Secrets to Influencer Success: What Every Brand Needs to Know About Creating Videos on Instagram

Learn how to create compelling influencer videos for Instagram as a brand with our comprehensive guide.

Ready to skyrocket your brand's Instagram presence? Influencer marketing isn't just a buzzword—it's a proven strategy for gaining visibility and driving engagement. This guide is your go-to playbook for leveraging the persuasive power of Instagram influencers through video content. We'll delve into the ins and outs of identifying the right influencers, crafting a foolproof video strategy, and mastering the art of collaboration.

But we don't stop there. After you've unlocked the secrets to influencer video success, extend the lifespan and ROI of those influencer collaborations by making the videos shoppable—right on your website. With Ghost's shoppable video solution, you can keep the engagement and conversions coming long after the Instagram Stories have disappeared. Intrigued? Keep reading to master the game of influencer video marketing on Instagram.

Understanding the Power of Influencer Marketing

The rise of influencer marketing

Influencer marketing isn't a new phenomenon. Celebrities have been endorsing products for decades. However, the rise of social media has given ordinary people the opportunity to build massive followings. More and more brands are recognizing the potency of influencers and incorporating them into their marketing strategies.

One of the reasons for the rise of influencer marketing is the changing landscape of advertising. Traditional advertising methods such as television commercials and print ads are becoming less effective. Consumers are becoming more savvy and are turning to social media for recommendations and reviews. This is where influencers come in - they are seen as trusted sources of information and can sway their followers' opinions and purchasing decisions.

Another reason for the rise of influencer marketing is the ability to target specific audiences. Brands can choose influencers who have a following that aligns with their target market. For example, a beauty brand can collaborate with a beauty influencer who has a large following of people interested in makeup and skincare.

Why influencer marketing works for brands

Here's why. Influencers have cultivated a relationship with their followers based on trust and authenticity. This means that when they recommend a product or service, their followers are more likely to take notice than if they were presented with a conventional advertisement.

In addition, influencer marketing can be more cost-effective than traditional advertising methods. Brands can work with micro-influencers (influencers with smaller followings) who charge less for collaborations. This can be especially beneficial for smaller businesses with limited marketing budgets.

Furthermore, influencer marketing allows brands to create content that doesn't feel like an advertisement. Influencers can incorporate the brand's product or service into their content in a natural and seamless way, making it more appealing to their followers.

The benefits of influencer videos on Instagram

When it comes to Instagram, video content reigns supreme. Video allows you to tell a story, showcase your product, and create an emotional connection with your viewers. It's no wonder that influencer video collaborations are becoming increasingly popular.

Influencer videos on Instagram can be especially effective because they are short and attention-grabbing. They can be used to showcase a product in action, provide a tutorial, or simply entertain the viewer. Additionally, Instagram's algorithm favors video content, meaning that influencer videos are more likely to be seen by a larger audience.

Another benefit of influencer videos on Instagram is the ability to track engagement. Brands can see how many views, likes, and comments a video receives, allowing them to measure the success of the collaboration. This data can be used to inform future marketing strategies and collaborations.

Identifying the Right Influencers for Your Brand

Defining your target audience

The first step in identifying the right influencers for your brand is to define your target audience. You need to know who you're trying to reach before you can start searching for influencers. This will help you narrow down your search to those influencers whose followers align with your target audience.

Defining your target audience involves understanding their demographics, interests, and behaviors. Some key demographics to consider include age, gender, location, and income level. You should also consider their interests and hobbies, as well as their online behavior - which social media platforms they use, how often they engage with content, and what types of content they engage with the most.

Once you have a clear understanding of your target audience, you can start searching for influencers who have a similar audience. Look for influencers who create content that resonates with your target audience, and whose followers engage with their content on a regular basis.

Researching potential influencers

There are a variety of tools available online that can help you find potential influencers. Many brands opt to work with micro-influencers, who have smaller followings but higher engagement rates. Micro-influencers often have a more niche audience, which can be beneficial if you're targeting a specific demographic.

When researching potential influencers, take the time to review their past collaborations. Look at the types of brands they've worked with in the past, and whether those brands align with your own. You should also look at their follower demographics - do their followers match your target audience? If not, they may not be the right fit for your brand.

Finally, get a feel for the influencer's overall aesthetic. Do they create content that aligns with your brand values and aesthetic? If not, it may be difficult to create a cohesive partnership.

Evaluating influencer engagement and authenticity

In addition to follower count, it's important to evaluate an influencer's engagement rates. This refers to the level of interaction between the influencer and their followers. An influencer may have a large following, but if their engagement rate is low, it could be an indication that their followers aren't as invested in their content.

When evaluating engagement rates, look at the number of likes, comments, and shares an influencer's content receives. You should also consider the quality of those engagements - are their followers leaving thoughtful comments, or just leaving generic emojis?

