2022 Influencer Marketing Examples
Influencer Marketing is a popular and successful marketing strategy in the internet age. Influencer Marketing involves content creators, who have a large following on social media promoting a brand or product. The influencer’s goal is to generate impressive engagement rates. Influencers can be anyone from celebrities and athletes to social media stars and bloggers to moms and dads. Anyone can become an influencer if they can change or affect the behavior of others. This year’s influencer marketing examples encompass all types.
Brands utilize influencer marketing to increase brand awareness, curate content or increase sales. In addition, brands use influencer marketing to promote products, services and even causes.
Many examples of successful influencer marketing campaigns can be found at Glewee, the easiest and fastest all-in-one influencer marketing network. Thousands of pre-vetted content creators, brand marketers, and agencies use the easy-to-use influencer marketing platform to connect, collaborate, and execute outrageously authentic influencer campaigns.
What is an Influencer Marketing Campaign?
An influencer marketing campaign is a type of marketing strategy that leverages the influence of Creators to build brand awareness, promote sales, and create content for Brands. Influencers are individuals who have a significant following on social media and have built trust and credibility with their audience.
In this blog, we will dive into influencer-generated videos and spotlight four influencer marketing examples, including:
Influencer How-To Video Shows Viewers New Health and Beauty Product
Hyper-Local Creators Make Influencer-Generated Videos for a Museum Opening to Drive Ticket Sales Post-Exhibit Launch
Mom Influencers Use Toddlers in Early Learning App Video
TikTok Influencers Use Video to Showcase Social Finance App’s New Features
What Qualifies An Individual To Be A Social Media Influencer?
First, let’s define influence. Influence is often defined as the ability to affect the character, development or behavior of someone or something. In other words, it’s the power to change or impact someone or something. It can be exercised through persuasion, manipulation, intimidation, or authority.
There are a few different ways that influencers influence people. One is by providing an honest review of the product. If the influencer has tried the product and liked it, they will usually share their thoughts on it in a sponsored (also known as pay-to-play) or unsponsored post or video. When an influencer endorses a product or service, potential buyers feel more confident in the product since they know it is liked by someone they trust.
Why Social Media Influencer Engagement Rates Are Important?
Engagement rates are important for social media influencers because they indicate how successful an influencer is at engaging with their followers.
Social media engagement rates are the percentage of people interacting with a social media post. This interaction can be anything from liking, commenting, or sharing to clicking on a link or watching a video.
According to a Wyzowl December 2021 report, 86% of businesses use video as a marketing tool.
23% No time
16% Don’t know where to begin
13% Don’t believe they need video
10% Costs to much
7% No clear ROI
5% Can’t convince others in the company of the need
However, 79% said that they plan on using video in 2022 (10% more than last year).
In HubSpot’s 50 Video Marketing Statistics to Inform Your 2022 Strategy, they reported that 36% of marketers primary goal of video content is to increase brand awareness and reach a new targeted audience.
The Power of User-Generated Content (UGC)
User-generated content is any form of content, such as text, images, audio or video, created by someone other than the brand or platform on which it lives.
Usually, UGC takes the form of videos, images, or text posts shared on social media platforms such as Instagram, YouTube, Facebook, Twitch, TikTok and Twitter. While companies often try to tightly control the branding and messaging of the content they produce, UGC allows for a much more organic and diverse expression of a brand or product.
YouTube, for example, is a site where users can upload their own videos. Instagram is a site where users can upload their own photos and videos. TikTok is a social media app where users make, post and share short videos with others on the app.
In a 2021 Webpurify report on user-generated content, also known as UGC:
About 72% of brands think UGC connects them to their customers and fosters customers’ trust
87% of brands who use UGC share authentic UGC
The report also states, “According to one study, only 1% of millennials find brand advertisements engaging and trustworthy enough to merit a click.”
UGC is Influential
Stackla reported that 79% of individuals say UGC highly impacts their purchasing decisions.
And Nosto, a leading commerce experience platform (CXP), stated that 59% of online shoppers say that USG in the form of images and videos is the most authentic type of content.
On the same note, Nosto said in November 2021, “Consumers can’t be fooled, either. People can distinguish between consumer-created and brand-created content 70 percent of the time.”
It’s pretty clear that if brands want to maximize their reach, they must post videos regularly. And since influencers already have a significant audience, they’re in a great position to produce and share high-quality UGC-branded content that will resonate with their followers. Ultimately, creator collaborations are the easiest way for brands to get UGC-branded content and should be in every marketer’s plan.
