Using Influencers in Your Marketing Campaign – Products vs Payments
As you’re probably aware there are two main options for using influencers in a marketing campaign: Products, or payments. The difference is simple – either you reimburse the influencer purely with products, or you pay a specific fee for their post.
While both these options are viable, there are key differences between them. And if you want to use either, you need to understand them and then decide whether they’re suitable for your business.
- Difference Between Products and Payments
Sending products to influencers in exchange for posts may seem pretty attractive at first glance as it is less costly. However at the same time, it is also less appealing to influencers, and many will ignore pitches that aren’t paid.
On the flip side, paying for posts is definitely more attractive, and more influencers will likely respond to your pitch. However, it can be fairly costly – depending on the size of the influencer’s following.
It should be noted that although most influencers will prioritize paid offers, there are exceptions. For example, if you’re offering a valuable product that is popular or from a well-known brand you may get more responses.
To sum it up, offering payments to influencers may be more reliable – but offering products can work too. If you do go down the product route, it really boils down to the approach that you choose.
- Ways to Jumpstart an Unpaid ‘Product’ Campaign
Running an unpaid ‘product’ campaign isn’t easy and you need to be prepared for that. Still, there are ways that you can jumpstart your campaign and achieve far better results:
- Reach Out to The Right Influencers – Some influencers may be far more willing to accept products in exchange for posts. In particular, you should try to reach out to influencers who resonate strongly with your brand and who may already be your customers or have mentioned your products in the past.
On top of that, you may want to look for influencers with smaller but more targeted followings.
- Request Content That is Easy to Produce – If you send out a product and request that influencers record an in-depth review, there probably won’t be many takers. On the other hand, you’ll get more responses if you request content that is easier to produce such as single-image posts, tweets, or even short Instagram Stories.
- Offer Them Exposure – Some influencers will definitely bite if you offer them exposure. That is especially true if your business has a decent social media following of its own, and you offer to promote the influencer’s content on it.
- Build a Strong Relationship – One of the most important parts of influencer marketing is building strong relationships. When you reach out to influencers you should follow up, express interest in their content, and slowly but surely strengthen your relationship.
Of course, you shouldn’t badger influencers, but touching base with them every now and again will be fine.
Following these steps should help your business to more successfully reach out to influencers and pitch your product campaign. That being said you should still be prepared for the fact that many may not be interested or may even ghost your emails.
By this point, you should have a good understanding of the main differences between using products and payments for influencer marketing. Both have their pros and cons, and it really depends on which one you feel is the right fit for your business.
Assuming your budget allows for it, you may even want to try both. That way you’ll be able to see firsthand what they’re like, and can make a decision from there.
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