Top 8 Types of Influencer Marketing Campaigns
Mon, 07/09/2018 - 14:42
It’s no more a secret!!
Brands are building partnerships with social media influencers to reach wider audiences around the world. Influencer marketing is an opportunity for brands to work with social media using a well-defined and well-designed social media marketing strategy.
As per social media studies ‘For each dollar spent on influencer marketing, marketers see an average of $7.65 in earned media value returned’
Such is the power of influencer marketing. Hence you can see lot of brands wishing to be associated with popular social media influencers to promote their brand.
When a company decides to go with influencer marketing they will be spoilt for choice with numerous types of influencer marketing strategies.
Here we will dive into 8 different types of influencer marketing campaigns that you can use to bring brand awareness.
1. Host Giveaways
Out of all the influencer marketing campaigns that we see on social media, giveaway campaigns are very popular due to the simplicity and the mutual benefit that it brings along with it.
Hosting giveaways give a high amount of guaranteed growth in the form of social actions such as follow, like, share, retweet and comment. This also brings a great degree of obvious benefits such as brand awareness generated due to the high creativity of the influencer content.
Running a giveaway campaign is very simple where the influencer asks the audience simple things such as enter their emails, like a post, comment on a post, answer some questions in a contest, after which the winner is selected and the winning prize is announced. This improves the brand awareness and
For example a great way to get followers join the giveaway contest is to ask them to tag their friends on social media to enter a contest.
See how @jade_melissa is announcing a giveaway on Instagram account.
2. Social Media Takeover
Social media takeover is a type of influencer marketing which is used to increase brand exposure and offer interesting content to the audience. Social media takeover is like relinquishing the reins and allowing an influencer to navigate your brand promotion on social media.
A social media takeover is partnering with a social media influencer whose persona aligns with your brand. They have to be allowed to curate content for your brand’s social media accounts such as Facebook, Twitter, Instagram and LinkedIn for an agreed period of time.
For example when Capital One handed over their Instagram to instagram influencers for a period of 5 weeks, by asking them to post pictures of interesting artifacts in their wallets, nine of the pictures were turned into Instagram ads.
Brands take up social media takeover to promote events with the help of the influencers who incorporate interactive features contests, question-and-answer sessions, sharing selfies etc. to further engage followers.
See how @brookewillson took over the instagram account of @eddiebauer.
3. Affiliate marketing
Affiliate marketing is a system that relies on partners in promoting products. It will promote a product sale onsite or can also be redirected to your website. When a sale happens through this, the affiliate partner will get paid or rewarded as per the agreement. The influencer receives a commission on all sales generated as a result of their content and influence.
This method offers benefits to both the parties where you get a sale and the affiliate gets paid for making a sale happen. Here you can attract influencers in the affiliate community, and seek their assistance in promoting your product.
This is a great method of influencer marketing where it encourages the influencer to actively support the product since they also get the benefit every time a sale is made.
4. Sponsored Social Media Content
When you have excellent content and ready to be sent out, it can be drowned in the noise on social media. Hence partnering with influencers who can produce and promote social media content is the best deal. The influencer creates and posts content to promote your brand on their social media accounts.
Provide the influencer a set of guidelines around the type of content that you expect to be created and promoted. Once they are ready with the content you can launch the influencer marketing with the content being published by the influencer on different social media platforms.
Here the influencer needs to be compensated to create content and promote your product. You can also offer a free or discounted product in exchange for promotion.
This is yet another variant of influencer marketing where you send products to an influencer hoping for free publicity. This is also called as product seeding.
In this type of influencer marketing the influencers are highly excited at to receive free gifts, therefore their reactions can be trapped into an awesome content to kick start your campaign. It also helps to build relationships with the influencers in the long term. It is also an opportunity for you to get a first-hand experience of your product. When the influencer loves your product it turns into a positive product review on social media.
And added to this you can increase sales when you provide your influencers with a product link or a coupon code which can be used by them to promote your product.
Lo & Sons gifted free products to influencers who had 100,000 followers or more. They also got them to create sponsored content for the campaign. Popular Instagrammer, Paola Mathe, who has over 131,000 followers on Instagram mentioned Lo & Sons in many of her posts and promoted the product.
6. Sponsored Blog Posts
Blogs are turning out to be the most trusted sources of information online. Hence brands are turning to influencer bloggers to leverage the trust of their audiences. Here you can pay influencer bloggers to write a post about you on their blogs.
There are two types of sponsored blogs. One variety of blog is a post that is dedicated to your brand. This blog talks only about your product and services and also can offer discount codes for purchases.
The other variety of sponsored blog post is where you can ask the sponsored blogger to add mention about your brand in posts where similar products and services are discussed.
In both cases an influencer is used to write about your brand thereby increasing the visibility of your product.
See how Chiêu Anh Urban, a children’s book author, got influencers to promote her activity books.
7. Guest Blogging
Guest blogging can be a very effective way promoting your brand by collaborating with influencers. This method is simple and unique where you just have to find some influencers in your niche who is also writing blogs and accepting blogs.
Guest blogging can be done in two ways. One is to accept guest posts to your blog. Guest blogging increases your exposure and thereby improves brand awareness. The guest blogger is prone to share your post in his network which promotes your brand and thereby driving traffic to the blog post.
Second is to submit your post to websites and blogs that relate to your industry. Find influencers and publishers who are ready to post articles about your industry and reach out to them regarding submitting a guest post. It will increase your authority and credibility and also expose your brand to potential new followers and customers.
See how the marketing manager of Klout, Megan Berry, hits Huffington Post with a series of guest posts articles.
8. Brand Ambassador Programs
Brand ambassadors are people who use your products and adore it to such an extent that they are ready to promote it for you. Many brands are collaborating with brand ambassadors to take influencer marketing to the next level. This is one of the easy ways of influencer marketing since these people are already ready to promote your product and you don’t really have to pursue them too much.
In this type of influencer marketing, the brand ambassador shares images, posts, videos and articles relating to your product on an ongoing basis and promote them on social media.
Lookout and list your brand ambassadors, who can help you to promote your brand. Many brands such as Prezi and Hootsuite have made brand ambassador programs work for the better of their brands.
See how For Amex uses brand ambassador programs to deliver product information. They regularly use brand hashtags such as #AmexPlatinum, #AmexAmbassador, and #AmexLife.
The idea behind influencer marketing is that by engaging with influencers on social media, they will relay your brand messages to their greatly strong networks thereby exp0sing your brand to a larger audience. Since influencers already have a large fan following at their disposal, it becomes easier for brands to tap into their audience by sending it through the influencers whose opinion and feedback carries a lot of value to the audience.
Influencer marketing campaigns are useful to connect with the social media audience and can be done in different methods. Some of the above mentioned types of influencer marketing methods will certainly bring in more value to your campaigns.