How To Begin An Influencer-Generated Content (IGC) Campaign
The first step for brand influencing is to identify the right influencers. Not all influencers are created equal; not all influencers will be a good fit for every brand product or service. Once an influencer that the brand believes aligns well with them and reaches their target consumer is selected, it is recommended that the brand send the influencer brief. The influencer brief will outline what type of content the brands needs, when it needs to be published, how the brand wants it promoted, and key words or hashtags to include/exclude in the caption.
Brands must provide content creators with clear instructions and provide feedback when necessary. Finally, and most importantly, be patient and allow them enough time to create quality content.
Glewee encourages brands to work with influencers to give the creators creative freedom to do their work. One of the main benefits to brands that use influencers for content generation is that they do all the heavy lifting for the brand. Having influencers create branded IGC and post it on their networks is an excellent way for brands to get video content, reach untapped audiences and demonstrate authenticity.
Types Of Influencer Marketing Campaigns
Influencers have been creating video content for brands for years. However, IGV content creators have expanded and grown drastically throughout the digital age, largely due to the rise of available social media platforms. Some of the most popular video formats brands can utilize content creators for include:
Influencer-Generated “How-To” Videos
A how-to video is a short instructional video demonstrating how to do something. How-to videos can be beneficial when a brand wants someone to learn how to do something new and aren’t sure where to start.
For example, there are lots of IGV content that highlights ways people put together products for their homes or how to apply a new cosmetic product. In addition, how-to tutorials are an excellent way for brands to show a product or service in action being used and trusted by an influencer.
Most major online platforms, such as YouTube and Facebook, have how-to sections where individuals can browse or search for videos based on the task they want to learn or a solution to their problem. There are also dedicated websites and apps for how-to videos, such as Howcast and Instructables.
When looking for an influencer-generated how-to video creator, it’s important to consider the quality of the content. Brands are encouraged to look for clear, concise, and easy-to-follow videos. Also, make sure the person demonstrating the task is someone the brand’s audience can trust.
Influencer Generated “Challenge” Videos
The best example of an influencer-generated challenge video is ALS’s 2014 social media marketing “Ice Bucket Challenge,” which was really the first viral challenge to take Facebook by storm.
ALS Ice Bucket Challenge – benefiting the ALS foundation
#ForClimate – benefiting climate change
With the immense popularity of TikTok came the rise of “social media challenges” led by brands, organizations and organic social media users. These branded hashtag TikTok collabs challenges typically involve:
Utilization of a particular product or service
Lip-syncing or singing
When a brand creates a specific challenge, they would like replicated across social media platforms, they often work with prominent influencers to kickstart the challenge, such as social media influencer star Cameron Dallas shown above, for the ALS Ice Bucket Challenge.
If done correctly, Influencer Generated “Challenge” Videos can create the most significant global virality (also known as the viral spark factor), as users across the globe can easily recreate challenges.
Influencer Generated “Shopping Hauls/Unboxing” Videos
An unboxing video is an online video in which the creator opens and inspects a newly released product. The creator, also known as an unboxer, may demonstrate the product’s features, give their first impressions and answer any questions that viewers may have.
Brands will often include additional products in their unboxing video gift set to the influencer, personalized notes and variables that enhance the unboxing experience. This influencer marketing strategy intends to show potential customers how specific products arrive and experience how someone they trust feels when receiving their product. It is common to utilize unboxing strategies for products before or after the mass release of the product.
Unboxing videos became popular in the early 2010s as a form of online product review and have since been used to leak products before they are released to the public. Many unboxers are YouTube personalities who create regular unboxing videos as part of their content lineup.
An influencer shopping haul is a video where an individual, typically a social media personality, shows off recently purchased items. The videos are often sponsored by brands and may include discount codes or giveaway details.
Shoppers love hauls because they offer an inside look at what products other people are buying and can provide inspiration for their own shopping choices. Hauls can also help find new and trending products.
Immensely popular amongst fast fashion brands like Fashion Nova, Revolve, and more, shopping hauls have attracted viewers worldwide. Many brands work with influencers, sending them various products from their lines. Once the products arrive, the influencer will film a video showing all the products they have just received. This type of video is meant to give off the perception that the influencer went to a store or bought the products online.
In addition, shopping hauls and unboxing videos give off the perception that the influencer enjoys a particular brand so much that they purchase multiple products simultaneously. They are super excited to unpack them.
Brands also enjoy telling influencers to let their audience know they were sent the products as part of a special deal. This implies that the brand understands the importance of working with social media influencers and values authenticity. This marketing tactic has been proven to add significant value when building brand affinity between a brand and its audience of consumers.
