Video Content Marketing & Social Media Influencers
The evolution of video content marketing and social media has increased revenues and high value presence for public agencies in the new, fun, and measurable tactics. The beauty of the authentic and shareable messages lies in their ability to connect with a potential outdoors advocate and converting them into a new customer. Organic sharing takes over,
delighting new, lapsed, and existing customers equally.
Authenticity over Perfection
As state agencies providing resources to the public, we often prioritize perfection over authenticity. However, when hiring third party content producers, it is important that you give them the freedom to promote your product in a unique, authentic manner.
A social influencer video clip which is micromanaged or over-critiqued may likely finding itself closer to the holiday movie look or even worse
– out of season and unable to be used.
While breaking the communication mold with real life short clips, the content is relatable to the common user of social media. Well-used equipment or an influencer who looks more like someone who would show up to a family reunion than a holiday movie set results in more engaged content – the emotional tie begins to form.
Raw, real life videos also benefit from significant reductions in postproduction turnaround time which many are accustomed.
Spring 2020 Generated Revenue
With a combined investment of $58,000, Brandt, in collaboration with its state agency partners, was able to produce 11 videos that generated $117,000 in state agency revenue, not to mention the incredible earned media value. The created assets will continue to be used to drive awareness and system revenue.
(Combined investment includes influencer payment, video production, and digital ad spend.)
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