Bloggers have surrounded us for a long time. They are everywhere: reviews, video reviews, social networks, websites, personal blogs. Advertising for them is becoming an obsession with promotion for every business.
Who is a blogger?
Блогер — лидер мнений, влиятельная личность цифрового мира. Блогеры занимаются разными направлениями. Кто-то ведет документальные расследования и рассказывает о них, кто-то кратко пересказывает сюжеты фильмы, другие снимают видеоотзывы о косметике, местах, странах.
Лидеров мнений делят по количеству подписчиков в социальных сетях на микроблогеров (10 — 100 тыс. подписчиков) и макроблогеров (от 100 тыс. подписчиков).
The number of subscribers affects the authority of the opinion leader, as well as the cost of advertising.
How to choose a blogger for advertising?
To select a blogger, you need to select a platform. The platform can be either in messengers (Telegram channel, for example) or in social networks (Instagram, Facebook, etc.). If the business does not have any social networks, it is recommended to create them. They will help to identify more accurately the audience, brand loyalty, activity on the page, posts, stories.
Такая аналитика пригодится для поиска медийной личности на выбранной (выбранных) площадке (площадках). Представителя для продвижения лучше выбирать соответствующего аудитории. Ему должны верить как его аудитория, так и ваша, а возможно и другая аудитория, которой алгоритмы «подбросят» материал.
Therefore, it is important to choose a blogger who is close to the business topic, with a good audience, good style, and the right approach to advertising.
Today, deception with intrusive advertising from bloggers is very noticeable. This causes negativity in the public, sometimes even the entire public. Accordingly, the choice of the ideal PR specialist must be approached wisely.
The selection of an influencer for advertising is carried out using data verification tools. Many media personalities can fake their data: story views, likes, comments. Often, this is noticeable to the naked eye. A qualified specialist will be able to bring such data to light. However, most do not trust the reports sent by bloggers and check them themselves. Checking with certain tools allows you to identify a quality audience (less cheating, more real subscribers), the number of likes, evaluate live comments and much more. Poor quality checking will lead to a bad choice for promotion on social networks, a waste of time and money. It is better to entrust such a matter to professionals, ordering a check and finding the right representative from them.
The most successful advertising is on Instagram and YouTube.
Instagram has long since evolved from an amateur platform into something more. Advertising with a blogger allows you to expand your audience, bring people to the customer's page, potential clients. There is scope for creativity here.
The same story with YouTubers. The selection principle is the same: number of subscribers, interests, quality of content.
Types of Advertising from Bloggers
- Reviews of products, services. Unpacking and reviewing products always attracts attention. This way, you can get native advertising. Public figures open the box sent for review, take out the products, and then share their opinion. If you take services, they usually tell you after receiving it. As a rule, they share their impressions of the office, service, and so on;
- Reviews of products, services. Unpacking and reviewing products always attracts attention. This way, you can get native advertising. Public figures open the box sent for review, take out the products, and then share their opinion. If you take services, they usually tell you after receiving it. As a rule, they share their impressions of the office, service, and so on;
- Direct advertising. A simple and popular method among bloggers. A media person talks about your products, services, promotions. Sometimes it is presented interactively for greater interest. For example, in the form of games;
- Integration into content. A selection of photos is created, a beautiful text is written, and a post is published. The advantage is that the pictures are either created specifically using the customer's product, or ready-made versions of the advertised products. The account is tagged in the photo and in the post. The job is done;
- Advertising insert into a video clip. This format is more common on YouTube. The commercial is inserted either at the beginning or in the middle of your own content. The reach is large, expensive, but more effective if you choose the right blogger;
- Product placement or placement of a product in a frame. This approach implies the presence of the product in the frame without mentioning it. The method is partly similar to hidden advertising in films, but in much smaller volumes and audiences. The essence of the method is that the product can be in any noticeable place on the video blogger. It will not be mentioned in the conversational format. But it is visible in the visual. The method is preferable for goods with restrictions, for example, tobacco products;
- Competitions. The drawing is held on the page of the selected advertising person. Objective: increase in subscribers to the customer's page. Disadvantage: many unsubscribes among the losers;
- Events. For such moments, bloggers are invited to shoot live broadcasts from the scene, respond to subscribers, publish stories. An attractive format for opening a store, beauty studio, beauty salon, or, alternatively, a travel agency;
- Takeover. Full immersion in the life of the company by a media personality. He/she prepares social networks, writes posts, communicates with the public, gives advice, shoots stories about the organization on their behalf;
- Affiliate marketing. Recently, a widespread form of advertising on the Internet. The essence is as follows: a promo code for some product or service is given to a blogger. He places it on his page and receives a fixed percentage of sales;
- Ambassador, or brand representative. Их может быть несколько. Главное, они должны соответствовать духу компании, ценностям, корпоративной культуре. Преимущество — узнаваемость бренда. Как только выбран формат рекламы, можно приступать к ее разработке, реализации.
