Influencer marketing is playing a major role in helping brands target their audience more effectively than other advertising strategies. Supported by video/audio transcription services, many entrepreneurs combine video marketing with influencer marketing to boost their sales campaigns. According to the 2024 Influencer Marketing Report, a majority of consumers (86%) make an influencer-inspired purchase at least once a year. The Influencer Marketing Hub’s latest research indicates that the influencer marketing industry is expected to grow to $24 billion in 2024. Moreover, a recent Forbes report stated that artificial intelligence (AI) is revolutionizing the way brands interact with their audiences.
To leverage the power of influencer video marketing, you need to choose the right influencer for your brand.
Different Types of Influencers
To make the right choice, you need know what each type of influencer can offer you in terms of reach, range, cost and engagement. Understanding the different types of influencers out there can help you choose the right one for your marketing campaign.
Celebrity influencers: Celebrity endorsers are usually movie stars, athletes and musicians who have become well known not only on popular social media platforms, but also through actions outside social networks. With their celebrity status, they usually have a massive following over one million. Think Taylor Swift. If you are planning a large-scale brand awareness campaign, choose a celebrity influencer.
Macro-influencers: With a following that usually ranges from 100,000 to 1 million, macro-influencers are established personalities within their respective fields. They have a considerable reach across diverse demographics and audience groups. Tagbox lists Kylie Jenner in this category. Kylie as featured by Forbes as the youngest self-made billionaire. Macro-influencers are good for startups seeking quick exposure, growth, and credibility and nonprofit organizations.
Micro-influencers: According to Brand24, micro-influencers are social media users with a significantly smaller (10,000 to 100,000), but more engaging following than macro-influencers. They have a strong presence on platforms like Instagram, YouTube and TikTok. They are ideal to target a highly specific audience and are more affordable than larger influencers, making them suitable for startups and small businesses.
Nano-influencers: With between 1,000 to 10,000 followers, nano influencers build a strong connection with their audience with their personable content. They usually start off as brand ambassadors and are less costly than macro influencers. Small businesses can partner with a nano-influencer who:
- Shows interest in their industry
- Posts content regularly
- Has good engagement with their videos
- Have a commendable like to dislike ratio for their sponsored videos
Influencer Marketing Hub data revealed that 44% of brands prefer to partner with nano influencers in 2024, compared to 39% in 2023.
Choosing an Influencer for Business
When choosing influencers, a www.marketingland.com report says that businesses should consider the following factors:
- Reach: the size of their social community across digital channels such as blogs, social media, etc.
- Relevance: the frequency with which they reference topics and keywords that align with the respective business or describe the industry
- Resonance: if people are engaging with the content the influencer creates
Reference: if the influencer is referenced by other influencers and if the other influencers that the business uses are sharing and retweeting this influencer’s content
To find an influencer in your area of expertise, first do a search engine query. Then do hashtag searches on the social media platforms where you want your product to be featured. If have trouble finding an influencer yourself, approach a B2B company that match brands with influencers. The influencers you choose should be willing to market your brand and have an audience that is relevant to your product. Make sure you choose influencers who present well on camera so that your videos will look professional.
Coming to influencer videos, there are various formats which differ based on content type and audience. Here are the four most commonly used video types in influence marketing – unboxing videos, haul videos, vlog videos, and creative videos.
In an unboxing video, the influencer will be been seen opening a package, displaying the product with multiple parts, and talking about it. This type of influencer video is useful to discuss food, electronics, toys, and games. Haul videos are similar to unboxing videos but feature a group of products along with a commentary on each item. Haul videos are ideal for tech, gaming brands, décor, and brands that want to showcase a range of products. A vlog or video blog is a blog that features video content. Vloggers make their own first-person videos where they speak directly into the camera to share their day or thoughts on a particular topic. Video vlogs can be either live-streamed or pre-recorded and uploaded. Vlogging is a good option for any type of product or service. Creative or storyline videos range from short films to web series to music/dance videos. They use a storyline or artistic performance to showcase a brand. Creative videos are ideal for launching a product and creating awareness about a brand.
How AI can Revolutionize Influencer Marketing
Artificial Intelligence (AI) can analyze complex data with remarkable clarity and is rapidly transforming the landscape of influencer marketing strategies. According to a recent Forbes article, AI is now introducing a new level of sophistication to the influencer marketing process. As AI continues to advance, it has the potential to become a critical component for brands looking to optimize their influencer marketing campaigns. AI-driven tools:
- Offer useful insights, allowing influencers and brands to anticipate and effectively meet audience needs.
- Can recommend customized content strategies, optimal posting times, and suitable content formats for maximum audience engagement.
This can optimize the marketing process and enhance campaign accuracy and effectiveness. However, experts caution that brands must learn to effectively blend AI-powered insights and capabilities into their influencer marketing strategies without inadvertently distancing their target audience.
Customers expect businesses to be reliable, transparent, and focused on giving back to society. Influencer marketing is all about telling your audience interesting stories that prove how great your brand is. Success with influencer marketing depends on working with an individual who is passionate about your product or service and can connect with your target customers. A digital transcription company can support your efforts with quality transcripts and captions that will help enhance the visibility of your videos and attract more views.
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