How To Hold A Content Campaign
What is a Content Campaign?
A Content Campaign (also known as a product for content campaign) is similar to a Gifting Campaign (product for post campaign), however rather than posting the content their social channels, the influencer simply submits the content directly to your brand.
Where in a product for post campaign you might get one piece of branded content, in product for content campaign you may be able to ask for a little more content.
It’s a fantastic way to generate content at scale. But how else can I get the most out of the campaign?
Tip #1: Ask for the content to be filtered or edited in the same way they usually do it
We recommend you ask the influencer for the content to be filtered or edited in the same way they would usually edit a photo before uploading it to their social channels. This leads to more content assets being created and a higher campaign completion rate than a product for post campaign.
With a product for content campaign, it’s also useful to ask the influencer to submit the content directly to your brand via email, by creating them a Dropbox file to upload the content to or via a platform like Hey Influencers.
Typically the post completion rate for a new brand is usually closer to 60-70% and for a product for content campaign this figure is up closer to the 90% rate.
Tip #2: Pay the influencer relative to the cost of your product
How much you should pay the influencer will depend on the relative cost of your product. E.g. if your product is worth over $100 you should be able to get away with asking for 2-3 pieces of content to be created, whereas a product under $50 might give you one piece of content.
Tip #3: Track your results
Once your campaign is launched it is important to track the results. With a product for content campaign, it’s useful to ask the influencer to submit the content directly to your brand via email, by creating them a Dropbox file to upload the content to or via a platform like Hey Influencers.
For a product for content campaign, the post completion rate is up to the 90% rate. If you run into issues, you might find our article on how to follow up with influencers useful.
CASE STUDY - The 5th Watches Content Campaign
The 5TH watches implemented content campaigns to the extent that they even had some of the top content creators on paid monthly content retainers. To this day, if you check out @the5th’s Instagram feed it’s beautifully curated with a consistent aesthetic and blend of brand and influencer generated content created using this campaign method.