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The Three Key Types of Influencer Marketing Campaigns

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.


Read the original article here


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