Influencer Marketing Guide: How To Use it For Your Business
Ask most people who would rather believe, Procter&Gamble ad or their favorite YouTuber, and the answer would be overwhelmingly the latter. According to the latest State of the Influencer Marketing report, 94% of professionals believe that influencer marketing is an effective technique. However, the same research shows about a quarter of the same respondents don’t have any experience with it. If you want to join the majority, this guide is the perfect place to start.
Why influencer marketing?
There are dozens of other marketing methods, most of them you’re already familiar with, and they work out just fine. Why would you want to switch? Here are some reasons that may sway you towards discovering more about it.
For starters, influencer marketing breaks the contempt young people have for modern advertising. Your regular video ads may be good for exposure because of the sheer number of views they receive on TV or on YouTube. But they’re annoying people. This is why so few millennials respond do ads.
Influencers are the social media personas young people turn to in the absence of trust in the mainstream media and big corporations. Using popular social media platforms like Instagram or YouTube, they share their knowledge and opinions with the public.
This makes people trust influencers as much as friends. That’s the kind of trust that can benefit your brand.
Influencer marketing is also a great solution for direct sales. It doesn’t grant you as much exposure as banner ads or YouTube explainer videos, but the conversion rate is much higher. Most influencer endorsements would contain a strong CTA in them and a discount offer to make sure that conversion happens.
If that sounds good, wait for this fact. Influencer marketing is one of the cheapest ways to reach a young audience if you don’t count email marketing. Out of all businesses that use influencer marketing, 70% make $2 per each dollar spent. The top earners earn over $6 for one dollar spent on marketing effort.
If you’re intrigued by the possibilities that stand before you, here’s how you work with an influencer.
How to set up an influencer marketing campaign
Every influencer campaign begins with choosing your audience. Ultimately, it’s what all the other steps rely on. Do research to understand who are the people buying from you and what do they want to solve with your products.
If you already know that, here’s your next step.
Choose the platform
The most popular platforms that are used in influencer marketing are Instagram and YouTube. Facebook and Twitter are used less often, as is Snapchat. The main thing that distinguishes them is the age of the audience.
Snapchat is mostly used by Gen Z, but there the whole audience has people from 13 to 29 years of age. Participation rates drop significantly starting with that age. Instagram is very similar, it hosts an audience aged from 18 to 25. But it has significantly more reach than Snapchat as 37% of Internet users are on Instagram.
Now, YouTube may seem like a platform for the youth, but over half of all Internet users over 65 watch videos on the website. Twitter has the same tendency, the share of 55-year-olds on the website is the same as 25-year-olds.
However, using influencer marketing to target the older generations may not be the optimal choice, since most of them are not fully immersed in the digital world.
Choose the right influencer
Once you know the site or sites you want to market on, it’s time to choose the influencers you’re going to partner up with. Here are the basic criteria for your search:
• The influencer has over 5,000 subscribers
• They post regularly
• The page has high engagement rates
• They have previous experience of working with ads
You can either do the search manually, or use a website like HypeAuditor, Crowdfire, or Social Crawlitics to get a list of potential influencers. Do not stop at one influencer, though. Form a long list of people you can work with to make sure you still have opportunities if your offer gets rejected.
Now, you may be wondering why the minimum limit for the number of subscribers is so low. The thing is, you don’t need to pay thousands of dollars to an influencer with millions of followers. You can significantly lower the costs by working with a micro-influencer.
Micro-influencers are people with 5-25 thousands of subscribers. They don’t offer as much in terms of exposure to a large audience, but the conversion rate may be even better with an influencer like that. Their core audience wants to help them financially and will buy some products just because they know their favorite influencer is getting paid for this.
Choose the right content
Influencer marketing is not a monolith. Regardless of the influencer that you choose, the type of content they post may change the effectiveness of a campaign drastically. A simple photo that contains endorsement is good enough, but there’s an even more effective medium.
