Collaborations have quickly become one of social media’s most prominent forms of marketing.
However, as the concept is still in its infancy in the grand scheme of things, many people are unaware of the specifics behind collaborations and why influencers and brands choose to participate.
This article will look at the definition of collab and how it is used in social media and influencer marketing.
It will teach what a collab is, the benefits that are possible from collaborations, and why brands and influencers collaborate with each other on social media.
What is a Collab?
First of all, let’s look at what collaboration is.
Collaborations on social media offer influencers and brands an excellent chance to gain new ideas, expose themselves to new audiences, and grow their following.
Social media collaborations include building and supporting a relationship between two parties by working together, creating fun and related content, and sharing audiences.
A social media collab could occur between a brand and a social media influencer or between two social media influencers.
What are the Benefits of a Collab?
First, collaborations on social media platforms like YouTube and Instagram can greatly benefit exposure.
From a brand perspective, it offers them exposure to the influencer’s audience, which could be hundreds of thousands or millions of people.
From an influencer perspective, a collaboration with a brand could open them up to a more mainstream audience, one that might be less prevalent on social media channels like YouTube.
Suppose two influencers work together on a collab. In that case, they can access even more potential viewers that are already engaging with similar content creators on their chosen platform, which is why you see cross-channel collaborations between high-profile influencers happen frequently.
Collaborating with brands or other influencers is a fantastic way to get external ideas for content on your channel.
We’ve all had moments where creativity is not forthcoming. Sometimes it can be hard to try and identify new ideas for video content. Working with other influencers or brands can help change that.
They might come in with excellent ideas for you to try that they have seen or tried elsewhere or offer you a new perspective that helps bring your content ideas to life.
An additional voice for content creation can open new and exciting avenues for your channel.
Social media collaborations are excellent for generating leads. One of the main reasons brands work with influencers is to try and attract more leads to their brand.
They are interested in tapping into your audience and getting them interested in their products or services.
When undertaking a collab with a brand, you should always ensure that the collab benefits both you and your audience. It is easy to take the money from a collab with brands that suit you but not your audience, but this can significantly impact your audience numbers in the future. Some viewers will see you as a sell-out and choose to engage with other content creators instead.
Examples of High-Profile Collabs
Ninja and Drake
In March 2018, Twitch streaming made headline news when Drake decided to play a game of Fortnite with the largest streamer on the platform, Ninja.
This occurred at the height of Fortnite and Ninja’s popularity on the channel, and it is no surprise that this stream broke records for how many people viewed it and how much media coverage surrounded the event.
In total, an eye-water 600,000 people tuned into the stream, and Drake gained even further followers and respect from the gaming community, while many mainstream Drake fans learned about Ninja and his gaming exploits.
Needless to say, this collaboration was a huge success for both parties involved and had a massive knock-on effect on the world of streaming.
KSI and Logan Paul
Another significant influencer collaboration where two huge celebrities combined is the relationship developed between Logan Paul and KSI.
Initially, the story was written to sound like KSI and Logan Paul hated each other, which led to the two streamers collaborating and hosting a record-breaking boxing event.
The event surpassed the social media world and hit headline news, with my people excited to see the two duke it out in the ring.
Since then, the pair of YouTube giants have collaborated on several projects, including a second boxing match and their highly successful energy drink launch called Prime.
As the two both have incredibly large and highly engaged audiences, it is no surprise the two continue to work together, as both have seen significant results.
TimTheTattman and AT&T
Finally, one of the most recent and successful examples of a brand and influencer collaboration is between TimTheTattman, and AT&T. TTT is one of the largest Fortnite and Call of Duty streamers on YouTube Gaming, and, in partnership with AT&T, he went on a nationwide streaming tour.
The tour consisted of Tim streaming outside with friends, in other studios, and even in the Cowboys AT&T stadium.
This collaboration took partnerships with gamers to all new heights and only solidified gaming and streaming as two major outlets for brands looking to increase their engagement levels.
For Tim, it gave him an opportunity to share a completely new experience with his audience, stream with other high-profile influencers, and do something that many still talk about to this day.
Final Thoughts on Social Media Collabs
The right social media collaboration can be beneficial for all of the parties involved. If you manage to work with a like-minded streamer or brand, it can help you reach new audiences while providing your current audience with excellent benefits and insights.
However, it is important for streamers to be picky with who they collaborate. Not every collaboration will have a positive impact on their audience, and an influencer should never choose short-term financial gains over future successes and credibility.