Video content creation: The future of influencer marketing

Influencer marketing is big business for savvy brands who know that today’s consumers are not easily swayed by traditional advertising. As people increasingly look to their peers and social networks across the web to help them make purchase decisions, influencer marketing has become a go-to strategy.

What is influencer marketing?

Most people today realize that companies are likely saying whatever they think you want to hear in the more traditional advertisements, such as TV, radio and print. Influencer marketing provides a familiar, approachable and trusted voice to give marketing more credibility.

And for small, big, and even individually-owned businesses — it really works.

When influencers make a suggestion, it feels authentic and believable. It’s no wonder why influencer marketing is on pace to become nearly $13.8 billion industry in 2021, up from $9.7 billion last year.

The rise of today’s influencer superstars may seem like a new trend, but it actually began a long, long time ago.

These “influencers” weren’t branded as such. They didn’t have access to video platforms like YouTube, Instagram or TikTok (can you imagine grown up Mikey posting cereal TikToks today?). But their impact on consumer behavior was just as significant.

Who can become an influencer?

Unlike these past examples, today virtually anybody with a camera and video editing software can become an influencer.

And who wouldn’t want to earn a living making unboxing videos of tech gadgetssharing beauty habits with nearly 40 million Instagrammers, or dancing “The Renegade” on TikTok? Or better still, earn $1.27 million for a single sponsored Instagram post like Kylie Jenner?

Of course, there’s more to it than equipment. As we’ve highlighted here in greater detail, as the social-media sphere gets more and more crowded, you can’t rely on a fluke viral video on par with the Fleetwood Mac and cranberry juice skateboarder to kick off social media stardom.

A better bet? Pave your way through smart, measured business practices on how to build a social-media influencer empire. Some quick tips:

The platforms that have transformed influencer marketing

Social media platforms are a big reason why influencer marketing and video content creation are hugely successful and potentially profitable.

These platforms reach huge audiences and make it easy to share content. Here’s a quick look at the most popular platforms:

What influencers mean for brands and businesses

If your business hasn’t already started using video influencers, it’s not too late begin working with them Incorporating video content from influencers is one of the best ways to strengthen your marketing ability and keep up with the times.

As with anything new, there are risks. Between FTC guidelines, poor quality content, and bad fits between influencers and brands, marketers need to be careful when engaging with influencers, agencies, and networks.

Before diving in, ask yourself these questions:

Also check out our helpful social network guide. It will give you a snapshot of the top platforms and what you are most likely to find there.

Before you go down the route of influencer marketing, dabbling in video yourself might be a good first step. One great way to get started with video is to create a promotional video for your business that advertises products or services.

Whether you are making a professional video to introduce a brand or an explainer video for a specific product, just be sure you connect with, and communicate value to your audience.