When you think about influencer marketing, we bet the first thing that comes to mind is sponsored posts. After all, this is where most micro influencers start out before collaborating with brands in bigger and more exciting ways.
Over the past decade, influencer marketing has become a fast track for brands to get their products into the realm of social media, with their choice of influencer helping them automatically reach their target audience. With multiple case studies proving its effectiveness and success, 65% of marketers made the decision to increase their influencer marketing budgets for 2019—since then, this number has only increased.
Beginning an influencer campaign, of course, starts with knowing how to choose an influencer. Whoever you choose will then determine the types of influencer campaigns to run with.
Influencer Marketing Campaign Types
For many marketers, one of the most popular types of influencer marketing campaigns is sponsored posts. This is because they do not require a huge budget and are easy to produce, approve and publish. According to STATISTA, in 2018, sponsored Instagram posts accounted for 78% of influencer-brand partnerships.
While these types of influencer marketing campaigns have proven to be incredibly effective and beneficial to both parties, they are only short-term and will probably not create that long-lasting partnership that most brands are wishing for.
If you are a brand looking to launch a successful and exciting influencer marketing campaign, but aren’t quite sure which path to take, don’t panic. We’ve compiled a list of the best types of influencer marketing campaigns to help you.
Types of influencer marketing campaigns: Brand Ambassadors
Starting with a bang, we have brand ambassadors. Arguably the most effective way of securing a long-term partnership, appointing a brand ambassador ensures the chosen influencer is the face of your brand for a semi-permanent amount of time. Because of this, it’s vital you select an influencer who matches your brand to a T.
Typically, brand ambassador roles are appointed to those who have had success with a brand’s previous marketing campaigns; to the point where their long term association will have undeniably positive results.
As consumer attention spans continue to dwindle, authenticity is a key element in any influencer partnership, and is a deciding factor for many consumers. Having an influencer endorse your brand over a longer period of time, it proves that the collaboration is authentic and not just a money grab.
As well as this, long-term ambassador roles tend to do well as they prohibit influencers from promoting competitor brands throughout the collaboration.
Types of influencer marketing campaigns: Product Collaborations
Name something more exciting than your favourite brand collaborating with your favourite influencer to create something that you can get your hands on…we’ll wait.
When it comes to types of influencer marketing campaigns, product collaborations are certainly the most creative. These collaborations can range anywhere from fashion edits, to cosmetic ranges to food and drink.
Due to how costly they can be, it’s wise to reserve these collaborations for bigger influencers and celebrities with whom you have had success in the past to generate as much ROI as possible. When conducting these collaborations, it is important to hand creative freedom over to your influencer. Remember, they know their audience better than anyone else.
Types of influencer marketing campaigns: Discount Codes and Affiliates
Providing your influencer with a discount code or affiliate code offers an incentive for both the consumer and influencer, and increases the rate of impulse purchases—especially if it’s a limited-time code.
These discount codes should be personalised to the buyer, not only to boost authenticity, but so you can easily track click through and conversion rates of each influencer.
Affiliate links allow influencers to earn commission through any purchases made with their personal links. This ensures their partnership over a period of time, as it generates passive income for the influencer—who doesn’t want to generate passive income for as long as possible?
Types of influencer marketing campaigns: Giveaways and Competitions
Another fun and exciting influencer marketing strategy! If your aim is to increase brand awareness and your following, then this is the perfect opportunity.
There are a couple of ways you can create giveaways and competitions. You can run a collaboration in partnership with an influencer, or simply have them promote your own. Whichever option you choose, you need to use the entry requirements to your advantage. For example;
- Entrants must be following the brand page.
- Entrants must sign up to the brand’s newsletter.
- Entrants must like and comment on the last 5 posts on the brand’s page.
Top tip: Before hosting giveaways and competitions, it is important to check the social media platform’s rules and regulations on hosting.
Types of influencer marketing campaigns: Host Brand Experience Events
We’ve all seen influencers being jetted off to sunshine destinations and getting dolled up for brand events on social media. Brand experiences are perfect for brand awareness and exposure.
A few things to consider if you are looking to host your own brand event:
- Ensure all influencers invited have audiences that contain your target demographics. This means all content they publish will be shown to people who are genuinely interested.
- Make sure that your event has lots of content creation opportunities with bold, colourful decorations as this will make it stand out from the rest.
- Create a hashtag that your influencers can use to share the event on their socials. This will also help you when it comes to collecting event photos once the day has been and gone.
What are the different influencer marketing campaign types?
- Sponsored Posts – quick, simple and effective
- Brand Ambassadors – perfect for long-term partnerships
- Product Collaborations – great for boosting ROI
- Discount codes and Affiliate links – best for impulse buys from consumers
- Giveaways and Competitions – bring about the most exposure and brand awareness
- Brand Experience Events – create buzz around your brand and start to build relationships with influencers
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