Ask your influencers to create explainer videos to boost social media presence. Showing how your product is used is more likely to influence the audience. Besides, if the influencer is a YouTuber, they can talk at length about the product to present it in a favorable light.
This form of advertisement is getting so advanced, you can even use AI to gauge how effective a particular video is.
Co-create with the influencer
Choosing the influencer is the most important thing you can do for the quality of your content. The thing is, you don’t get to be the main creator in the content that’s going to get out there.
Sure, you can veto profanity or inappropriate content, but it’s nothing like micromanaging your employees and controlling content from proofreading it in Grammarly, ProEssayWriter to forming the guidelines.
You need to give creative freedom to the influencer because it’s what they’re good at it. After all, the whole idea of influencer marketing is to create a message that doesn’t seem corporate. That’s something only the influencer can create.
Now it’s up to you
Now that you know the basics, you need to take action. Go out there and find influencers who would be willing to work with you using our guide. The best thing about it is that you don’t even need to invest in it a lot if you’re a small brand looking for budget options.
About the author Connie Benton:
Connie Benton is a passionate freelance writer and owner of Whenipost.com.
What is Big Data?
Big Data is about large amounts of digital information. It is, in fact, so large in size that managing it is complex – it is difficult to store or transport and complicated to analyze. Big Data is so big that it poses major challenges to most institutions’ processing capacity as traditional data management tools are not able to cope with the enormity of the data.
Big Data is measured in terabytes, petabytes and exabytes. No surprise then that specialised technology and special storage facilities are needed to handle the huge amounts of data. Big Data storage facilities have to deal with multiple zettabytes! Such vast quantities of data cannot be managed and analyzed with standard IT tools and procedures.
Sources of Big Data
Society constantly produces a lot of data. Social media platforms alone are creating vast quantities of digital material. People upload millions of photos and videos daily, post millions of tweets, exchange billions of messages & comments and create billions of documents daily. It is not unusual for social media to generate hundreds of terabytes of new data daily.
Apart from social networks, other sources that produce vast amounts of data on a daily basis include: business transaction systems, customer databases, financial services, healthcare services & medical records, web clickstreams, scientific research & experiment-results, mobile applications, machine-generated data and real-time data sensors… all the bytes produced daily by billions of people result in Big Data!
Big Data is often characterized using a number of “V’s”. These are explained in our video:
Managing Big Data
Storing and processing Big Data provides great challenges! Clustered servers and powerful algorithms are needed to store and analyse vast quantities of data in a matter of minutes. The capacity required to quickly process huge volumes of data can overwhelm a single server. Therefore, specialized services (that provide Big Data technologies that can cope with the massive processing involved) are essential. Now, cloud computing provides an alternative approach to Big Data analysis, as Big Data systems can now be hosted in the cloud. Cloud-based Big Data is also easily accessible as data does not have to be downloaded.
Big Data provides big challenges, but also big opportunities. It provides opportunities to find insights in a vast variety of fields. Let’s consider a handful of these fields:
● Big Data benefits the business world: It has the potential to provide companies with broader perceptions relating to their customers and competitors. These insights can be used in marketing campaigns and customer services. Data collected from emails and databases, for example, can provide valuable information that companies can use to increase revenues and improve business practices in general.
● Big Data can help healthcare sectors to be more efficient: Data gained from electronic health records, social media, the web and other sources provides valuable information to health workers and medical researchers. The information can be used to study disease trends, to improve medical diagnosis, to develop medicines and to identify disease risk factors.
●Big Data benefits transport and traffic sectors: Analysis of traffic data is used in the development of cars that are almost accident free and much safer to use. Aviation also generates data that provides valuable operational information. (Thousands of flights per day all contribute to vast volumes of data!) Even public transport produces Big Data. For example, the use of GPS technology generates (and makes use of) Big Data.
● Big Data benefits financial fields: Banking and finance make use of Big Data. The New York Stock Exchange alone generates several terabytes of new trade on a weekly basis!
