If you’re familiar with social media, I can bet you’ve seen influencer marketing in play at some point, in some form.
The common influencer marketing examples that hit your mind involve the old-fashioned way where you see an Instagram photo of an influencer taking a pose with the promoted product.
Don’t let that mislead you – the playground is diverse and impressively creative.
It’s is one part of influencer marketing campaigns that makes it interesting. Brands and Influencers work collectively to bring up new ideas that engage their audiences and make them want to give the brand a try.
Whichever type of influencer marketing you settle on, always note that your compensation agreement may not be the same with others. For instance, you can decide to give the influencer your product or render your service all for free.
You can pay them a fixed amount for each post, or create a model that pays or rewards them for attaining a set goal.
If you go to the affiliate marketing path, you can pay the influencer commission based on the percentage of sales they bring.
In this article, I’ll concentrate on the common types of influencer marketing campaigns based on their content.
We’ll also sight some real-life examples from businesses that are actively involved in it and do it correctly.
6 Types Of Influencer Marketing Campaigns
1. Sponsored Content
Let’s begin with the basics. One of the most rampant influencer marketing examples is sponsored content.
This type of influencer marketing campaign matches the simple “classic” description I stated earlier.
It’s typically about brands reaching out to influencers and asking them if they’re willing to promote their products or services or vice versa. Some influencers reach out to brands as well.
Depending on the influencer you intend using, the final product is mostly photo, video, or blog post featuring your product or service.
These campaigns often time start with the brand sending the influencer a campaign brief that describes specific guidelines, instructions, and requirements.
It’s essential to give your influencers room for creativity.
Remember, it’s their audience; they know the best ways to relate to them. Also, their followers will surely suspect something fishy if a post is not the influencer’s style, personality, and voice.
Check out this classy Instagram influencer marketing example from Carl Thompson, founder of men’s clothing brand Hawkins and Shepherd.
Also, have a look at a video example from Calvin Young, a Deaf traveler. He delights and inspires via his blog, Seek the World. He’s in partnership with travel and ticket booking company Busbud to promote its services on Facebook.
Reviews involving a brand offer their product or service to the influencer, and the influencer posts a review in exchange.
I’m sure you’ve seen some unboxing videos, they could be the driving force. The basis of these videos is that the influencer hasn’t seen or used the product before, so they’re unboxing and testing it out on camera for the first time.
A point to take note of is that some internet personalities have built their names on reviewing products, like tech products. In such situations, they may be getting these items through other ways, aside from an influencer marketing partnership.
Look at this YouTube video, Jacques Slade unboxes and reviews a media kit given to him by Jordan Brand.
Likewise, the sponsored post, this type of partnership can run based on a set of comprehensive and flexible guidelines sent by the brand.
Just like you might have guessed, this may go wrong or even run into ethical issues fast. Especially if the brands expect the influencer only to say positive things or if the influencer isn’t scared to tell the world that they dislike your product.
Look at this amusing example from Benjamin Burnley of the famous rock band Breaking Benjamin.
He was proposed by EA Games to give a positive review of their Star Wars Battlefront game:
The summary of the story is: be careful what you wish for.
3. Competitions and Giveaways
Everyone loves a giveaway.
These influencer marketing campaigns can be a win-win for your brand, your influencer, and their fans.
It’s particularly true when the process is simple for audiences to enter and win.
Typically, brands give a free product or service for the influencer to give away to their followers.
Competitions and giveaways may include:
- Interact with the influencer’s post itself, such as liking the post and commenting on it with a specific phrase, hashtag, or photo, tagging up to three friends in the comments.
- Interact with the brand outside of the post, like; liking or following the brand on their social media channels, going to brand’s website to signup via a form or mailing list, submitting photos, stories, or other types of requirements to be judged by the brand.
In this example, Angi Fletcher, a model and fitness influencer, gave way a Natural Life gift box.
He gave followers who followed the brand’s Instagram and tagged a friend in her post’s comment.
4. Product and Content Collaborations
Some brands work together with influencers to co-create products or content. You see this commonly in the beauty and fashion industries, where influencers create their clothing line, accessories, or beauty products under the brand.
An example, Jaclyn Hill, a beauty influencer, created an eyeshadow palette in collaboration with the makeup brand Morphe.
If you’re manufacturing the products yourself this can be a very involved strategy. It’s seen more in brands that are dominating their industry.
If your business encounters these issues, you might want to consider opting for content collaboration for the time being.
Look at how plant-based food blogger Kimberly Espinel partnered with muesli brand Dee Muesli to create original recipes using their product.
Influencer marketing examples like this can last long, especially if influencers can showcase your brand in action while giving them a clear cut direction call-to-action (CTA).
Related: What Is Content Marketing? Complete Guide For Beginners
5. Long-Term Brand Ambassadors
Just as the name implies, a long-term ambassador is an influencer who’s in partnership with your brand for an elongated period. You could think of them as the ‘face’ of your brand, just like you see how celebrity spokespeople work in traditional advertising campaigns.
In opposition to other influencer marketing examples that might be one-off or fewer posts, a brand ambassador might promote your brand for months or even a year longer. This type of influencer marketing campaigns can yield excellent results because:
- Repetition keeps your brand in the minds of the ambassador’s audience.
- The more frequent promotion gives room to showcase your company’s versatility.
- A more robust relationship with the influencer indicates more trust, credibility, and authenticity in their audience’s sights.
- There’s a lesser churn rate in your marketing strategy, which usually equates to less uncertainty and more convenience.
Fitness personality Matt Upston posts a tweet glorifying three years of being an ambassador for sports nutrition company Science in Sport.
(Two-for-one exclusive: it’s a brand ambassador entertaining a giveaway!)
6. “Takeovers” on Your Platforms
The first five tactics have been about your brand, showing up on an influencer’s platform(s), this one involves the influencer showing up on yours.
In a takeover, the brand grants the influencer access to its social media channels of choice for a set time.
Influencers can create interesting behind-the-scenes or day-in-the-life-of posts, videos, or stories to keep your audience entertained and engaged.
The major turn off of this influencer marketing example is that you practically have to give the influencer your password. For apparent reasons, you’ll need to ensure there’s a high level of trust. Possibly a contract too.
If you have a Snapchat: the platform created a feature whereby your account post takeover stories without giving out your login information. Please read about it here.
Related: What Is Email Marketing? Learn Why It’s Important
Now you’re aware of the different types of influencer marketing campaigns and examples out there.
I’ve covered everything from short term to shoutouts and sponsored content, to long-term brand ambassador involvements. Each point has its pros and cons that you must study when putting your influencer marketing strategy together.
If done correctly, you’ll create a great campaign that grows off the credibility of others to land your brand and products in front of the ideal people in the appropriate way.
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