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 them in an entirely new and open way. "You can't use the conventional ways of pushing a product that you have before," he said.
Go over the top
Part of approaching Vine creatively means realizing that brand plays on the platform need to go big or go home, Andres added. The more brand exposure in a piece of content, the more compelling it must be. "The stricter the guidelines, the more over the top it has to be," he said. Don't just whack a tube of toothpaste with a hammer. Run it over with a steamroller, he advised.