Campagnes de marketing d'influence : Travailler avec les créateurs 101

To us mere mortals, the life of successful Instagram influencers looks glitzy and oh-so-glamorous. Brands flock to dress them in stylish clothes, feed them indulgent meals, and fly them on luxurious vacations. Why? Because influencer marketing campaigns are effective marketing tools that can boost brand awareness and help promote their products.

In today’s digital world, everyone’s eyes are on social media influencers. Whatever they are wearing, eating, and drinking is trendy. They influence their fans and the hobbies or products they are interested in trying out. So, it makes sense for global brands to have a band of brand influencers promoting their companies.

Mais qu'est-ce qui fait exactement fonctionner une stratégie de marketing d'influence ? Comment utiliser le contenu créatif des influenceurs pour atteindre votre public cible et faire connaître votre marque ? Et comment savoir si votre campagne est efficace ? Nous répondrons à toutes ces questions et à bien d'autres encore aujourd'hui. 

Qu'est-ce que le marketing d'influence ?

Simply put, influencer marketing is a marketing strategy that uses social media influencers to promote a brand’s products. The idea is to borrow these content creators’ influence and reach to push your products and services to their audience. These influencers include social media personalities, celebrities, industry experts, and more.

In today’s world, people are more wary about trusting big brands and companies. But an influencer and their fans have a strong, unique connection. Many social media users might trust real people like creators who recommend specific brands or products. That makes them the perfect spokespeople for brand campaigns.

There are plenty of influencer campaigns all over social media. But according to HubSpot, Instagram is the most popular platform for these partnerships. A whopping 72% of brands say that they’ve worked with influencers for their campaigns on the platform. So, if you’re a brand operating on Instagram, you don’t want to sleep on the influencer marketing wave.

Types courants de collaborations avec des influenceurs

Influencer content comes in many forms. Some are focused on creative content that reaches the target audience, while others are more product-centric. Here are some of the most common types of influencer collaborations you’ll see on Instagram.

Collaborations sur les produits

La meilleure façon pour les influenceurs de collaborer avec les marques est sans doute de développer un produit avec elles. Un tel partenariat implique que la marque et l'influenceur travaillent ensemble à la création d'un produit et à sa promotion en ligne. Il peut s'agir d'une ligne de vêtements ou de produits de maquillage.

A product collab is terrific for brands that want to penetrate a new segment sales-wise. They’ll tap an influencer their target audience looks up to. Then, they’ll create a product with that influencer and launch a full campaign to promote it. Of course, that influencer will become the face of the brand.

After product design and development, the brand and influencer will work on pre-release content and teasers. The brand will usually post this on its social media channels, and then the creator will cross-promote it on theirs. After the official launch, the influencer might create their content to promote the product collab.

Contenu sponsorisé avec liens d'affiliation

Sponsored posts are probably the most common type of influencer content on Instagram. Brands will tap influencers to promote specific products or events on their pages for monetary compensation. Then, the influencers will produce that content, get it approved by the brand, and post it on their page.

Instagram exige que tous les contenus sponsorisés soient accompagnés de la mention "partenariat payant". Cela crée de la transparence sur la plateforme et permet aux clients potentiels de savoir quel contenu est sponsorisé par une marque ou non.

Typically, sponsored posts will also include affiliate marketing links for the influencers. The creator might promote a product and then direct their followers to the affiliate link in their bio. These are unique links that the influencer’s followers can click on to purchase a product, usually for a discounted price. The influencer earns a small commission for each sale made through their affiliate link.

Campagnes éducatives avec des experts influents

Dans certains secteurs d'activité, les marques peuvent également avoir intérêt à faire appel à des experts dans leur domaine pour qu'ils deviennent des influenceurs sur les médias sociaux. C'est une bonne chose pour les marques qui mènent des campagnes visant à éduquer leur public cible sur un sujet spécifique. Dans le cadre de ce type de campagnes, le contenu des influenceurs peut inclure des sessions de questions-réponses sur Instagram Live ou des tutoriels et des articles sur la façon de procéder.

For example, a fitness brand might tap nutritionists and personal trainers to be the face of their new wellness campaign. These experts and authoritative figures can educate their audience about exercise and eating healthy foods.

Another industry that might find these influencers and experts useful is finance. Personal finance and investment brands might tap financial advisors or entrepreneurship bloggers for their educational influencer campaigns. That way, they can promote their brand while educating their followers about money.

