Influencer marketing campaigns are a type of marketing campaign. At a high level, "campaigns" are an organized way to get content produced by influencers. The workflow allows you to brief influencers on your goals, come to an agreement on compensation, monitor content production, issue payments to influencers, and measure results like total engagements and ROI.
Different campaign types have different purposes and goals and strategies vary between campaign types. Choosing the best type of influencer campaign can be difficult and confusing, which is why we've put together a list of ten market-tested campaign types to help you determine which type of campaign to run to meet your influencer marketing goals. Ultimately, the best campaign type for you is dependent upon your campaign goals.
1. Social Media Mention
- A social media mention is where an influencer casually mentions your brand, product, or service to their followers. The typical call to action drives traffic to check out what the influencer is promoting.
- Use this type of campaign to raise brand awareness and drive traffic to your website and social media pages.
- Social Media Mention campaigns help create authentic followers for your brand. Influencers typically won't mention brands they don't genuinely love and their followers trust their opinions. Use Social Media Mention campaigns if your goal is to get more likes and followers on your brand's social media pages.
- Compensating influencers with product (or the opportunity to use your service if you are a service-based brand) is a great way to help them fall in love with your brand.
- Social Media Mention campaigns are excellent in collaboration with any other campaign type and work especially well with influencers with whom your brand has an established relationship.
2. Branded Content
- The influencer shoots content, either video or photos, that relate to the product they are promoting. For example, if an influencer is promoting a pair of running shoes they would share photos or video of themselves going for a run and mention the sponsor in the post.
- This is a perfect way to bring awareness to your brand and show your product in action! Showing the product or service being used shows your target audience not only how it looks but how it works as well. This allows potential buyers to get a better idea of the quality of your product or service.
- Branded Content Campaigns are great if your campaign goal is to sell more of a specific product or service. Have your influencers link the product or service in the description of their video or photo or in their profile bio.
- Branded Content Campaigns have the advantage of creating reusable, authentic content. After a campaign is complete, you'll have market-tested content that you can recycle. Influencers know what their audience likes and will create content that is tailored to that audience, ensuring your target audience is sure to love it as well.
- With a giveaway, we partner with an influencer to run a product giveaway through the influencer's social accounts.
- The followers are urged to "enter" the giveaway by completing a few simple actions, like a photo, leave a comment, share the content, etc.
- This type of campaign is great for building brand awareness and driving traffic to your website and social media pages.
- Giveaway campaigns are an easy way to get more engagements on your brand's social media pages; they are perfect type of campaign for you if your goal is to get more social media followers for your brand.
- It's also a great way to create awareness for a new product launch. Create buzz about your new product (or service) by running a giveaway campaign; people love having the latest trendy products and using the newest services and the especially love winning giveaways!
4. Gifting and Unboxing
- An unboxing is when the brand sends the influencer a curated package containing their products.
- The influencer films and/or documents the arrival of the package, opening the package, and discusses what they received with their audience.
- This type of campaign is great for bringing awareness to your brand by showing off a collection of your choice of your products. These campaigns are great for introducing new products to the market or introducing your products to new markets.
- Since the influencer doesn't know exactly what they're getting, you'll get genuine reactions and excitement from the influencer.
- Using creative packaging or sending custom or limited edition products are great ways to build even more excitement.
- Giveaway and Unboxing campaigns are also great if your goal is to increase sales of a specific product or group of products. Include those products in your package and have your influencers include links to the products in their bio or their unboxing video's description. You could also require the influencers to mention in the video where to go to find the products in a brick-and-mortar location.
5. Sponsored Blog Posts
- The influencer writes a post for their own blog describing the event, product, or service that they are promoting.
- They give an honest review of using the product or attending the event.
- This is a great way to drive lasting outcome as blog posts drive traffic perpetually- they are always out there for potential adopters of your brand to find when researching your market.
- A blog post is an excellent option for you if your goal is getting your brand out there and getting genuine feedback on your event, product, or service.
- Sponsored blog posts give your influencers the opportunity to give a more detailed review of your brand than on other platforms.
- If your goal is to introduce your brand to new markets, a blog post is a thorough and long lasting way to do so. Through a blog post, your new target audience can get a good feel for your brand- without having to do their own research.
6. Event Activation
- Harnessing influencers to activate your events is a powerful way to drive incremental outcome before, during, and after the event.
- This activity type calls for influencers to attend your event and document their experience.
- This is a great way to bring more people to your events and create a buzz about both your brand and your event.
- Create more buzz by giving your influencers a plus-one with their invitation.
- Event Activation campaigns are great for new product/service launches, introducing your brand to new markets, and increasing your social media presence.
- Give your influencers the VIP treatment at your event to ensure that they fall in love with your brand. Provide them with lots of photo ops, great lighting, food, drinks, and entertainment and they'll be talking about your event for weeks!
- Event activation campaigns are great to use in conjunction with other campaigns. For example, you could run an event activation campaign and then have an influencer takeover during the event.
7. Influencer Takeover
- A takeover is when an influencer takes over the brand, event, or company's Instagram.
- They are given a temporary password and they post content to the account for a set period of time. You get to choose how long the takeover lasts, giving you the flexibility to ensure that your campaign stays within budget.
- Prior to starting on the sponsor's account, they drive their traffic to the new account.
- This type of campaign is great for getting more engagements on your content and getting more, authentic fans for your brand. Having the influencer announce on their own page that they are doing a takeover will translate into more followers for your brand's Instagram.
- Influencer takeovers are mutually beneficial, as the influencer will gain social media followers as well. As such, influencer takeovers are a perfect fit for brands looking to create and foster longterm relationships with influencers.
8. Influencer as Creator
- Give your influencers parameters, fill them in on your campaign goals and key messaging, and give them the creative control to create content.
- Have them post their content on their own social media pages and post it on your brand's channels as well.
- This type of campaign is good for both bringing awareness to your brand and getting more engagements by driving fans from your influencers' pages to yours.
- Influencers as creators campaigns also expand your reach by reaching multiple audiences, since they will be posted on both your social media pages and the influencers' pages as well.
- Influencer as creator campaigns give influencers the creativity and flexibility they desire while allowing your brand to get unique content without having to spend the time creating. As such, influencer as creator campaigns are good if your goal is to get a lot of new content without having to create content internally.
- Create a competition to engage your influencers- possibly for free! Of course you'll want to have some kind of prize: cash, product, an experience, etc. But the excitement of competition and the potential to be crowned winner will allow you to work with influencers with the only form of compensation being the title of "WINNER" and a prize.
- A competition campaign also sets the stage for an event where there is an official, brand sponsored celebration for the winner (and subsequently an event activation campaign).
- Competition campaigns are great for creating a social media buzz and bringing awareness to your brand while staying in control of your budget, as you can set it up so that you are only paying for the prize.
- A travel campaign is a campaign where you're sending influencers on trips- to conferences, exotic destinations, events, whatever. They'll create content and share their experiences on their social media pages.
- Not only will you get the content created by the influencers, you'll get the added benefit of creating a loyal influencer by giving them a once-in-a-lifetime experience.
- Travel campaigns are great for building brand awareness and fostering your relationships with your influencers.
- Travel campaigns help create long lasting relationships with influencers; they'll be sure to love your brand and will create content that reflects that sentiment.