By June Tapia
December 6, 2019
Are you vlogging for your business? If the answer is no, then it’s time to change this. Still, not everyone feels comfortable in front of a camera. This is where influencers come in. Influencers are people who have used online platforms to launch a personal brand.
You may see this word used loosely on social media. However, real influencers have actual influence over their following. Their followers respect their values and purchasing decisions and may often seek to mirror them. This is especially common in tutorials as the people watching want to yield the same amazing results.
You can partner with these influencers through affiliate marketing to boost your following while offering them payment in the form of commission, discounts or free samples. Here are some tips to make your vlogging venture a success.
1. Tell Your Story
As companies enter social spaces, customers have a better understanding of their human side. Now, consumers engage with brands in a completely new way. Millennials especially have become known for spending their money in alignment with personal values and philanthropy.
Companies can use vlogging to show rather than merely tell their story through footage of community outreach or behind-the-scenes activities. One company that has mastered the art of storytelling is Subaru. The car manufacturer does this by highlighting the role it plays in other people’s adventurers with taglines like, “The call of the wild, reimagined.”
2. Add New Characters
It’s one thing to go on and on about your own story. It’s another thing entirely to have other people join their voices to the chorus. Consumers do pay attention to what companies say about themselves. However, of often greater importance is what other consumers say about the company. In 2017, Inc. estimated that 91% of people read online reviews and 84% of people trust these reviews as much as advice from friends.
Reviews aren’t the only pieces of the puzzle in your story though. What about actual footage? One brand that has capitalized on this is GoPro. Virtually any world adventurer with a YouTube vlog worth seeing uses GoPro products. The company has also partnered with several of these adventurers for ads and product placement over the years.
3. Use Product Placement
That brings us to the third tip. Product placement is a sometimes-subtle and sometimes-blatant form of advertising. For instance, the iPhone is one of the most commonly seen phones in American movies, but in “Avengers: Endgame,” the phone that made it onto the big screen was Google’s Pixel. Similarly, most people might remember the central role Audi played in movies such as Transporter and iRobot.
Product placement raises brand awareness and affects the way people view a product after seeing it in action. Apple successfully convinces people it’s the most commonly used device in the world when the truth is that Apple holds just 10% of the worldwide smartphone market and just shy of 15% of the PC market in America.
4. Show Off the Specs
Companies large and small spend resources on videos that highlight the specs of their products. While some people understand what specific numbers and industry jargons mean, others don’t. Companies invest in videos to showcase how these specs play out so that people better understand the implications.
Minimaliste is a Canadian small business in the tiny home movement. It builds beautiful tiny homes and shows them off in videos. These videos show potential customers how much easier it might be than they originally thought to live in 400 square feet or less. The presenters are actual builders in the company. Even though English is not their first language, they combine humor with technicalities to wow their viewers.
5. Prioritize Quality
Some companies manage to get away with low-quality videos because there are other aspects that make the content worthwhile. For most companies, it is best to invest in high-quality recording equipment. If you choose to work with influencers, then watch a few of their videos to ensure the content meets your standards.
GoPro kills two birds with one stone in this area. It produces a high-quality product that helps vloggers create high-quality video content. This is how it scores product placement even when there are no affiliate links or any other incentive for the influencers and their followers.
6. Create Tutorials
When you create your product or service, you may believe it’s fairly easy to navigate. Your customers might not agree. They may struggle with aspects of setup or customization that you think are a piece of cake. This results in either frustration on the customers’ part or your customer service agents getting several phone calls for help.
Creating tutorials with vlogs and not just worded instructions helps customers to find easy solutions on their own. Some companies ask influencers to tackle this on their behalf and reward them with free samples as well as commissions from affiliate links. This is another great “two birds, one stone” solution.
7. Pay Attention to Feedback
Companies often develop a bad habit of focusing on one-sided communications. They may post articles but never moderate the comments. Similarly, they often ignore the feedback provided under vlog content. Remember that vlogs help show off the human side of a business. This requires some communication.
If keeping up with questions and remarks in the comments sections becomes too much, invite people to email or call instead. Even if you decide not to reply, particularly to negative feedback on the videos, use that feedback to improve your content on the next round. Also, when choosing affiliate marketers, work with influencers who interact with their audience.
8. Use a Well-Known Platform
Companies often try to use their own platforms to build an audience. Sometimes this works and sometimes it doesn’t. Customers may not like the idea of needing to visit a specific website to view company-only content. For smaller companies especially, it may be a better idea to stick to well-known platforms.
Here are a few worth checking out to either find vloggers or set up your own page:
9. Make It Shareable
If you stick to well-known platforms, then they will already take care of this on your behalf. People can share on the platform or to others with the simple click of a button. Sharing benefits your business in a number of ways:
10. Consider Similar Values
Finally, when choosing an influencer for affiliate marketing, it’s not enough to just choose the most popular person you can find. Remember that the current market pays close attention to a company’s values. Do some research to see how that person or organization’s brand may rub off on your own.
Say, for instance, you own an organic dog food brand and want to reach a wider audience. You find a popular local animal shelter that is willing to become an affiliate marketer. Then, your customers point out that the shelter is not a no-kill facility and that it puts down thousands of animals each year. Always do your research.
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