Collaboration

Working together to create content, campaigns, and interactive projects in a social media context is called collaboration. When two or more individuals, brands, influencers, or organizations work together for the same intention, it is nothing but collaboration. But what type of collaboration happens on social media?

Well, quite a few forms, and in this essay, we will attempt to dissect each of them. The first is partnerships with influencers. These are now de rigeur for companies that want to sell products or services.

The companies pay the influencers (very well, in many cases) to promote their wares. Of course, these influencers understand the art of promotion very well, and they do it in a way that seems natural for them—and, ostensibly, for the audience with which they interact. The second form of collaboration on social media that we are going to discuss here is co-branded campaigns.

At times, two companies will join forces to do social media stuff. A recent example is the way Jeffree Star and Shane Dawson collaborated on a cosmetic line put out by Star. Their joint partnership was one for the makeup history books.

Almost 24 million people saw it on Shane's YouTube channel alone. And that's not counting the reach it had when it was shared across other platforms.