How to create videos with influencers

Influencer speaking to camera, lit by a ring light

How to create videos with influencers

Influencers are experts at creating video content that resonates with their audience. They’ve spent time finding out what sparks conversations and use this know-how to build an engaged following. Partnering with these influencers presents an opportunity for brands that have a similar ethos and customer base. But how do you go about creating videos with influencers?

Here’s our guide, including why video content will help build your brand, what types of video you can make with influencers and costs to consider.

Why is video content so successful?

Video is an important part of a digital marketing strategy because it is effortless for your customers to watch. They are also more likely to retain information presented in this format.

If they like what they see they’ll engage with it by leaving comments, clicking through to your website, or by sharing it with their friends. All this can have a healthy impact on sales.

You can create your own video content or pay a professional filmmaker to produce footage for you. Another option is to create videos with influencers.

The types of video content

There’s an ever-growing list of video content you can create with influencers. Almost every social media platform, from Instagram to Pinterest, allows you to upload video content in different formats, including live streams.

And of course, there’s the internet’s second-largest search engine, YouTube.

You may want an influencer to review your product, create a how-to guide, interview a member of your team or mention your brand as part of a bigger feature.

Before you brief the influencer, it’s important to research which type of video might work best for your brand, target audience and campaign.

For example, if you are launching a product aimed at men aged 30 to 49, then a live video on Twitter might be the best way to reach this demographic. But if your perfect customers are 18 to 24-year-old women, then your video content could work better on TikTok.

Choosing the right influencer

Once you have decided on the best social media platforms and format for your video campaign, it’s time to source your influencers.

Each influencer will have their preferred video platform, so that will be one factor in your selection process.

However, finding the perfect match is more complicated than that. You need to consider their niche, reach and engagement levels too.

Have a read of our guide to picking the right influencers for your brand to maximise the success of your partnership.

What’s video content worth?

Here’s the kicker. Working with an influencer should not be seen as a cheap way to create videos for your business.

If they are any good at what they do, it’ll take them just as much time to film, edit and render their footage as a professional video maker. Don’t undervalue their time, not to mention their audience who you want to reach.

Of course, some micro-influencers may be happy to create content in exchange for a gift or experience.

Influencers with a larger following may also work on a ‘gifted’ basis depending on the value of what you’re offering. For example, making a video in exchange for festival tickets is a much more attractive offer than creating the same content in exchange for a pair of socks.

Whatever your offer and whatever their following, you’re going to have to negotiate so that everyone is happy. Importantly, put your expectations in writing.

Failing to agree on deliverables, deadlines and the terms of use for the content is one of the biggest mistakes you can make when working with influencers.

Using videos made with influencers

Influencer-generated videos are a brilliant resource for your business. They allow you to reach a new audience in an authentic way with the influencer as your cheerleader.

However, as we’ve already mentioned, it’s important to agree on terms of use when you create videos with influencers. This is because they are the default copyright owner, even if you’ve paid them.

Set out how you would like to use their content on your social media and marketing channels. You may also want to hold the copyright. This could affect the fee and it’ll be easier to negotiate before the project begins.

We hope you’ve found this guide to making videos with influencers useful. You might also find it handy to read up on the Advertising Standards Agency rules for working with influencers before starting a video project.

If you want help with influencer relations and commissioning videos for your brand we can help. Amplify PR is a Southampton-based PR and content marketing agency with experience in working with influencers. Find out more about our services.