When authentic influencer campaigns are executed well, significant results can be produced. In fact, a recent report found that 63% of consumers would buy products from an influencer they trust. However, with an influx of influencers creating branded content, consumers can be cautious of creator dishonesty.
In order for your business to successfully convert customers, your influencer strategy needs to build awareness and credibility. Here the VerriBerri team have shared their insights into building a solid campaign utilising influencers.
Forms of Influencer Marketing
From celebrity endorsement, to user generated content, there are many types of authentic influencer campaigns. A common form includes social media partnerships, involving gifted items and sponsored posts, where the influencer showcases a product or service. For credibility, it’s crucial that your brand offering aligns with the chosen partner, their content and their following. Additionally, content that naturally demonstrates your product or services can be much more effective. When content appears performative, it can be perceived as lacking genuinity, preventing the opportunity to build awareness and credibility.
Another popular form of influencer marketing is user generated content. Understandably, this type of partnership is typically considered more relatable and reliable by followers. To generate this content from users, followers can be encouraged with incentives. This could include sharing their posts or entering creators into a giveaway.
Types of Influencers
Influencers can be segmented by a number of factors, including content genre, demographic and following. While tailoring an individual based on genre and demographic is relatively simple, a suitable following can be complex to define.
Let’s break down the different following categories commonly referred to within influencer marketing:
- Nano influencers: less than 10,000 followers
- Micro influencers: between 10,000 and 100,000 followers
- Mid-Tier influencers: between 100,000 and 500,000 followers
- Macro influencers: between 500,000 and 1,000,000 followers
- Mega influencers: over 1,000,000 followers
It can be understood that there are advantages and disadvantages to all following sizes. With a smaller audience, a closer, trusted connection can be developed between followers and influencers. On the other hand, a larger audience provides more opportunity for converting potential customers. Consequently, it’s important to make this decision with your specific goals in mind.
Platforms for Influencer Campaigns
Choosing a platform for authentic influencer campaigns will depend on your intended audience and objectives. For example, when targeting a younger audience, opting for short form content on platforms such as Instagram and TikTok, can be beneficial. Instagram was actually the most popular option for influencer marketing efforts in 2024, with almost 68% of marketers using this platform for campaigns, according to research.
However, to share more in-depth content within an influencer collaboration, the likes of YouTube or print media can be advantageous. Sharing a more enhanced level of information can provide deepened connection and authenticity. In addition, there are other forms of campaigns to consider, which also rely on connection to build awareness and credibility, such as influencer events.
Examples of Successful Authentic Influencer Campaigns
Puresport is a great example of a brand that has connected with an audience to produce authentic influencer marketing material. Hosting sports clubs and events has allowed the company to curate a large, connected community. This has naturally resulted in an impressive influx of user generated and collaborated content with brand ambassadors and influencers.
Attendees of the events frequently share photos and videos to social media about their experience. This demonstrates the values of the company to aligned audiences, while increasing awareness and visibility. This has been an incredibly effective strategy for the brand, likely due to the lack of performance perceived from those involved. With authentic influencer campaigns, consumers feel they can trust the narrative conveyed, and thus, are much more likely to engage with the brand.
How to Implement Effective Influencer Campaigns
There are numerous factors to consider when integrating an influencer campaign into your marketing strategy. Deciding on an optimal platform, suitable individual and form of content can be challenging. This can be exasperated by the complexity of tracking the progress of these efforts.
By partnering with a marketing agency, this technique can be made much more accessible. With a wealth of experience, knowledge and contacts, an agency can support you in achieving your business goals. Ineffective attempts at this form of marketing can create a negative reputation; therefore, its integral that your strategy is carefully created and executed.
At VerriBerri, our team of experienced, award-winning experts have assisted many brands in various fields. We have orchestrated numerous influencer campaigns that harness impressive and measurable results.
Contact Us
Our agency is ready to support your business in maximising your marketing strategy with authentic influencer campaigns. To find out more, visit our website, or fill out our contact form.