Cadeaux de la marque

Brands might also activate influencers to be the face of one-off content that needs engagement, such as giveaways. Instagram giveaways are a terrific way to get likes, comments, and followers while interacting with your target audience. By getting an influencer to promote it, you’ll reach an even wider audience and get more entries to your contest.

Most giveaways are super simple and comprise only one post. But when you tap an influencer to market it for you, they might make multiple creative posts to promote it. This can include photos and videos to promote the products you’re giving away as a prize. That way, people get more excited to join your promo.

Quels sont les avantages d'une campagne d'influence sur Instagram ?

Le contenu des influenceurs semble super cool et excitant. Mais qu'apportent-ils à votre campagne de marque ? Voici les nombreux avantages d'une campagne d'influence sur Instagram .

It Boosts Reach, Consequently Increasing Brand Awareness

The first and arguably most important benefit of influencer content is a boost in reach. Influencers are known to have big follower counts. When they post about your brand on their page, it exposes your products and services to a wide audience.

Tapping influencers for your campaign is fantastic if you’re trying to reach a target audience with specific demographics. For example, if you want to reach young women, you’ll likely tap Gen Z, female makeup and fashion influencers. Influencer partnerships allow you to reach this existing niche community of young females interested in these topics.

And the more people see your content, the higher your brand awareness gets. This is terrific for new brands still trying to make a name for themselves in their industries.

Elle favorise l'engagement et les ventes

If someone sees influencers they look up to in branded content, they’ll be more likely to engage with that post. Loyal fans of your brand influencer might like, comment, and share your content, even if they have never done so before. In short, by borrowing a creator’s influence, you may see an uptick in your posts’ engagement.

For sponsored posts, ask your influencers to include a call-to-action or a question in their post caption. This sparks conversations in the comments about the post and your brand and its products.

And because influencers are so engaging, they can also impact your sales. Aside from asking their followers to comment on their posts, influencers can direct them to your e-commerce website. This can drive tons of traffic to your site. These efforts, coupled with a creator’s influence on purchase decisions, can help boost your sales for your business.

Marketing de contenu rentable

Photoshoots and video production set-ups cost a lot of money. If you’re on a tight marketing budget, influencer campaigns might be a better route to take.

Influencers are known for their knack for taking trendy, visually aesthetic photos and videos. They also like investing in their equipment, from ring lights and tripods to premium video-editing tools. That’s part of their appeal in a marketing sense. So, instead of spending tons of money on expensive shoots, invest in creators who can produce content on their own.

Aside from reduced production costs, influencer campaigns can also make your branded content more diverse. Every influencer has their own aesthetic and visual styling on Instagram. If you work with multiple influencers, you’re bound to see varying content formats and styles featuring your brand.

Elle renforce l'authenticité et la crédibilité de la marque

According to data from Matter Communications, 69% of people trust influencers and friends over brands. That’s because influencers are real people, not big companies trying to steal their money. By working with influencers in your campaigns, you can make your brand look more authentic, credible, and trustworthy.

Working with content creators provides people with social proof that your brand and its products are worth their attention. When influencers talk about your brand, it legitimizes you and makes potential customers more confident. In the long run, this can boost not just your trust scores but also positive sentiment about your brand.

Comment créer une campagne de marketing d'influence réussie : Nos 4 meilleurs conseils

Working with influencers to make trendy, engaging content promoting your brand can be super exciting. However, the task might sound intimidating and tedious to brand owners working with content creators for the first time. Are you worried that you might not nail your first-ever influencer marketing strategy? We’ve got you. Here are our top tips on how to create a successful influencer marketing campaign on Instagram.

1. Fixer des objectifs clairs pour votre campagne

Before you launch your campaign, you should always set measurable goals for it. Think of what your main objectives are for this campaign. It can be anything from brand awareness for new brands to driving more sales and site visits for established companies.

La définition de ces objectifs vous permet d'évaluer si votre campagne a réussi. C'est le seul moyen de savoir si votre campagne a eu un impact sur votre marque. Cela vous permet également de savoir si les influenceurs que vous avez choisis ont été des spécialistes du marketing efficaces. Atteindre ces objectifs signifie que vous obtenez un retour sur investissement dans vos partenariats avec les influenceurs.

