Beyond Influencers: Mastering Holiday Product Promotion in the Video Commerce Era
With the rise of video commerce, there’s a growing belief that to effectively sell a product, you need to be an influencer—or at least have one by your side. But is this really the key to success? The answer is more nuanced than a simple yes or no.
While influencers certainly have a role to play, the reality is that familiarity with your product, a deep understanding of your target market, and a strategic approach to video commerce can often outshine a popular influencer. This is especially important as the holiday season approaches, when businesses must fine-tune their marketing strategies to stand out in a crowded marketplace.
Understanding the Role of Influencers in Video Commerce
Influencers have become a staple of digital marketing. They bring built-in audiences, social proof, and a sense of authenticity that resonates with viewers. For brands trying to reach new audiences, influencers can provide a quick way to gain visibility and trust. For example, when a brand launches a new product in a specific market, partnering with a local influencer who has a dedicated following can help quickly establish credibility and relevance.
However, relying solely on influencers can limit your growth potential, particularly when reaching diverse or unfamiliar markets. Influencers often have unique styles that may shift your brand’s message. Managing multiple influencers can lead to inconsistent messaging, and as their content evolves, it may stray from your brand’s identity.
Moreover, influencers typically cater to niche audiences, leading to fragmented communication across different segments. There’s also the risk of disruptions if their content or reputation changes. To navigate these challenges, it’s crucial to develop a balanced strategy that blends influencer marketing with brand-driven initiatives, especially during high-stakes periods like the holidays.
1. Leverage Influencers for Local Relevance
While influencers are important, the key is identifying those who align with your brand and target audience. In any market, partnering with influencers who understand regional tastes and cultural nuances is essential. Consumers trust influencers who reflect their lifestyles and values.
For example, a fitness brand might collaborate with influencers who are not only popular in their niche but also reflect the values and habits of local consumers. The focus should be on how well the influencer can communicate your product’s value within the context of their audience’s daily life, rather than just their star power.
2. Embrace UGC: A Powerful Complement to Influencers
User-generated content (UGC) offers an excellent complement to influencer marketing by harnessing the authentic voices of real consumers. UGC amplifies your brand’s credibility and creates a more personal connection with audiences. In today’s market, where consumers are increasingly skeptical of highly polished marketing, UGC allows potential customers to see how real people are using and benefiting from your products.
Unlike influencer content, which often focuses on promoting product features through a curated lens, UGC offers genuine, relatable examples of everyday use. This grassroots authenticity is invaluable for building trust and engaging audiences, especially during the holiday season when people are looking for real recommendations.
By incorporating UGC into your strategy, you not only showcase your product’s value through authentic consumer interactions but also foster deeper engagement and credibility with your audience.
3. Tailor Your Content to Regional Preferences
Different regions often have varying tastes and preferences. What works in one place may not resonate in another. Brands need to rethink their approach to video content, especially during the holidays. The goal should be to tailor content to local preferences, not just replicate a one-size-fits-all approach (this is a common mistake made by companies expanding into different regions).
Consider the language, style, and format that appeal most to different parts of the market. For example, while short, snappy videos might perform well in one region, long-form content that dives deeper into product details could resonate better elsewhere. Understanding local humor, social norms, and visual aesthetics is crucial to creating content that feels genuine and relevant.
This customization isn’t just about avoiding faux pas—it’s about actively engaging your audience by speaking their language, both literally and figuratively. Whether it’s incorporating local trends, slang, or visual motifs, adapting your content ensures that your brand feels familiar rather than out of touch.
4. Use Data-Driven Insights for Strategic Growth
Relying on intuition alone is a risky approach, especially when trying to break into new markets. Consumer behavior can vary significantly across regions and demographics, so data should be at the heart of every decision. Analyzing viewer behavior, engagement rates, and conversion metrics can provide insights into what content resonates most with your target audience. Use these insights to refine your video strategies and optimize your content for the holiday season.
For example, data might reveal that certain product features or use cases are more popular in one region than another. Armed with this information, you can tailor your video content to highlight those aspects in relevant markets. Additionally, tracking the performance of influencer-led campaigns versus in-house content can help determine where to allocate resources and which strategies drive the most engagement and sales.
5. Product Familiarity > A Popular Influencer
One of the most overlooked aspects of video commerce is the importance of product knowledge. While a popular influencer can attract attention, it’s the content that effectively communicates the product’s unique value that drives conversions. A flashy presentation might grab attention, but what retains it is how well the product is explained and demonstrated.
Focusing on product familiarity—whether through detailed demos, user testimonials, or real-life scenarios—can build deeper trust with consumers. This is particularly important in markets where consumers may be skeptical of oversold products or exaggerated claims. Clear, informative content that showcases the product’s benefits in everyday situations is often more persuasive than relying solely on influencer appeal.
6. Leveraging Firework and Cohley for Holiday Campaigns
The landscape of video commerce is rapidly evolving, and businesses need effective tools for content creation, distribution, and monetization—especially during the holiday season. Collaborations with platforms like Firework and Cohley can help streamline this process. Both platforms are also key partners of Levitate Foundry, offering integrated solutions for brands looking to elevate their holiday marketing efforts.
Firework offers solutions for integrating shoppable video features into websites, making it easy for customers to make purchases directly from the video content. This is particularly valuable during the holidays when online shopping spikes, and customers are looking for seamless, engaging experiences.
Cohley provides brands with access to a diverse pool of content creators, including photographers, videographers, and influencers. This network enables brands to generate and test tailored content for various channels, making it easier to execute data-driven strategies that resonate with different segments of your audience.
The combination of Cohley’s content creation tools and Firework’s shoppable video capabilities, through their partnership with Levitate Foundry, can enhance your holiday marketing campaigns, potentially increasing customer engagement and sales.
Conclusion
So, does your brand need to rely solely on influencers to tell its story? Absolutely not. For forward-thinking brands looking to stand out this holiday season, video commerce isn’t just about visibility—it’s about crafting compelling stories, engaging your audience with authenticity, and driving conversions.
Picture this: using Cohley’s content creation tools to produce videos that perfectly capture your brand’s essence, then amplifying that with Firework’s interactive video features, allowing your audience to shop directly from the video itself. This approach doesn’t just improve your digital presence; it invites visitors to engage more deeply with your brand and move from casual viewers to loyal customers.
By adopting these strategies, you’re setting the stage for long-term growth and meaningful connections with your audience. Are you ready to lead this evolution?
