There is no doubt that social networks have become one of the platforms for brands. However, the protagonists are more than social networks themselves; they are the influencers who work on them.
Influencers are people with a high level of popularity and charisma within the online world. Because of this, they manage to increase sales and enhance the image of many brands.
However, there are different types of influencers, both according to the type of content they publish and their reach. Because of them, a wide range of possible campaigns of influencer marketing exists. This post will focus on identifying the most successful ways to collaborate for your influencer marketing campaign.
In these types of campaigns, the brand sends its products to the influencer in exchange for showing it on social networks, mentioning it, or labeling the brand. You can agree on both the social network in which you want it published and the number of publications you need in your campaign.
There are some cases where top influencers may receive fees in addition to a product. Or, in situations where the work is for a service and not a product, micro-influencers may even be paid financially.
This type of collaboration can also include brand discount codes for influencer’s followers. Highlighting the product or service and encouraging purchases.
Here, the influencer writes an Instagram post, pursuant to a prior agreement with a brand that promotes a product or service. Then, the post can be released by the brand in its social network through a type of advertising format.
If you want to learn more about this type of post, you can read this article.
There are also long-term collaborations with brands. In this case, the influencer periodically receives the product of a brand and publishes it on their social networks. Usually saying that they are an ambassador of the brand in question. But in addition to the simple promotion, the influencer goes to all of the events or trips made by the brand while being an image of it. Also, they publish on their own social networks.
In many cases, in order to be an ambassador for a brand, there must be exclusivity from the influencer so that they cannot work with brands that are within the direct competition. A clear example of a brand ambassador is Paula Gonu with the makeup brand Rimmel London.
Many magazines, blogs, or online media seek the help of influencers by inviting them to write or to speak about a certain topic, which offers greater brand visibility and reputation. Depending on the type of product that you have, this might be a great choice for you.
This type of influencer marketing campaign is based on conducting an interview on a topic that encourages talking about the brand directly or indirectly. This is the case of TOUS which conducted an interview with actress Emma Roberts about what sensitivity means to her. Durex, a brand of condoms, also had a similar campaign. They used the YouTube channel influencer Luc Loren, where the interview was conducted about gender identity and the concept of female pleasure. This type of campaign also usually includes the influencer sharing their interview in their social media profiles.
There are many brands that hold events throughout the year. Brand ambassadors are invited to these events so that their good image has an impact on the brand. In addition, they can echo it in their social network profiles. An example of this is the famous opening or anniversary parties of the Goiko Grill burgers.
Lastly, one of the least common but most impactful campaigns is sponsored trips. There are some brands that decide to take a group of influencers on a trip. During the trip, influencers advertise both the trip and all the activities throughout, as well as the product or service sponsoring the trip.
Proof of this can be seen from the brand Viajaway, which from time to time invites a group of influencers on a full-length trip to publicize their travel agency. Education First (EF) also performs this type of collaboration on a smaller scale, inviting influencers like Dulceida to study English for a few weeks in countries like Australia or the United States. In the makeup industry, this is very typical too.
There are a lot of possibilities in the world of influencer marketing to adapt to your needs. The only thing you have to do is know your target audience well, and know how to choose the best fit for you.
By: Bego Cambero