● Big Data assists policing: Facial recognition technologies, CCTV footage, and DNA data bases all involves Big Data and this helps with the prevention and solving of crimes.
● Big Data Benefits leisure and entertainment: It makes it possible for video streaming platforms to analyze viewer preferences and identify prevalent watching patterns. Social media stores vast amounts of data as users post, share, chat and make comments. Social media also uses Big Data to generate billions of personalized recommendations on a weekly basis.
Having the fingers in every pie: Why an explainer video with hands is much better than one without
Let’s do something crazy… like put a summary at the beginning of this article. The summary will be about the characteristics of a typical simpleshow explainer video. Let’s go:
– super easy explanation of a complex topic
– voice of a speaker
– scribbled illustrations
– maximum length of 3 minutes
– end result: you’re much smarter than you were before 😉
Anything missing? (Jeopardy melody while thinking) Aaaah sure! The hands!
Although this little detail was almost forgotten, the appearing hands are more than just assistants. There are a few relevant reasons why a video with hands might be more successful than one without.
It’s time to honor the hands in explainer videos. Here’s why:
The hand leads the eye
You as the viewer are able to concentrate on the explanation instead of worrying about “where do I have to look next?“ The hand will undertake this task for you. For instance, if a hand moves upwards on the screen, it’ll let you know: “Attention! Something is coming down from the top of the screen.“
No shocks because of sudden appearances
It’s always a bit creepy (and overwhelming) if something pops up out of nowhere. So thumbs up to the video with hands, which forewarns you whenever another character, building, tree, goldfish, or any other illustration will enter the scene.
The mood lies in the hand
Is the hand moving in a hectic manner? Is it jumpy, relaxed, or slow? The movements will transport emotions, put emphasis on certain facts as well as add relevance to them.
It adds the human touch
You hear the human speaker’s voice. Nice! You see a hand that’s a human one. Nicer! But nicest? You have enough evidence that a real person is explaining the topic at hand 😉 Doesn’t that make the explainer video with hands more trustworthy?
Although it is not your own hand that is shown, it’s handmade by you with mysimpleshow. And why shouldn’t that be reflected through the hands in your very own explainer video?
Not a real fact
One last point: Without the hands there wouldn’t be that swish sound. And considering we like that sound effect, we don’t want to miss it. So, it’s better make a video with hands (so the swish sound is guaranteed)… we promise it comes in handy!
Must-have this season: An explainer video on your landing page
Although “must-have“ sounds a bit as if an explainer video is a regulation, we don’t want to force you to embed a video on your landing page. But because we have your best interest at heart, we’ll provide you with some advice for morphing your website into a fertile channel.
And of course we aren’t only saying “do it“… we also give you some really good reasons to.
1. Videos increase conversions
All successful companies have one thing in common…they make money! A video on your landing page can help you to boost sales: As studies revealed, videos on a landing page can increase conversions up to 80% or even double the number of sales, which are achieved through your landing page.
2. Videos provide much more information than text
A picture is worth a thousand words… imagine what a video is worth! Visitors are either busy or lazy or short on time (usually a combination of all three), and therefore would rather watch a video instead of reading text. That’s because information transported through images is absorbed 60,000 times faster than it is through text. WIN!
3. Video combines the most relevant facts with a cool story
If your product or service is more complex to explain, do your visitors a favor and try to keep it as simple and entertaining as possible. So evaluate your most important points, discard everything else, and think of a cool story to transport your message.
4. Google loves videos
Your chance to reach a top position on Google’s rank page will be much higher if there’s a video on your website. To be precise: 53 times higher. In all seriousness, what successful business doesn’t want to be on the first page of Google results?
5. Video captures your audience
That also has something to do with the fact that an explainer video on your landing page will make your visitors spend more time on your website. So Google will assume that your content must be really cool, and reward you with a better position. Talk about opportunity!
