Influencers: Brand ambassadors or one-off activations?
Jun 13, 2024
Brand Ripplr's Nadine Salameh weighs the pros and cons of different influencer strategies
When it comes to influencer collaborations, brands have various models to choose from when working with influencers, two of which are the Squad Model and the One-Off Collaboration Model.
The main difference between the two models lies in the nature and duration of the partnership between a brand and influencers.
Each approach offers unique benefits, allowing brands to tailor their strategies to specific marketing goals and audiences.
Squad Collaboration Model
In the Squad model, a brand recruits a group of influencers for a long-term relationship to act as brand ambassadors and promote the brand across different campaigns for a long period of time – usually one year.
This model leverages the strengths and reach of a curated group or “squad” of influencers to cultivate a sense of community between the brand and the influencers’ followers.
The pros:
The cons:
Activation tips:
One-off Collaboration Model
In the one-off model, brands collaborate with influencers on a campaign-by-campaign basis, making it suitable for specific, short-term marketing goals.
This model leverages the unique strengths and reach of individual influencers for a specific, concentrated effort to create timely content that fosters immediate engagement and maximises the impact of each campaign.
The pros:
The cons:
Activation tips:
It is important to note that the key to selecting the preferred influencer collaboration model relies on multiple factors, and brands can also opt to mix both collaboration types for optimising their future campaigns.
As an overall strategy, brands can opt for an always-on approach to maintain brand presence and engagement throughout the entire marketing funnel.
In parallel, brands can integrate one-off campaigns that target the audience at a specific stage in the funnel, usually consideration or conversion.
Source: campaignme