Advertising with bloggers

Contents

• What is influencer marketing
• Who is suitable for influencer marketing
• Why use influencers
• Formats of advertising with influencers
• Where to find influencers
• How to order influencer advertising
• How much does influencer advertising cost

What is influencer marketing

Influencer marketing is a modern marketing tool where influential people (influencers) promote a company's products and services through their online platforms. As practice shows, promotion through influencers has become a key component of influencer marketing. According to a study by Influencer Marketing Hub, in 2023, 82% of companies plan to allocate funds for this type of advertising, and almost 20% of businesses intend to spend more than 40% of their marketing budget on it.

The main goal of companies reaching out to influencers is to increase sales, enhance brand awareness, and improve its reputation. Loyal followers of influencers trust their opinions and recommendations, which makes their influence on the audience significant. For example, influencers can advise using certain products, which contributes to forming a positive brand image.

Who is suitable for influencer marketing

Collaboration with influencers proves to be effective for various business sectors, especially in niches where the target audience is quite broad. Here are some popular segments:

• Beauty services, cosmetics, perfumes;
• Fashion industry, clothing, accessories;
• FMCG (fast-moving consumer goods);
• Cafes, restaurants, delivery;
• Electronics;
• Online products (mobile apps, services, games, courses);
• Home goods.

However, advertising through influencers may be ineffective in the B2B segment with specific products and a narrow target audience. For example, manufacturers of industrial equipment may find it challenging to locate a suitable influencer, as their audience is limited. In such cases, it is better to use other forms of advertising, such as professional conferences or industry events.

Why use influencers

Advertising with influencers allows:

• To showcase the product organically. Influencers' recommendations appear natural and unobtrusive, contributing to brand awareness.
• To achieve the desired reach. Influencers' audiences range from small groups to millions of followers, allowing advertisers to choose suitable influencers.
• To attract a loyal audience. Followers trust their favorite influencers, and if their interests align with the advertiser's, the response to the advertising will be high.
• To receive feedback from the audience. Comments and likes under advertising content allow brands to monitor audience reactions and respond to feedback.

Formats of advertising with influencers

There are many advertising formats that can be used to promote products and services through influencers. The main ones are:

• Direct mention. The influencer posts a post or story discussing the product.
• Sponsored segment. The influencer creates useful content and mentions the brand as a sponsor.
• Integration. Advertising is natively embedded in the influencer's everyday content.
• Content support. The brand hires the influencer to create engaging content.
• Review. The influencer unboxes and demonstrates the product.
• Guest material. The influencer publishes material created by the company on behalf of the brand.
• Collaboration. Creating a new product in partnership with the influencer.
• Event. The influencer covers the company's event.
• Ambassadorship. The influencer becomes an official representative of the company.
• Special project. Creative activities such as contests and challenges.
• Live broadcast / stream. Discussing various topics in real-time.

Where to find influencers

Various methods can be used to find influencers:

• Exchanges and services. Popular platforms such as LabelUp, Getblogger, and TrendHERO offer a catalog of influencers and analytics for their accounts.
• Manual search. Using a browser or platform search to find relevant influencers.
• Marketing and advertising agencies. They can help find suitable influencers and organize collaboration.

How to order influencer advertising

For a successful advertising order, it is necessary to:

1. Select a platform. Decide where the advertisement will be placed (Instagram, YouTube, Telegram, etc.).
2. Find an influencer. Use exchanges or manual search.
3. Propose collaboration. Write to the influencer with a description of the company and a proposal for collaboration.
4. Sign a contract. Agree on the terms and cost of services.
5. Prepare a brief. Create a technical task with details of the advertising campaign.

How much does influencer advertising cost

The prices for influencer advertising vary depending on their popularity and the format of placement. Average rates:

• 1-10 thousand followers — 1-5 thousand rubles;
• 10-50 thousand followers — 5-15 thousand rubles;
• 50-100 thousand followers — 15-30 thousand rubles.

The final cost may depend on many factors, including payment methods, seasonality, and project specifics.