Okay, we guess we might have convinced you to put an explainer video on your landing page. Did we? So we up the ante: Come on, come all… come this way and check out our summary of the most important rules of HOW to use video to enhance your landing page performance.
Why a simpleshow explainer video is so efficient
When asking ourselves how to fix a bike, make sushi, or get the perfect smoky eyes, most of us would rather watch a tutorial video on YouTube, than read long instructions.
What about you? If it was your decision whether to read pages and pages of text or to watch a 3 minute explainer video, which would you prefer?
You see, videos are the most popular format when it comes to seeking information.
But that doesn’t mean all videos are good explainer videos. Do you know the situation when you have to wind back over and over again because you really don’t get it? Or you’re woken up by your own snoring because the plot doesn’t really lead to the point?
Yes, there are some things one should keep in mind when creating videos that need to explain complex subjects effectively. A simpleshow explainer video follows 5 main rules, and I want to share them with you. Here we go:
1. Simplicity vs. Complexity
It’s a tough challenge to keep it simple and short, to decide which information is relevant and which can be left out. Nevertheless, the simplification of a message is the most important part when creating an efficient explainer video.
2. The Maximum of 3 Minutes
Imagine: The average retention period on web pages was twelve seconds in 2002. In 2012 it was just eight seconds. So today it might be even less. Due to digitization and the amount of information channels we are exposed to, our attention spans have decreased. That’s why a simpleshow explainer video has a maximum of three minutes, to make sure it fits the “time budget” of consumers.
3. Change of Perspective
Empathize with the target group: What’s their situation? What problem do they have? That’s when the protagonist of the explainer video steps into the spotlight. He or she represents your target group / your audience and creates identification, sympathy, and trust, which will make your message get heard!
4. The Power of Images
90% of the information we absorb is visual. That’s why our brain converts symbols and images into information 60,000 times faster than it does with bare text. So use this power by creating a video with strong images and meaningful symbols.
5. Facts bore, Stories sell
This might sound familiar to you as “storytelling” became THE buzzword in today’s communication world. But quite rightly. While pure facts are hard to remember, a story always creates images, and therefore emotions, that will stick in your head as a lasting memory. And what could be more efficient than that?
Now that you know the rules, you’re perfectly prepared to create your own simpleshow explainer video, right? mysimpleshow will make it easy for you to create your own explainer video in just a few minutes. So ready, steady, explain!
How to write a great explainer video script
The fairy tale of facts and stories
Once upon a time there was a Fact. This Fact was really important and could have been helpful to a lot of people. The problem was, no one was interested in it; no one listened to it and so the sad little Fact couldn’t deliver his message.
During this time, a pretty and shiny Story thought about her life. Sure, she was entertaining and people cheered when she appeared, but afterwards they quickly forgot about her and what she was all about.
A fairy watched all this misery: the stumbling of the sad little Fact and the feeling of meaninglessness of the beautiful, but poor, Story. So the fairy decided to bring them together.
The Fact shall give the Story substance – something that people can learn and think about. And the Story shall give the Fact a meaning – emotions that stick not only in people’s minds but in their hearts. This way, it shall be remembered. Fact and Story were so happy together that, from this day on, you just couldn’t tear them apart.
How this can help your message
This little “fairy tale” tells the story of two things that are a key element for a great explainer video script: facts and story. Only the combination of both can make the intended message stick inside the heads of the audience, even long after your video was watched.
To tell a story the audience is interested in, you need to know your target group. What do they like, what are they afraid of and most of all what are their challenges? Is your message able to solve a problem your target group has? Great! Tell the story of how it does and make the audience become the protagonist.
You want to communicate a change program in your company, find out how your employees can benefit from it and put the focus of your video on these benefits. Furthermore, you want to make your employees the protagonists.
So your employee Paul recently heard about the new change program. What does it mean for him and his work and does anything change? Yes, things change, but for the better! Sure he has to commit to it, but this will bring a lot of advantages in the future. Paul is relieved and now that he knows what’s waiting for him, he’s even looking forward to it!
