Is the process of two or more people, entities or organizations working together to complete a task or achieve a goal. Collaboration is similar to cooperation. Most collaborations can build off one another to gain more clients, content and more.
Reach new audiences
Brand collaborations can potentially double your audience size and help you to reach highly-targeted potential customers.
Strengthen your brand
Collaborative branding with the right partner brand can strengthen your brand’s credibility and recognition by association.
Two brands working together means you get to leverage the best of both of your strengths to create bigger and better campaigns.
1. Social profile takeovers
A social takeover is where a business allows an influencer or company to take control of their social media accounts for a limited amount of time. Most common on Instagram stories because these are easily measurable with Instagram analytics, social takeovers can inspire fresh content and ideas. Choose the right person that will be able to convey a message to your following; maybe a thought leader in the industry, or somebody relatable for your target audience. Social takeovers can make your profile more interesting and diverse for your followers and can drive new followers to your page if your takeover figure has a large audience.
2. Competitions or giveaways
Competitions and giveaways are a great way to increase exposure and reward loyal followers. Cobranded giveaways mean that consumers are entering for a chance to win a collection of products or services from the brands involved; make sure you maximise exposure for your businesses by making post shares a means of entry into the giveaway. This means that the post is shared on your audience’s own social media channels, exposing your post to your followers’ followers.
Shoutouts are where a user makes a post or story that features another user, for example, one business may share a story that showcases the products of another business. This works best when the two businesses appeal to the same target audience, but do not directly compete.
Co-branding can take many different forms depending on your type of business; perhaps you and another business could develop a product together that will interest both of your audiences. If you are in a similar industry, you could host a co-branded webinar or live stream on your social media platforms, offering expert advice or knowledge to your followers. Co-branding is a method of increasing brand awareness and sharing audiences.
1. Sponsored Posts
A reported 80% of consumers have purchased something because of an influencer recommendation, so it’s no surprise that the most popular kind of influencer collaboration is paid social media posts. Sponsored posts involve paying an influencer to develop and share content on their social media profiles that promotes your company or products in response to a brief that you provide. To help them understand what you want from them, provide them with your content guidelines and marketing objectives; however, it’s important that you let them have some control over what they post as their followers trust them and know their tone of voice.
Influencer gifting is a form of collaboration that is great for businesses with a smaller digital marketing budget. Businesses send their products or offer their services to an influencer, free of charge, in the hopes that the influencer will share that product with their social media following. While this can yield a good ROI, there are a few things to keep in mind before sending out gifts.
In recent years, we are seeing influencers entering discussions about sustainability with their followers; receiving hundreds of unsolicited gifts can be overwhelming for influencers and encourages waste. It’s best to reach out to the influencer that you hope to work with first to double check that they accept gifts, and to ensure that you’re not overwhelming them with products.
It’s crucial that you select which influencers you send gifts to carefully. Gift influencers who have a similar target audience to your business who have high levels of engagement. Brands now work with micro-influencers with under 100,000 followers ten times more than mega influencers with over 1 million followers.
There’s no guarantee or obligation for an influencer to post anything about your products if there is no paid sponsorship. There is always a risk of influencers negatively reviewing your gifts, so tailor which products you send to them based on their personality and branding, e.g., if you are looking to use social media collaborations to market your restaurant, you could gift an experience at your establishment to a local food blogger.
3. Guest Posts
Find influencers with blogs or social media pages who have an established voice and engaged audience within your niche and reach out to them. Ask whether they would consider making a guest post, and if they agree, suggest some post ideas that might suit the content of their brand and your page. Having an influencer with a loyal following feature on your page may encourage their audience to check out your other posts.