People are finding ways to make the commercial video cost more affordable these days, and companies are subverting traditional studies as the way of gaining a competitive edte to reduce marketing spending on their corporate videos.  But hiding content inside of thier posts is starting to cost influencers, especially in the EU.

Why Is Video Marketing On The Rise Among Influencers To Promote Products?

Influencers are constantly seeking innovative ways to captivate their audience effectively. One strategy that has been gaining immense popularity in recent years is video marketing, often complemented by the best tools for affiliate marketing to maximize their promotional efforts. From engaging product reviews to captivating tutorials, influencers are harnessing the power of video to connect with their followers on a deeper level and drive sales. But what exactly is fueling this surge in video marketing among influencers? In this blog post, we'll delve into the reasons behind this trend and explore why video has become the go-to medium for influencers looking to make an impact in the crowded world of online marketing.

Most influencers fail to admit to advertising, EU study shows

SOURCE: Reuters › technology › most-influencers…
Feb 14, 2024 — Four out of five influencers on social media fail to disclose commercial content they post is advertising as required under EU law, …
How rare is it actually that an influencer would fail to disclose?


7 Reasons Video Marketing Is On The Rise Among Influencers


Today, the European Commission and national consumer protection authorities of 22 Member States, Norway and Iceland released the results of a screening (“sweep”) of social media posts from influencers. The sweep found that nearly all (97%) of these influencers posted commercial content but only one in five systematically indicated that their content was advertising. The objective of the sweep was to verify whether influencers disclose their advertising activities as required under EU consumer law. Posts of 576 influencers published on major social media platforms were checked.

Findings of the sweep

  • 97% published posts with commercial content, but only 20% systematically disclosed this as advertising;
  • 78% of the verified influencers were exercising a commercial activity; however only 36% were registered as traders at national level;
  • 30% did not provide any company details on their posts, such as e-mail address, company name, postal address or registration number;
  • 38% of them did not use the platform labels that serve to disclose commercial content, such as the “paid partnership” toggle on Instagram, on the contrary, these influencers opted for different wording, such as “collaboration” (16%), “partnership” (15%) or generic thanks to the partner brand (11%,);
  • 40% of the checked influencers made the disclosure visible during the entire commercial communication. 34% of influencers' profiles made the disclosure immediately visible without needing additional steps, such as by clicking on “read more” or by scrolling down;
  • 40% of influencers endorsed their own products, services, or brands. 60% of those did not consistently, or at all, disclose advertising;
  • 44% influencers had their own websites, from which a majority was able to sell directly.

Next steps

As a result of the sweep, 358 influencers were earmarked for further investigation. National authorities will now contact them to request that they follow the rules in place. Further enforcement action may be taken if necessary, in accordance with national procedures.

The Commission will analyse the results of the sweep also in light of the legal obligations of the platforms under the DSA and will take the necessary enforcement action as appropriate.

Problematic marketing practices illustrate the importance of having modern robust legislation that is adequate to ensure digital fairness for consumers online. This is why the results of the sweep will also feed into the Digital fairness fitness check on EU consumer law, launched in Spring 2022 by the European Commission. The purpose of this fitness check is to assess the problems that consumers face in the digital markets and to determine whether applicable EU law is sufficient to ensure a high level of consumer protection, or whether it would need targeted changes to better address these issues.

The Fitness Check evaluates the Unfair Commercial Practices Directive, the Consumer Rights Directive and the Unfair Contract Terms Directive. It examines the adequacy of these Directives in dealing with consumer protection issues such as dark patterns, personalisation practices, influencer marketing, contract cancellations, marketing of virtual items, or the addictive use of digital products, amongst others.



Increased engagement

Video marketing is on the rise among influencers to promote products primarily due to increased engagement. Compared to traditional forms of content, videos have a unique ability to capture viewers' attention and keep them engaged for longer periods. With the dynamic combination of visuals, audio, and storytelling, influencers can create compelling narratives that resonate with their audience on a deeper level.


