Social marketers rate influencer marketing as having a significant impact on their brand’s marketing efforts including customer loyalty (87%), awareness (89%) and reputation (87%), according to our Q3 2023 Pulse Survey of 307 social marketers in the United States.
But influencer marketing isn’t as simple as picking any creator, creating one-off content and reaping the benefits of their loyal following—our report found 81% of social marketers describe influencer marketing as an essential part of their social media strategy. And with 79% of marketers describing influencer content as necessary for their customers’ experiences, brands need to be strategic to create campaigns that resonate before hiring an influencer.
In this article, we’ll cite more data from our Q3 2023 Pulse Survey as we explore campaign types. And we’ll cover 10 examples of successful influencer marketing campaigns to inspire your own strategy.
What is an influencer marketing campaign?
Influencer marketing campaigns are partnerships that leverage the influence of creators to promote sales and build brand awareness. Our survey shows expanding brand reach to new audiences (68%), boosting engagement rates (50%) and enhancing brand authenticity and trust (47%) are considered to be the three most valuable benefits of influencer marketing.
What do different types of influencer marketing campaigns look like?
There are many variations of influencer marketing campaigns, but they all harness the creator’s loyal following, trustworthiness and authenticity. According to our Pulse Survey, we found that companies are focused on the following brand-influencer partnerships: giveaways, product collaborations and influencer-led advertisements.
Let’s explore some examples of different types of influencer marketing campaigns.
Giveaways and contests
Who doesn’t like free stuff, especially from their favorite brands? The survey shows 65% of marketers partner with influencers via giveaways. These giveaways can range from free, exclusive products to discounted services. These types of influencer marketing campaigns are used to help increase engagement and promote brands. The influencer will describe how to enter the contest whether it’s leaving a comment, sharing a post, completing a social media challenge etc. Giveaways are effective for micro-influencer marketing campaigns because they tend to have a more engaged audience.
Product collaborations
Some 62% of marketers partner with influencers through product collaborations. Product collaborations can take various different forms, but they leverage a creator’s creativity and influence by inviting them to design or produce specialized content, or a special edition of the brand’s products. These product collaborations might include event activations, unboxing videos, reviews and pre-release content to help create hype and excitement around the launch.
Affiliate influencer campaigns and sponsored posts
Over half of marketers (57%) use influencer-led advertisements to collaborate. These can vary as well, but affiliate marketing programs and sponsored posts are common examples of influencer-led advertising.
With affiliate marketing, the influencer promotes a product/service and when their followers convert, they earn a share of the profit. Basically, the creator will receive a commission for every sale they make through discount codes and/or referral links. Affiliate influencer campaigns are popular in ecommerce since it’s as simple as sharing a link or code for followers to make a purchase. An affiliate marketing influencer may also be a brand ambassador and consistently promotes a brand’s products or services.
Sponsored content are social posts that brands pay influencers to create and publish on the creator’s account. Sponsored posts are disclosed by a hashtag like #ad or #brandpartner, or a paid promotion label that appears on-screen to let followers know the creator is being paid for the content.
To explore how AI tools can optimize these campaign types, read our detailed guide on AI influencer marketing: Enhancing your campaigns with AI tools.
Get inspired with these seven examples of influencer marketing campaigns. These partnerships capture the magic that happens when businesses find and partner with the right influencers for their marketing campaigns:
Topicals
Influencer trips are staples within the beauty industry. Topicals, a skincare line, hosted a trip in Bermuda to celebrate their brand’s third birthday. Of course, content in paradise is social media gold, but it’s not the IG-worthy photos that make this campaign stand-out.
Topicals is the first beauty brand to host a fully BIPOC sponsored brand trip and feature smaller creators. The skincare brand invited a diverse group of 18 influencers including reality television star Dami Hope, esthetician Sean Garrette and lifestyle creator Ishini Weerasinghe. Several had never been to a brand trip before. The influencer trip resulted in 3 million impressions and an increase of 5,000 followers across TikTok and Instagram, according to Topicals.
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