In this guide, we explain how partnering with influencers can enhance your video marketing campaigns.

 Influencer Marketing Explained 

Influencer marketing involves marketing products and services with those who have a sway over other people’s purchasing decisions. Influencers are people who run accounts on social media that have a large following. They typically operate within a specific niche (e.g. wellness, beauty, food) and are perceived to be credible experts by their fans. Influencers usually have a good relationship with their fanbase that is based on trust and loyalty. As a result of this, they typically have excellent engagement rates.


5 Influencer Marketing Stats to Know in 2020

  1. 94% of marketers find influencer marketing to be effective. (Source: AdWeek)
  2. Influencer marketing can generate 11 times the ROI of traditional advertising. (Source: TapInfluence)
  3. 90% of consumers trust peer recommendations but only 33% trust traditional ads. (Source: Nielsen)
  4. 88% of customers trust online reviews by strangers as much as they would a recommendation by a friend. (Source: BrightLocal)
  5. 49% of consumers depend on influencer recommendations. (Source: Twitter)

 What Are the Top Benefits of Influencer Marketing?

  • It’s a great way to create authentic content about your brand
  • Leverage the influencer’s access to a devoted fanbase to drive engagement
  • Drive traffic to your website
  • A cost-effective way to create content
  • Reach audiences who don’t trust brand advertising
  • Boost conversions and sales


Macro vs Micro Influencers

The OptionsMicro Macro
Followers1000-999,9991 million +
Defining characteristics
  • Low- medium reach
  • Higher engagement
  • Low cost
  • Active followers
  • High reach
  • Lower engagement
  • High cost
  • Passive followers
ExamplesIndustry experts, bloggers, influential niche market experts, trusted sources Celebrities: Kylie Jenner, Selena Gomez, David Beckham

Influencer Marketing Pricing Models

Pay Per Post or Video:

An influencer is paid a one-off fee for creating and publishing content about your product, whether that be a video, a photo, a tweet, or a blog post.

Free Products or Experiences:

The brand offers the influencer a free product or trip in lieu of monetary payment.

Cost Per Engagement:

Influencers will be paid depending on the number of engagements their content gets (likes, shares, retweets).

Cost Per Click:

Brands pay influencers when consumers act based off the influencer content.

Cost Per Acquisition:

Influencers are compensated based on the number of sales or subscriptions they drive.

Key Components of an Influencer Marketing Campaign


Be clear on who you are trying to target with your campaign. This will make it easier to decide which platforms to use, the type of content to produce, and what type of influencers to work with.


Facebook is the most widely used platform but there is also the opportunity to work with influencers on sites like Twitter and Instagram, depending on your audience.


Even if your chosen influencers create content for you, ensure that someone in the company reviews it to ensure it is in line with your message and goals.

Call to action

You don’t just want people to see an influencer’s sponsored post and just like the product. You want them to immediately find out more about the product, or buy the product. Read our dedicated guide to learn more about the importance of video CTAs.


Don’t leave it just to your influencers to promote your products. Tell people about the campaign across your social media campaigns, on your website, and just about anywhere else you can.

Scroll down to the infographic below to learn more about influencer marketing.

The Influencer Marketing

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