HOW BRANDS CAN TAP INTO REELS WITH INFLUENCERS
As Instagram rolls out new features to keep up with the audience's appetite for new content, social media marketing strategies would need to evolve as well. In addition to the new norm, the pandemic has also shifted consumer preferences when it comes to social media content. The demand for highly-polished visuals have diminished as more users, especially Gen Zs, want to see content that feels approachable and real. Authenticity and short-form video content are popular with social media audiences of today. These traits are especially prevalent for one of the most effective social media marketing strategies of today, influencer marketing.?
Instagram has always been the forefront for influencer marketing when the industry first took shape. However, when TikTok rose to popularity in early of 2020, users flocked to the platform which gave rise to new influencers that are unique to the platform. In the effort to meet social media user’s new social media behaviors, Instagram introduced Reels. This feature is a powerful solution for driving both discovery and engagement for influencers and brands alike. Integrating Reels into influencer collaborations provide a powerful opportunity to speak to new audiences while remaining relevant.
As social channels become increasingly saturated, new trends and content styles have emerged.
Create Authentic Partnerships
Oberlo reports that 8 out of 10 consumers say they’ve purchased a product after seeing an influencer recommendation. It comes as no surprise that influencer marketing continues to be a crucial marketing strategy for brands to stay in touch with today’s consumers. However, with best practices and consumer sentiment continuously changing due to the ever-growing climate of the social media sphere, brands need to be flexible and quick to adapt to new approaches to best benefit from influencer collaborations.?
A part of the success of an influencer strategy is reliant on the relationship between the brand and the influencer. Partnerships that are built on trust and transparency are able to generate long-term results for both parties.
Reach New Audience through Reels
Marketers have been splurging big budgets on high-production content creation since the beginning of advertising. As the trend on social media is flowing towards relatable, simple and visually satisfying videos, brands can take this an inspiration for their own content direction. This style of content allows brands to inspire participation from the creator community, which in turn encourages consumers to create their own versions that helps further propel the brand to reach wider horizons.
The ability to reach new international audiences with entertainment-driven content is what differentiates Reels from other features on Instagram. Reels offers a persuasive value proposition for brands who want to expand, not just their awareness, but even to kickstart new social media trends and build audience relationships.
While there’s currently no perfect formula for achieving success on Reels, keeping up with trends should be top of mind for marketers. By participating in trend, brands can meet target audiences in the same space as them without coming off as too hard-sell in a pool of community-created content. Finding a balance between participating in trends and creating relatable content is key to inspiring consumers and creators to get involved.
Collaborate with Influencers to fuel Reels content
Creating short-form video content for Reels does take some skill and know-how to create compelling content. Brands can bypass the learning curve by leveraging the expertise of influencers to quickly and efficiently gain traction on Reels. Taking on Reels through influencer partnerships allows brands to make an impactful first impression with consumers.?
User-generated content (UGC) is undoubtedly one of the best ways for brands to integrate content into their marketing strategy that feels authentic and showcases the brand in unique and relatable ways. Whether a brand partners with loyal fans or forms partnerships with experienced influencers, the potential value in terms of generating ROI is unparalleled.
Influencer collaborations have proven time and time again to be immensely important in not just social media marketing, but in a brand’s marketing strategy as a whole. In the Dash Hudson guide to influencer marketing in 2021, a survey found that 40% of consumers have purchased a product after seeing it being promoted by an influencer. This further demonstrates the powerful connection between influencer content and conversions. With the pre-existing power of influencers combined with the unparalleled reach of Reels, the potential for branded content to generate ROI is a considerable strategy for marketers to consider.
Whether if you are new to social media marketing or are seeking to amplify your brand’s creative content, brands can benefit from being experimental, staying timely and flexible in terms of content execution and creative strategy. Video content is currently king and with a slew of multiple features to push out video content in addition to Reels, it’s more important than ever for brands to fully utilize and understand each feature’s capabilities to properly reach today’s digitally-inclined audiences. Besides Reels, leveraging a combination of different outlets such as Stories, IGTV and Live helps brands foster stronger communities online and strengthen their narrative.