{"id":592,"date":"2017-01-17T09:04:09","date_gmt":"2017-01-17T14:04:09","guid":{"rendered":"http:\/\/52.90.43.4\/?p=592"},"modified":"2022-01-27T14:05:04","modified_gmt":"2022-01-27T19:05:04","slug":"rethinking-influencer-marketing-for-2017","status":"publish","type":"post","link":"https:\/\/sproutvideo.com\/blog\/rethinking-influencer-marketing-for-2017.html","title":{"rendered":"Rethinking Influencer Marketing for 2017"},"content":{"rendered":"<p>Working with influencers is a great way to strike up a conversation with your target market, increase sales, and create exciting new content for your organization. But, instead of seeking out influencers and working with them, why not establish your own brand as a thought leader?<\/p>\n<p>In this post, we\u2019re going to share practical advice on using video to accelerate your status as a trusted, knowledgeable influencer in your own right.<\/p>\n<p><!--more--><\/p>\n<h3>First things first: find out exactly what influencers do<\/h3>\n<p><span style=\"font-weight: 400;\">Like most things in life, when someone is good at doing something, they make it look easy. The reality can be very different &#8211; what appears effortless has often involved hours of diligent work. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s worth seeking out an influencer and taking a look at the content on their social media platforms. We recommend having a chat with them about the nuts and bolts of their job. Consider asking the following questions:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">How long did it take you to build up your followers?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">How many hours a week do you spend creating videos?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What&#8217;s the best way to\u00a0engage with your followers?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">What type of content have you found is the most popular?<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Have you any tips that you\u2019d like to share about becoming an influencer using video?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">If it sounds like you can handle the time commitment, and you\u2019re buzzing with great ideas, then go for it! <\/span><\/p>\n<h3><img loading=\"lazy\" class=\"aligncenter size-full wp-image-595\" src=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2017\/01\/strategy.png\" alt=\"influencer strategy\" width=\"600\" height=\"400\" \/><\/h3>\n<h3>Put together a (realistic) strategy<\/h3>\n<p><span style=\"font-weight: 400;\">It will take a while to gain substantial numbers of followers and even longer to increase sales. Don\u2019t put too much pressure on yourself with regard to figures. It\u2019s far more important to put together an achievable, sustainable plan for using video to become an influencer. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Although it will require serious work, try to ensure that video creation\u00a0remains one of your more enjoyable marketing activities. A sense of fun will be communicated to viewers. In order to come across as entertaining and genuine, you really will have to be passionate about your subject. Our post <\/span><a href=\"https:\/\/sproutvideo.com\/blog\/how-to-charm-your-audience.html\"><span style=\"font-weight: 400;\">How to Charm Your Audience<\/span><\/a><span style=\"font-weight: 400;\"> will give you food for thought.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By this stage, you will have a good understanding of the time it takes to create engaging video content and build an audience. Work out who your audience is, what they\u2019re interested in, what they might like to learn about, and where they like to hang out online. Creating <a href=\"https:\/\/sproutvideo.com\/blog\/use-viewer-personas-to-drive-video-engagement.html\" target=\"_blank\" rel=\"noopener noreferrer\">viewer personas<\/a> might be a helpful way to visualize who exactly comprises your target audience.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Being an influencer doesn\u2019t mean that you have to create videos about absolutely everything related to your business area. That would be impossible! So, decide what your niche is. Do some research on what your competitors are doing so you can be sure that you\u2019re offering something original. Highly targeted video content will be so much more valuable\u00a0to your target market.<\/span><\/p>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-596\" src=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2017\/01\/working-together.png\" alt=\"video \" width=\"600\" height=\"400\" \/><\/p>\n<h3>Working with other influencers<\/h3>\n<p><span style=\"font-weight: 400;\">Although you want to establish yourself as a thought leader, you\u2019ll need others to help you get there. Nurturing relationships with other influencers is essential. That means striking up conversations with them, sharing information with them that might be useful, and engaging with their content. If they post a video online that\u2019s relevant to your audience, share it! Let the creator know you like it. In time, you will have built a rapport with them that could prove invaluable.