Influencer marketing has become an increasingly popular strategy for brands looking to promote their products and services. One of the key decisions that marketing professionals must make when planning an influencer campaign is whether to focus on conversion or branding. But, there are a few key differences between these two types of campaigns and it's important for brands to understand the role that large, celebrity influencers can play in each.

Conversion campaigns are focused on driving sales and revenue for a brand. They are typically short-term campaigns that use a specific call-to-action (CTA) to encourage audiences to purchase a product or service. These campaigns are often targeted at the bottom of the marketing funnel, where the customer is ready to make a purchase decision.

Branding campaigns, on the other hand, are focused on building awareness and loyalty for a brand. They are typically longer-term campaigns that use storytelling and emotional appeals to connect with audiences and create a positive association with the brand. These campaigns are often targeted at the top and middle of the marketing funnel, where the customer is still in the early stages of considering a purchase.

When it comes to engaging large, celebrity influencers in influencer marketing campaigns, it's important for brands to understand that these influencers are best suited for long-term, ambassador-style campaigns. This is because large influencers have a far superior return on investment (ROI) compared to other marketing efforts. They have a large and engaged following, and their endorsement can lead to increased brand awareness and loyalty.

To engage large influencers in long-term campaigns, brands should invest a generous budget and work closely with influencers to tell their brand story. This could include creating content such as sponsored posts, product reviews, and social media takeovers. Brands should also consider working with influencers on events, collaborations, and other activations that align with their values and interests. By doing so, influencers can create a deeper connection with their audience and increase the chances of conversion.

Ultimately, brands should understand that conversion and branding are two different aspects of influencer marketing, and that both are important in their own way. However, when it comes to engaging large, celebrity influencers, brands should focus on long-term, ambassador-style campaigns. By investing a heftier budget and working closely with influencers to tell their brand story, brands can increase brand awareness and loyalty, leading to increased conversion and ROI.

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