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?
A blogger is an opinion leader, an influential person in the digital world. Bloggers are involved in different areas. Some conduct documentary investigations and talk about them, some briefly retell the plots of films, others shoot video reviews of cosmetics, places, countries.
Opinion leaders are divided by the number of subscribers on social networks into microbloggers (10–100 thousand subscribers) and macrobloggers (from 100 thousand subscribers).
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.
Such analytics will be useful for finding a media personality on the selected platform(s). It is better to choose a representative for promotion that corresponds to the audience. Both his audience and yours, and possibly another audience, to which the algorithms “throw” material, should trust him.
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. There may be several. The main thing is that they should correspond to the spirit of the company, values, corporate culture. The advantage is brand recognition. As soon as the advertising format is chosen, you can start developing and implementing it.
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?
As described above: first, find a platform, then choose an influencer, check them. And after checking, send them a letter either in private messages or to the specified email address. It is better, of course, to write everywhere - the chances of your message being viewed quickly will be increased. You should be prepared for the fact that bloggers will not respond immediately. If the media person is a big one, they may not have time to respond to letters. A PR manager or manager may also respond to letters. And this also takes time. Therefore, you should write not to one blogger, but to several.
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?
- If a website, then specify the page to visit; if a group, channel, social network page – the resource address;
- 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:
Beauty and health. Everyone wants to be beautiful, learn about new products, read reviews. The visual component wins more. If a major blogger posted a photo with a brand that is little known to anyone, it will definitely become popular. The “I want it like my idol” effect plays here. Therefore, advertising will be a good opportunity to improve sales;
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;
Art and photography. Now it is profitable to maintain a portfolio not on a personal website, but on a personal page in networks. Great popularity comes to the most diverse authors of works and photographs. Show your works through bloggers - recognition will not keep you waiting;
Blog about family, children. For many, this is a good way to show their expertise in family matters, to talk about raising children from their own experience. As a rule, such “mommy” blogs advertise products for children.
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.
Some airlines and cargo carriers publish content with animals or show their “internal” routine, which attracts users.
Conclusion
Advertising is the engine of trade. Today, the common truth has shifted towards content creators who know how to present and sell beautifully. Perhaps such advertising will seem expensive, but it brings good income and a quick payback with a competent approach. Moreover, a media personality can become a brand representative. And this is also a good way to interact for a long time.
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