Video recognition: a giant leap for influencer marketing
Influencer marketing is nothing new, but that doesn't mean it's not evolving. Like all things digital, stand still for a second and you'll be left for dead. Video recognition represents a brave new world for this age-old strategy - are you ready?
Keeping pace with influencer marketing
Filtered photographs, flaunted fortunes and thousands of followers - a marketer’s dream (just don’t mention the Fyre Festival).
The fact is, influencers can provide the perfect marriage between scripted promotion and true life testimony.
There is, however, a fine balance. And, as the stock of influencer marketing continues to rise, so too must associated technologies - and video recognition represents a key development.
Influencer Marketing Global Spend Chart (Mediakix)
There’s influence beyond Instagram
Influencer marketing doesn’t just predate Instagram, it predates the Internet.
As early as the 19th century, the Queen and Pope were roped in to endorse patented medicines to a cynical society. And that was just the start.
Pancakes and Nancy Green; Coca-Cola and Santa Claus; Puma and Pele. As TV began to spread to all corners of the globe, so too did celebrity influence - and brands were keen to capitalise.
Video recognition capture of Coca-Cola logo using Talkwalker.
No surprise then that, with the dawn of the World Wide Web, came an increasingly entangled network of influence.
At first, it was more or less the mirroring of traditional marketing channels in Internet form, with online celebrity endorsements and digital word of mouth.
But soon social media would become a breeding ground for a new type of self-styled influencer - or, in other terms, Internet celebrity.
But where does video recognition come in?
In short, everywhere!
I could regurgitate a deluge of data about video’s increasing dominance of online content, but it’s really no more complicated than - video is more enticing, more engaging and more likely to be shared.
Okay, so some stats can be sexy:
- 92% of people who engage with mobile videos share them with other people (RendrFX)
- 87% of online marketers use video content in their digital marketing strategies (Forbes)
- Video tweets are 6x more likely to be retweeted
Marketers are no slouches - though it can occasionally take a morning coffee - and thus video is set to represent 80% of all digital content by 2021.
Well, yes - okay. It’s not a phrase I’ve heard before, but as I’ve now written it down, why not?
The reality is that most individuals with an influencer-qualified quantity of followers will most likely be making videos - be they live streams, vlogs or even documentaries.
It’s thus also critical to integrate video within all stages of your influencer marketing strategy - from identification through to measurement.
Social listening enables marketers to identify the authors garnering the most influence over their brand online - whether by engagement, potential reach or post frequency.
See the example of Nike below:
Top 8 “Nike” influencers by Engagement per mention (04/03/19 - 02/04/19).
Or, if it’s a celebrity that you want, you can also identify the names most frequently associated with your brand:
Celebrities most associated with “Nike” (04/03/19 - 02/04/19).
All of these results are based on textual mentions - where both the word “Nike” and the influencer’s name appear in written form.
What video recognition does is enable you to also identify influencers appearing alongside your brand logo - both in still and moving image - despite there being no mention of your brand in the accompanying text.
So, posts like this are now also within easy reach:
Tweet and video recognition of Nike Logo using Talkwalker.
Looks cool, right?
But, when you consider that One Direction’s Liam Payne is one of the world’s leading Internet influencers, with a tidy 32.5m Twitter followers, the impact - even from this one video - is clear to see.
But, how to leverage?
One Directioners and other A-list celebrities aside, the rise of micro and macro influencers provides further encouragement for brands to integrate new AI technology into their strategies.
It’s no longer as simple as just hand-picking the celebrity you most want associated with your brand - your biggest influencer may not yet even be on your radar.
And with the vast majority of videos that include logos making no textual reference to the relevant brands, without video recognition, they may well remain out of sight.
An illustration of identifiable mentions with Talkwalker's text, image and video recognition.
By using video recognition to identify influencers who create content that is engaging and truly relevant to your brand, you are able to achieve a 360° view of your brand and community online.
And what about engagement?
The technology to identify your brand across video also enhances your ability to track the true ROI of your influencer marketing campaigns.
It’s not easy to see your results if you’re unable to identify your mentions.
And then there’s user-generated content.
The continued evolution of the smartphone has resulted in a surge of reaction videos, with approximately 2.5bn people now harnessing filmmaking power within the palm of their hands.
Again, such content will rarely include textual mentions of brands - even if responding to an original campaign that did.
So, while social listening provides a pathway through which to monitor your influencer marketing campaigns, video recognition grants access to approximately 250% more insights.
And even prior to this, video recognition can be utilised to gain information beyond the question of who to work with - and touch upon the what, the why and the when.
The ability to identify scenes, themes and objects - and truly measure what your entire community is engaging with - gives you the power to tailor your influencer marketing campaigns to your target audience.
Time to go viral
I can’t promise that video recognition will provide you with a viral influencer marketing campaign, but it will certainly enhance your chances.
And, if all else fails, you can always fall back on the tried and tested cute puppy approach.
A video recognition capture of the McDonald's logo on Talkwalker.
So, what do you think? Ready to take the shackles off your influencer marketing?
Check video recognition out for yourself: