Social media marketing with influencers is everywhere, and there are different ways for brands to work with influencers. Here’s a quick rundown on a few ways an influencer can promote a brand, product, or service!
First, reviews are where companies and brands will send influencers a free product or service in return for a review about it posted on the influencers’ social channels (Gaid, 2020). This is a good way for consumers to hear personal experiences an influencer has with a product or service in more detail than a post that simply tells people what a product is or how it works. An example could be a makeup influencer receiving a brand’s new makeup collection and they share clips of them trying some looks with the makeup. Reviews are almost similar to sponsored content, except sponsored content is where brands will pay influencers for promotion (Schaffer, 2023).
Giveaways involve influencers receiving a free product or service to give away to their followers, and oftentimes in order to enter, people will have to engage with the post or brand in a certain way or tag other people (Gaid, 2020). Not only does this get people excited about a chance to get something for free, but it also has great potential to spread brand awareness. If one of the rules of a giveaway is for people to tag their friends, people who want to win may tag a bunch of their friends to give themselves the most chances to win. This means that there is a lot of potential for people who don’t follow your brand or the influencer you’re working with to learn more about you and your product.
Next, collaborations are another great way to work with influencers. One example is where “plant-based food blogger Kimberly Espinel partnered with muesli brand Dee Muesli to come up with original recipes using their product” (Gaid, 2020). Another instance is when singer Olivia Rodrigo created a limited time collection with Glossier and also had a meet and greet with fans at a Glossier store in L.A., which brought great publicity for the brand and also increased foot traffic at the store. While collaborations may be more complex than simpler promotional posts, if your brand is able to find influencers who fit perfectly in your industry or niche, there can be a great synergy there that can lead to successful campaigns. Many consumers seek authenticity in social media marketing, so they want to see influencers promoting brands and products that feel true to them or their interests. Ways to find influencers that are in your niche include going through agencies, looking on social media, and using influencer marketing platforms (Schaffer, 2023).
So for your next influencer marketing campaign, consider using one, a few, or all of these methods!
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2 replies on “Ways to Work With Influencers for Your Next Campaign”
Hi Kristina! As someone who’s worked in influencer marketing, it is truly an effective way for a product to become popular and therefore increases sales! However, influencer marketing is only beneficial if the influencer and the product align as influencers can be so expensive!
Hi Surbhi, I agree! It’s a great form of marketing but is expensive so a lot of thought should be put into creating the campaigns and deciding which influencers to partner with.