Due to its ability to boost conversions, increase notoriety, and generate sales, Influencer Marketing is quickly becoming the go-to solution for brands. This incredible demand for influencers has forced marketing agencies to evolve. New technology and methods are refining the way we identify, recruit, and report partnerships. Now with the possibility to create influencer campaigns in mere minutes, the only question left to ask is: ‘Which type of campaign to launch?’
In this piece we’ll cover all your options and what they’re best suited for. Launching a product? Trying to increase brand recognition? Get an inside look at how we determine which campaigns are compatible with which marketing goals.
Take aways: pros and cons, strategies, and examples. Reading time: 3 minutes.
What it’s good for: selling, launching a new product, quality content, increasing notoriety.
Definition: Brands pay influencers to create personalized media content. You can opt for a flat fee plus a % of sales generated by the influencer (or a pay per click program etc.), usually with a minimum threshold.
Strategy: Push for a cross-media content marketing strategy (Blog, YouTube, Social media) and set hashtags. If applicable, require advertiser access to their Facebook in order to amplify their posts to a larger audience. Sponsored articles should have a minimum of two links, at least +350 words, and an integrated store locator. Clear editorial guidelines and proofreading before publication ensures quality. Don’t forget to remind Influencers about FTC compliance.
Influencer Approach: Offering an amount upfront drives reply rates up, even if it’s lower that what they currently charge. Including a coupon code for their followers is a good idea.
Pros: More creative control, Influencers are required to share on all platforms, generates sales.
Cons: The bigger the influencer, the more expensive the commission.
Sampling campaigns and paid sampling
What it’s good for: Selling, launching a new product.
Definition: Brands offer product samples in return for Influencer reviews and exposure.
Strategy: Samples, along with various PR materials, are distributed to Influencers. Whenever possible, blog-social duos are suggested to combine quality storytelling and social engagement. The best way to achieve a high ROI in sampling is to come up with value propositions that are cost-efficient. If you give $100 to an influencer, it costs you $100. However if you give an Influencer a $100 product (which production cost is $20 + shipping), the perceived value is $100 but the actual value is much lower.
Influencer Approach: Offering the product, saying you value their opinion and that it could be of interest to their readers. Bonus: offering an extra product, so the influencer can make a contest / giveaway for their audience. If paid sampling, offering the product along with an added commission.
Pros: Authentic reviews, original content, flexible budget.
Cons: Some platforms do not support sampling unaccompanied by a commission (Upfluence does, though!)
What it’s good for: Brand recognition.
Definition: Subtype among paid campaigns. Influencers are invited to a sponsored event which they then publicize.
Strategy: Invite the Influencers to share their unique experience on multiple platforms with different types of media (photo, video, boomerang, Instagram stories, for example.) Generally, you should invite 10 x more people than the event requires.
Influencer Approach: In the invitation, communicate the exclusivity and prestige of the event, if they can bring +1s, if their travel expenses and accommodation are taken care of, how many posts they will need to make while there, etc.
Pros: The value proposition attracts influencers to join the event. Since it’s live, they can post more and generate engaging content such as Instagram Stories.
Cons: Guidelines must be very clear as pictures have to be taken during the event. There’s less control on the published content.
What it’s good for: Boosting notoriety and brand communication.
Definition: Brands have a message that is interpreted and shared by influencers.
Strategy: In these cases, instead of seeking payment, Influencers are looking for content that will be interesting to their audiences. When influencers are not paid, editorial freedom can be a great value proposition tool. Encourage storytelling, offer insider information, and watch them create great, non-intrusive content that boosts your notoriety and communicates brand identity.
Influencer Approach: For niche, engaged communities, try targeting Micro-Influencers. It is imperative that you create an intriguing briefing email focused on reciprocity and how your message will benefit their audience.
Pros: Low budget, creative, increased reach.
Cons: Relinquishing editorial control, not selling.
The takeaway: Influencer marketing is a dynamic environment with a constant influx of campaign strategies. It’s important that you become familiar with the major types in order to select the one that best matches your goals. All of the campaigns listed in this post are possible within the Upfluence platform.