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The Four Types of Influencer Marketing and Influencer Relations

Avoid confusion in your influencer outreach.

Cover photo: @jerrysilfwer

Let’s explore influ­en­cer mar­ket­ing and influ­en­cer relations.

Organisations reach­ing out to influ­en­cers often get it wrong. However, most con­fu­sion can be mit­ig­ated by simply mak­ing the prop­er distinctions. 

To cla­ri­fy these dis­tinc­tions, I’ve defined the four types of influ­en­cer mar­ket­ing in this blog post.

Here goes:

Different Types of Influencer Marketing and Influencer Relations

Influencer Marketing vs Influencer Relations

There are four main types of influ­en­cer mar­ket­ing and influ­en­cer relations:

Influencer Marketing

Influencer advert­ising = The influ­en­cer will pub­lish the brand’s pre-made con­tent in their channels.

Influencer spon­sor­ship = The influ­en­cer will read a script to con­vey an offer­ing fol­low­ing the brand’s instructions.

Influencer Relations

Influencer col­lab­or­a­tion = The influ­en­cer show­cases the brand’s offer­ing by cre­at­ing con­tent sim­il­ar to the influ­en­cer­’s reg­u­lar content.

Influencer out­reach = The influ­en­cer receives invit­a­tions, demos, or exclus­ive mater­i­al with no ser­vice in return asked by the brand.

Advertising and spon­sor­ships are what we typ­ic­ally refer to as influ­en­cer mar­ket­ing. Collaborations and out­reach are typ­ic­ally referred to as influ­en­cer rela­tions.

Organisations look­ing to util­ise the poten­tial reach of rel­ev­ant influ­en­cers will be wise to pay atten­tion to these dis­tinc­tions. 1See also The Influencers in Public Relations (Doctor Spin).

Learn more: The Four Types of Influencer Marketing and Influencer Relations

Why These Distinctions Matter

Being clear about your inten­tions is vital because it helps to build trust with the influ­en­cer. If you’re not upfront about what you’re look­ing for, the influ­en­cer may feel misled or used, harm­ing your rela­tion­ship with them and poten­tially dam­aging your brand’s repu­ta­tion.

You can set the stage for a mutu­ally bene­fi­cial part­ner­ship by being trans­par­ent about your goals.

In addi­tion to being clear about your inten­tions, it’s also import­ant to be upfront about your expect­a­tions. This includes the type of con­tent you want the influ­en­cer to cre­ate, the mes­saging you want them to con­vey, and the timeline for deliv­er­ing the content. 

Setting clear expect­a­tions ensures that you and the influ­en­cer are on the same page and work­ing towards the same goals. This helps you max­im­ise your budget and ensure you get the most out of your part­ner­ship with influencers.

Being trans­par­ent can also help avoid poten­tial mis­align­ments or con­flicts with influ­en­cers who may not fit your brand.

Transparency Will Go a Long Way

In today’s digit­al-first land­scape, influ­en­cer mar­ket­ing and influ­en­cer rela­tions have emerged as for­mid­able strategies for busi­nesses to dis­sem­in­ate their mes­sage to a broad­er audi­ence.

Brands must nav­ig­ate the com­plex­it­ies of influ­en­cer mar­ket­ing neces­sit­ates a pre­cise under­stand­ing of one’s object­ives and anti­cip­ated out­comes when col­lab­or­at­ing with these digit­al mavens.

To optim­ise the effic­acy of influ­en­cer mar­ket­ing cam­paigns, organ­isa­tions must foster trans­par­ency and estab­lish can­did dia­logues with their chosen influencers. 

By adopt­ing such an approach, busi­nesses can har­ness the full poten­tial of this influ­en­tial mar­ket­ing medi­um, thereby pro­mot­ing organ­isa­tion­al growth and ensur­ing a fruit­ful return on invest­ment.

Please sup­port my blog by shar­ing it with oth­er PR- and com­mu­nic­a­tion pro­fes­sion­als. For ques­tions or PR sup­port, con­tact me via jerry@​spinfactory.​com.

1 See also The Influencers in Public Relations (Doctor Spin).
Jerry Silfwer
Jerry Silfwer
Jerry Silfwer, alias Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.

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