2. Choisir les bons influenceurs dans les médias sociaux

Le facteur le plus pertinent d'une campagne d'influence réussie est sans doute le choix de vos partenaires. Il est important de mettre tout en œuvre pour vous assurer que vous travaillez avec les créateurs de contenu les plus pertinents et les plus efficaces.

Tout d'abord, vous devez vous assurer que vos partenaires influenceurs peuvent atteindre le public cible spécifique de votre marque. S'agit-il d'une personne que vos clients potentiels pourraient suivre sur Instagram? L'objectif du marketing d'influence est d'atteindre votre public par l'intermédiaire d'un créateur de contenu. Assurez-vous que votre public et celui de votre influenceur partenaire sont en parfaite adéquation.

Ensuite, assurez-vous que vos influenceurs sont capables d'engager leur public de manière efficace. Ils doivent avoir une bonne relation avec leurs fans. Assurez-vous que ces créateurs ont un bon taux d'engagement avant de leur proposer de travailler avec eux.

Note that a big fanbase doesn’t always mean excellent engagement on Instagram. Macro-influencers may have a wider audience. However, micro-influencers have stellar engagement rates and the ability to effectively influence their audience, even if it’s relatively small.

Lastly, see to it that the influencers you choose can actually meet the demands of your campaign. Do a quick audit of their feed to check if they consistently put out original, high-quality content. A 2022 study suggests that influencers who have originality are more effective marketers, so that’s super important!

Vous ne savez pas comment trouver les meilleurs influenceurs pour votre campagne ? Faites appel à une plateforme de marketing d'influence de confiance pour rechercher les meilleurs créateurs de contenu pour votre projet. Ces plateformes disposent d'énormes bases de données d'influenceurs et de leurs spécialisations et sujets de niche. Elles peuvent vous aider à trouver les meilleurs pour amplifier votre campagne et atteindre votre public cible.

3. Donnez à vos influenceurs une liberté de création

Remember that your brand influencers are creative content creators, too. Don’t limit them when it comes to brainstorming branded content. It’s fine to collaborate on the message and overall look of the posts you’re sponsoring as a brand. However, don’t micro-manage them when it’s time for them to produce their Instagram content promoting your brand.

Laissez vos influenceurs mettre leur flair et leur style au service de leur contenu de marque. En leur donnant une liberté de création, leurs posts paraissent plus authentiques et plus attrayants pour les clients potentiels.

Respecter leur processus de production de contenu renforce également votre relation avec ces influenceurs. C'est une bonne chose si vous souhaitez retravailler avec eux à l'avenir.

4. Utilisez des messages clairs tout au long de votre campagne

Though creative freedom is important for influencer content, you should still ensure that your branded content has a cohesive message. This is particularly important if your campaign features more than one influencer.

Brief your influencers properly about the message you want to put out through the campaign. That way, all your influencers’ posts will have a unified message, albeit with different content themes and storytelling techniques. This ensures that the content under your campaign is consistent and drives the point of your brand message home.

Comment suivre les campagnes de marketing d'influence

Are you wondering how to track influencer marketing campaigns on Instagram? Before you do that, you have to backtrack and revisit one key step from when you started your project.

Revenez aux objectifs et aux indicateurs clés de performance que vous avez définis lors du lancement de votre campagne. Votre objectif principal était-il d'obtenir plus d'adeptes ? Augmenter le trafic sur votre site web marchand ? Réaliser plus de ventes que l'année précédente ? La manière dont vous suivez les performances de votre campagne dépend fortement des objectifs que vous lui avez fixés.

If the main goal of your campaign was to get more reach and engagement on Instagram, check out Instagram Insights. This analytics dashboard shows you tons of important metrics that can help you assess whether your campaign is performing well. Here are just some of the metrics you’ll find on that page and what they tell you:

• Portée: Combien d'utilisateurs uniques ont vu votre contenu ?
• Impressions: Combien de fois une personne est-elle tombée sur le contenu de votre influenceur ?
• Taux d'engagement: Quel est le degré d'engagement de vos posts par rapport à votre nombre de followers ?
• Interactions par message: Nombre de fois où des personnes ont aimé ou commenté chaque article.
• Nouveaux adeptes: Combien de nouveaux fans votre marque a-t-elle gagnés au cours d'une période donnée ?

If the purpose of your campaign was to drive traffic to your e-commerce website, check on your site performance as well. Look at how many clicks your partner influencer’s affiliate links have generated. Monitor your website’s traffic to see if more people add products to their cart and buy items.

