As social media continues to rise as a key marketing tool, influencer marketing has become part of many companies’ strategies. Connecting your consumers with someone they trust also builds their trust with you. Instead of working with folks with huge social followings, some companies opt to partner with micro influencers who have fewer followers. Find out how you can find the right micro influencer to champion your brand.
Why Work With Micro Influencers?
Micro influencers are influencers with a relatively small but dedicated following. They tend to have much fewer followers than typical influencers. Forbes considers folks with under 100,000 followers as micro influencers, to give you a better idea of their numbers. They often have a substantial number of fans, but not as much as someone like Beyoncé.
Influencer agency HelloSociety estimates that micro influencers drive 60 percent more engagement than typical influencers. They tend to provide more niche content and have a closer bond with their fans. By working with the right micro influencer, you can expose your brand to folks who care.
The Most Important Step — Know Your Audience
So how do you figure out what micro influencers you should reach out to get the most out of your relationship? To know who will become the best brand advocate, you should understand your audience as much as possible. Proper audience research can tell you who follows the micro influencers you should connect with.
When you conduct audience research, look at the data and facts instead of assuming who will like your product or service. You may be surprised to find that someone you never expected to like your brand is one of your biggest fans!
You want to dig deep into your audience’s lifestyle and hobbies to understand who they follow on social media. An interest you would never expect your audience to have could guide you to an ideal micro influencer’s specialty. For instance, if you find that your target audience loves DIY content, you might want to look for micro influencers known for DIY content.
Compare Your Fans to the Micro Influencer’s Fans
Before reaching out to someone who seems like a good fit, make sure their audience is similar to your audience. The audience research you conducted should help you out a lot. Keep in mind that the two audiences don’t have to exactly match — they just need to have close interests and values. If an account has a totally different type of interest than your brand but a similar following, you could actually use the difference to draw in a broader audience.
Get Help With Your Micro Influencer Content
Most micro influencer marketing happens on Instagram, a social media platform with a huge focus on images and videos. So what should you do if you need to make a video with your new contact? We’ve got you covered. Contact us today so we can help you create high-quality video content that fits your budget.
Video marketing evolves at a lightning-fast pace. Over the course of the past year, online video marketing has become an even stronger force to reckon with than before. Check out the following video marketing stats to get a feel for the state of the medium in 2017.
- 91 percent of B2B consumers prefer visual and interactive content like videos over static content.
- 56 percent of all videos published in the previous year lasted less than two minutes.
- Videos influenced 64 percent of consumers to purchase a product.
- 69 percent of businesses plan to increase their video marketing budget in the near future.
- Watching videos is one of the most popular activities conducted online.
- On average, companies publish 18 videos per month.
- At 26 percent, online videos are the second most engaging content on social media, beaten narrowly by written articles.
- On average, Facebook provides a total of 8 billion views daily.
- 46 percent of marketers intend to add Facebook video to their content strategy next year.
- …And 48 percent want to add YouTube content.
- Single videos make up 25 percent of Instagram ads.
- Out of all the social video platforms currently online, YouTube gets the most traffic, while Facebook gets the second most.
- 86 percent of business-related video views happen on desktop computers.
- 75 percent of millennials watch an online video at least once a day.
- 80 percent of online consumer traffic will involve video by 2020.
The Main Takeaways
What lessons should we learn from these new stats about online video marketing?
- Video has become an integral part of our online lives. More Internet users are watching videos than ever, and that number will grow even more in the future.
- Video has changed the way we conduct business. Many companies are making room for video content in their work and budgets because more consumers watch online videos every day.
- Social platforms are the biggest video publishers on the Internet. YouTube, Facebook and other social media sites provide a platform where you can get your videos in front of consumers’ faces.
- Most importantly, video content works. A good video can convince a consumer to make a purchase. And buyers from other companies prefer dynamic content over static content.
What Are You Waiting For?
If you don’t include online video marketing in your content strategy, you’re missing out. Contact us for help with your next video project, or read our blog to get even more information about the power of video.
The most effective advertising is aimed at customers you believe will respond to your appeals and take the action you desire, whether that’s buying a product or signing up for a newsletter. Imagine if you could hand-pick this audience for your video marketing.
One Facebook advertising tool allows you to do just that. Custom Audiences lets you create lists of customized targets using your own customer lists, pixel tracking, app activity and other data. It matches you up with the people you want to reach, and you can then serve social video to them or target them in any manner you desire.