Influencer-Generated “Contest Giveaway” Videos
Many brands are turning to creator marketing to connect with potential customers more personally. And one of the most popular forms of influencer marketing is the contest giveaway.
In a contest giveaway video, an influencer will partner with a brand to give away products or services in exchange for entrants who follow or like the brand’s social media page.
Most brand giveaways are efforts to collect names and emails and may require a participant to enter their personal information to participate. Collecting this valuable data is excellent for lead generation. Teaming up with influencers to share a brand’s giveaway news and get their followers to participate proves to work repeatedly.
To make sure your contest giveaway is successful, there a few things that brands need to keep in mind. Here are some tips:
Ensure that the influencers post the full giveaway instructions in the caption of their video posts and drive their followers to a branded link in their bio or the brand’s social media page.
In addition, influencers need to ensure that the link is easily accessible.
Brands need to make the prize, or the giveaway is worth an individual giving away their personal information.
Contest giveaways are an excellent way for brands to increase awareness and engagement, and they can also be a lot of fun for followers.
Influencer Marketing Campaign Examples
Companies across the nation and many industries have realized that Glewee is changing the way brands and agencies do influencer marketing. Below are four influencer marketing examples of influencer-generated video campaigns executed with the Glewee influencer marketing platform.
Influencer How-To Video Shows Viewers New Health And Beauty Product
Hyper-Local Creators Make Influencer-Generated Videos For A Museum Opening To Drive Ticket Sales Post-Exhibit Launch
Imagine Museum (@imaginemuseum) is an award-winning glass museum based in St. Petersburg, Florida. This award-winning glass museum used fitness and beauty Instagram influencer Christine Cooper (@christinecooper_08 – 22,200 followers) and shopping and retail Instagram influencer Richard Ireland (@irelandboysdad – 86,500 followers) to promote the launch of a new exhibit with artist Gottfried Helnwein.
The influencers were invited to the museum’s private opening to experience the exhibit In person. In turn, the influencers posted about the exhibition and encouraged their followers to attend.
The Imagine Museum used Glewee to help with their influencer search. The museum wanted Instagram influencers who lived in the St. Petersburg area and had a centralized following. By inviting the influencers to the exclusive event and allowing them to create content for the entire museum, the campaign excelled in promoting the upcoming exhibit to the public. In addition, since most of the Instagram influencers’ followers were within 30 miles of the museum, the content was able to influence them to attend the exhibit after it had opened.
This ‘exclusive’ event content performed exceptionally well and was a unique way for people to see the museum through the lens of Instagram influencers. In addition, photo-worthy installations all over the museum drove ticket sales post-exhibit launch.
Mom Influencers Use Toddlers In Early Learning App Video
ABCmouse, an award-winning early-learning app for math, phonics, reading and more, executed a Glewee influencer marketing campaign with family-oriented female Instagram influencers with children who enjoy learning.
The campaign’s Instagram influencers were given ABCmouse accounts for their children to use and play educational games. Each influencer created unique content that showed how they could incorporate ABCmouse into their children’s allocated iPad or computer time.
The campaign’s influencers described the ABCmouse promotion and encouraged other parents of small children to download the app.
This campaign worked well because it was hyper-targeted to a specific creator’s niche. The campaign’s influencers were all mothers of small children, where early learning is prioritized. Many of the influencer’s followers were mothers of young children, and this campaign resonated well with them.
TikTok Influencers Use Video To Showcase Social Finance App’s New Features
Noumenapro, a social finance app exclusively for freelancers, released a new feature to their users called Capital Quotient. They worked with Glewee to identify a prominent tech-driven, freelancer-focused TikTok influencer team. Once identified, Noumenapro dedicated time to onboard each influencer. The onboarding included familiarizing the influencers with the app and demonstrating the newly released features. From there, each influencer utilized the Capital Quotient feature of the Noumenapro app and created influencer-generated video announcements for their TikTok followers.
The Noumenapro campaign was successful, partly because Glewee matched the brand with the correct influencer type. Also important, the brand dedicated the time to onboard each influencer. Once the influencers used the app and understood the new features’ benefits, they were given the creative freedom to create authentic and organic influencer-generated video content for their tech-driven TikTok followers.
Glewee, the most reliable all-in-one creator marketing platform, helps brands of all sizes create incredible influencer-generated video campaigns that help push sales and grow businesses. Influencer marketing is an efficient, effective way to market a brand’s products or services in today’s digital world.
We have a team of experienced influencer marketing professionals who can help connect you with the right creators in your target market to create influencer-generated videos that showcase your products or services in the best light possible.
To learn more about Glewee, visit our website to see if we can help you; we’d be happy to answer any questions you have.