5 tips for promoting the video assets you commission from influencers

Working with creators and influencers is still very effective – or at least it can be when you get it right. This is an excellent way to expand your reach and take advantage of their trusted relationship with your shared audience.

A recent creator economy survey conducted by Lightricks with YouGov found this 80% of the creators worked with at least one brand in the past 12 months. And according to the recent State of Influencer Marketing report, most brands trying to work with influencers is satisfied with the results and want to continue to work together. Not surprisingly, the influencer marketing industry is expected to reach $21.1 billion by the end of 2023, an increase of over 28% from $16.4 billion in the previous year.

Since each influencer engagement generally costs at least hundreds of dollars, you want to make the most of your investment, the audience they bring and the video assets you create together.

Of course, the influencer you work with will post the video on their platform(s), and you can both engage with the responses it receives, but there’s more you can do. Effective promotion of video assets requires a combination of strategic planning, collaboration and leveraging multiple online platforms to reach your target audience.

Collaborate on posting as well as creating

You’ve partnered with an influencer to produce a powerful video, but your working relationship doesn’t have to end there. Instagram offers “Collab Posts” for Feed Posts and Reels, where...