Influencer marketing is extremely popular with brands because it is a highly effective advertising tool. Consumers trust recommendations from real people far more than traditional adverts created by brands themselves. Influencers are revered by their followers who want to be just like them, which means using the same products they do.
Influencer collboration can help you grow your brand and boost your sales. There are several ways you can do this. In this post, we take a look at some of the most common tried and tested influencer collaboration types.
Sponsored Social Media Content
One of the most common and effective influencer collaboration types is sponsored social media content. This involves an agreement between your company and the influencer, whereby they create and post content on their social media platforms that promotes your brand.
Companies create a brief which details the requirements for the content and approach their desired influencers. The influencer gets paid a fee per post. Influencers can be sourced and contacted directly for this or via influencer agencies.
This strategy works well for many types of products and services. You have probably seen influencers promoting a wide array of brands and products online, across all platforms. The strategy is most impactful when multiple influencers are sharing sponsored content for one campaign. This creates maximum exposure and engagement.
To ensure sponsored content has the best impact, try not to be too controlling with your brief. An influencer should have the freedom to be creative with their posts. After all, they know far better than you what appeals to their followers. Scripted content comes across inauthentic and has far less appeal with an audience.
Brand Ambassador Programmes
Brand ambassador programmes take influencer collaborations to the next level. A brand ambassador programme is a lengthier collaboration with which your chosen influencer promotes your brand or products online on an ongoing basis.
A brand ambassador will share regular posts about their day-to-day experiences of using your products or services. They may run giveaways to promote your products amongst their followers or represent your brand at events.
A brand ambassador will be the face of your company. You should, therefore, only ask your most trusted influencers to take on this role. The influencers you work with in this way should be a good match for the values and image of your company. Consider one-off collaborations before taking this leap to see if the initial campaign is successful.
Gifting can be an effective and low-cost collaboration method. It involves sending products to influencers for free – meaning they don’t have to pay, and you only incur the cost of the product. Brands do this to encourage influencers to use their products and create content that features and promotes it.
The downside to this strategy, however, is that the influencer is under no obligation to promote your products because there is no contractual agreement in place. In this sense, it is a bit of a risk. On the other hand, if they like your products and decide to share them with their followers, you can achieve excellent exposure and a great return.
This strategy is well suited to companies producing makeup, clothing, books, personal care products, fitness equipment, and so much more. If the cost price of your products is fairly low, this method could be worth the risk.
If you’re new to influencer collaborations but want to try it out with your brand, perhaps start with gifting and work up to paid collaborations. Micro-influencers are a good place to start as they will be more likely to accept your campaign and come at a lower cost.
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