Influencer marketing is a type of marketing strategy that involves collaborating with individuals who have a strong following and influence over their audience on social media platforms. According to a report by BuzzGuru, the industry is expected to be worth $17.4 billion in 2023 and grow up to $24.1B by 2025.
The rise of social media platforms like Instagram, YouTube, and TikTok has enabled influencers to build large followings and connect with their audience in a more personal and authentic way. This has created new opportunities for brands to leverage the influence of these individuals to promote their products and services.
Influencer marketing campaigns can take many forms, including sponsored content, product reviews, giveaways and contests, brand ambassador programs, and more. The success of these campaigns depends on finding the right influencers, developing creative and authentic content, and measuring the success of the campaign.
In this article, we will explore the different types of influencer marketing campaigns and strategies, as well as the various types of influencers that brands can work with to promote their products and services. With this information, you will be able to choose the type of influencer marketing that works best for your brand and build a successful strategy.
First, let’s see what influencers are there and what are the differences between different types of them.
Influencers can be classified based on their follower count, engagement rate, and type of content. Below are some of the types of influencers that marketers can consider when developing an influencer marketing strategy.
These are individuals who are well-known – and have been known before they started social media accounts. It’s not any social media platform that made them popular, it’s their popularity that transferred to social media. Celebrities have a large following, usually several million subscribers. They can be actors, musicians, athletes, or any other public figure. Due to their massive following, celebrity influencers can help brands reach a wider audience quickly. However, working with them can be costly, and their followers may not be as engaged as those of other influencer types.
Example: Almost all top Instagram influencers are celebrities, with Christiano Ronaldo and Leo Messi having the most followers.
Mega-influencers also have a massive following, typically over one million followers. Unlike “traditional” celebrities, mega-influencers gained their popularity thanks to their social media activities and content.
Example: Most of the top TikTok influencers belong to this category, with Khabane Lame and Charli D’Amelio being the most well-known ones. Although TikTok also has some celebrities like Will Smith on its top list.
Macro-influencers have a substantial following, typically between 100,000 and one million followers. They are considered experts in their niches and have built a loyal following through their content. While macro-influencers may not have the same reach as celebrity influencers, they can have a more engaged audience, which can result in a higher return on investment (ROI).
Example: Amy Jackson on Instagram. Amy is a fashion influencer who shares her daily outfits and promotes a casual and relaxed style to her 850 thousand Instagram followers. Her content covers a variety of topics, including fashion, beauty, travel, and lifestyle. Amy has collaborated with well-known brands such as Saks Fifth Avenue and Amazon to offer trend insights and outfit ideas.
Micro-influencers have a smaller following, typically between 10,000 and 100,000 followers. However, their followers are highly engaged and trust their opinions. Micro-influencers are often considered niche experts and can be more affordable than macro- and celebrity influencers. Actually, micro-influencers are the ones that businesses prefer to collaborate with in most cases:
Example: Planting Ashley on YouTube. Ashley is a plant enthusiast with a great knowledge of how to manage your houseplants, and her content is focused on this hobby. She posts for her 34.4 thousand YouTube subscribers and promotes brands that are not only plant-oriented. For example, she collaborates with Zinff Optical, as she herself wears glasses.
Nano-influencers have a very small following, typically under 10,000 followers. While they may not have the same reach as other influencer types, they can be highly engaged and have a personal connection with their followers. Nano-influencers can be affordable and can help brands reach a hyper-local audience.
Example: A local beauty blogger with a few thousand followers who lives in your town can be a nano-influencer for a local salon or makeup artist.
Now let’s move to what you actually need to choose from when planning to promote your brand on social media: the types of influencer marketing campaigns. Here are 7 of them that are popular with brands of different types.
Sponsored content campaigns involve paying influencers to create and publish content that promotes a brand’s products or services. This can take the form of a social media post, a blog post, a video, or other types of content. The content is marked as sponsored or branded to comply with advertising regulations.
Example: Daniel Wellington, a watch brand, collaborated with micro-influencers on Instagram to showcase their watches in a natural and authentic way. The influencers were given a unique discount code to share with their followers and were paid for their participation in the campaign. The influencers were chosen based on their aesthetic and target audience, and they created content featuring Daniel Wellington watches in their everyday lives. The campaign was highly successful, leading to a significant increase in sales and a boost in brand awareness.
Product reviews and endorsements involve sending products to influencers and asking them to review or endorse them. Influencers may share their honest opinions about the product with their audience and include a discount code or affiliate link for their followers to purchase the product.
Example: Glossier, a beauty brand, sent their products to beauty influencers on YouTube and Instagram and asked them to share their honest opinions with their audience. The brand also gave the influencers unique discount codes to share with their followers. This strategy of relying on word-of-mouth marketing by partnering with influencers helped Glossier gain credibility and popularity within the beauty community, eventually leading to a valuation of over $1 billion.
Giveaways and contests involve collaborating with influencers to give away a product or service to their audience. This can increase brand awareness, engagement, and followers.
