Content Creation Strategies for Influencer Marketing Campaigns
INFLUENCER MARKETING: BACKGROUND
Influencer marketing has evolved in the past decade or so as a highly effective medium of communication and positioning. With the rapidly expanding influencer scene, and a consumer base that is highly engaged and connected with social media, it is only inevitable that influencer marketing forms a key part of most marketing and PR strategies today. There is a plethora of influencers across niches, and audience sizes today – therefore it is crucial that a brand uses a tailor made, strategic approach to garner results.
The nature of social media and the influencer landscape places a requirement of influencer marketing content to be authentic and less promotional, or reminiscent of advertisements. Such an expectation means that content must be put out in a strategic manner that effectively engages and connects with the target market. Having clarity on the type of goals to be achieved by influencer marketing, the demographic of audience to connect is the starting point to crafting an intelligent and effective content creation strategy.
POPULAR CONTENT CREATION STRATEGIES THAT GARNER RESULTS
Here are some prominent content creation strategies that can result in a successful influencer marketing campaign.
1. User Generated Content
Working with influencers to create user generated content can be a great way to engage with audiences. It can facilitate the creation of a community, as well as showcase real experiences of customers and can help drive brand recognition and potentially, sales.
2. Vlog-Style Content
Vlog style content is incredibly popular on social media due to its straightforward and effortless appearance. They are primarily featured as short form content on Instagram/ Tiktok, or longer format videos on Youtube. This type of content is a simple way to create that is authentic and attention grabbing, and can play a significant role in creating a successful influencer marking strategy.
3. ‘Behind The Scenes’ Content
Similar to vlogs, Behind the Scenes or BTS content is yet another authentic form of content that can communicate the brand’s story and offerings in a non advertisement format. BTS of shoots, events, etc. are all great ways to create eye catching influencer content, which is instrumental to a successful campaign.
4. Physical Activations
Physical activations are a great way to generate buzz and awareness for a new brand, launch etc. Not only does it generate organic influencer content, it is also a great way to build lasting relationships with media, influencers and stakeholders.
5. Affiliate Marketing
Affiliate marketing enables brands to leverage influencer audiences in a more effective way. It is also a great, cost effective way to foster brand loyalty and can help generate buzz and positively impact sales, as well as gain accurate figures for the results achieved.
6. Reviews
Reviews are one of the most commonly used forms of content. Today influencers are considered credible sources and known for their honest reviews and recommendations on all types of goods and services. Many influencer reviews do impact buying decisions, especially for a consumer base that spends a considerable amount of time on social media.
POP SUCCESS STORIES
As a UAE based PR agency, POP Communications has worked with brands across F&B, beauty, home, and more to create strategic and successful influencer marketing campaigns. Some of the most successful campaigns featured a range influencer content. For instance, working with plant-based ready meals brand Veganow, team POP used influencer reviews as part of the strategy to obtain results. Other examples of using diverse content strategies include – hyperlocal Indian eatery Bombay Borough, inventive dining concepts such as Soon Nobby x True Izakaya, Sfumato – where a combination of reviews, content generated from events, etc. were used. User Generated Content from influencers were also another tool, especially while collaborating with German fashion accessories brand Hey Marly.
CONCLUSION
In conclusion, the key things to keep in mind while conceptualizing an influencer campaign is to have a thorough understand of the target audience, and their demographics. This can narrow down the choices of influencers to specific and relevant niches. Once this is decided, there are a range of content creation stratgies and formats, both short form and long form that can be used to create content that is meaningful, authentic, and engaging – and in turn leading to positive brand impacts. This can be in the form of increased brand awareness, improved sales, and amongst others.