More folks in Influencer Marketing should think about their calls-to-action (CTAs) on their sponsored content. It’s not enough to simply identify a great influencer and have them create content for you. Smart marketers need to work closely with creators to find an optimal place to insert their sponsored CTAs.
To get better clarity around CTAs, we took a look at hundreds of videos across the campaigns of a personal hygiene brand within our network:
We divided videos into three categories. Content where the brand CTA was focused/dedicated, content with minimal brand call-outs, and finally content which was only semi-dedicated towards the brand. Turns out: marketers looking to drive click-throughs to their landing pages should encourage creators to build content focused exclusively around their product or offering.
We can dig deeper into this data though. How does the video length across categories effect the click-through-rate (CTR) of your calls-to-action? We’ve previously written about how the best videos are typically less than five minutes in length.
However, does this apply to all content types? What if the content is a dedicated product demo or offering overview? What about videos with more creative integrations like sketch comedy? The real question that’s important is: what kind of post drives the most engagement from brands?
Breaking down the data by when the product offering starts, it seems that including CTAs in under five minutes should always be a viable strategy. However, the data for hyper-focused videos tells a different story.
For longer-form content such as product demos, CTRs can be as high as videos that includes sponsored content in under five minutes. This really all depends on how engaging the creator is — with some influencers inspiring CTRs as high as 12 percent. While the data here shows that focused videos performs better across the bar, it’s important to know your audience. And who are the folks that knows your audience like the back of their own hand? Creators.
The best approach would be to try different types of engagements to see what performs best for your brand.
Book micro-influencers (those with less than 500,000 followers) to do focused demos, while the larger influencers should do more creative integrations their audiences usually love.
You might even take a programmatic approach by creating awareness type content, focusing on views and then targeting that focused content to audiences that previously engaged with your content.
To recap:
- Hyper specific, focused content tends to do the best in terms of CTR for sponsored posts.
- Be very transparent with the metrics that matter for your campaign. Collaborate with influencers to build the the right game plan
- Try a more programmatic approach with your influencer marketing efforts. Combine more general awareness videos with more focused videos.
- Keep experimenting!