TJ Vasquez
Influencer marketing helps brands reach their target audience by using influential people to build trust with their consumer bases. Different types of influencer marketing exist for different goals, industries, and audiences.
If you own or operate a brand and you’d like to work with Influencers, it’s wise to be aware of the types of influencer marketing and the advantages of each.
1. Affiliate Marketing with Influencers
With affiliate marketing, influencers promote a brand’s product or service in exchange for a commission on the sales they help generate. This type of influencer marketing is performance-based, which makes it a cost-effective option for businesses.
Advantages
- High ROI due to commission-based payments
- Simple, transparent tracking of sales and conversions
Best For
E-commerce brands, subscription services, and companies with scalable products
Example: A veterinary influencer sharing a unique discount code for a pet supplement brand, then earning a percentage of each sale made using the code.
2. Sponsored Content
Sponsored content is one of the most common types of influencer marketing. With sponsored content, brands pay influencers to create and share content that centers around their products and services. The content can take various forms, including Instagram posts, YouTube videos, blog posts, or TikTok videos.
Advantages
- Direct exposure to the influencer’s audience
- Creative freedom, which allows authentic storytelling
Best For
Increasing brand awareness, launching new products, or driving traffic to a specific campaign
Example: A beauty influencer creates a tutorial on how to use a new skincare product and then shares their honest review via their chosen platforms.
3. Product Seeding
Sending free products to Influencers with no explicit expectation is known as product seeding. While there is no guaranteed outcome, many influencers are more willing to share experiences with products they actually like. If what you’ve gifted them ends up being the right fit, you’ll likely receive an authentic, free promotion.
Advantages
- Cost-effective compared to paid collaborations
- Builds goodwill and brand loyalty among influencers
Best For
Emerging brands, startups, and companies with limited budgets
Example: A tech company sends its latest gadgets to tech enthusiasts, who then share unboxing videos and reviews.
4. Giveaways and Contests
Influencers often host giveaways or contests when they collaborate with brands within their niche. Usually, participants need to follow the brand, share the post, tag friends, or a combination of these rules. Satisfying each step increases the individual’s odds of winning, for one, and enhances the brand’s visibility at the same time.
Advantages
- Boosts follower count and engagement rates
- Creates a sense of excitement around the brand
Best For
Building social media presence and increasing brand visibility
Example: A travel influencer giving away a vacation package sponsored by a travel agency, but requiring participants to follow the agency’s account in order to qualify.
5. Brand Ambassadorships
A brand ambassadorship is a long-term partnership, which might be ideal for brands seeking a more lasting professional relationship. A brand ambassador essentially becomes the face of a brand by promoting products or services across their platforms.
Advantages
- Builds consistent brand messaging
- Strengthens credibility and trust with the audience
Best For
Lifestyle brands, luxury goods, and companies seeking sustained visibility
Example: A fashion influencer collaborating with a clothing brand to showcase its collections season after season.
6. Guest Blogging and Takeovers
Guest blogging lets influencers create articles or blog posts for a brand’s website. Takeovers mean influencers take temporary control of a brand’s social media account so that they can interact directly with followers.
Advantages
- Provides fresh and unique content
- Introduces the brand to the influencer’s audience
Best For
Brands looking to diversify their content and increase engagement
Example: A wellness expert contributing a blog post to a health brand’s website about a time- or audience-relevant topic (such as chronic condition management).
7. Event Collaboration
Event collaboration involves having influencers attend or host specific events, such as product launches or trade shows. Influencers share their experiences, which then generates buzz and attracts attendees.
Advantages
- Real-time promotion during events
- Engages local and niche audiences
Best For
Product launches, store openings, and experiential marketing campaigns
Example: A food brand inviting culinary influencers to co-host their booth at a food-related convention.
8. Social Media Challenges
Some brands collaborate with influencers to create challenges that encourage the audience’s participation. If done correctly, these challenges could go viral and increase both brand exposure and engagement.
Advantages
- High potential for virality
- Encourages user-generated content
Best For
Brands targeting younger, highly active social media users
Example: A fitness brand partnering with influencers to launch a 30-day workout challenge.
9. Co-Created Content
When brands and influencers collaborate, they produce “co-created” content that reflects their shared style and values. This might take the form of custom product designs, limited-edition items, or a special content series.
Advantages
- High-quality and unique content
- Stronger buy-in from the influencer’s audience
Best For
Brands seeking deeper collaboration and creative campaigns
Example: A shoe brand collaborating with an influencer to design a signature sneaker line.
10. Micro-Influencer Campaigns
Micro-influencers have smaller followings (typically between 1,000 to 100,000 followers) but boast highly engaged and niche audiences. Collaborating with multiple micro-influencers can provide brands with targeted reach.
Advantages
- Cost-effective compared to macro-influencers
- High engagement rates due to niche focus
Best For
Local businesses, niche products, and startups
Example: A local coffee shop partnering with food bloggers in the area to promote a new menu item.
11. Influencer Reviews and Testimonials
Influencer-cultivated reviews and testimonials lend credibility to a brand’s products and services. These reviews can be featured on the brand’s website, social media, or advertising campaigns to show people “on the fence” that becoming a customer is a good idea.
Advantages
- Boosts consumer trust
- Provides reusable content for marketing efforts
Best For
Brands with high-quality products looking to build trust
Example: A tech influencer reviewing a smartphone and highlighting its standout features.
Influencer marketing provides many opportunities for brands to connect with their target audience in a meaningful way. Knowing the different types of influencer marketing is essential when trying to create a strategy that fits goals but stays within budgetary constraints.
Whether you choose affiliate marketing, product seeding, or brand ambassadorships, the right approach can make all the difference.
