If you use social media, you’ve probably seen types of influencer marketing in action at some point. In influencer marketing, the influencer usually poses with the product being promoted for a classic (and occasionally cheesy) Instagram photo.
The playing field is diverse and impressively creative despite that.
Because of this, influencer marketing campaigns are fun. Brands and influencers can work together to create fresh ideas to keep audiences engaged.
Your compensation agreement may differ depending on the type of influencer marketing campaign you choose. Your influencer can receive your product for free, be paid a flat rate per post, or be rewarded (or otherwise rewarded) for reaching certain goals.
You can pay influencers a percentage of sales they generate as an affiliate marketer.
This article discusses the types of influencer marketing campaigns based on their content. Also, we’ll look at some real-life examples from successful brands.
Influencer marketing campaigns fall into six categories:
- Sponsored content
- Reviews
- Competitions and giveaways
- Product and content collaborations
- Long-term ambassadors
- ‘Takeovers’ on your platforms
1. Sponsored Content
Let’s start at the beginning. Sponsored content is a popular example of influencer marketing. I mentioned earlier that this type of influencer marketing campaign fits the simple, ‘classic’ description. Usually, brands reach out to influencers to see if they’re interested in promoting their products or services – or vice versa… some influencers do outreach too!
The final product usually consists of a photo, video, or blog post featuring your offering, depending on the influencer’s channel(s).
Typically, the brand sends the influencer a campaign brief that outlines certain guidelines, instructions, and requirements.
However, you must allow your influencers some creative freedom.
It’s their audience, after all – they know how to engage them. Their followers will definitely sense something fishy if a post doesn’t match their personality, style, and voice.
Carl Thompson, founder of men’s clothing brand Hawkins and Shepherd, shares a classy Instagram influencer marketing example.
2. Reviews
Influencer marketing typically involves a brand offering their product or service to the influencer for free in exchange for a review.
This may have been the driving force behind ‘unboxing’ videos. In these videos, the influencer has never seen or used the product before, and they’re unboxing and testing it out for the first time.
(Keep in mind, though, that some web personalities have built their name on reviewing products, like tech products. In these cases, they may be getting these items through other ways than an influencer marketing partnership.)
In his YouTube video, Jacques Slade unboxes and reviews a media kit sent to him by Jordan Brand.
Similarly to the sponsored post, this type of partnership can operate based on a set of broad and flexible guidelines sent by the brand.
But as you might guess, this can go wrong or run into ethical issues pretty quickly. Especially if the brand requires the influencer to only say positive things… or if the influencer isn’t afraid to tell the world that they flat-out hate your product.
Here is an example from Benjamin Burnley of the rock band Breaking Benjamin, who was approached by EA Games to review Star Wars Battlefront:
Be careful what you wish for, is the moral of the story.
3. Competitions and Giveaways
Giveaways are always a hit.
It’s a win-win-win for your brand, your influencers, and their fans when you use influencer marketing.
In particular, audiences are more likely to enter and win when the process is simple.
A brand typically offers an influencer a free product or service to give away to their followers.
The following can be included in competitions and giveaways:
- Engaging with the influencer’s post, such as:
- The post has been liked
- Adding a phrase, hashtag, or photo to it
- Commenting with up to three friends
- Engaging with the brand outside of the post, such as:
- The brand’s social media channel(s) can be ‘liked’ or followed
- Using the brand’s website to sign up via a form
- Photos, stories, or other types of ‘entries’ that will be judged by the brand
Fitness influencer Angi Fletcher was kind enough to give away a Natural Life gift box to followers who commented on her Instagram post and tagged one person.
4. Product and Content Collaborations
As opposed to the one-off campaigns we’ve seen with the other influencer marketing examples, some brands have worked closely with influencers to develop products or content together. Fashion and beauty influencers often create their own clothing, accessories, or beauty products under their own brands.
In collaboration with Morphe, beauty influencer Jaclyn Hill created an eyeshadow palette.
Manufacturing your own products is a very involved strategy, and it’s more common among brands that have already established themselves in their industry. You might consider content collaboration if your company encounters these kinds of issues.
Plant-based food blogger Kimberly Espinel created original recipes using the muesli brand Dee Muesli.
When your influencers can showcase your brand in action while giving your consumers a clear and direct call-to-action (CTA), they can go a long way.
The CTA was something like “You there!” Get this muesli so you can make these awesome muffins.”
5. Long-Term Brand Ambassadors
A long-term ambassador is an influencer who partners with your brand for a long period of time. In traditional advertising campaigns, celebrity spokespeople act as ‘faces’ of brands.
Brand ambassadors may promote your brand for several months or even a year, unlike other influencer marketing examples.
It is possible to achieve great results with this type of influencer marketing campaign because of the following reasons:
- The ambassador’s audience keeps your brand top-of-mind with repetition
- Promotions give your company more opportunities to demonstrate its versatility
- In the eyes of their audience, a stronger relationship with the influencer results in more trust, credibility, and authenticity
- Your marketing strategy has a lower churn rate, which generally translates into less uncertainty and more convenience
In this tweet, fitness personality Matt Upston celebrates three years as an ambassador for Science in Sport.
It’s a two-for-one special: a brand ambassador is hosting a giveaway!
6. ‘Takeovers’ on Your Platforms
In contrast to the first five tactics, this one involves the influencer appearing on your platform(s).
A takeover involves the brand giving the influencer access to its social media channels.
Most periods last about a day, but some can last up to a week for special occasions.
Keep your audience engaged with behind-the-scenes or ‘day-in-the-life-of’ posts, videos, and stories.
The biggest downside of this influencer marketing example is that you’ll usually have to give your password to the influencer. You’ll need to establish a high level of trust, for obvious reasons. A contract is also required.
Snapchat has actually created a feature that allows you to post takeover stories without giving strangers your login information! Here’s more information about it.
A video compilation from Newcastle University’s Snapchat account shows a series of takeover posts by Newcastle students researching glacial erosion and climate change in Svalbard.
Conclusion
You now have a better understanding of influencer campaigns and influencer marketing examples. From short-term shoutouts and sponsored content to long-term brand ambassador relationships, we’ve covered it all. Putting together your influencer marketing strategy requires careful consideration of each one’s pros and cons.
You can, however, create a powerful campaign that leverages the credibility of others to get your brand and products in front of the right people.
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