Influencer marketing is becoming an incredibly popular strategy for companies of all sizes, whether you use local influencers or work with larger names. Your product packaging is also hopefully already part of your marketing strategy. But how can you adjust your product packaging to get even better results from influencers?
Consider Influencer Packaging
Start by considering whether you want to develop separate packaging for influencers or just send them your products in regular packaging. Both approaches are popular, and there is no right answer. The benefit of influencer packaging is that you can take a more targeted approach and create product packaging that is even more appealing in photos and images than your regular packaging. It also lets you tailor the experience to influencers.
On the other hand, customers won’t get the same packaging they see in influencers’ posts, which some may not like. You also have to create additional packaging, although custom packaging and short-term solutions can reduce that challenge somewhat.
Whether you send influencers unique product packaging or use the same packaging you do for regular consumers, there are a few important tips that can maximize your results.
You want to create an unboxing experience and make the packaging visually appealing, but you shouldn’t be wasteful. This is especially true with the growing push toward eco-consciousness. If you use an excessive amount of materials, it will reflect poorly on your brand. As a bonus, minimizing your packaging will also reduce its cost.
Use Dividers and Other Tools to Plan the Unboxing
While you don’t want to be wasteful, you should consider using an extra piece of material here or there to direct the unboxing experience how you want it to go. Simply put, you want to set up the box so that influencers will see the items in the order you want them to. This can be as simple as including a note at the top, or it can be more complicated.
Remember that influencers will record their unboxing, so the journey you create with it will be viewed by your audience as well – that’s the point of influencers.
You should already be including your brand name on your product packaging, and packaging for influencers is no exception. This is one of the most basic elements of incorporating your packaging into your marketing and should not be overlooked. Remember that the more prominent your brand logo or name is on the packaging, the more prominent it will be in the photos and videos the influencer posts.
Personalize Products for Influencers
If you decide to do separate influencer packaging or even create one-of-a-kind gift boxes for them, personalize the packaging. For example, if you sell clothing, send the influencer pieces that might suit their style. If you sell makeup, send them their favorite shades.
Consider a Hashtag
As you design the box itself or any inserts, consider creating a hashtag. This will make it easier for influencers to share their content of your packaging and product and for your audience to find that content.
Your product packaging design plays an important role in the effectiveness of your influencer marketing campaigns. Create packaging that is personalized to the influencers and will look great in photos and videos.