Need inspiration for the kind of content you can sponsor on YouTube? Here’s six content formats that work well for influencer marketing.
Placement is one of the simpler ways to get your app mentioned in an influencer video and the format most similar to an ad. Usually the video has a theme and the influencer will slip in the mention of your app as a side.
You can designate how long the mention should be, where it should be in the video and whether the influencer should include screenshots of your app or use it to demonstrate how it works for the audience.
Placements can be effective depending on how well your influencer incorporates them into the video, however you need to be careful the placement feels like a natural fit. Influencer marketing works best as native content, so it is important it seem less like an ad and more like an honest referral and authentic addition to the influencers’ content.
Lists are a very common way of including a product mention. The influencer might make a list of apps on their phone, their favourite apps of the moment, things to do when they’re bored – the possibilities are endless.
Lists work well because the mention is well incorporated into the content and recommendations feel more authentic. They are also popular with the audience who likes to keep up with the latest trends and copy their favourite influencers. Lists especially work well for app discovery among your target customers.
3. Comedic/dramatised sketch
If the influencer produces sketches, these can be a great way to get your app shown and talked about. They tend to have better retention rates through the video so it is more likely the audience will stick and not skip over your mention – in particular if the whole sketch revolves around your app.
Sketches can yield high engagement rates, as the audience partakes in the joke in the comments. Engagement rates – the number of people liking, commenting or sharing the content – remain the best indicator for click through rate, so it’s good when these are high!
Reviews can produce some of the best app marketing, but brands need to be wary that influencers might not necessarily give a good review. Influencers build their audience on the belief what they are talking about in their videos is their honest opinion. They are not going to jeopardise their fanbase by giving a rave review to a product that does not deserve it.
But if you are confident in your app, reviews can be entire videos, include footage of the influencer using the app and ultimately be a good demonstration of the app and its unique selling points – strong influencer marketing for app discovery and quality downloads (users with high retention rate).
Demonstration is a highly effective content format because it helps educate your target customers on the key features of your app, again helping with app discovery and leading to quality downloads.
Tutorials, or stand-alone in-depth demonstrations, of your app might be a good idea if it is complicated and requires some amount of explanation. But if not, this format is quite restricting to the influencers’ creativity and might not be as well received.
The vlog is a very popular content format and one most influencers embrace. Incorporating your sponsored content into a vlog, such as a morning routine, room tour or day in the life, for example, is generally good for views.
The more integrated your mention, the better. If the mention comes off more like a placement, your target customers might skip it because they are tuning in for the personal content.