Today, Influencer marketing is winning, and marketers are doing everything they can to leverage this trend. It’s cost-effective, in-trend, and a sure-shot way of making your brand a winner. According to a survey, businesses are generating $6.50 in revenue for every $1 spent on Influencer marketing. The majority of the businesses get solid ROI from influencer marketing and just 18% of them end up failing to generate any revenue.
Apart from the stronger ROI, there are other reasons why marketers love influencer marketing.
First, in terms of awareness. “ I don’t know your brand. But I know them.”
Second, it builds up credibility. “ I am not sure about your brand. But I trust them.”
Third, likeability. “I like them. I could like your brand too.”
Here is a list of the top 5 Instagram Influencers of 2020.
And then, there is video marketing. If you know how to create video content in today’s age, you are an uncrowned king. By the end of 2018, TikTok had over 270 million users globally. That almost doubled to over 500 million by the end of 2019, and just this month the Chinese giant reported over 2 billion downloads with 700 million monthly active users. More than 80% of consumers want to see more videos from their trusted brands. 72% of consumers prefer watching a video rather than reading text content to find more about products and services. On top, more than 80% of the internet traffic is expected to be from videos by 2021. A video revolution has begun and if your brand is not fast enough to adapt to this, get ready to lose your customers.
IGTV is another popular platform that’s on the rise in 2020. It gives influencers a chance to interact with the audience, engage with them, and explain things in detail, which wasn’t possible earlier on Instagram. Influencers are now sharing DIY and how-to videos and the content is gaining a lot of traction amongst the Instagram users.
So, an intelligent marketer would combine the two hottest trends to get his brand known.
Let’s have a look at some of the brands across various segments that have cracked this code and are going viral:
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1. Fiji Water
Fiji Water, the drinking water brand, partnered with Instagram influencer Danielle Bernstein, known by her handle weworewhat, and created an influential campaign. The company wanted to establish a brand image of being a healthy beverage and roped in Bernstein as their ambassador, whose Instagram handle was all about style and fitness. Being a popular influencer in the fitness category, Fiji Water saw her as the right face to get the message out for the brand.
Bernstein came out with a range of eight-minute-long workout videos along with the trainer Eric Johnson and the campaign circulated across the popular social channels. The campaign drove engagement with Fiji Water’s target audience and generated huge popularity and engagement. The campaign was titled Bodywhorewhat and demonstrated the commitment of the company to hydrate all those in need of looking and feeling beautiful, just like Bernstein. Recently, another video was released where Bernstein was walking on the streets sipping Fiji Water from the bottle. Although, a simple video but very powerful in delivering the message.
2. Sprint
Sprint came up with its #LiveUnlimited campaign and collaborated with influencers such as Lele Pons, Gerard Adams, Rachel Cook, Bradley Martin, and Prince Royce. All these influencers were featured in a video ad to get the message across for Sprint. The most important thing about this campaign was that all the influencers were seen being themselves and Sprint didn’t box them in any kind of role. That made the campaign seem a lot more authentic as the influencers could showcase their personality. Sprint also worked with a Latin marketing team and integrated the Latin element in the campaign to target different kinds of audiences.
All these influencers have a huge following on Instagram making it a total of whopping 60 million followers. The campaign was a huge hit as the influencers were cast in the right way to get the message out for the brand.
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3. Beardo
An Indian men’s grooming brand that made it big by focusing its marketing strategies in the right direction, Beardo. Ever since its inception, Beardo didn’t shy away from creating innovative video content. As the brand started getting popular amongst the millennials, it roped in famous personalities such as Shahid Kapoor and KGF actor Yash for endorsements. And the latest addition to the list was Bhuvan Bam, a macro internet influencer and a quirky content creator.
The ad campaign featured Bhuvan Bam in five iconic Bollywood looks and went on to be a huge success. Bam is popularly known for his channel BB ki Vines and was the first Indian Youtuber to reach 10 million subscribers. His Instagram handle has over 10 million followers and the Beardo video has got over 700,000 likes from his followers.
Bam is well known to don several looks in his videos and he was the perfect choice to spread the message for the brand, that Beardo enables you to style the way you want.
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4. Daniel Wellington
One cannot write about influencer marketing without mentioning the Swedish watchmaker, Daniel Wellington. This buzzing brand was founded by Filip Tysander, and the company relies on the power of social media marketing to spread their name of having unique watches and jewelry for the younger generation. The brand has built its social strategy solely around influencers since the time it was established in 2011; and thousands of influencers have endorsed the DW watches across social channels.
Daniel Wellington launched a brand campaign called #DWMoments that featured seven global icons, where they all shared the most significant moments of their life. American style icon Hailey Bieber, soccer player Paulo Dybala, Bollywood stars Ayushman Khurana and Radhika Apte and a few other celebrities were a part of the campaign. The campaign hoped to inspire people to share important moments of their life using the hashtag #DWMoments. As always, this campaign garnered huge attention for the brand across Instagram and other social media channels. Today, you could find over 10K posts on Instagram with the hashtag #DWMoments; which shows how much it appealed to the audience.
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5. Stitch Fix
Stitch fix is a personal shopping website that works with several micro and macro-influencers to appeal to different segments of the clothing industry. Stitch fix invites influencers to create content which the brand then promotes on their social channels, particularly Instagram.
The influencers share images and videos of them wearing the clothes designed by the brand. Moreover, the brand regularly collaborates with fashion influencers to generate video content for their Instagram handle. Recently, the brand collaborated with macro-influencer Hannah Bronfman, who is also Adidas’s brand ambassador, to talk about inclusivity in beauty and styling for Blacks. Hannah talked at great length on the topic and addressed all the points. Through this, Stitch fix wanted to amplify Black voices and deliver a brand message of being a brand with strong integrity, which they successfully achieved.
Final Word
Influencer marketing is here to stay as the consumers now trust whatever these influencers say, show, or sell. Their buying decisions are not theirs anymore, they are influenced.
Video marketing, as discussed above, is the easiest way to demonstrate something to the audience. It’s convenient, engaging, and to-the-point.
Moving forward, advancement in technology is likely to play a major role in the video marketing segment. With the help of VR and AR, brands will be able to deliver a message to their audience in a way that was never possible before.
That said, leveraging influencers in videos is a great way to put the message out for your brand and build brand authority. The key here is to identify the right influencers, be creative in delivering the message, and making it easy for the audience to understand.
The brand which can do this successfully can grow enormously.