Sound too good to be true? Well, you do have to know how to use this function to put it into action. Here’s a look at how, when and why to use Facebook Custom Audiences.
How to Implement Facebook Custom Audiences
You can target your audience using the Create Audience tool in the Ads Manager/Tool section. You can choose from a number of options, including:
- Customer File
- Website Activity
- App Activity
- Engagement Audiences
Each one relies on slightly different data, so you can drill deep on your targeting. You can even choose to engage with a “lookalike audience” that mimics the characteristics of other custom audiences you have built. Another choice is engagement — you can target those who have already watched your videos on Facebook, suggesting they would be open to more video content in the future.
You can set up different filters, too, such as people who watched only a few seconds of your video or those who saw the vast majority of it. This allows you to serve up different ads to people who have seen different things, increasing the potential effectiveness of your ad.
When to Utilize Custom Video Audiences
You can use Custom Video Audiences for many different purposes. The possibilities are endless because of the many ways to target them. Here are just a few ideas:
- Targeting different video ads at audiences who have seen your videos within 5-8 days and 9-12 days
- Targeting people who watched a video within the past six months
- Targeting people who viewed just three seconds of your video
Think about how different your messaging should be for each of these scenarios. With custom audiences, you have the chance to show a video that speaks to them based on what they’ve seen before, which means a better chance of engaging these viewers.
The Benefits of Using Facebook Custom Audiences
Any type of program that allows you to target more narrowly has a better chance of succeeding. The right audience can lead to stronger responses and results for your campaign. Facebook advertisers have reported using the feature to drive likes of their company page since you can employ the tool to go after only those who do not like your page. You can also target past customers with the tool, sending them a customized message, or spread the word about upgrades to those who already have bought from you.
The possibilities for Facebook Custom Video Audiences are almost unlimited. Need help formulating your strategy? You can always contact PixelFish for assistance.
Video marketing is no longer an internet outlier. Many businesses now use video marketing in their advertising mix, and that number will grow in 2018.
Part of the reason is simply better technology. Video no longer glitches, and you can do so much more with it than just play preroll ads that air before YouTube videos. Video ads appear on just about any site, and they can take many forms. Your business should prepare to hop on the hottest ideas to stay relevant. Here are our video marketing predictions for next year.
More Live Video
Your Facebook feed is constantly telling you your friends are “going live.” This trend has begun to hit video ads, too. Starbucks, a pioneer in new ways of doing things, recently started experimenting with live video, and it drew a positive reaction.
Companies can do things such as:
- Stream live from a conference
- Unveil a prize winner
- Film live from a big event, like the Super Bowl
Like so many things related to advertising, the possibilities for using live video on social media in 2018 are limited only by your imagination.
A Renewed Interest in Virtual Reality
We’ve been hearing that virtual reality is the next big thing on the web for years, and it hasn’t really happened. But it may be the next frontier in terms of video predictions.
Imagine letting your customers “walk” down your aisles or “tour” a new addition to your property. With virtual reality, they can. While VR can be a pricey investment, companies such as Heineken have used it with success. What’s more, when you try out an innovative strategy like this, you gain extra attention from the media, which will highlight your pioneering project.
Huge Social Media Influence
Social media trends will likely inform what you see gaining popularity in 2018. Keeping an eye on Twitter and Facebook trends is certainly a must for any business. But so is watching for what’s happening on Instagram and even Reddit, which has slowly become one of the nation’s most popular social networks. In fact, Reddit is such a trendsetter, you may want to look at its members’ video habits first to see what’s coming down the pike for video marketing.
The 360-Degree View
It’s no longer sufficient to present a video from one perspective. Today’s consumer has become used to 360-degree views with their videos, allowing them to soak up the entirety of a scene. You can offer a look at your showroom or simply capture a beautiful day. Whatever you choose to film, be sure to grab it from all angles.
Get Ready for 2018 With Your Own Video Marketing Campaign
Whether you have been dabbling in video marketing for years or you’re ready to attempt your first try, PixelFish can help. Get in touch to discuss your video marketing needs for the new year.
The corporate culture at Google is so iconic that it’s actually been featured in a movie. In “The Internship,” the employees are shown enjoying what can only be referred to as an adult playground — a place where desserts are unlimited, desks are optional and massages are given on demand. Little wonder so many people want to work for Google in real life.
