5 Tips for a Successful Influencer Campaign on Vine or Instagram
New social technologies and the move toward mobile devices as the primary web portal have changed the way brands communicate with customers. At 10 years old, Facebook is now considered a traditional social media channel, as is YouTube and Twitter. Advertisers have built sophisticated campaigns around these platforms, often including influencers — i.e., original content producers who have built a strong following.
Influencer-driven campaigns on microplatforms like Vine and Instagram are less common. The short video content length (a maximum of six seconds for Vine and 15 seconds for Instagram) means advertisers have to cut to the chase and lose many of the elements that are typically included in a longer-form campaign.
Another major difference between Vine and Instagram and other social video mediums is the use of audio. Since these channels are typically viewed on mobile phones, it's common for consumers to view them with the sound off. Advertisers can include audio, but they should be aware that it might not be heard by a significant portion of users.
Given the different way users interact with content producers on these platforms, how do you create an effective influencer campaign on Vine or Instagram? Here are five tips that can help:
1. Get to know your potential influencer's Vine or Instagram approach. Influencers are successful because they've created a strategy that appeals to users. Some use audio, some don't. Some post a series of related videos, some make each post entirely separate. To successfully work with your influencers, you'll need to understand their approach.
2. Understand why consumers are drawn to the apps. Just as the influencer has a distinctive approach, the consumers who follow Vine or Instagram feeds have their own reasons for choosing that particular platform. Keep in mind that consumers either have an existing relationship with the influencer or the content has prompted them to view a post.
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