With the rise of TikTok, IGTV, Stories, and even LinkedIn Video, consumers have made it clear: we love video content.The proof is in the numbers:

BUT… (yes, there’s always a but) marketers shouldn’t produce video just for the sake of creating video content. Be calculated and selective about where, when, and how you execute branded video content.

After a skew of video collaborations and a recent trip to Anaheim for VidCon, we’re excited to share a quick guide to collaborating with influential creators to produce video content that stands out among brands, influencers, and audiences alike.

1) It’s Not Just About YouTube Anymore

TikTok is the talk of the town (particularly at VidCon). It’s especially popular among Gen-Z audiences who value the accessibility to creators and the low barrier to entry in regards to video production. With its rapid growth, brands are paying more attention to TikTok and its unique advertising opportunities. Check out our previous blog post on TikTok to learn more.

Video is also emerging across all other platforms, which is evident with Pinterest launching new features to encourage video content, LinkedIn launching LinkedIn Live earlier this year, and the interconnected video ecosystem on Instagram, which consists of the feed, Stories, IGTV, and Live.

Takeaway: pick the proper platform.

2) Video is Not One Size Fits All

While video is emerging across all platforms, each platform is still unique with differing user behaviors and content interests so it’s important to ensure that video types and approaches are channel-specific. For example, keep TikTok videos raw and light-hearted, maintain a level of professionalism in LinkedIn videos, and lean into how-to, inspirational videos on Pinterest.

With so many options and innovations, it’s essential to be constantly testing and optimizing to learn what works best for your brand on each platform. Continue to conduct research, collect and analyze data, A/B test, and test niche communities, but beyond that, remember that we’re trying to reach and connect with real people. We recommend having candid conversations with friends, family, and current and prospective customers to gain insights into what types of content are stopping their scrolls on each platform. Doing your homework will help inspire actionable and effective briefs.

And sometimes, video just doesn’t fit! Consider if the video content is going to deliver against KPIs in ways that static content won’t.

Takeaway: tailor the brief and strategy to the channel.

3) Video is Better, Together

Video creators love working collaboratively, both with brands and each other. Content creators are looking to have a say in the creative process when working on sponsored content, factoring in their audience’s interests and past content performance. Brands should consider developing briefs alongside their creators, providing creators the flexibility to have their individuality shine through, and treating creators as true partners.

Additionally, we find that when creators collaborate on and promote a project together, the collaboration increases the reach and engagements for the videos. Try testing this out on platforms like TikTok that have a lower barrier to entry and where collaborations are easier to execute.

Takeaway: Let creators lead.

We like video. Statistically speaking, you do too!

What are your thoughts on video? What challenges have you faced producing videos with influencers, creators, or brands? Have you seen a lot of success with video?

Check out some of our recent video collaborations for Boosted, Neutrogena, Malibu Rum and LinkedIn.

We’d love to hear your questions and comments—reach out to hello@collectivelyinc.com.