouTubers aren't just kids sitting in their room with a camera anymore. That was ten years ago! The platform has grown up a lot and so have its creators.
#2 Older demographics (55+ years) shouldn't be ignored! Not only are older generations using YouTube at an increasing rate, but older creators are building super engaged audiences. Gen X and baby boomers are some of the fastest growing demographics on YouTube!
6. Micro-influencers are often underrated in the video marketing space
Micro-influencers tend to get more views than people who have large subscriber numbers. At Digital Voices, Jennifer says she tries to encourage brands to work with smaller creators. Just because someone has a big audience doesn't mean they're super engaged. If you consider the funnel, expensive influencers like Casey Neistat are used for top of it - think brand ambassadors for brand awareness.
As you look to push conversion, don't overlook micro-influencers! Their audience trusts them greatly and this goes a long way in an influencer brand relationship. Long term collaborations are worth it because audiences will trust these interactions more so and convert further down the funnel.
7. What are influencer video marketing pitfalls to avoid?
#1 Be weary of paying too much for 'false engagement'. Depending on what your brand goal is, beware of paying for influencer video on social platforms where scrolling past a video is considered engagement. In contrast, when someone finds your content on YouTube, they're already more invested and searched and selected to end up at your content.
#2 Some brands make the mistake of interfering in a creator's process. Jennifer recommends avoiding the temptation to dictate exactly what the edit, script, thumbnail will be. The influencer's followers can smell the inauthenticity from a mile away, so just don't go there and let them do what they do best.
8. What video trends are you excited for in 2019?
2017 was the year people realized what influencer marketing was.
2018 was the year of everyone started talking about authentic reach and micro-influencers.
2019 is the year that brands will wake up to the power of influencer video marketing on YouTube as Instagram becomes more saturated.
Want to get started on your first influencer video marketing campaign?