Hootsuite’s big PR stunt led to the very best quantity of content material downloads of any influencer marketing campaign

Hootsuite is banking on influencers to advertise its largest report of the yr.

This week, Hootsuite launched its “Social Media Traits 2025” Report— its annual evaluation of the largest social traits entrepreneurs must learn about within the yr forward. When the report went reside, LinkedIn influencer advertisements that labored in social media crammed the LinkedIn feed with big newspapers asserting the brand new report.

Eileen Kwok, social and influencer advertising and marketing strategist at Hootsuite, instructed ADWEEK that this was Hootsuite’s largest marketing campaign of the yr. It builds on the over-the-top advertising and marketing pattern on social media the place manufacturers like Poppi and J.Crew remodel their merchandise in big variations to face out in the true world. It additionally incorporates the rise of edutainment content material – ​​social content material that mixes leisure and schooling – considered one of Hootsuite’s social traits in accordance with the report.

“Our objective was to convey a quite simple message: our traits report is reside,” Kwok mentioned. “It’s daring, it’s in your face, you possibly can’t miss it.”

Hootsuite despatched the outsized logs to 10 social media professionals with a LinkedIn following, together with Brandon Smithwrick, director of content material at Kickstarter; Grace Andrews, Director of Advertising and Model at Flight Studio; and Gabriel Gomez, social media supervisor at MCoBeauty.

Hootsuite additionally created its personal social content material utilizing newspaper props that will likely be posted throughout the model’s social channels.

Inside 24 hours of launch, Hootsuite’s marketing campaign generated 50 earned media mentions and over 5,000 engagements. Kwok additionally mentioned the marketing campaign’s value per lead, or the worth of buying downloads of the report, is one-eighth the worth of Hootsuite’s conventional promoting. Kwok mentioned the marketing campaign led to “probably the most content material downloads” Hootsuite has ever had by means of an influencer advertising and marketing marketing campaign. Influencers additionally accounted for 66% of all downloads from social media. Hootsuite declined to say what number of occasions the report was downloaded.

Breathtaking LinkedIn Posts

The objective of the marketing campaign was to get individuals to cease when scrolling by means of the LinkedIn feed with massive photographs. The choice to give attention to LinkedIn displays Hootsuite’s business-to-business viewers of social media entrepreneurs, Kwok mentioned.

“In case you scroll by means of Instagram or TikTok, you’ll see loads of influencers consistently making an attempt to promote you issues,” Kwok mentioned. “Once you browse LinkedIn, you observe individuals you join with, different manufacturers, and different sources that curiosity you.”

Every influencer was given a quick explaining the concept of ​​taking a photograph with the outsized newspapers to tease the report’s findings within the caption. Kwok additionally despatched the influencers a pattern message exhibiting himself with the newspaper for example.

“We pleasure ourselves on giving the influencer the pliability and creativity to depend on their very own model and tone in terms of their writing,” Kwok mentioned. “We don’t prefer to be very choosy about each phrase or each phrase.”

Jordana Rapuch, senior editor at Hootsuite, mentioned the objective was to let the influencers model and write the message their approach.

“This can appeal to extra of their viewers, which in flip will profit us,” she mentioned. “We do not need their put up to really feel an excessive amount of like an commercial. In the end, giving them the autonomy to do what they need helps us.”

LinkedIn is more and more presenting itself as a substitute for YouTube and Instagram with video and publication codecs for creators. ADWEEK not too long ago reported these video uploads on LinkedIn elevated 34% yr over yr in October.

“LinkedIn is likely one of the quickest rising platforms our viewers makes use of; it’s additionally usually the one that folks really feel most assured in when it comes to the return on funding it offers,” Rapuch mentioned.