While we hear a lot of chatter about why influencer marketing is important in the digital marketing climate, it’s not often we talk about how to actually implement a strategy. We at Affable have simplified most Instagram influencer campaigns into 6 types.
1. Affiliate Marketing
Goal: To obtain sales
Now that we’ve agreed that influencer marketing for driving brand awareness, but it’s even better when it drives sales, too. Many brands share exclusive promo codes with their influencers to pass on to their fans.
Since Instagram does not allow links in posts, the brand usually create promo codes in the influencers name such as ‘KIM5’ or ‘Pew20’ which helps them track precisely how much sales have been created through such a program.
Founded just 7 years ago, Daniel Wellington has grown to a brand worth $220 million by banking heavily on influencer collaboration. They gifted each influencer a free watch and gave them discount coupons in their name to share with their followers.
Goal: Brand awareness and exposure
Any sort of contest where a prize can be won grabs attention and if parceled creatively enough, campaigns involving giveaways can help you achieve various kinds of goals. Typical examples of contests include
- Like to Win
- Tag a Friend
- Post a Picture (or Selfie) with a specific hashtag
- Commenting on a post
Example: KeVita Giveaway With Influencers
KeVita, a probiotic beverage company, partnered with influencers to run a contest offering KeVita drinks and a $50 Amazon gift card. All the influencer had to do was post about Kevita and ask his/her followers to follow @kevitadrinks, comment on the photo with their favorite KeVita flavor and tag a friend.
Contests that tend to drive the most awareness are ones that require users to tag a friend in the post’s comment section to enter.
3. Sponsored Blog Post
Goal: Reach target audience and familiarize your brand
This is one of the excessively used ideas, but very effective! You can send your product or invite the influencer to experience your service to get an Instagram post/story which will reach their followers. Most influencers do expect remuneration for their service but some micro-influencers are happy to do so for free.
It’s imperative to disclose that the post is an advertisement by adding a hashtag #ad #sp #sponsored #partner to steer clear of legal trouble.
This kind of campaign will work well if
- the influencer’s audience related to your brand
- the influencer’s interests and posts align with your brand
- the influencer’s feed is not over-filled with sponsored posts thus seeming inauthentic
4. Long-term Influencer Campaigns
Goal: Creating Brand Loyalty
Influencers are the new celebrities on social media and it would be good to treat their advertising roles as such. Just as you would sign a contract with LeBron James, influencers too should find themselves at the signing end for long-term associations.
Jamie Lieberman, founder of law firm Hashtag Legal stated that there has been an influx of contracts that want influencers for 6 months- 1 year for a brand spokespeople role; some with morality clauses that ensure influencers don’t do anything scandalous like YouTube’s Logan Paul.
5. Instagram Takeover
Goal: To increase engagement
As the name suggests, this involves taking over someone else’s Instagram account temporarily and sharing content with their audience. Instagram takeovers are a mutually beneficial way for brands and influencers to collaborate and cross-promote content. It gives your brand’s followers a break from your regular Instagram content and the influencer also exposure and a chance to do more advertising. To get the most out of such a campaign, choose an influencer who has a high rate of engagement with a significant following.
To promote the movie Beauty and the Beast, Disney got actor Luke Evans to take over its Instagram profile. Evans posted images throughout the day of his time at the film’s world premiere, sharing them with Disney’s massive Instagram following.
#5. Event Activation
Goal: PR, Product Launch
Firstly, when you want to leverage social media influencers to create a buzz around an event. Secondly, when you want to collaborate with a large number of influencers. Instead of reaching out to them individually, you can leverage an event. This also creates a long-term relationship with your influencers. They get a chance at a one-on-one interaction with you. So you should make it an experience they won’t forget easily.
While launching a new mascara in 2018, Benefit decided to create events at 3 major cities of London, Manchester, and Cardiff with social influencers to help build anticipation. Over 250 guests were invited including press and key influencers, to a space-themed event at the Cochrane Theatre in London. Due to their unique theme and reach of their influencers, they were able to achieve a total reach of 35million, 25 print articles and 15 digital pieces written.
Here’s a fun infographic on the types of influencer campaigns for you to share:
When it comes to Influencer campaigns, there really can’t be a one-size-fits-all strategy. Neither should you depend on only one tactic if you want to stand out in your marketing. Depending on the goal at the time of your campaign, you can use any of the above influencer campaigns and choose Affable to find the right influencer. Can you think of any other interesting influencer campaigns you’ve come across recently? Let us know in the comments below.