Womma Webinar: Video Influencer Marketing

Kristy Sammis, Founder of Clever Girls

BREAKING INTO VIDEO

4/13/16 @kristysf

The Ul'mate Influencer Marke'ng Pla5orm

Author of Influencer Marke,ng for Dummies

@kristysf

IT’S 2016: YOU NEED VIDEO IN YOUR LIFE

@kristysf

64% YOU NEED VIDEO IN YOUR LIFE

79% 4X

1200%

Online video accounted for 64% of all consumer internet traffic in 20151

By 2018 that number is expected to be 79%2

4x as many consumers would rather watch a video about a product than read about it3

Social video generates 1200% more shares than text and images combined4

1,2,3: eMarketer, 4: Brightcove

@kristysf

THE STAGE IS SET

•  The video market has matured

•  Marketers cannot rely on long-‐form storytelling anymore

•  No one has the aRenSon span

•  Social media is increasingly visual

Now we show our stories.

@kristysf

CONSUMERS ARE 85% MORE LIKELY TO PURCHASE A PRODUCT AFTER WATCHING A PRODUCT VIDEO.

@kristysf

INFLUENCER MARKETING IS READY

CONVERGENCE Video isn’t siloed from the rest of digital and influencer planning TECHNOLOGY Especially mobile – has caught up with consumer demand

@kristysf

POPULAR PLATFORMS: Who's On Them, What They're Doing & When To Engage Them

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6M Views (in 3 weeks)

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•  82% of all internet users visit YouTube

•  300 hours of video are uploaded every minute

•  YouTube Influencers are becoming more predictable Use YouTube for product reviews or tutorials that need to be minutes (rather than seconds) long

@kristysf

@kristysf

•  At least 28% of adults online use Instagram

•  Majority of adults are aged 18-‐29

•  Strong African American and Hispanic presence

•  Instagram spans ages, race, gender, income, educaSon, and other demographics more widely than other plaforms

Instagram’s short video format is about the aestheScs: use for showing off preRy things like beauty, fashion, visual products, or stories OR as teasers for longer-‐format video (YouTube)

@kristysf

Amanda Cerny | 14M Loops | 311K Likes | 84K Revines

@kristysf

•  200M monthly viewers

•  Over 70% are millennials or younger

•  Teens and tweens LOVE vine videos, all 6 seconds of them Vine is less about the aestheScs, more about the fun and the funny

@kristysf

Fajita Stuffed Chicken 35M Views 539K Likes 115K Comments

DIY Cat Tent 57M Views 441K Likes 305K Comments

@kristysf

•  70% of Facebook video is uploaded directly to the plaform: it’s easy and “everyday” people (including “micro-‐influencers”) take part

•  Anything that happens in Facebook plaform has the built-‐in “shareable” edge Best new use is short instrucSonal videos, like BuzzFeed’s Tasty and Nipy channels

@kristysf

@frmheadtotoe @victoriassecret @Shonduras & @Emgarber

@kristysf

THE GOOD: Over 100M daily acSve users. 60% of Snapchat users are in the 13-‐24 age range. THE BAD: SSll totally mysterious and ever-‐changing. Brands spending the $ on Discover have had successes (but sSll hard to track app-‐to-‐in-‐store conversions) THE UGLY: REALLY hard as an influence tool The best use of Snapchat with Influencers today is for brands to find “mini-‐celebs” and use them for guest content creaSon + boosSng the brand’s followers

@kristysf

“Tune in March 26-‐29 between 1-‐9 p.m. ET for sets and words with Lil Wayne, George Clinton and more.”

@kristysf

•  10M users, half are millennials •  100M broadcasts •  SSll working on widespread adopSon •  Not totally brand-‐safe Tremendous potenSal for influencer engagement around live events: •  Product launch •  Party •  Conference •  Behind-‐the-‐scenes •  A day in the life...

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FACEBOOK LIVE/YOUTUBE CONNECT

@kristysf

•  More live-‐streaming opSons means consumers and brands will adjust to live video being a “new normal” part of our social media lives

•  Notable downside to YouTube Connect is that there’s no built-‐in way to tell people you’re live-‐streaming (but there is with Periscope and Facebook)

•  Possible that Facebook or YouTube will allow users to save their live streams, whereas Periscope deletes streams aper 24 hours

LIVE CONNECT

@kristysf

BEST PRACTICES:

•  Product Reviews •  Tutorials •  “Hauls” •  Day in the Life/Just for Fun •  Facebook Short Videos, a la Buzzfeed

•  Tasty •  Nipy

What Works?

Broma Bakery

@kristysf

WAS IT AWESOME?

YOU GET WHAT YOU MEASURE (JUST LIKE EVERY OTHER SOCIAL PLATFORM EVER)

@kristysf

WAS IT AWESOME?

•  Video is not a magic bullet!

•  You can only measure success if you know what you are measuring against

•  Set realisSc goals and put #s to them: “Grow our audience” = “by how much?”

•  Bigger isn’t always beRer – even “viral” videos are useless if it’s not viral among your target demographic

@kristysf

LET’S NOT: CONTROL THE VOICE You can control the message, but not how the influencer is conveying it FIRE/AIM/READY “We need video” isn’t a strategy! Video is expensive and disasters are more costly than ever APPLY ARBITRARY “ROI” Unless you’re tying your programs to sales data, you’re not truly measuring ROI Measuring acSvity is important, but remember that influencer markeSng is about building brand awareness, and video sSll isn’t direct-‐response EXPECT MIRACLES We’ve already made all the social media markeSng mistakes, so let’s not repeat them!

@kristysf

A QUICK WORD ABOUT KIDS, TEENS, TWEENS & COPPA-‐COMPLIANCE •  Powerful, growing segment

•  In Feb. 16, most-‐watched YouTube channel was

#1: JusSn Bieber (722M views) #2: “Ryan’s Toys Review” (644M views)

•  As of last summer, 57% of kids prefer watching video on devices (v. tv)

•  Let’s be innovaSve leaders here as we reach out to this demographic, ensuring we’re abiding by the laws: •  Parents own the channels •  Parents make decisions •  No contest or personal info. collected from viewers

The made-‐for-‐tweens sponsored video shown here has garnered over 30M views as of 4/16

GOOD LUCK SHOWING YOUR STORIES!

Interested in working with us? [email protected]