Many companies that have achieved success with their influencer marketing campaigns now consider those types of campaigns an integral element of their digital marketing strategies.
That’s largely because influencer marketing gives companies an opportunity to raise brand awareness, boost sales, establish beneficial partnerships, and support other marketing campaigns such as SEM and SEO. Influencer marketing is a very powerful tool for companies.
When a business decides to pursue it, it first has to define which type of influencer marketing campaign it wants to utilize.
Social Media Takeover
A social media takeover happens whenever a social media influencer takes over a company’s social media channels and shares content from it over a set period of time. Social media takeovers typically last for about a day, but there are certain occasions or special events where brands and influencers agree to collaborate in this way for about a week.
This type of influencer marketing campaign requires high levels of trust between the brand and the influencer. That’s because the company will have to give the influencer the company’s secure social media information, such as the brand account’s password.
However, that’s not always the case, as with the advance of tools and technologies these days, there are platforms that companies can use in their influencer marketing campaigns that don’t require businesses to give away such information. Those platforms currently include Snapchat, which allows companies to take over a company’s account without giving away login info. There’s also Instagram, which has recently allowed users to make collaborative posts that show up on the accounts of both the brand and the influencer.
Giveaways and Contests
One of the most common types of influencer marketing campaigns is the giveaway or contest campaign. That’s because these campaigns bring a mutual benefit to both parties involved, and because they are rather simple to execute. All it takes is for the brand to give the influencer a number of products or vouchers for a service, and then the influencer can give those away to their social media followers.
The product or service giveaway can be carried out through a sweepstake which consumers apply to participate in, and where the influencer randomly selects a participant. The giveaway can also take the form of a contest that has winners, where the prize is the product or service that’s being given away.
Potential consumers see these strategies as an opportunity to win some free products, while the businesses using them benefit from additional sales from the people that participated in the giveaway. It’s also important to note that the way the influencer or the brand decides to select the winners should be clearly stated in the post announcing the giveaway. This will help companies avoid any anger or frustration with the consumers.
Even if a company doesn’t take the contest too seriously, there are bound to be people who didn’t end up winning who are critical of the campaign. Finally, companies should also disclose the legality of the sweepstake to avoid any sort of allegations or profiteering that might affect the brand or influencer.