• Collective Bias

Why Video is Essential to Influencer Marketing

Video content was a major focus in 2017. Throughout the year, new video features were added to Facebook, Instagram, and YouTube. Social video, like Facebook Live and Instagram Stories, pack a powerful marketing punch, but so, too, does video embedded in blog posts. In fact, Moz says posts with video content attract 3 times more inbound links than text-only posts. This helps boost visibility to those pieces of content and potentially extending the life of the post. (source)

In the new year and well beyond, video will be more than a preferred piece of content, it will be essential to influencer marketing for several reasons.

#1 – Product videos drive sales at higher price points.

According to Internet Retailer, viewers are 85% more likely to purchase products after watching product videos. Influencers showcase creative uses for products, or show “haul” videos, in which they talk about all of the products recently purchased or received by a brand.

Additionally, video content can potentially encourage buyers to spend more. VidCon says that 79% of viewers will spend more on a product after watching a video about it. (source)

#2 – Viewers retain more information through video content.

Want to create a memorable experience? Use video. Viewers retain 95% of information received through video content compared to only 10% from text content. (source)

The longevity of video coupled with the authenticity of influencer content creates a powerful marketing strategy for brands.

#3 – YouTube is the 2nd largest search engine.

When people are searching for something online, they tend to either go to Google or YouTube, with YouTube being the 2nd largest search engine (and Google is the 1st largest). Video content is vital to influencer marketing in order for influencer content to show up in search results.

Bonus: YouTube links tend to appear on the first page of Google search results as well.

#4 – Facebook videos are the most impactful social videos.

Facebook has placed a lot of emphasis on social video in 2017. They’ve introduced several new features for Facebook Live, and updated the algorithm to highlight videos posted organically to the platform. According to Animoto, Facebook videos have a significantly higher impact for marketers than any other social platform (8.4 times higher in fact).

In conclusion, video content will continue to be a major player in the online marketing arena, and influencer content in video form will help brands and marketers stay in front of their target audience.