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To give your numbers a boost, schedule some videos that are co-produced with established influencers. These could be individuals in your industry or influencers in an industry that\u2019s related to yours. Choose someone whose style you think would compliment your own. In terms of content, why not try:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">A discussion about what\u2019s hot and what\u2019s not in your industry<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Getting together to spread the word about your favorite charity<\/span><\/li>\n<li><span style=\"font-weight: 400;\">A \u2018get to know you\u2019 Q&amp;A with the influencer<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Introducing a brand new product<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Celebrating a milestone (and offering a giveaway in conjunction with this to really boost audience figures)<\/span><\/li>\n<li><span style=\"font-weight: 400;\">Ask your followers what they\u2019d like to watch<\/span><\/li>\n<\/ul>\n<p><img loading=\"lazy\" class=\"aligncenter size-full wp-image-597\" src=\"https:\/\/d9pfvpeevxz0y.cloudfront.net\/blog\/wp-content\/uploads\/2017\/01\/ipad.png\" alt=\"influencer research video\" width=\"600\" height=\"400\" \/><\/p>\n<h3>Staying ahead of the curve<\/h3>\n<p><span style=\"font-weight: 400;\">In order to become an influencer, you have to establish your brand as one that doesn\u2019t just understand what\u2019s currently happening in your industry, but what\u2019s about to happen. That means staying in touch with trends. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">Whenever there\u2019s breaking news in your industry &#8211; especially if it\u2019s in your chosen niche &#8211; you should be the one to break it. And if that\u2019s not possible, be the first to post your video analyzing what\u2019s happening, and asking for your viewers\u2019 opinions. Your goal is to not just be another brand rehashing the same old news, but the leader who informs their followers of recent developments,\u00a0and what it all means for them. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s also important to stay informed of everything that\u2019s happening in the world of video marketing. Your message is important, but so is the way in which you choose to deliver it. The world of video marketing moves quickly, so try to spend time each week catching up on what\u2019s happening in it. <\/span><\/p>\n<p><span style=\"font-weight: 400;\">For bitesize chunks of information, follow influencers online who are on top of what\u2019s going on with video marketing. We love <\/span><a href=\"https:\/\/www.cisco.com\/\"><span style=\"font-weight: 400;\">Cisco\u2019s<\/span><\/a><span style=\"font-weight: 400;\"> Senior Marketing Manager and comedy writer <\/span><a href=\"http:\/\/www.timwasher.com\/blog\/\"><span style=\"font-weight: 400;\">Tim Washer<\/span><\/a><span style=\"font-weight: 400;\">, founder of <\/span><a href=\"https:\/\/tubularinsights.com\/\"><span style=\"font-weight: 400;\">ReelSEO (now Tubular Insights<\/span><\/a><span style=\"font-weight: 400;\">) <\/span><a href=\"https:\/\/tubularinsights.com\/author\/reelseomark\/\"><span style=\"font-weight: 400;\">Mark R. Robertson<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><span style=\"font-weight: 400;\">and of course the <\/span><a href=\"https:\/\/sproutvideo.com\/blog\"><span style=\"font-weight: 400;\">SproutVideo blog<\/span><\/a><span style=\"font-weight: 400;\">! You\u2019ll want your videos to not only\u00a0be informative, but also on-trend when it comes to aesthetics and production techniques. <\/span><\/p>\n<h3><b>Takeaways<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Rather than jumping on the bandwagon of influencer marketing, becoming an influencer in your own right \u00a0is an effective way of opening up the channels of communication with your target market. It lets them know not only that your brand is out there, but that it\u2019s trustworthy and is a recognized authority in the industry.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using video to become an influencer takes strategizing, a heap of original ideas, and an in-depth understanding of what your audience wants to watch. <\/span><\/p>\n<hr \/>\n<p><span style=\"font-weight: 400;\">Are you on a journey to becoming an influencer? Share your most popular video with the SproutVideo community below or on <\/span><a href=\"https:\/\/twitter.com\/sproutvideo\"><span style=\"font-weight: 400;\">Twitter<\/span><\/a><span style=\"font-weight: 400;\">!<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\"><\/span> <span class=\"rt-time\">4<\/span> <span class=\"rt-label rt-postfix\">MIN TO READ<\/span><\/span> Working with influencers is a great way to strike up a conversation with your target market, increase sales, and create exciting new content for your organization. But, instead of seeking out influencers and working with them, why not establish your own brand as a thought leader? In this post, we\u2019re going to share practical advice on using video to accelerate&#8230;<\/p>\n","protected":false},"author":3,"featured_media":4863,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"_eb_attr":""},"categories":[11],"tags":[21,36,43],"feature":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v18.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Rethinking Influencer Marketing for 2017 | SproutVideo<\/title>\n<meta name=\"description\" content=\"Becoming an influencer takes planning, original ideas, and an in-depth understanding of what your audience wants to watch. Here&#039;s how to make it happen.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sproutvideo.com\/blog\/rethinking-influencer-marketing-for-2017.html\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rethinking Influencer Marketing for 2017 | SproutVideo\" \/>\n<meta property=\"og:description\" content=\"Becoming an influencer takes planning, original ideas, and an in-depth understanding of what your audience wants to watch. 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