Vlogging is a dynamic and popular medium both influencers and marketers can use to engage with their fans and drive conversions, respectively. Dx3’s EMPOWER conference, an influencer marketing summit on September 19, brought public relations and marketing experts together with 120 of Canada’s largest beauty and lifestyle influencers and YouTube stars to discuss successful ways to utilize influencer marketing. Speakers shared vlogging best practices that can help influencers bring value to brands. Here are the top three:
1. Invest in the best equipment to help drive quality production.
The first keynote presentation came from YouTube star Wendy Nguyen, founder of Wendy’s Lookbook, who spoke about her personal story of moving from the corporate world into blogging and shared her secrets of success.
A self-proclaimed eBay fanatic, Nguyen sold some of the pricier items in her wardrobe for seed money to invest in high-end photo and video equipment. By using great tools and focusing on content, instead of immediately monetization her channel, she set herself apart while getting her start. In fact, it wasn’t until the two-year mark when she began to focus on earning money through her videos and blog.
“Quality content grabs the most attention,” said Nguyen. ”No affiliate links, no ads, it was all content creation.”
Today Nguyen’s YouTube channel has over 600,000 subscribers one of her first videos recorded four years ago has over 30 million views.
2. View the world through multiple lenses simultaneously.
Canadian YouTube star Rachel Cooper, the creator behind Rachhloves, walked EMPOWER through the different mental lenses she uses to create great content. Cooper explained that she views the world through the eyes of a consumer, marketer and a content creator—each of which has a different viewpoint that when combined creates her best work.
“When I walk into a store [that has] products for my personal use, I’m questioning why different products are grouped together and I’m thinking about how I can use them on my channel,” said Cooper.
Adding marketing messaging into videos is a careful dance between authenticity and jumping from one promotion to another to follow the money, but when a message needs to be made it, should be made right.
3. Do not use fake words in your content.
Kevin Keane the Founder of Brainsights, a neuroanalytics company, shared results from his recent study of 1,000 female Millennials to show how to best market to this important demographic. He used electroencephalogram (EEG) monitors to measure their brain’s reactions to beauty advertisements. The resulting insights around marketing to this group is good advice for any demographic:
If you have to make up a word to explain something, you are doing it wrong.
His research showed that the quality of an audience’s engagement when fake terms are used drops significantly. Instead he suggested, describe the product’s benefits in actual words that people use.
“Forget ‘volumization,’ or ‘illuminify,’ it doesn’t work!” said Keane speaking specifically about hair products ads reviewed in his study. “If it makes you hair shine, just say so,” said Keane.
In other words, keep it simple stupid.
Get more insights from the discussions at EMPOWER and learn how to drive successful influencer marketing relationships by downloading Cision’s Influencer Marketing Toolkit today!