Have you tried to market your brand through influencers? Maybe you’ve failed to see positive results from your influencer marketing campaign.
Or maybe you’re just new to this marketing method and you want to know how to make it work for you.
There are several types of influencer marketing campaigns and the important thing is to find one that’ll be perfect for your brand and audience.
Let’s first take a look at how exactly brands use influencer marketing based on an Augure study. The study shows that 93 percent of marketers report increased visibility from influencer marketing. Seventy-five percent use the channel to generate new leads, while 76 percent consider it an effective way to earn customer loyalty.
So you can see that influencer marketing can prove to be highly effective in all aspects of your performance. Now let’s take a look at some ideas that can help you in launching an influencer marketing campaign that works:
1. Host Competitions and Giveaways
One of the most popularly used methods of influencer marketing is by launching competitions and giveaways. When influencers promote your contests or giveaways, they bring exposure to your brand.
The chance to win something encourages people to engage with your brand even if they’ve never heard of you before. So collaborating with influencers to host contests or giveaways boosts engagement and visibility for your brand.
Design the competition in such a way that the more people engage, the better their chance to win. For instance, the influencer could post an image regarding your product and invite their followers to follow your brand and tag their friends in some of your posts.
See for example how Zevia soda partnered with Instagrammers like Jade Melissa. She posted an image that includes some sodas from the brand with a caption inviting fans to follow the brand’s Instagram account. The rule for entering the competition is simple. In addition to following the account, all fans need to do is tag any three of their friends in one of the brand’s posts.
2. Social Media Takeover
Engage your followers and your influencers’ followers by having a social media takeover. This basically involves you handing over the reins of your social media account to an influencer and having them create posts from their perspective. You’re also strengthening your relationship with the influencer, as you’re giving them control and making them feel more part of your brand.
In this type of campaign, the influencer will promote the collaboration on their social media accounts. This then drives traffic and followers to yours. You could have a few influencers take turns in taking over your Instagram account for a day or two every week.
This type of campaign also helps your audience associate your brand with a public figure. An excellent example of this is how InStyle Magazine got top celebrities like Anne Hathaway to take over their Instagram account. The first post alone managed to generate over 7,000 likes in total.
3. Throw a Twitter Party
Simple and inexpensive, a Twitter party could be a great way to work with influencers to engage with your audience. Throw a chat party for your fans on Twitter and invite influencers to weigh in on a specific topic. The audience will jump at the chance to connect with the influencer, which will encourage them to participate.
Come up with a unique hashtag so people can easily join in on the chat or check out what’s happening in the party. Give them more reasons to join in by offering a prize to a few lucky winners.
Target Canada did a great job of this with their Black Friday Twitter party. They partnered with designer Nate Berkus to get fans excited about the event. As you can see in the image below, they’ve clearly outlined the details of the Twitter party such as date, time, and hashtag. They’ve also noted down the rules and highlighted the chance to “win great prizes”.
4. Affiliate Links and Discount Codes
If you’re looking to drive sales with the help of influencers, make it profitable for both the influencer and the audience. Provide the influencer with an affiliate link associated with a unique discount code for their fans to use. An affiliate link refers to the specific URL containing the influencer’s username or ID. This will allow you to keep track of the sales directly associated with their campaign.
What’s in it for them? They’ll be getting a commission from any sale resulting from their post. The amount and terms of this commission will be part of your affiliate agreement, which you would make before working with them.
For you, it’ll help you keep a close track of how well the campaign is working and enable you to document your campaign properly. Make sure you partner with influencers who are relevant to your business and product, so as to improve the chances of this campaign to work.
Here’s an example of a unique discount code for Naturebox in collaboration with YouTuber Saammage. Even if the code doesn’t have the username or ID, make sure it’s unique to each influencer.
5. Host an Event
To best engage with a group of influencers at one go, you could host an event inviting them. This is a great way to improve your brand visibility and enrich your relationship with these influencers. It could be any event from a product launch or a special event exclusive for influencers. In order to pull this off, you’ll need to have a guest list full of influential people who are relevant to your brand and can spread the word about your brand. Create an eye-catching invitation and send it out at least a week or two in advance.
Don’t forget to prioritize on the event décor and lighting. You’ll want the influencers to take lots of pictures that they’ll post on their social media accounts for their followers to see. Try to create a venue that looks inviting and is true to the theme of the event.
An excellent example of this is how High Point Market and Emisare collaborated with top interior designers and fashion bloggers for the Style Spotter campaign. These influencers were invited to the biggest event in the furniture industry as VIPs. They were encouraged to take pictures of their favorite finds at the event and share the images on social media.
The furniture stores who got featured in these influencers’ social media posts also reposted the images from the influencers for their followers to see.
6. Get Them Involved in Creating
Giving influencers the “Creative Director” role is another effective and popular marketing method. However, this type of campaign is most effective when done on a large scale. So it might be better to save it for when you have the chance to work with top influencers.
Maybe you could work with them for their own capsule collection or a makeup line within your brand. The possibilities are endless. Giving the role of a creative director to an influencer also gives them a chance to showcase their own skill set, so it could be a great opportunity for them as well.
Quay Australia partnered with beauty vlogger Chrisspy, who designed her own range of sunglasses through the brand. The sunglasses managed to get sold out within a few hours of their launch.
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With an increasing number of consumers looking to influencers for their purchase decisions, marketers feel compelled to collaborate with some of the most influential individuals in their industry. The key to making any of these campaigns work is by finding the right influencers and creating an authentic relationship with them. Got any more ideas on successful influencer marketing campaigns? Feel free to share your thoughts below.