How the change program works are your facts. How your employee Paul feels about it and his worries are your story. If both things go together in your explainer video script your audience becomes emotionally invested because you speak directly to their inner thoughts.
(As a side note: Check out our beginner’s guide to emotional writing to learn more about creating emotions with words.)
You’ve got the base… now you need a structure
A good explainer video script works like a stage play – in a three-act structure. The first act is the exposition. Here you establish your characters and their current situation. By the end of this exposition a change comes into play. Your characters face a problem, hear of something new, experience a change or get to know a new product.
How to overcome or benefit from this “turning point” is your second act. The second part is at the same time the main part of your story. Explain how your protagonists benefit from your solution, how it will change their lives and what they can expect from it. This main part is the chance to describe your message or your product in the shiniest way for your audience.
After that comes the resolution. This is your third and last act. Your protagonists understood what happened to them, now have another point of view, or saw the benefits of your product and are happy. This is the good old “and they lived happily ever after” ending.
To write a great explainer video script one need to follow some rules. What sounds easy can be a challenge but we are here to help. For the most common topics, mysimpleshow has already created a storyline guide for you. Just check it out!
As of now creating simpleshow explainer videos is easy as pie
They say a picture is worth a thousand words. That gives you an idea of what an explainer video must be worth. Sometimes, a short and simple explanation is just what someone needs to help clearly understand how your product solves a problem, how a process works, or what an idea is all about.
At simpleshow we have created 3-minute explainer videos in our signature paper cut-out style for years. Trusting the effectiveness of simplicity, we have established the simpleshow methodology that – scientifically proven – transfers information in a way that is likable and easy-to-understand. With the power of storytelling and simple illustrations that stay in mind, even the most complex topics are easily explained with a simpleshow explainer video. (Find out more about why a simpleshow explainer video is so efficient.)
Until now, however, we were only able to produce a limited number of videos, mostly for big companies, handcrafted by our explainer team that consists of more than 150 people around the world. We have done that for 8 years and so far have produced thousands of explainer videos in more than 50 languages.
We have seen many times that a great explainer video has a real impact. So we thought about how we can make the simpleshow format available to many more people. And that’s how we created mysimpleshow: it contains all our know-how and makes it easy to create great explainer videos that get the message across to your audience.
As a first step, let’s tackle your story. After choosing the right storyline, it’ll be a cinch for you to structure your thoughts. Guidance and examples will help you write an interesting plot. And within minutes you’ll find yourself creating an entertaining story. Well, text is the easy part, you may think. Most people will probably agree, as the majority of people find it hard to think in pictures. Lucky you, you don’t have to be a creative superhero to create the most amazing videos. That’s because mysimpleshow is home of the Explainer Engine. It transforms your text auto-magically into visuals and provides you with illustrations that help your audience understand your message. Don’t worry, if the Explainer Engine has not plopped out the perfect match. You can go ahead and choose alternatives, explore our visual database, upload your own images, use text, and pimp all of those images.
All set? Well, almost… Your video needs a voiceover. If you are an experienced speaker or even a voiceover artist, great. Go ahead and record your voiceover. It will be added to your video in an instant. Not the greatest speaker? No one at hand who can lend you their voice? No problem at all. James and Paul are available to help you out. James who? Paul …? James and Paul are automated voices that are here for you to speak your text. They are really smart and most of the time will pronounce your English text pretty much perfectly. If they don’t get it right, give them a hint. Change your text just a little bit, so they can give it another try.
One final preview, all looks great, so get started and click that publish button. No worries, first we will render your video. Afterwards you can decide if you wish to share it through YouTube or download only for your own use.
mysimpleshow is a brand new product and we’d love to see you trying it out! Please feel free to send us some feedback and let us know how you like it.
Check out our blog and learn about more news, tips and tricks, and applications for your mysimpleshow explainer video. Enjoy and keep explaining!