There are three distinct types of influencer marketing campaigns:
Brand awareness campaign
Traffic/clicks/sale campaign
User-generated content campaigns
Each campaign has unique strategies, attributes and distinct story-telling techniques.
Brand awareness campaign
Strategy
Go with bigger influencers to spread the word quickly. Schedule content so it posts continually and consistently throughout the campaign.
Go for macro-influencers with large audiences.
Platforms
Use Instagram as it has better ROI. It is also less expensive than YouTube
Concepts/Storytelling
Key strategy: Create Instagram content that is visually appealing
It should represent your brand well and be authentic.
Traffic/Clicks or Sale
Strategy
Create contextual content that highlights the utility of your product.
Type of Influencer
Macro-influencers with popular well-trafficked blogs.
Optimize and retarget
You might not be able to convert visitors the first time
Platforms
Blogs & YouTube
Good for SEO, longevity, branding and long-term ugc
Instagram's stories are also good for message testing.
Concept/storytelling
Key strategy: Skip the product placements and instead, lure people into using aspiration as the carrot, not your product.
Strategically embed your products and give them context as part of a larger piece of content
User-generated content
Strategy - Focus on getting tons of good content
Use micro-influencers
Concept/storytelling
Think of UGC campaigns more from an art direction standpoint. The goal is typically more about getting inexpensive content with full rights that you can use any way you want.
Tailor concepts to hit specific business targets.
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