An increasing number of brands are investing more into influencer marketing. From an increase in budgets to getting in-house teams to manage influencer marketing campaigns, brands are doing everything to boost their brand’s performance.

Social media has become an integral part of life. Leveraging the social media space for brand promotion is the most logical step. The reason social media influencer marketing works so well is because of the growing mistrust that people have in traditional marketing techniques.

Increasing presence on social media has become a top priority for 54% of marketers. 71% of marketers feel that influencer marketing helps increase their brand awareness.

If raising brand awareness is a primary goal, competitions prove to be very effective. Everyone likes a good competition, and it can also be fun. Competitions among influencers can boost a brand’s visibility and engagement immensely. Get your influencers to compete for a prize, which can be a gift card or a monetary reward.

Through a competition, multiple influencers can be involved in creating a brand awareness. It also works out economically as you don’t have to pay so many influencers for brand promotion. The investment required here is only in the prize, hence making is extremely cost-effective. It also increases social engagement for your brand.

Winning criteria for influencers can be based on social shares or traffic generated to your brand’s website. Influencers need to be kept engaged for this to succeed. Tag them in all updates and social media posts about the competition.

You will need to keep coming up with something new that the influencers can share with their followers. Build anticipation by continually keeping the influencers engaged and excited about the competition.

For example, clothing brand prAna started a #7DayStretch challenge on Instagram and Twitter. They challenged bloggers to wear the same pants for 7 days in a row, and to talk about the experience using #7DayStretch hashtag.

Each influencer picked out the pants that suited their style best, and wore them for seven days. All they had to do was take pictures of what they did wearing the pants and talk about it.

This is a creative strategy of incorporating the brand’s products into people’s lives. prAna became an integral part of the influencers’ daily lives for seven days.

The campaign saw some cool posts from influencers. They got to create their own stories without taking away from the brand.

campaign saw some cool posts from influencers

Tips

  1. Define all of the competition goals clearly. The winning criteria should also be specified. When the winner is announced, tell the participants why that person won.
  2. Prize should be attractive so that influencers are interested in participating. If there are more influencers participating, you can announce secondary prizes as well.
  3. Competition rules and duration should be clearly mentioned.
  4. Follow all state and federal laws while creating the competition. Even social media platforms might have some rules that need to be complied with.

Conclusion

Competitions by nature create a lot of excitement and buzz on social media. The idea of competing to win a prize makes it even more attractive. For an influencer marketing campaign, a good competition not only raises brand awareness, but also increases conversations and hence engagement with the brand.

Competitions also get you fresh content for free from the niche that you are aiming to target. You can ask influencers to post videos, photos, or tag friends as a part of the contest. This content can be reused and shared in the future. It also a good strategy if you want to launch a  new product in the market or rebranding of an existing product.

The right strategy can not only boosts sales, but it can also start conversations, and change consumer opinions. It will also help you to increase follower engagement and drive more conversions.

Brian Mechem

Brian Mechem

Brian Mechem is COO and Co-Founder of Grin, a software solution for companies who run influencer marketing programs. Grin's software powers some of the best influencer programs in the world, providing insights on ROI and adding efficiency to the influencer marketing process.

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