Example: Birchbox, a beauty subscription service, collaborated with influencers to host a giveaway contest on Instagram. They asked their followers to tag a friend and follow both Birchbox and the influencer’s account for a chance to win a box of their beauty products. This not only created buzz around their brand, but also allowed Birchbox to reach new audiences through the influencers’ followers.
Brand ambassador programs involve collaborating with influencers on an ongoing basis to promote a brand’s products or services. Influencers become advocates for the brand and may receive exclusive access to products, events, or discounts.
Example: Nike has a long-standing brand ambassador program, with athletes like Serena Williams and LeBron James representing the brand on and off the field. The brand also collaborates with fitness influencers on Instagram to showcase their products in a more everyday context.
Influencer takeovers involve giving an influencer temporary control over a brand’s social media account to create and publish content. This can give the brand’s followers a fresh perspective and increase engagement.
Example: Little, Brown and Company, a publishing company, utilizes Instagram takeovers to market their new titles. For instance, they recently collaborated with Anna Pitoniak, the author of Necessary People, to organize a takeover event that served as a promotional platform for her book release.
Affiliate marketing campaigns involve paying influencers a commission for each sale that is made through their unique affiliate link. This can incentivize influencers to promote the brand’s products or services and can be an effective way to track conversions.
Example: Amazon has a large affiliate marketing program, where influencers can earn a commission on any products that are purchased through their unique affiliate link. This has led to many influencers promoting Amazon products on their social media platforms.
Event sponsorships involve collaborating with influencers to sponsor or host events that align with a brand’s values or products. This can create unique experiences for followers and increase brand awareness.
Example: Nike collaborated with the influencer and athlete Kevin Hart to host a 5k run in Los Angeles. The event, called “Run with Hart,” aimed to inspire people to live a healthier lifestyle and promote Nike’s running products. Participants received a Nike t-shirt and finisher’s medal, and Kevin Hart led the run and provided motivation and encouragement to the runners. The event was promoted on social media by both Nike and Kevin Hart, and received significant coverage in the press.
Before launching an influencer marketing campaign, it’s essential to define clear goals and objectives. These goals should align with the overall marketing strategy and should be specific, measurable, achievable, relevant, and time-bound (SMART). Common objectives for influencer marketing campaigns include increasing brand awareness, driving website traffic, generating leads, and boosting sales.
Finding the right influencers is critical to the success of an influencer marketing campaign. Brands should look for influencers who align with their brand values, target audience, and marketing goals. There are various tools available to help find the right influencers, such as influencer marketing platforms and social media listening tools.
Building strong relationships with influencers is crucial for long-term success in influencer marketing. Brands should focus on building genuine relationships with influencers based on trust, mutual benefit, and collaboration. Influencers are more likely to work with brands that they trust and have a genuine interest in.
Creating high-quality, authentic content is essential to the success of an influencer marketing campaign. Brands should work with influencers to develop creative and engaging content that aligns with the brand’s values and resonates with their target audience. Yes, influencers are the experts in creating content that attracts and engages consumers, but it’s up to brands to define what to do and not to do in terms of promotion. To help influencers create the content that will hit all the right spots, you have to come up with a detailed brief.
Measuring the success of influencer marketing campaigns is essential to determine ROI and optimize future campaigns. Brands should track key performance indicators (KPIs) such as reach, engagement, website traffic, and conversions. Brands of different types usually need different metrics, like iGaming companies track the number of new deposits, or mobile games tracking installs, for example. There are various tools available to help measure the success of influencer marketing campaigns, such as social media analytics tools and influencer marketing platforms.
The influencer marketing industry is constantly evolving, and brands need to stay up-to-date with the latest trends and changes to remain competitive. Brands should stay on top of industry news and developments, attend industry events, and collaborate with influencers who are at the forefront of industry trends.
In conclusion, influencer marketing is a powerful tool for brands to reach their target audiences and achieve their marketing goals. With the right campaign strategies and types of influencers, brands can effectively build relationships, create authentic content, and measure success.
As Anna Zhukova, anan Influencer Marketing Team Lead of the iGaming vertical at Famesters, stated in her interview, “Influencer marketing can be a great way to raise brand awareness, increase sales, and engage with customers in an authentic way. However, it’s important for brands to take the time to research and find the right influencers, build relationships with them, and create content that is both creative and authentic.”
For brands considering influencer marketing, it is important to remember that it requires a significant investment of time, resources, and budget. However, the potential benefits, such as increased brand awareness, customer engagement, and sales, can make it a worthwhile strategy. To get the most out of influencer marketing, brands should do research, carefully select the right influencers, and work to build strong and authentic relationships with them. By doing so, you can create effective campaigns that resonate with your target audience and drive real results.
Throughout this article, we have discussed various types of influencer marketing campaigns, including sponsored content, giveaways and contests, affiliate marketing, and ambassador programs. Additionally, we have explored strategies for successful influencer marketing, such as defining goals and objectives, finding the right influencers, building relationships, developing creative and authentic content, measuring success, and staying up-to-date with industry trends. Use this information to make a wise decision about your own influencer marketing strategy.
Or you can always contact the Famesters influencer marketing agency for help. We can also manage the entire campaign for your brand from A to Z, from preliminary research to measuring the success and reporting.