Why should businesses buy advertising from bloggers?
Advertising on social networks brings good income. Of course, there is no ideal, but success can be measured. With the help of analytics, you can calculate the result, costs, user growth, number of orders.
Advertising campaigns are especially relevant for businesses that:
- recently entered the market and want to tell about themselves;
- have been on the market for a long time and periodically remind us of their existence.
The cost of an ad varies depending on the platform, public figure, audience size, delivery format, and other nuances are possible. The effect of such campaigns is measurable, so there is nothing to be afraid of.
How to advertise with a blogger?
Как было описано выше: сначала находим площадку, потом выбираем инфлюенсера, проверяем его. И после проверки, направляем ему/ей письмо либо в личные сообщения, либо на указанный электронный адрес. Лучше, конечно же, написать всюду — шансы на быстрый просмотр вашего сообщения будет увеличен. Стоит быть готовым к тому, что блогеры не ответят сразу. Если медиа-лицо крупное, то может не успевать отвечать на письма. Также может на письма отвечать пиар-менеджер либо менеджер. И это тоже занимает время. Поэтому надо писать не одному блогеру, а нескольким.
Be sure to format the letter. Be friendly. Greet, introduce yourself, briefly tell about the company (what it does, etc.). Then briefly describe the essence of the cooperation. And wait for a response.
If the answer is positive, you need to work out the technical task together with the selected person. Once you have agreed on everything, sign a contract for the provision of services, which will describe the terms of work, fee.
Preparation of technical specifications.
It is necessary to draw up a technical assignment (TA). It specifies:
- Description of goods, services;
- What is the purpose of advertising?
- Если сайт, то указание страницы для визита; если группа, канал, страница соцсети — адрес ресурса;
- Correct name and pronunciation stress. If the name is foreign, it is better to add a transcription and, as an option, write a transliteration;
- Format and requirements for publishing an advertising offer;
- Message to the target audience;
- Date, time of publication.
Blogger Advertising Analytics
The result is not always fast, but it is necessary to analyze the data from advertising. Depending on the goals, you can measure the data through the analytics systems Yandex.Metrica and Google Analytics, as well as internal social media data systems.
To sell products from the site, it is better to use a specially created promo code for the selected blogger. This will allow you to track the success or failure of the campaign.
An advertising campaign aimed at recognition is measurable by the growth of the number of subscribers and their activity.
It is often difficult to track data on your own. For the best results, contact specialists who will independently search for content authors who are ready to advertise the product. They will also conduct negotiations, arrange meetings, and track the effectiveness of advertising.
Advertising for which niches pays off quickly?
The most popular topics for promotion, mainly on Instagram, are:
Красота и здоровье. Всем хочется быть красивыми, узнавать о новинках, читать отзывы. Выигрывает больше визуальная составляющая. Если крупный блогер выставил фото с брендом, мало кому известный, он обязательно станет популярным. Здесь играет эффект «хочу как у кумира». Потому реклама будет хорошей возможностью улучшить продажи;
Fashion. Clothes are assessed visually. And this is another topic that is well suited for promotion in networks. An interesting presentation of accessories, clothes for adults and children will also help to increase sales;
Искусство и фотографии. Сейчас выгодно вести портфолио не на персональном сайте, а на личной странице в сетях. Большая популярность приходит к самым различным авторам работ и фотографий. Показывайте свои работы через блогеров — узнаваемость не заставит себя ждать;
Блог о семье, детях. Для многих это хороший способ показать свою экспертность в семейном деле, рассказать о воспитании детей на собственном опыте. Как правило, такие «мамские» блоги рекламируют товары для детей.
Food and delivery. Many restaurants and food delivery services have become popular with the help of bloggers and their personal promo codes, increasing the average bill;
Other topics, such as 18+ topics (cigarettes, alcohol, etc.), are blocked by many social networks. They are indicated in the rules for using the resource. You need to be extremely careful not to overstep the line. However, the success of promotion will be slow.
Некоторые авиаперевозчики, грузоперевозчики публикуют контент с животными либо показывают «внутреннюю» рутину, что привлекает пользователей.
Conclusion
Реклама — двигатель торговли. Сегодня прописная истина сдвинулась в сторону создателей контента, умеющих красиво подать и продать. Возможно, такая реклама покажется дорогой, но она приносит хороший доход и быструю окупаемость при грамотном подходе. Более того, медийная личность может стать представителем бренда. И это тоже хороший способ взаимодействия на долгий срок.
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