Need a Video Influencer? Here’s How to Pick One

Thinking of collaborating with a video influencer for promoting your business? You’re in the right place! Video influencer marketing has become a great tool to reach new audiences in a way that feels authentic and relatable, and grow your business!

👀 In this article, we take a look at best practices for getting started with video influencer collaborations. Let’s dive in!

In this post, we explain:

• ✅ Understand Video Influencer Marketing
• ✅ Choose the Platform Most Adapted For Your Business
• ✅ Identify the Right Influencers
• ✅ Make Sure Your Partnership Respects the Law
• ✅ Provide Necessary Information and Materials

✅ Understand Video Influencer Marketing

Before you start working with video influencers, it’s essential to understand what this type of marketing entails.

Video influencer marketing is a collaboration between a business and a content creator who usually has a significant audience on social media platforms like YouTube, Instagram, or TikTok.

The content creator (or influencer) creates a video featuring the product or service of the business, and shares it with their followers.

💡 An influencer marketing strategy is so effective and a hot topic right now because influencers have built trust with their followers, who are more likely to purchase a product or service recommended by someone they follow.

✅ Choose the Video Influencer Platform Most Adapted For Your Business

There are several platforms where video influencers can create and share content, and each has its unique strengths and audiences.

That’s why this is an important step in defining your strategy, this also means you must have a clear idea of who your target is.

🎥 The most popular platforms for video influencer marketing are the following:

1. YouTube is an excellent choice for businesses wanting to target a wide audience, though it is quite competitive. You can decide to sponsor or have a product placement in a long-format video, for example. Influencer opportunities on YouTube aren’t restricted to certain industries only, like Instagram would be.
2. Instagram is also a popular platform, particularly for influencers in niches like lifestyle, fashion, beauty, wellness, and food.
3. Facebook allows targeting specific demographics.
4. Vimeo is best for high-quality video content.
5. TikTok is best for short-form videos. It is somewhat similar to Instagram as it focuses on fashion and beauty (makeup tutorials, skincare routines), food (recipes, cooking tips, restaurants), fitness and wellness.

✅ Identify the Right Video Influencers

Don’t just focus on the number of followers an influencer has! Of course, the bigger the audience, the better – but you need to first make sure that you choose individuals who align with your brand values and target.

👉 Look for the engagement rate – is the audience actively engaging with the content?;
👉 Consider the focus of the influencer: fitness, beauty, travel etc. and find one that fits your product/service best;
👉 Review their contentand previous partnerships to see if it’s aligned with your values;
👉 Consider what your budget is.

💡 Some popular categories of influencers include fitness influencers, beauty influencers, travel influencers, and more…

✅ Make Sure Your Partnership Respects the Law

Influencer marketing involves a collaboration between a business and a contractor (the influencer), and as such, there are some legal requirements that need to be considered, for the partnership to be safe and valid.

You should have a legal agreement in place or influencer contract that outlines the terms of your partnership. It should specify the responsibilities and expectations of each party and defines all the details related – among other – to economic conditions, payments and confidentiality.

🇺🇸 In the United States, the Federal Trade Commission (FTC) requires influencers to disclose their relationships with brands in their posts: this means that influencers must include a clear and transparent disclosure that they have a partnership with the brand.

💡 Check out our guide on FTC Influencers Guidelines: What You Need to Know.

✅ Provide Necessary Information and Materials

Make it easy for influencers to understand what you want. It starts with:

• details about the product or service;
• any specific messaging or talking points that need to be covered; and
• guidelines for any creative elements, such as graphics or music.

The more information you can provide, the better the end result will be.