Influencer Campaign

Within the context of social media, an influencer campaign is a strategically planned marketing effort where brands or businesses work with influencers—in other words, individuals with a substantial and engaged following on platforms such as Instagram, TikTok, YouTube, Twitter, or others—to promote products, services, or messages. The aim is to use these personalities' platforms to reach their audience in a way that feels even more organic than most marketing and advertising does. And because influencers typically base their platforms on connections to specific kinds of audiences, the marketing done in their names is also quite targeted. An influencer campaign has a structure. First, marketers identify potential influencers. Then, they negotiate terms (usually including some sort of pecuniary compensation). Finally, they create content to be distributed through the influencers' platforms. That content is mainly the influencers' style of communication, with some of it being the kind of messaging that brands want to float in their specific target markets. The kinds of things that happen in an influencer campaign include (but are not limited to) the influencer making a sponsored post, conducting an unboxing, giving a product review, staging a giveaway, doing a takeover, acting as an affiliate partner, or issuing a challenge. Statistically, the success of campaigns is gauged by the engagement they receive.