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With an ever-growing appetite for engaging visual content, collaborations with video creators are becoming a staple in brands’ marketing strategies. These creators remain abreast of the latest trends to tell captivating stories that resonate with their engaged audiences on leading social platforms.
By working with relevant video creators, brands can look forward to increased engagement, better brand affinity, SEO benefits, and more. Video production platforms make it easier for brands to bring their ideas to life while collaborating with creators, providing an efficient workflow and streamlined communication.
But of course, partnering with a video creator to tell a story around your brand that matches the frequency of your viewers requires much more than editing videos. The workload involved can get challenging, particularly for growing brands with limited hands on deck.
In this article, let’s look at five tips to help budding brands collaborate successfully with video creators.
Partnering with video creators who share similar values with your brand, have an audience overlap, and are respected among their viewers is arguably one of the most essential steps in this journey.
This can help your brand appear more authentic, as the content produced by the video creator will be more likely to resonate, leading to increased trust and credibility of your business.
To accomplish this, it is essential to define your brand’s values and audience accurately and recognize what kind of video marketing campaign will be ideal for you at that stage. As a result, you will end up with a solid idea regarding what kind of creator you should partner with.
Popular Pays makes it easy for brands by allowing you to find and vet creators based on their portfolio, audience insights, social health, demography, location, and much more. Apart from connecting you with video creators who speak your language, the platform also helps you manage relationships and campaigns with them.
While selecting creators within your domain, it is crucial to look beyond vanity metrics such as impressions and the number of likes and followers. Although these numbers do look attractive, they may not give your brand the quality or degree of engagement that it needs.
Forming a meaningful connection with video creators that goes beyond the commercial contracts can help you get more authentic content, build long-term brand partnerships, efficiently engage with your audience, and more.
You can take a step in that direction by compensating them fairly, maintaining honest communication, collaborating with them rather than “leveraging their services,” supporting their growth, and respecting their creative freedom.
As a brand, it is always better to examine the content of video creators to learn whether they will be a great fit for your niche. However, it can get challenging to sift through many videos when you have a small team.
YouScan is an AI-powered solution that automatically crawls through the content and engagement metrics of multiple video creators to give you the best possible matches, making it easy for you to build honest relationships with them from the get-go.
Effective communication between a brand and video creators helps with aligning content strategy with brand goals, building trust between the brand and the creator, and ultimately successful marketing campaigns.
Defining measurable objectives for the video content campaign, creating an inclusive environment where open and honest dialogue is encouraged, having mutual respect, and setting achievable goals for the content pieces act as stepping stones toward clear and strategic communication.
It is crucial to keep in mind that in a video marketing campaign, particularly when collaborating with external creators, brands need to share guidelines, approve ideas and drafts, review content, and more, which are done efficiently through project management tools.
ClickUp offers a visual collaborative solution for brands, enabling them to finalize plans, track deliverables, share feedback, and review content while partnering with video creators. The tool also offers integrations with other popular task and project management apps like Asana and Trello, ensuring your video creation partners feel at home.
As mentioned above, working with video creators on the creative strategy for your campaigns is a much better alternative to simply hiring them for their services.
Think of them as an extension of your existing team, rather than as a third-party service provider. This strikes a balance between creating content that highlights the offerings of your brand and creative storytelling.
While collaborating with creative videographers, aim to provide them with all the details they need, give constructive and actionable feedback, and most importantly, respect their expertise. After all, you have selected a creator after an arduous vetting process!
If you’re working with an external video creator for the first time, you can leverage HubSpot’s Creative Brief Templates to provide your partner with all the details related to the campaign like audience demographics or challenges in a comprehensive format.
Finally, it can get expensive while collaborating with video creators on promotions for your brand. That’s why it is imperative for you to monitor these campaigns. This allows you to set the right expectations, make better decisions along the way, and help your partner stay on track and remain accountable.
Certain key performance indicators (KPIs) that you need to keep an eye on are views, engagement rate, click-through rate, audience growth, and cost per view. As some of these KPIs are directly available to your partner in video content creation, it is important to build pipelines to get access to that data yourself.
Keep in mind that the objective of these campaigns is to get your audience to your platform, whether it is your website or app, from your partner’s channels. This is where you can create an affiliate link to share it with your video content collaborators.
Phonexa provides a comprehensive solution for brands looking to expand their reach via affiliate links that are distributed by trusted sources such as video creators. You can create campaign and creator-specific links to track the performance of each video individually based on how much traffic they bring to your site.
Collaborating with video creators is a great way for brands to not only get more eyes on their offerings, but also to entertain and engage with their audience.
For budding brands with limited budgets and human resources, it is essential to identify the right creators, build genuine relationships with them through clear and strategic communication, co-create content, provide creative freedom, and monitor KPIs to measure success.
Moreover, you also need a video production tool that fits in your budget, is easy to use, and allows you to push your creative boundaries. Experimenting with video content formats and being agile in your approach can also help foster a successful collaboration between your brand and video creators. So go ahead, explore the world of video marketing through collaborations, and watch your brand soar to greater heights!