When you’re done analyzing your campaign’s performance, use those insights to optimize for future campaigns. Refine your creative content, influencer selection, audience targeting, messaging, and more to improve your scores. That way, you can have better, stronger influencer campaigns every time.

Temple de la renommée : 3 des meilleures campagnes de marketing d'influence que nous ayons vues

Now that you know how to strategize and track the performance of your campaigns, here comes the fun part. It’s time to take off your analytics hat and put on your creative marketing one to brainstorm your influencer campaign concept.

Do you need help getting those creative juices flowing? Here are three of the best influencer marketing campaigns we’ve seen on Instagram in recent years from which to draw inspiration. Learn and take notes from these case studies when you make your influencer marketing game plan. If you emulate the same energy, inclusivity, creativity, and marketing prowess, your influencer campaign will be set for success.

1. Athlètes Gymshark

British fitness apparel brand Gymshark is known to collaborate with numerous fitness influencers and athletes who promote their products. They have a dedicated partnerships team that scouts for content creators to invite to their program. These creators are called Gymshark Athletes, a.k.a. the brand’s band of fitness ambassadors.

These influencers include huge names in fitness around the world, such as Steve Cook and Grace Beverley. But the brand taps small yet influential creators, too. As long as an influencer can motivate their audience, they can get an invite to be a Gymshark Athlete.

The value of this growing team of influencers lies in how well they hype up their partner brand. Every time Gymshark has a new product launch or upcoming sale, these ambassadors get to work. They post countdowns to the date of the event and promote the products to encourage their followers to try them. They’ll even wear the new products while filming their latest workout routine. By making tons of noise about Gymshark, they help the brand gain more online traction during important brand events.

2. Campagne "Forever Foundation" de Dior

A couple of years back, Dior launched their “Forever Foundation”—a range that boasted 67 unique shades. To generate buzz around the foundation and promote inclusivity, Dior launched a diverse influencer campaign.

The idea was simple. For 67 consecutive days, a new Dior influencer would promote their specific foundation shade. That’s 67 different influencers promoting their unique shade in the range. Each influencer post was then cross-promoted on the official Dior Instagram page.

Cette campagne a permis d'humaniser et de donner un visage aux 67 teintes du fond de teint Forever Foundation de Dior. Une étude de cas de la campagne indique que le projet a touché 2,66 millions de personnes. Dior a également obtenu 591 000 engagements au total, soit une augmentation de 269 % par rapport à son taux d'engagement habituel.

3. La communauté des micro-influenceurs de Dove

In 2022, personal care giant Dove made it their goal to grow their influencer community to promote their products. But instead of tapping celebs and macro-influencers, they zeroed in on micro-influencers.

For Dove, the main priority was to get as many influential community leaders as possible with diverse backgrounds and appearances. After all, the brand’s main message is that we should celebrate all types of beauty. It makes sense for every woman to feel represented in their influencer community.

By activating nano and micro-influencers, Dove grew their pool of creators to over 1,000 women. Their main job? Help women all around the world feel beautiful and love themselves while promoting Dove. These influencers also supported the brand’s major campaigns for the year, such as the #DetoxYourFeed project and the #ReusableIsBeautiful movement.

Working with these new, small-time yet engaging influencers gave Dove over one billion impressions on social media. Their engagement rates went up by 28%, and they even bagged a Shorty Award for their innovative influencer marketing efforts.

Êtes-vous un créateur ? Obtenez votre première campagne d'influence avec le Path Social

Nailing a solid influencer marketing strategy is extremely important for brands launching big Instagram campaigns. These content creators can help you reach wider audiences, get people talking about your brand, and even drive sales. It’s the perfect way to amplify your campaigns and boost your brand’s authenticity, credibility, and positive public sentiment online.

Are you an aspiring influencer wanting to land your first influencer marketing gig? The key to marketing yourself as a viable partner for brands is to grow your online community first. The bigger your following, the more likely your fave brands are to contact you for their influencer marketing campaigns.

Work with Path Social to see the growth you’ve always wanted. Our AI-driven algorithm promotes your content to your niche target audience to give you a boost in reach. This results in a significant increase in your follower count and post engagement. That gives you the leg up you need to be part of top brands’ marketing campaigns. So, what are you waiting for? Work with us and grow your Instagram community today.