Video Content is Huge
According to recent estimates, 78 percent
of all internet traffic on mobile devices is video. And there are a number of reasons why video has become so popular, but one of the main ones is because it lets the audience be passive spectators. Reading is a more active process that requires you to pay close attention, but watching a video is a passive activity; the audience can kick back, relax, and simply receive the information contained in the video.
Then there's the fact that video is a visual medium that's designed to be highly engaging. Think about the sorts of things that distract a person when they're reading: music and other sounds, people talking, nearby movements, etc. Notably, these are often elements seen in video, but instead of distracting, they keep the viewer's attention on the video.
Video is also very effective. Surveys show that 90 percent
of consumers watch videos to help them make their purchasing decisions. As well, roughly 53 percent
of people engage with a brand on social media after watching one of the brand's videos. On Instagram in particular, 75 percent of the audience take action — e.g. subscribe to the account, visit a website, make a purchase, etc. — after watching branded video content. In fact, 72 percent of consumers actually prefer to learn about brands, products, and services via video instead images or text.
As such, many brands have jumped on the video bandwagon: Currently, 93 percent
of businesses consider video content to be crucial to their success. After all, video content has shown to generate 66 percent more qualified leads than other forms of content and creates 54 percent more brand awareness. Video even increases conversion rates by as much as 80 percent
Of course, influencers followed the rise in popularity of online video content, which is why many prominent influencers create video content, either exclusively or as a central element of their content strategies. However, there's incredible value for brands in how influencers often approach video content.
Typically, we see slick commercials and branded videos with high production value on TV, but they're not very relatable. With influencers, you get branded content that's relatable and to which the audience can have a connection. Granted, some influencers do create videos with a very high production value, but the takeaway is that brands don't necessarily need to overspend on video production to create video content that's compelling. For many influencers, their most popular videos are the simplest and most relatable ones, which is the type of video that is often most effective at conveying a message.
Insense represents a wide variety of influencers who create engaging, highly-effective branded videos. Further, Insense influencers even represent a variety of different styles of video, from sleek and stabilized videos with high production value to handheld videos that are more casual and intimate. And with the Insense platform, you can choose to partner with the influencers who produce the kinds of videos that best complement your brand. Much like your audience, Insense's influencers are creators who, like @melsays, "love [working with] brands that are good storytellers, that create stunning visuals and… have a positive impact on the planet."