As a result, viewers are more likely to interact with and share video content, leading to higher levels of engagement across social media platforms. This heightened engagement not only strengthens the relationship between influencers and their followers but also amplifies the impact of product promotion efforts.




Higher conversion rates

One of the key drivers behind the increasing use of video marketing among influencers to promote products is the higher conversion rates associated with this medium. Studies have consistently shown that an effective influencer video marketing strategy have a significant impact on purchasing decisions, with viewers being more likely to take action after watching a video compared to other forms of content.

The immersive nature of videos allows influencers to effectively showcase products in action, highlight their features, and address potential concerns, thereby instilling greater confidence in their audience's buying choices.


This heightened level of trust and engagement often translates into increased conversion rates, making video marketing a highly effective tool for influencers looking to drive sales and achieve their marketing objectives.


Enhanced storytelling capabilities

The surge in video marketing among influencers to promote products can be attributed to the enhanced storytelling capabilities offered by this medium. Videos provide influencers with a dynamic platform to craft immersive narratives around the products they endorse. Through visual storytelling, influencers can effectively convey the benefits, usage scenarios, and overall value proposition of the products they promote in a way that resonates deeply with their audience.


Whether it's through captivating visuals, compelling narratives, or emotional storytelling, video content allows influencers to create memorable experiences that leave a lasting impression on viewers. This ability to tell engaging stories not only helps influencers connect with their audience on a more personal level but also increases the likelihood of driving interest and sales for the promoted products.


Improved brand visibility

The increasing adoption of video marketing among influencers to promote products is fueled by the prospect of improved brand visibility. Videos have become a powerful tool for amplifying a brand's presence across various digital platforms.


With the potential to reach millions of viewers, influencers leverage video content to showcase products in a visually compelling and memorable way, thereby increasing brand recognition and recall among their audience. Additionally, as video content tends to perform well in search engine results and social media algorithms, it offers brands greater visibility and exposure to potential customers.


By incorporating video marketing into their promotional strategies, influencers can effectively elevate the visibility of the brands they endorse, ultimately driving greater awareness and engagement among their audience.


Accessibility across multiple platforms

The burgeoning popularity of video marketing among influencers to promote products is largely attributed to its accessibility across multiple platforms. Unlike traditional forms of advertising that may be confined to specific channels, video content can be easily shared and distributed across a wide range of platforms, including social media, websites, and streaming services.


This versatility enables influencers to reach their target audience wherever they are most active online. Moreover, the rise of mobile technology has made video consumption more convenient and widespread, further increasing the reach and accessibility of video marketing campaigns.


By leveraging the ubiquity of video content across multiple platforms, influencers can effectively maximize their exposure and engagement, thereby enhancing the impact of their product promotion efforts.


Ability to showcase product features effectively

The surge in video marketing among influencers to promote products can be attributed to its ability to showcase product features effectively. Through visually engaging content, influencers can highlight the unique attributes and benefits of the products they endorse in a compelling manner.


Whether it's demonstrating how a skincare product rejuvenates the skin, showcasing the versatility of a kitchen gadget, or illustrating the relaxing properties of CBD massage oil, an effective provide a powerful platform for showcasing product features in action.


With the ability to incorporate demonstrations, testimonials, and user experiences, influencers can effectively convey the value proposition of the products they promote, helping viewers understand how they can benefit from incorporating them into their lives.


This immersive approach not only captures the audience's attention but also increases their confidence and interest in the promoted products, ultimately driving sales and brand engagement.




Greater opportunity for creativity

The surge in video marketing among influencers to promote products can be largely attributed to the greater opportunity for creativity that this medium offers. Videos provide influencers with a versatile canvas to unleash their creativity and imagination, allowing them to experiment with various storytelling techniques, visual effects, and editing styles.


Whether it's through humorous skits, visually stunning cinematography, or innovative product demonstrations, influencers can captivate their audience and leave a lasting impression through content.


This flexibility not only allows influencers to differentiate themselves in a crowded digital landscape but also enables them to tailor their content to resonate with their audience's preferences and interests. By harnessing the power of creativity, influencers can elevate their product promotion efforts, effectively capturing attention, and driving engagement among their followers.