Starting from a modest $1.7 billion in 2016, influencer marketing experienced remarkable growth and reached an estimated market size of $16.4 billion in 2022. Research suggests that it will continue to surge, with an anticipated further increase of 29% to reach around $21.1 billion in 2023.
Since each influencer engagement typically involves significant costs, it becomes crucial to maximize your investment and capitalize on the audience they attract, as well as the video assets produced collaboratively.
While the influencer will share their content on their platform(s) and interact with the responses, there are additional steps you can take. Efficiently promoting video assets necessitates strategic planning, teamwork, and utilizing different online platforms to effectively reach your desired audience.
Adopt An Omnichannel Strategy
Most influencers primarily focus on promoting their content on their main platform, where they have the largest following. However, it's a mistake to limit the exposure of their fantastic content to just one platform. Instead, consider cross-posting the content to other social media platforms where your target audience is active. This should include channels where your brand is actively present and the influencer's secondary channels, even if their following is smaller there.
To adapt the video for different platforms, you may need to make adjustments such as shortening, editing, and adding or removing captions or stickers.
Additionally, don't limit yourself to social media alone. Enhance visibility and engagement by embedding the videos directly onto your website or blog, allowing visitors to view them seamlessly on your site. User-generated content (UGC) often performs well for e-commerce companies compared to traditional or studio-made content.
To further expand your reach, reach out to relevant industry publications, blogs, and online communities, and collaborate with them to feature your video content. This strategic approach will help you make the most of your influencer engagement and effectively promote your video assets.
Use Your Content As Sponsored Posts
When it comes to promoting your video content, there's nothing wrong with investing in some paid promotion to gain more visibility. In fact, if you overlook this aspect, you might be missing out on potential opportunities. Including a paid component in your creator content strategy is essential for achieving true ROI.
Various social media platforms like TikTok, Instagram, Facebook, and Twitter provide the option to pay for promoting video posts, ensuring they reach a wider audience.
You can also repurpose your sponsored video post into a video ad and use it as the basis for pre-roll ads, sponsored posts, or targeted ads on platforms like YouTube and other social media channels. This may involve dividing the video into smaller clips to be used in different ads and campaigns.
Keep in mind that your video assets shouldn't have an expiration date. You can revisit them, make adjustments or updates as needed, and then promote them again in new posts or ads, even days, weeks, months, or years after the original production date. This way, you can extract the maximum value from your video content over time.
Engage In Influencer Cross-Promotion
As mentioned earlier, cross posting is effective but did you know that cross promotion can be equally as effective when it comes to expanding your reach? Seek opportunities to collaborate with other influencers who have audiences that complement your target demographic, in addition to the influencer you initially worked with to create the video.
Cross-promotion entails featuring snippets of each other's videos on respective channels or social media accounts, introducing the content to new audiences and gaining exposure.
For optimal results, focus on identifying influencers who already have a connection or working relationship with your primary influencer. Alternatively, you can bring together two influencers and assist in building a productive working relationship between them. This collaborative approach can significantly enhance the visibility and impact of your video content.
Maximize The Potential Of Video Titles And Descriptions
Focus on your SEO efforts when it comes to video promotion. Optimizing your video content for search engines is crucial, and you can achieve this by incorporating relevant keywords in the titles, descriptions, and tags.
This is especially important if you are cross-posting your videos to YouTube, which heavily relies on in-app search. By using optimized titles and descriptions, you increase the chances of your target audience finding and engaging with your content.
Aside from creating compelling titles and descriptions with the right keywords, consider using specific hashtags. Ideally, include both your brand name and the influencer's name in your campaign hashtags. This approach enhances discoverability and strengthens the connection between your brand and the influencer, leading to more effective promotion of your video assets.
PRO TIP: Keep in mind that YouTube videos also appear in Google search engine results pages (SERPs), so good SEO practices can extend your reach even further.
Engage In Collaborative Posting Alongside Content Creation
After collaborating with an influencer to create a compelling video, your partnership doesn't have to end there. Instagram offers "Collab Posts" for Feed Posts and Reels, allowing two profiles to co-author the same content.
With Collab Posts, the video post appears on both profiles, and both you and the creator can see all the shares, views, likes, and comments. This seamless collaboration enables both of you to interact with each other's communities and respond to comments and shares effortlessly. It simplifies the process of nurturing audiences with videos, as you won't need to request each other to check comments or track metrics separately.
Collab Posts are highly beneficial for enhancing visibility and reach, as the shared audience engages with a single post, consolidating algorithm signals in one place. Posts with higher engagement are rewarded by newsfeed algorithms, leading to even more exposure and reach.
Working together, you and your preferred influencer can encourage viewers to leave comments, ask questions, or share their reactions, thereby reinforcing each other's efforts to foster a sense of community around the content.
Final Words
As influencer marketing continues to grow and evolve, staying up-to-date with the latest trends and strategies will be vital to staying ahead of the competition.
As a digital marketer, when you continuously refine your approach and nurturing strong relationships with influencers, you can build a powerful brand presence and drive meaningful results in the dynamic world of social video promotion.
Embrace these insights and pro tips to elevate your influencer marketing campaigns and witness the substantial impact they can have on your brand's growth and success.
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Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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