Why Successful Influencer Marketing Means Focusing On Social Videos



We recently discussed in a previous Influence.co blog post that influencers can make more money creating videos for brands as opposed to simple social posts. But now, studies show there’s a greater incentive for creators to stick to video – and it has everything to do with the changing social media audience. 

We all know about the latest algorithm change from Facebook, which was announced earlier this year. Essentially, Facebook aims to reward three-minute videos that can capture a viewer’s attention for at least one minute straight. If videos garner repeat viewings, that content creator will certainly reap even more rewards as the reach for that video becomes larger and larger.

GlobalWebIndex recently reported that 60% of all internet users watch videos on social media – including live streams or social videos that pop up in their feeds. This statistic seems par for the course – but it’s upon learning who exactly is watching said video content that things get interesting. In this report, the numbers reveal that 72% of the social media audience consists of people in the age group 16 to 24 years old. So, overwhelming, the vast majority of people consuming video content were born between 1995 and 2003. 

Digital Information World believes these numbers are slightly skewed because younger generations spend more time online and understand technology a bit more than those born before them. The “older” audience will eventually catch up and level out, but for now – these numbers are significant when considering how to create content. This young age group – along with those aged 25 to 34 – also have the highest number of social media accounts compared to any other demographic. With an average of just over nine accounts online, young people are most likely going to be watching videos across all of them. They are consuming the most content in more spaces online, so why not consider making content exclusively for them?

Influencers would be interested to know that, according to the GlobalWebIndex report, 40% of internet users follow brands they like and actually use, while 25% of users follow a brand because they intend to purchase from them in the future. Digital Information World remarks that these statistics prove that “influencing people via is easier if the target is more towards entertaining them rather than selling them with visible ideas.” The emphasis on entertainment feels so important knowing the social audience is young; instead of being inundated with information at every turn, young people value influencers telling them something through performance. And what better way to perform than through videos?

While it requires a bit more of an investment compared to writing social text posts, social video creation currently and will continue to hold so much value in the influencer marketing sphere. Remembering to focus on the audience first can shed light on not only what that audience would like to hear from an influencer, but how they’d like to hear it. Finding the sweet spot between successfully developing branded content for an employer and the audience meant to consume it should be the first priority of any influencer. After all, the numbers prove it.

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Kat Manos

I'm Kat. I go to shows. Rock 'n' roll, alternative, indie, preferably. Born and raised in LA, spent a decade in NYC, then came back home. Social media expert, writer, music photographer, cinephile, philosophile, and cat mom.