6 Effective Types of Influencer CollaborationsJanuary 31st, 2022 by Socially Powerful
Influencers work hard to build loyal followings who trust their opinions and recommendations. By mentioning a brand in an Instagram Story, influencers have the power to cause products to go viral and sell out. Once a positive opinion has been given on a product, be it makeup or clothing, their followers can’t help but to want in.
Influencer collaborations with brands are an effective way to market to a large audience easily, as well as build brand loyalty and brand awareness. Some influencer collaborations may perform better than others—this ultimately comes down to which niche the brand falls into and whether they choose the right type of collaboration for the brand/product. To help find which one would work best for you, here are 6 effective types of influencer collaborations.
Sponsored Social Media Content
Sponsored social media content is the most popular type of influencer collaboration. This is where the influencer creates and posts content to promote a brand via their social media accounts. Instagram influencer collaborations are especially popular as the platform allows followers to actively engage with their content and in turn, the brand that they are collaborating with. The performance of an Instagram influencer collaboration can easily be tracked by using the analytic features that the platform provides.
Tip: it’s useful to work with numerous influencers so that long lasting impressions are made and engagement is boosted.
A gifting campaign is a type of influencer collaboration where brands send product samples to the influencer. The influencer then creates content that showcases the products, therefore, promoting the brand. This type of influencer collaboration is highly effective for make up brands, books and clothing. It’s important to note that influencers are not obligated to promote the products if there is no legally binding agreement in place. Influencers can also share negative reviews if they don’t like the product which may have a negative effect.
Tip: it’s useful to build relationships with micro influencers as they are more likely to create content on a gifted basis.
Sponsored Blog Posts
There are two different ways to create an effective sponsored blog post. First is a dedicated post that focuses on the brand’s products and services, promoting it in a way that will entice readers to buy from the brand. These posts may also include a personal discounts code or unique giveaway. The second type of sponsored blog post is where the brand asks the blogger to mention the brand in a blog post that includes the brand alongside many others. This is usually a big roundup post of products or brands e.g. Top 10 Skincare products (including the brand).
Guest blogging is a unique type of social media influencer collaboration that allows a brand to take over an influencer’s blog. To start with, the brand needs to identify an influencer that belongs to their niche. Once they have established that the influencer is open to guest blogging, the brand can then pitch some ideas and topics that they may be interested in. The brand then creates engaging, well written content to publish on the influencers blog alongside a link back to the brands website that is cohesive with the writing and avoids looking too advertorial. This works to drive traffic to the brand’s site as well as introduce your brand to the audience of the influencer.
Tip: ensure that the influencer has a blog/website with a high Domain Authority
Social media takeovers are another effective type of influencer collaboration in which influencers take over the brand’s social media account and post content for the brand. This successfully drives a new customer base to the brand as influencers will usually let their followers know where to find them during the brand takeover.
Brand Ambassador Programs
Brand ambassador programs occur when a brand enters a partnership with a trusted influencer. This influencer will then use the brand’s products, promoting them on an ongoing basis which can last a couple days, to weeks to months,even a year. The use of brand ambassadors is also a generally authentic way for brands to promote their brand as it is quite unlikely that an influencer will enter a partnership with a brand that they do not like or cannot vouch for. Not only does the brand ambassador share posts about their experiences with the products but they can also go on to represent the brand at local events as well as posting giveaways and sharing freebies with those who attend.
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