From the Influencers

How the Right Video Strategy Can Help in Shaping Influence

October 13, 2016

When it comes to reaching the target audience, there are several tools in a marketer’s arsenal that can have the desired impact. None of them, however, are quite as fun as video when it comes to shaping influence. The challenge, of course, is building out a video marketing strategy that helps you reach your goals and derive value from the use of video.

One thing we know for sure is that video is important for influencer marketing. According to a recent post in Tubular Insights, videos haven’t mattered to a significant portion of B2C and B2B marketers. To be clear, this doesn’t mean they haven’t tried video for shaping influence; it simply means the tactic hasn’t risen to the top as the primary tool for driving activity.

Consider data from the Content Marketing Institute (CMI). While 82 percent of B2C marketers use video as a content marketing tactic and YouTube as a social media platform, only 59 percent rate the tool as an effective tactic and the platform is considered effective by only 53 percent. The outcomes are a little higher for the B2B segment as 79 percent use video as a content marketing tactic and 74 percent use YouTube as a social media platform. The tool is considered effective by 62 percent. 

What does this mean when it comes to shaping influence? Video can be an effective tool, but determining your video strategy is not the first step in this initiative. The right approach is to first identify the right influencers for your business. This means identifying those individuals who have the right reach in terms of total audience size, resonance or the level of activity they create when they publish new content, and how relevant their activity is to the topic at hand.

While these metrics matter for shaping influence and discovery, that’s not all that matters when it comes to the impact of your influencer campaign on customer attitudes. You have to pay attention to attitude and how these influencers interact with their audience and the impact your campaign can have on their attitudes. To be successful with your shaping influence campaign, you need to create a measurable impact on the individuals who trust these influencers.

To measure this impact, you need to look at the conversation rate, or the rate of comments per video to overall followers. Then, examine the amplification rate or the ratio of shares per video to overall followers. Finally, examine the applause rate or the ratio of favorites per video to overall followers. If viewers think the content you’ve posted is interesting, you should see it gather comments or get forwarded on.

The point is, develop your video strategy for shaping influence with a purpose. Understand the goals and the metrics so you can better focus on the outcomes that will drive the value you need. In doing so, you can then consider your video strategy a success. 

Edited by Alicia Young

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The JMRConnect team brings decades of experience garnered from multinational corporations, the public sector, NGOs and industry associations, and as such is able to provide clients with the expertise and strategy necessary for an impact campaign.


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