Video Content: An Essential Norm in the Influencer Market

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Image used solely for illustration purposes

This is a universal fact that pictorial representation leaves a strong impact on the viewers or the audiences. This thought has been going on for a long time that images or videos capture more attention rather than textual presentation. Studies say that images stick to readers’ minds for a long time, providing them with a substantial and clear meaning or knowledge of any subject. A renowned education consultant, Dr. Lynell Burmark, writes about visual literacy “Unless our words, concepts, and ideas are hooked onto an image, they will go in one ear, sail through the brain, and go out the other ear. Words are processed by our short-term memory, where we can only retain about seven bits of information. Images, on the other hand, go directly into our long-term memory, where they are indelibly etched.”  Hence, people prefer visual content, whether in the form of images or videos, when it comes to acquiring any information.

Era of Video Content

In today’s world of internet and fast-paced life, people prefer watching videos for grasping any information clearly and quickly. The social media platforms are the prime reasons for boosting and circulating the video content. It is the main driver for the growth of video content. Whether it is a DIY video, an explanation about any product, or news updates, video content is always popular among different target groups. Another factor that has strengthened the rise of video content lately, is the massive COVID-19 pandemic that shook the whole world. During the pandemic, it was mandatory to stay indoors and restrict going out, and hence this increased the use of video content to a great extent. The marketing community has recently been buzzing about video content. Although video marketing has been around for a while, it has only recently begun to grow at an astounding rate. Through 2022, video is expected to continue to be a top focus for marketers and may even rise. Research says that video will account for more than 82 percent of all internet traffic in 2022.

Influencer Market

Now when we talk about the influencer market, it is apparent that this market uses video content as its prime marketing strategy. Influencer market, basically, is a type of marketing where marketers or influencers promote a brand to a large audience. They are thought leaders with a large audience and hence influencers are aware of what’s trending and what people are interested in. Therefore, these social media influencers  involve a brand, collaborate with another influencer, and promotes products or services. Influencer marketing is becoming a widely used strategy for online promotion. For some time now, it has been a buzzword, and the mainstream media frequently makes use of it. Influencer marketing blends conventional and contemporary marketing techniques. By transforming celebrity endorsement into a content-driven marketing campaign, it modernises the concept for the current period. This marketing strategy fuses together the resources of businesses with that of the creativity of the influencers. 

Why do marketers prefer video content?

According to research, 86% of video marketers, up by 2% in 2021 and by 5% since 2019, say that video is effective at lead generation. According to some marketers, a video is equivalent to 27,000 words per second if it has 27 frames per second, and an image has a word count of 1,000. There is a lot more information being communicated emotionally. It is much more authentic. It has a level of credibility and honesty to it that writing may not always provide. Text cannot convey facial expressions. People essentially receive a firehouse of information in the form of video, and they thrive off that. Video content captivates and bonds with viewers while delivering pertinent information that they will pay attention to.

How to use the videos?

The options available to marketers when leveraging video content are numerous. Consequently, it is easy to select a plan that fits with a company’s marketing goals.

Youtube: In addition to leveraging the traditional method of watching videos, i.e., television, platforms such as Youtube videos are now trending. YouTube is now more frequently used by viewers than traditional TV.

Other social media platforms, such as Snapchat, Facebook, and Instagram, are more trending now because they allow one to upload short-duration videos that are cheap and quick and directly speak to the audiences.

With industry giants like Facebook, YouTube, and Twitch all providing options for businesses to stream live content, live video has become more popular in recent years. Video captured live has its uses. Facebook claims that live broadcasting generates six times as many interactions as regular videos. 

Webinar is another popular tool right now. Businesses use it to meet with clients via online mode. This platform can be leveraged to interact directly with one’s target audiences, asking them specific questions or educating them about a product.

A brand can use influencer marketing and content creators in a variety of ways by using a video format, including:

Using product seeding is the least expensive strategy. Seeding products can be risky and error prone. It entails providing your brand’s items to a select group of content producers in the hopes that they will enjoy them enough to share a video on their social media channels about them.

As a brand, if one really wants to benefit from influencer marketing, integrated or dedicated videos are a terrific method to do this. Integrated videos take place when a content creator talks about your brand in their own work, offering a subtle but effective form of promotion that will nonetheless be noticed by their audience. Dedicated videos, on the other hand, are made by a creator specifically for a brand. Dedicated videos make sure that viewers grasp the brand completely when they leave.

Conclusion

The use of video in marketing campaigns is highly recommended. More than ever, businesses can easily create and share high-quality video content. The usage of video content in the influencer market will only increase to persuade the target audiences to buy products, services, or ideas. If you do not already include video in your content strategy, you might want to consider trying out a few projects.

Blog by Tasleem Majumder