Influencer marketing initiatives examples
Another factor to consider when developing an influencer marketing plan is the type of campaigns you want to conduct. While it’s fair to try just one at initially if this is your first time, a solid influencer programme will often test numerous campaign kinds.
Gifting a product in exchange for a mention: This is one of the first campaign kinds, and it works well with micro and nano influencers. It is not only inexpensive, but it is also simple for them to do.
Content that has been paid for. You’re paying an influencer to promote your product or service on social media or on their blog with this strategy. These are more expensive, but they can have a bigger impact.
Affiliate marketing is a type of marketing where you make money via Giving an influencer a discount code or an affiliate link is a common way to do this. You’ll be charged a commission or fee per sale here.
Outsourcing content generation or collaborating with them on content: You’ll use this to share the material they’ve made on your social media networks. Alternatively, the content will be shared on both your and their channels.
Your account will be taken over by an influencer who will utilise it to publish content with their followers. This familiarises them with your brand.
Working with an influencer to co-create a product. This is especially true of beauty and fashion firms.
Social media influencers come in a variety of shapes and sizes.
People that are called social media influencers come in a variety of shapes and sizes. Let’s take a closer look at each category.
What types of social media influencers are there?
Influencers on social media are frequently content creators who have amassed a large following around a common interest. As a natural outgrowth of their social media presence, they frequently work with businesses.
Bloggers and podcasters, for example, talk about their passions while also mentioning their favourite brands. YouTubers are similar in that they might include product recommendations in their videos. In many circumstances, the sponsorship is a commercial for these types of influencers. Affiliate partnerships and other initiatives, on the other hand, are effective.
People who create amazing material on social media and are so recognised for it are known as social media celebrities. In many circumstances, they will discuss their personal life. When a person has a large enough social media following, they are considered a celebrity.
Authors, industry experts, and thought leaders are sought for for their knowledge and expertise in their fields. For example, Steve Jobs was a computer industry expert, and much of his work is still admired. In other fields, such as business, thought leaders often run the show, as approaches are frequently based on beliefs. Finally, the authors disseminate information through books. As a result, they gain prominence in their field.
Influencers based on their brand affinity.
Let’s take a look at influencers from the standpoint of brand loyalty. I’ll refer to those who had no affinity previous to the initial partnership as unbranded influencers.
Influencers who are not associated with a brand
Spending money on unbranded influencers, people who may not know you and vice versa, should be avoided. Paying too much is one of the best ways to squander your influencer marketing budget. And choosing an influencer with a high following is the quickest way to overpay. For example, if you work in the cosmetics sector, Kylie Jenner is one of your main influencers. She is considered a major influencer or celebrity because she has millions of followers. Do you want her to promote your product? Expect to pay over a million dollars for a single Instagram post. That may be acceptable for well-established beauty businesses. It’s far too much for a small, specialty business.
On the other hand, some nano influencers are willing to labour for nothing in exchange for freebies. A few will charge a little more, but these influencers are, on the whole, very successful. This is true because they are still very enthusiastic about what they are doing. While they’re only getting started with their business, their feed isn’t overrun by advertisements. The quality of the content is generally great, and the audience is quite engaged. Furthermore, because they aren’t well-known among brands, their prices haven’t risen significantly. Best of all, nano influencers can work for both big and small businesses.
We have micro influencers in between mega and nano influencers. These guys have tens of thousands to a hundred thousand followers. These influencers often have a large enough audience to reach a significant number of individuals for a reasonable price.
Influencers with a recognisable brand
Finally, I offer the concept of focusing on any of the above that have brand affinity for you in The Age of Influence. We’ll refer to them as “branded influencers.” Followers, Customers, Partners, and Employees are all examples of this. They’re branded because they’ve already established a connection with your brand or company, even if it’s just as a follower. In the case of partners or workers, they have a vested interest in the success of your business. Customers and followers are usually enthusiastic and familiar with your brand.
Working with branded vs. unbranded influencers makes a tremendous difference. While working with a social media celebrity may have a greater potential impact, the content shared by your branded influencers is authentic enough that it does not appear to be a blatant commercial to people who see it, making the actual content more impactful for those who view it.
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