I’m an enormous fan of Caramel Plug’s (Ogechi Ukonu) house on Snapchat.
Each time I watch her story, I uncover a brand new app that’s really helpful. Not as a result of she’s throwing random hyperlinks at me, however as a result of she’s earned belief, is aware of her viewers, and makes it really feel like gist; not advertising.
That’s when it clicked for me:
Influencer advertising is simply product advertising… performed in a method that feels human.
And in 2025, that human strategy? It’s profitable.
However let’s be clear: this doesn’t imply it’s best to ditch your frameworks. What it does imply is—it’s time to make use of them with creators in thoughts.
Listed here are 4 Product Advertising and marketing Frameworks you may pair with influencer advertising to drive consideration, belief, and adoption.
1. AIDA: Consideration, Curiosity, Need, Motion
AIDA is a copywriting and advertising framework that guides a person from first look to conversion. You seize their consideration, spark curiosity, construct want, and drive them to take motion.
Why it really works: It’s excellent for content material creators who inform tales that convert. Suppose reels, TikToks, and carousels.
How one can use it with influencers: Transient your influencer to comply with this circulation:
→ Hook with an issue or “chaotic expertise”
Curiosity by exhibiting a relatable situation
→ Need by demonstrating how the product helps
→ Motion with a CTA like “Do that app”
How Caramel does it: She begins with gist (“My telephone was shifting mad this morning”), introduces a brand new software that solved it, exhibits us how she used it, and drops the hyperlink. That’s textbook AIDA, with out sounding like an advert.
2. STP: Segmentation, Concentrating on, Positioning
STP helps you outline who your product is for (Phase), who to deal with (Goal), and converse to them (Place).
Why it really works: In case your influencer and your viewers don’t match, you’ll waste cash. STP makes positive you hit the appropriate crowd with the appropriate voice.
How one can use it with influencers: Select creators who naturally entice your goal section, then temporary them in your product’s distinctive place.
How Caramel does it: She speaks to tech-savvy, lifestyle-driven, mobile-first Gen Z and younger millennials. So in case your product is an app that helps set up your telephone or funds? That’s your woman.
3. RACE: Attain, Act, Convert, Have interaction
RACE is a full-funnel framework designed to take somebody from discovering your model to changing into a loyal person.
Why it really works: Most manufacturers focus solely on “attain.” RACE helps you shut the loop—driving motion, conversion, and loyalty.
How one can use it with influencers:
→ Attain: Snapchat/TikTok story
→ Act: “Swipe as much as attempt it” hyperlink
→ Convert: Onboarding expertise
→ Have interaction: Observe-up content material, tutorials, or user-generated reactions
How Caramel Does it: She reaches you thru a vibe-heavy story. You swipe up. In case your app’s onboarding is strong, you keep. Subsequent time, she would possibly present her utilizing it once more or run a Stay Q/A session in collaboration with the model, reinforcing the loop.
4. Hooked Mannequin: Set off → Motion → Reward → Funding
The Hooked Mannequin is a behavioral design framework that explains how customers kind habits with a product.
Why it really works: Merchandise that remedy an issue as soon as are good. However merchandise that customers return to with out reminders? That’s a enterprise moat.
How one can use it with influencers: Allow them to present how your product turns into a every day behavior; particularly if it affords on the spot rewards (e.g., saving time, trip reserving, cleansing storage, budgeting higher).
How Caramel does it: She as soon as confirmed how an app reminded her to drink water, and the streak made her keep constant. That’s a behavior loop in motion.
Influencer advertising isn’t simply aesthetics and hyperlinks. When layered with actual product technique, it turns into a software for traction, loyalty, and development.
Frameworks nonetheless matter, they only want a cultural spin.
So inform me:
Which of those frameworks are you utilizing in your 2025 product advertising technique? And should you’ve discovered an influencer who will get it like Caramel Plug, tag them. I wish to be taught too.
