Social video platforms like Vine are exploding, and influencer content is the accelerant. So how do brands get in on this action without sacrificing the authenticity that fans demand? At the iMedia Agency Summit in Bonita Springs, Florida, Reed Berglund, CEO of Fullbottle, sat down to discuss influencer marketing with three top Vine talents, Andres (@EhBeeFamily), Tony Serafini (@Bottlerocket), and Ginger Wesson Lavender (@GingerWesson). Some of their top tips for marketers included the following.
Keep it simple
Six seconds isn't a very long time. And yet many Vine producers feel obliged to try to cram in as much content as possible. But resist that urge, advised Serafini. "You need a beginning, middle, and end," he said. "It's that simple."
Give influencers some leeway
Brands can find it difficult to give up control when working with influencers and creators. But it's a necessary component of being authentic. Hard brand sells are easy to spot (and ignore) on Vine. "Give creators leeway but also a little guidance," Lavender said. "Give us a little creativity to make a story out of it."
Vine and other emerging social platforms aren't like anything else marketers have leveraged in the past, noted Andres. Thus, brands need to approach... Read more