Amidst a sea of pre-teens, brightly colored outfits and vlogging cameras filming every moment, the Anaheim Convention Center was completely taken over this past weekend by the 8th Annual VidCon, a multi-genre online video conference held annually in Southern CA since 2010. This convention is the largest if its kind in the world, gathering thousands of online video viewers, creators and industry representatives worldwide. Our Konnect Social Media Team had the pleasure of attending and witnessing some of the most influential people on the web take over a conference in the most unbelievable way possible. We also had the opportunity to meet with some of the biggest industry leaders in the digital and social space, giving us enough knowledge to come back both amazed and overwhelmed with how influencers and talent are shaping the way brands handle digital and social campaigns. Below we’ve listed a few of our key takeaways from the conference. Enjoy!
- Influencers are REALLY Influential! You’ll never truly understand this concept until you witness thousands of people waiting in line to meet a Beauty YouTuber with their latest make-up palette in hand for a signature. Fans of influencers will truly do anything or try any product if one of their favorite YouTubers mention it in a “Favorites” video or in a product review. We attended a panel where MannyMUA leaked info of an upcoming make-up line, and as soon as word hit the mic, #MannyMUAMakeup was trending on Twitter. Influencers are actually influential, and if you’re a brand that needs to get something out there, hand it over to the right influencer, and you’ll see immediate feedback.
- Influencers know what they’re doing. Brands are constantly striving to get their message out there. And in competitive markets, it’s difficult to really get your message across with a real audience response, which leads brands to influencer marketing. Although true, we’ve seen numerous brands try to take control of influencers by incorporating way too many asks within an influencer contract. In a panel called “Influencers Tell Brands What They Want”, multiple influencers from various industries were asked questions about how they wanted to work with brands. All 5 featured influencers agreed that they needed creative control. Influencers know their audience more than anyone, meaning they need to not be limited in their creativity when it comes to brand partnerships. If any influencer is given too many rules, their audience will realize their content is not genuine, driving less engagement and positive responses towards the posts.
- You can drive $ale$ with influencers! It’s a long stretch, but with a well-executed campaign and every aspect of the campaign being monitored, it’s possibly to drive sales to a brand’s website through the use of influencers and affiliate marketing. Because influencers are real people, their audiences trust their opinions and use their codes to get their products. Utilizing code coupons is one of the most efficient ways to track traffic and sales when working with influencers on campaigns. While we always strive for brand awareness, traffic to the website and leads to sales are always something you want to aim for when creating a campaign!
Overall, VidCon was a full-fledged week to remember! We enjoyed being able to delve into all aspects of influencers, while learning more about how to optimize a campaign when working with them. ‘Til next year, VidCon!