When you’re defining your campaign, there are a lot of things to consider. We’ve created a list of important aspects of influencer marketing campaigns to help you get started.
1.2. Choosing the type of campaign
This is the most important thing to define: what do you hope to get out of this campaign? These are some of the common goals of influencer marketing campaigns.
Influencers can generally be classified into five tiers based on their number of followers:
There are two main paths to social media fame:
These influencers became known because of social media, where they used content creation and commitment to make a name for themselves. They continue to rely on their social media accounts as a way to make money, whether as a full-time job or side gig. In any event, one thing is true: they’re generally receptive to collaborations with brands.
Creators can often be found working in categories like beauty, fashion, food, fitness, or travel.
Think Cristiano or Rihanna, personalities that are famous for their work outside of social media. They usually have huge followings, which are acquired indirectly because of their fame and not purely based on their content creation. They’re more expensive than Creators in the same follower tier, and they’re usually less receptive to collaborations, as social media isn’t their primary source of income.
Personalities can often be classified as actors, musicians, athletes, artists, or writers.
Every channel is a bit different, and some are better suited for certain campaigns than others. Instagram is the most popular platform overall, with most campaigns including it in some way.
Whatever your brand, product or goals, Instagram is an overall great platform to market on. With various media types, clear captions, easy-to-access likes and comments, as well as a wealth of users and data, the social network offers something for everyone.
As a video-based platform, Youtube is great for unboxings, how-to’s, explanations/reviews, and capturing experiences. Youtubers can help give life to your product while also explaining any complex or elaborate details.
Especially relevant among Gen-Z, TikTok is a rising force in influencer marketing. Its short-form videos are great for quick and to-the-point marketing tidbits, such as food demos, makeover before-and-afters, travel tips, video lookbooks, or challenges.
In this guide, we primarily focus on how to run a campaign on Instagram. But most of the information included herein is transferable to other channels.
Instagram offers various content formats, each with its own advantages.
- The product is visually appealing, like clothes or makeup
- You plan to repost the influencer’s content to your own account
- You want to do a giveaway
- Products that don’t have a very high value
- Driving traffic to your website through the Swipe Up feature
- Products that don’t easily lend themselves to content creation, like tissues, and whose
product placement may be more natural in stories than posts
- Showing off an experience, such as a music festival, which is better captured through the
- Complex products that require a visual and/or verbal explanation, like a personal shopping
dynamic motion and sound provided by video
service, which may not be easily explained via posts
- Product Q&As with the audience
- Live events that followers would want to experience first-hand
- Quick demos, like recipes or beauty tips, that can show off your product
- “Trailers,” quick videos to introduce maybe a tourist destination or restaurant
- Visual montages, like video lookbooks or makeover before-and-afters
In addition to considering the type of media you want for your campaign, you should also think about any specific type of content that you’d like to use. As technology advances more each day, the creative possibilities are near endless for what you can do to show off your product or service.
How will you pay your influencers? Remember that incentive can be monetary or non-monetary.
Another important way to define your campaign is by its duration. Are you pushing your marketing at a certain time of year? Is it seasonal? Do you want something long-term? There are two main types of campaigns:
- Choose an experienced and reliable influencer
- Understand that you may need to adapt the campaign to changes or new needs
- Diversify the types of media used in the campaign so it’s not too repetitive
- Consider working across channels to reach a larger audience
Tokyo, a golden retriever from Barcelona (@tokyothepuppy) promotes @kiwoko during its Summer and Christmas campaigns.
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