February 13, 2019 8:28 am
Being a combination of Instagram Stories and a YouTube, IGTV can potentially be a huge channel for influencers and brands to collaborate on in 2019. The future of video is rapidly changing with people watching less TV and consuming more video digitally. Brands and influencers are already collaborating on regular Instagram feeds and on Instagram stories, it’s just a matter of time before IGTV becomes a channel of choice for influencer marketing collaborations.
IGTV for influencers
Influencers can broadcast high-quality vertical videos without having to edit the video into 10-second segments as is the case with Instagram Stories and no advertisement breaks in the middle of videos, as is the case with YouTube. No breaks in broadcasting means no breaks in Storytelling.
IGTV creates a whole new platform that influences can use to share existing content, as well as upload content in addition to uploads on other channels. YouTube influencers, for example, can leverage their Instagram audience by sharing their YouTube content on IGTV. Uploading and sharing content on IGTV will definitely help in future collaborations, where a brand wants to use IGTV instead of other channels.
IGTV for marketers
IGTV is going to be mutually beneficial to both the influencer and the brands who want to collaborate on campaigns. Brands can upload their own branded content to IGTV, or book influencers to create IGTV videos that include product reviews, unboxing videos, tutorials, education, questions and answers, etc.
Research shows that video content created by YouTubers is 4x more effective at driving lift in brand familiarity than those with celebrities. Ramona Sukhraj shared useful insights and statistics on video and user behavior surrounding it. Here are just a few of the highlights:
- 75 Million people in the U.S. watch online videos every day.
- Merely mentioning the word ‘video’ in an email subject line, the click-through rate increased by 13%.
- Nearly 50% of all video is watched on a mobile device.
- By 2019, internet video traffic will account for 80% of all consumer Internet traffic.
- Videos up to 2 minutes long get the most engagement.
Kinzi Sparks, lead for paid social at iProspect, recently said that IGTV presents a unique opportunity to engage with users at a deeper level. When your customers are thoughtfully seeking and opting into a more in-depth viewing experience, there’s a stronger chance that your brand’s message will be received with welcome captivation.
Check out some of these influencers who are experimenting with IGTV:
Share this article
January 30, 2019 9:48 am
2018 saw the rise of virtual influencers. The subject of Virtual Influencers has rocked the influencer landscape leaving both marketers and influencers a bit confused. What is a virtual influencer? Are Virtual Influencers a fad or are they here to stay? How will Virtual Influencers affect me?
In 2018 the demand for influencer marketing increased significantly. The World Federation of Advertisers reported that 65% of marketers are looking to scale their use of influencers in the next 12 months. While the influencer industry has risen, so have the machines! With audiences in the millions, some virtual influencers have already collaborated with heavyweight brands like Prada and Gucci.
What is a virtual influencer?
View this post on Instagram
A virtual influencer is a computer-generated avatar that uses artificial intelligence to operate on social media channels in the same way a human influencer would. Much like a human influencer, virtual influencers can gain popularity and collaborate with brands who want to use their influence to communicate the brand’s story with an audience. One of the most popular virtual Influencers is Lil Miquela, a “19 year old” computer generated model with over 1.5 million Instagram followers. Miquela has worked with fashion brands Prada and Channel. Another example of a virtual influencer is Shundu, the world’s first digital supermodel. Shundu collaborated with Rihanna’s Fenty Beauty lipstick. The collaboration went viral.
Human influencers come and go, however, IP lives forever
Human influencers have a ceiling to their potential. Virtual IP has almost unlimited potential. There are companies such as SuperPlastic, a designer toy company turned digital agency for virtual influencers, who are exploring possibilities of using AI and technology platforms to revolutionize entertainment and social media. They can do this by creating interactive games and using trends created by virtual influencer to influence a certain way of life.
The company behind virtual influencer Lil Miquela, Brud, is now worth at least $125 million after a new round of financing the company is currently closing. Investors are backing virtual influencer companies mainly because they are creating content that is free from the personalities and scandals that has defined a generation of social media stars.
Fad or are we living in an episode of Black Mirror?
View this post on Instagram
For the foreseeable future, virtual influencers are not going anywhere. The success of virtual influencers like Lil Miquela and the incredible amount of venture capital that is being invested in virtual influencer companies means that we should all be prepared to see many more virtual influencers on our timelines. While virtual influencers may be fake, their audiences are real. According to managing director of Kantar, Gagan Bhalla, “What matters is not whether something exists or not, rather how creatively can a story be built around it – take Marvel or DC superheroes. They don’t exist, yet movies based on them are huge box-office grossers.”
What does this all mean for human influencers?
Human stories that are aspirational and inspirational will always be relevant. Brands will still want their stories to be associated with human stories that are in line with their identity and vision. After all, it is humans who will be buying their products. With this being said, more than ever, human influencers have a huge responsibility to uphold an appropriate image and follow FTC guidelines at all times while creating content that is engaging and authentic. As an influencer, you are now not only competing with other humans but also with technology.
Share this article
January 9, 2019 9:10 am
“Education is our passport to the future, for tomorrow belongs to the people who prepare for it today.”- Malcolm X
Are you a marketer or an influencer? Do you want to sharpen your expertise in Influencer Marketing, understand the latest trends in Influencer Marketing, stand out from your peers, become an asset to the brands or agencies you work for and receive recognition from your skills and Influencer Marketing intuition which will support movement in your career path, business or as an influencer?
We have produced a course on Influencer Marketing for brands, entrepreneurs and influencers who want to maximize this media channel.
Introduction to Influencer Marketing by Murray Legg on Vimeo.
Being such a new discipline, the landscape of influencer marketing can be tricky to navigate. The success of every influencer campaign can hinge on a marketer or influencers knowledge about influencer marketing principles and how best to execute these principles. Most institutions are yet to include influencer marketing into their syllabuses, leaving most marketers and influencers in the dark about how best to run and contribute to an influencer campaign.
But do not fear! We have created a course for digital, social media and online marketers interested in influencer marketing strategy, fundamentals and campaign success, as well as for Influencers who want to become proficient and professional at working with brands and agencies.
By completing the course, you’ll have gained knowledge of the following:
- Be fluent in the fundamentals of Influencer Marketing
- Be able to formulate an effective influencer marketing strategy and roll out a plan
- Be aware of the typical use cases for influence marketing, including awareness, growth in your brand’s social capital, and sales
- Understand how Influencer Marketing fits into a digital media strategy
- Know the influencer archetypes and where best to use them
- Appreciate the model of Shared Value between brands, audiences, and influencers
- Compile campaign targeting for a specific audience, media channel, and budget
Share this article