Authenticity is also key - you want to work with influencers who share your brand values and are genuinely excited about your product. Look for influencers who have a genuine interest in your brand, and who create content that feels authentic and natural. Authenticity can be difficult to quantify, but it's an important factor to consider when evaluating potential influencers.

Crafting a Compelling Influencer Video Strategy

In today's digital age, influencer marketing has become an essential part of any successful marketing campaign. With the rise of social media platforms, influencers have become a powerful way to reach new audiences and increase brand awareness. One of the most effective ways to leverage the power of influencers is through video content. In this article, we'll explore how to craft a compelling influencer video strategy that will help you achieve your marketing goals.

Setting Clear Goals and Objectives

Before you start creating video content, it's important to identify your goals and objectives. Are you looking to drive sales, increase brand awareness, or showcase a new product line? By clearly defining your goals, you can craft a video strategy that aligns with your overall marketing objectives.

For example, if your goal is to increase brand awareness, you may want to work with an influencer who has a large following and a strong presence on social media. On the other hand, if your goal is to drive sales, you may want to work with an influencer who has a highly engaged audience that is likely to convert.

Developing a Creative Brief

A creative brief outlines the scope of the project, the target audience, the brand message, and any other relevant information. It serves as a roadmap for the influencer and helps ensure that the final product meets your expectations.

When developing a creative brief, it's important to be as detailed as possible. Be sure to communicate any brand guidelines or necessary information clearly in the brief. This will help the influencer understand your brand's values and ensure that their content aligns with your overall marketing strategy.

Establishing a Content Calendar

A content calendar outlines the specific video concepts, posting schedules, and deadlines. It's important to work closely with the influencer to establish a posting schedule that aligns with their existing content and maximizes engagement with their followers.

When developing a content calendar, it's important to consider the type of content that will resonate with the influencer's audience. For example, if the influencer's audience is primarily interested in fashion, you may want to create videos showcasing your brand's latest clothing line.

Additionally, it's important to consider the timing of your posts. Posting at the right time can significantly increase engagement and reach. For example, if the influencer's audience is primarily located in a specific time zone, it's important to schedule posts accordingly.

In conclusion, crafting a compelling influencer video strategy requires careful planning and collaboration with the influencer. By setting clear goals and objectives, developing a detailed creative brief, and establishing a content calendar, you can create video content that resonates with your target audience and helps you achieve your marketing goals.

Collaborating with Influencers for Successful Video Creation

Communicating your brand message and guidelines

Collaborating with influencers can be a great way to create video content that resonates with your target audience. However, it's important to make sure that the final product stays true to your brand and reinforces your messaging. This is where communication comes in. Be sure to clearly communicate your brand message and any guidelines upfront. This will help ensure that the final product aligns with your brand values and goals.

When communicating with influencers, it's important to remember that they are experts in their field. They have built a loyal following by creating content that resonates with their audience. So, while it's important to communicate your brand message and guidelines, it's also important to be open to their ideas and suggestions. Influencers can bring a fresh perspective to your brand's image, and allowing them to put their own spin on the video content can create a final product that resonates deeply with their followers.

Encouraging influencer creativity

Influencers became popular because of their authentic, creative approach to content creation. They know their audience better than anyone else, and they know what kind of content will resonate with them. So, when collaborating with influencers, it's important to encourage their creativity. This will help ensure that the final product is authentic and engaging.

One way to encourage influencer creativity is to provide them with a clear understanding of your brand's values and goals. This will give them a framework to work within, while still allowing them to be creative and authentic. Additionally, giving influencers the freedom to choose the format and style of the video content can help them bring their own unique perspective to the project.

Providing resources and support

Collaborating with influencers can be a complex process, and it's important to provide them with the resources and support they need to create great content. This can include providing them with access to your brand's assets, such as logos and product images, as well as any necessary technical support.

Additionally, it's important to be available to answer questions and provide any necessary support throughout the project. This will help ensure that the collaboration process runs smoothly, and that the final product is of the highest quality.

In conclusion, collaborating with influencers can be a great way to create video content that resonates with your target audience. By communicating your brand message and guidelines upfront, encouraging influencer creativity, and providing resources and support throughout the collaboration process, you can create a final product that reinforces your brand's image and resonates deeply with your target audience.


And there you have it—your comprehensive guide to wielding the untapped potential of Instagram influencer videos. But remember, the journey doesn't end when the video is uploaded to Instagram. With Ghost's shoppable video solution, you can bring that video to your website, making it a perennial asset that continues to engage and convert. Imagine turning your influencer videos into shoppable experiences that keep your audience coming back for more—way after the buzz on Instagram has fizzled out. So go ahead, put on your strategic hat, team up with the right influencers, and craft those compelling videos. Your brand—and your bottom line—will thank you.

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