Here are 6 awesome ways that you can collaborate with influencers to accomplish your marketing goals.
Sponsored Social Media Content
Partnering with influencers in exchange for sponsored social media posts is the most common type of influencer collaboration. An influencer creates and shares content to promote your brand on their social media accounts. In exchange for their time, effort, creativity and sharing with their followers, they receive compensation in the form of revenue, goods, services, gift cards or even exposure.
If your sponsoring content in exchange for a post to social media, as an added bonus you can reach more people by boosting their post through targeting as a third party advertiser through your Facebook business account. This saves you time and money while delivering authentic peer recommendations.
Gifting is similar to sponsored content, with one major caveat, the brand or agency offers free goods or services. The influencer in this case is not required to post any content and therefore there is no expectation from the brand.
It’s merely a show of appreciation with the hope that the content creator likes what they have been gifted and would like to make a recommendation to their audience.
This is a really great option for products and consumer packaged goods. One pitfall to beware of when using gifting to collaborate, it could result in negative reviews or a misrepresentation of the brand. If you really want to hit your marketing benchmarks, consider opening a budget for sponsorship instead.
A takeover is a great way for a brand and an influencer to make glue that mutually benefits them both. In a takeover, a brand asks an influencer to generate and curate content to be shared on the brand’s social media for a given period of time. Typically takeovers last for a day.
All the content in a takeover is written by the influencer in their tone and most often with their own content. All of that content is then shared with the brand’s followers with notes that it’s been created by the third party.
Whichever party has a larger audience, the other gets the benefit of follower consideration and gain. The influencer gains authority on the subject or product by getting access to brand loyalists. Bonus: it’s one less day that you have to create content for your social channels.
Brand Ambassador Programs
When an influencer truly has a strong connection to the right target audience for a brand, it’s time to consider a brand ambassador program. These are typically sponsored relationships where influencers use the brand’s products on an ongoing basis and continually promote them online to their followers.
They take a lot of time, effort and creativity but often yield the best results. Why do you think you’ve seen that super poxy commercial so many times? More impressions lead to more consideration. More consideration leads to more trust. More trust means sales conversions.
An ambassador program lifts up both the brand and the influencer into a super glue situation. They require a lot of cyanoacrylate but for the brand bold enough, there is a payoff.
Sponsored Blog Posts
Instagram and YouTube are incredibly popular channels for influencer marketing, but they aren’t the only ones. There are all kinds of influencers out there, especially in the CPG and recipe space, that regularly update and maintain blogs. For their fans that want to go deeper than an Instagram post or YouTube video, they can engage with the content creator through longer form written or video content.
As a brand, you can double down on your glue making through collaborations that include long form blog content and promotion through social channels. Blogs can also be shared on the influencer’s owned social media accounts and paid media campaigns. Typically blog followers feel a deeper connection with the creator than those working exclusively with social media. That means a stronger connection and higher chance of purchase consideration when the influencer recommends your brand.
Guest blogging takes blog collaborations to a new level. This is when you work with a blogger to create content that lives on your own brand website or social channels.
Not only does your brand get the value of the influencer’s authentic recommendation and their audience but you receive the benefits for the lifetime of the content.
The influencer receives the benefit of validation as a subject matter expert and possibly getting residual audience to their blog or social channels.