As the Google example shows us, strong company culture can help your business in many ways. Companies are driven by the idea that when their employees are happy, they will work harder. More people will also want to gain employment with your business. Every year, magazines make lists of companies with the best culture, with perks ranging from free haircuts to exquisite gyms.
Something those lists often overlook, though, is how important corporate culture can be to building your brand. This give-and-take will form the backbone for the strongest companies.
What Constitutes a Good Brand?
Good brands are more than just a good-looking logo. While Apple’s bite-from-the-apple logo has become ubiquitous, the company wouldn’t have achieved success if it were just the fruit. What makes Apple a model for other companies is the products it produces, the way it predicts trends and its focus on aesthetics.
To understand how business culture can enhance branding, you have to know what makes a good brand. Google is, of course, a prime example. The company has a clearly defined purpose — to organize information and make it accessible to everyone. The implementation of that mission has changed over the years, moving beyond search results and into communication, social media, video and more. But through it all, Google has continued to deliver on its original promise of informing and remaining accessible.
As a brand, you should decide what you stand for and what you want to do for your customers. Your company culture should then reflect those aims.
Turning Your Brand Inward
Turning your brand inward is just another way of saying you should practice what you preach. If your branding focuses on quality, then your corporate culture should reflect that devotion. Oftentimes a great brand is judged by how strong the company behind it is. If you have good ideas but weak implementation, or strong beliefs that aren’t reflected in your hiring policies, then you will fail at branding.
Living your company values will make hiring easier. Your reputation will attract top talent to your door. When you keep these people happy, you reap the benefits of their loyalty.
But I have a small company, you may be thinking. What if I can’t afford to dole out free desserts? Corporate culture isn’t just about perks. It’s also about showing that your employees mean something to you. So perhaps you give your workers a day off each quarter to volunteer. Maybe you offer free daycare services at the office, or you allow employees to telecommute three times a week. You do what you can to show you value the people who work for you.
Company culture makes your business unique. Other people may have the same products or similar services as you. It’s the way you offer them and the motivation behind them that stands out. Show that your business culture mirrors those things, and you will have succeeded in establishing your brand. Interested in learning more about branding? Contact PixelFish for more information.
Your company made a super YouTube video. It’s funny, relevant to your industry, motivating and concise. You put it on your channel and wait for the likes and shares to roll in. One problem — nothing’s happening.
Here’s the rub when it comes to YouTube. Making an outstanding video is only half the battle. To engage your audience and connect the video with the people you want to see it, you also need to optimize. What does that mean? It involves deploying a slew of best practices that will boost your video higher in searches, improve your conversion rates and bring in all those likes and shares. Here are a few tricks to help you with video optimization.
Use a YouTube Keyword Tool
People find videos, along with other information online, by using keywords. You want to tag your video with keywords your target audience might use in their searches. So, for instance, if you make a video about dog food, you will want to see what sort of keywords related to dog food are the most popular.
If you have an AdWords account, you can use a Google tool to find these. Otherwise, just look for a YouTube keyword tool on Google and search for the best keywords using it.
Include a Call to Action
Your video may be fun to watch, but it’s not effective if you aren’t telling people what to do when they finish watching it. You want to have a call to action directing them to your site or to specific product pages. When you provide this information, you give your audience directions that can help them further down your sales funnel.
Use Video Overlays
A video overlay essentially lets someone watch two images at once. Video ad overlays pop up during your video and can help with marketing and branding. Your click-through rates will rise when people have a chance to engage directly with this type of advertising.
Create Playlists for Your YouTube Channel
YouTube wants to keep people on its site for as long as possible, hence the appearance of related videos on the side and after the first video has played. You can ensure YouTube guides people to videos you have posted by creating a playlist for your channel. Be sure to use descriptive text in your playlist listing so as to grab greater search engine optimization benefits.
Publish Videos on a Regular Schedule
People will grow disinterested in your YouTube site if you do not publish new content consistently. The best way to foster your audience is to post regularly and create expectations and excitement for your next video. You might choose a day of the week to put up new content or start a series to keep you on task. Plus, the more your channel gets updated, the more the YouTube algorithm will favor you. Google sites love fresh content.
You can use these tips for optimizing video to increase your audiences and improve your conversion rates. Need more guidance on video? Contact PixelFish today to set up a consultation.