By now, most savvy B-to-B marketers are aware of the advantages of featuring video on their websites and in their social media campaigns. The question isn't whether or not to use video—it's what type of video to use. Video produced by an agency can be cost-prohibitive, and many internal marketing groups don't have the time, resources or expertise to produce engaging video in-house. Crowdsourcing is an affordable alternative.
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. 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: