Editorial Articles

Gone are the days when a single static picture was enough to sell a product. Consumers have come to expect a rich media environment when browsing online. Pete Rowe, managing director of affilinet UK, looks at how brands can use video to engage consumers and why the revolution has yet to take off in the affiliate marketing space

In today’s media rich online environment we have seen video begin to flourish, whether this is hosted on retail websites or embedded into blogs and other sites. While displaying product capabilities through video has become increasingly popular and allows brands to tell a story through their creative, the medium appears not to have taken hold when it comes to wider marketing campaigns. 

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One of the reasons that could explain the lack of video take-up in affiliate marketing is that advertisers may be reluctant to produce the array of video creatives required to target different audiences, while being aware that not all affiliate models will be suitable for video content. In our experience, video tends to work best when accompanied by editorial content, therefore content affiliates or those with blogs tend to see the best results from video creative. These blog are able to add editorial context to the video on offer, whether this is comment on the products available or the advice offered within the video, in order to increase consumer engagement.

With some affiliates, such as OSOYOU and Shop Style, fast becoming brands in their own right and building their own dedicated consumer following through their editorial content, video offers a unique experience to stand out from their competitors. An added benefit is that Google offers more prominence to video within natural search, which was confirmed by Forrester Research, who found videos are 53 times more likely to receive an organic first page rank than traditional web pages.

Relationships are the key

It’s important when conducting any affiliate marketing program to build a good relationship with affiliates in order to understand them and who they are targeting. When it comes to video, this allows brands to offer affiliates relevant creative available to successfully engage their audience. Those retailers that recognise the importance of creating targeted content and giving affiliates new and innovative tools to engage consumers will prove the most successful.

Let video show you the way

Most would agree that the ability to offer consumers tailored and up-to-date video content is a must for advertisers online. In a recent video campaign launched by high street retailer Debenhams, a series of videos were created to highlight the latest fashion trends and offer beauty advice to consumers. For example, a video was created that featured models wearing some of the retailers top dresses for the summer season. This video also built in tabs for consumers to click straight through to the Debenhams website for specific items they can see on screen. This is an example of how brands can build direct links into video creative to allow consumers to engage directly with the products they see.

With the interactive elements that video can incorporate, this offers an even greater opportunity for affiliate marketing to take advantage of the consumer desire for rich-media content online. Retailers willing to invest the time and effort into these video campaigns can expect to see increased consumer engagement, product page views and sales, ultimately resulting in improved return on investment. 

Pete Rowe, Managing Director, affilinet UK
http://www.affili.net/en/Homepage.aspx