An Influencer Marketing and Talent Agency.
There’s a fair chance you’re here reading this article because you know that influencer marketing works. Which also means, you’re most likely thinking about running some sort of influencer marketing campaign in the future.
Without knowing your brand or your market (unless you tell me here), I can’t specifically tell you which type of campaign will be the most beneficial to you. But I can tell you what types of campaigns there are to kickstart your planning process.
Gifting would be the most common form of Influencer Campaign employed by brands. It simply involves providing your product or service to the Influencer for free in exchange for a post on social media.
Gifting can be extremely effective. However, it doesn’t always work. For starters, an Influencer is not obliged to post about your product or service. They may simply choose not to because it doesn’t align with their brand, they don’t like the product or because they simply don’t feel their audience will like it.
At worst, they could publicly humiliate you by posting about your product or service in a negative light. This doesn’t happen very often but when it does, it’s usually due to a strong misalignment between you and the chosen Influencer.
To make the most of gifting, do your research. Only gift your product or service to influencers you know will love it.
Secondly, don’t request to send the product only in exchange for a post. This is a red flag for influencers because they are committing to something they aren’t entirely positive they will love. Regardless of what Influencer Campaign you choose to do, you must always give the Influencer a chance to trial your product or service (if you know they don’t already use it). Authenticity is very important to (most) influencers and many baulk at the idea of half-heartedly promoting something to their loyal followers.
Sponsorships are much like gifting, but with additionally paying the Influencer to post about your brand.
The first thing that will come to your mind will be a sponsored Instagram post. But there’s a lot more options than this. Within Instagram for example, there’s now Instagram Stories, which are just as effective as posts. You can also pay your Influencer to include a direct ‘swipe up’ link, which directs their audience to your chosen URL.
Outside of Instagram, the options grow. Podcasts are super hot right now so there is potential to pay an influential podcaster to promote your brand within their podcast.
Then there’s blogs and online publications. You could invite Influencers to submit a guest article for you for a fee, which Wattle Health have been doing with their ambassadors. Each month, Emma Hawkins submits one article to Wattle Health and then promotes it to her audience, driving traffic to Wattle Health.
Alternatively, you can either write an article or pay an influential blogger (or publication) to write an article about your brand on their site. We did this for the launch of our ‘The Influencer’ program by submitting an article to Husskie (which we paid for), which in turn drove huge traffic to our site and ultimately garnered sales. Additionally, it also got picked up by The Daily Mail, who then went on to complete a full feature on our program, driving even more traffic to our site.
Video continues to be on the rise and YouTube Influencers are incredibly effective at promoting your brand. You can sponsor Influencers to create videos for your brand on either YouTube, Facebook or even Instagram.
3. Paid shoutouts
Back in the day, shoutouts were the bread and butter of all Influencers. It was how they rapidly grew their audience, one I personally employed very successfully when I originally built my profile as a wellness influencer.
These days, they aren’t so common but still an effective tactic for brands. You can pay an Influencer to simply drive their audience to you by asking them to follow your social accounts. That said, it doesn’t have to be only about increasing your following. It could be to drive more traffic to a specific event (e.g a webinar) or to purchase something directly. The latter is usually teamed up with a discount code specific for the Influencer.
Collaborations are highly unique, effective offerings where an Influencer works closely with your brand to co-develop a new product, package or service. Elle Ferguson is doing this very successfully in two separate collaborations with Quay Australia sunglasses and Billabong Australia.
5. Contests and giveaways
We’ve all seen giveaways on our Instagram feed and the truth is, they aren’t going away anytime soon.
Influencers generally love giveaways because they provide an opportunity to give back to their audience. And it’s a win for brands as it not only gets them in front of a wider audience, it positions them as a brand willing to give extra value to their customers. As you can see below, Quay Australia employed this technique with their Elle Ferguson collaboration.
Our only recommendation for any contest or giveaway you do is to make it as simple as possible. Avoid ‘link parties’ – a link party is when multiple brands or influencers team up to provide a giveway where people must enter by following all brand or influencer accounts in a chain-like manner. While the premise is good, from a consumer perspective, it’s annoying and frustrating. Nobody wants to spend 10 minutes following 50 new accounts just to get a free products!
This is a great option for products. You can pay an Influencer to review and talk about your product. This gives consumers a chance to explore your product in depth and hear a firsthand account of someone they admire using it. Considering how common it is for consumers to conduct online research before buying, this can be very effective. Tribe Skincare have been using this campaign tactic very well, inviting influencers to record a video review, which they then repost on their own socials.
7. Events and invitations
Don’t forget the offline element! Influencers like to connect offline as much as online so if there is scope to include an event in your campaign, then consider getting Influencers involved.
Restaurants and cafes can employ this technique by inviting Influencers in to try their new menu or hosting a sit-down private luncheon. Retailers can do something similar by inviting Influencers in for a personal shopping experience. Or if you’re launching a new product, host a product launch, like Spray Aus did with their new Dark Side product lunch event.
Now you’ve got a solid idea of what type of Influencer Campaigns there are, you might be wondering which is the best option for you.
It will all depend on your marketing objectives. The industry, your audience and your brand are all important factors that need to be considered when developing your Influencer Campaign.