You don’t need Influencer marketing if

Influencer marketing is in simple words the promotion of products through influential people. Influencers mean people with a large audience on the Internet, primarily in social networks. It can be both actors, athletes or singers, and just bloggers – influence is determined not by their fame “in general”, but by the number of subscribers. The influencer marketing market is built on the idea of product approval and recommendation by such influential people.

Influencers are the ones the audience trusts

All players in the influencer marketing market are usually divided into several groups according to the number of audiences directly, and according to the level of influence on the audience indirectly.

Nanoinfluensers are bloggers with 1,000-5,000 subscribers. Such bloggers have the most lamp-like atmosphere, and their advertising looks and is perceived more as friendly advice. The level of nativeness is maximum. Audience coverage is small, engagement is high.

Micro-influencers are bloggers who are followed by 5,000-10,000 people. The audience, as a rule, is very loyal, responsive, easily involved in the dialogue, listens to the opinion of the author of the account. Subscribers treat advertising with understanding.

Influencers are bloggers with the number of subscribers from 10,000 to 100,000 people. Transitional version between “micro” and “macro”. Bloggers still don’t have enough audience to wring prices, but enough to successfully promote products. Especially those that the blogger himself tried-test-reviewed and appreciated.

Macro-influencers – here we are talking about bloggers with the number of subscribers from 100,000 to 1 million. The most common choice in the market of influencer marketing for cooperation with business. Macro-influencers look at their blog as a job (main or additional), the content is most often taken seriously and try to do it qualitatively. Their coverage is great, which is good for informing about a new product. But engagement is lower than that of a blogger with a smaller audience, which is not good for direct sales.

Mega-influencers are most often celebrities, the same actors-athletes-singers-show business with a multi-million audience, or people who made a name for themselves on blogging, like Yuri Dud. The audience is diverse, there are fans, haters, and just those who passed by, saw, subscribed and forgot. Nevertheless, the scope of advertising publications is simply cosmic, and brands are eager to cooperate with mega-influencers, despite sky-high price tags and difficulties with communication.

With whom and why to work

Why do we need influencer marketing at all: bloggers are primarily an audience that is valuable to a brand. These are loyal living people who trust the blogger and his opinion. A big plus of influencer marketing is that it bypasses “banner blindness”, which wins over other ways of promoting the product.

Choosing with whom exactly to work in the market of influencer marketing, it makes sense based on the tasks. For example, you have a task to sell a new phone model with a cool camera. A photographer with 40,000 followers who writes about the specifics of shooting will certainly be able to convince the audience to buy a phone for shooting. Instammama with 1 million subscribers will give publications coverage, but about convincing the audience and motivation to buy – not a fact, not a fact. So focus on the tasks and on the cost: often 50 posts from nanoinfluensers will cost less, and the exhaust will give more than 1 post for a mega-cool mega-inflator.

How to work with influencers

Starting to engage in influencer marketing, you need to understand that this is not a means to quickly catch up with leads or make sales. This is not contextual advertising or a hot audience. Influencer marketing is a slow but effective tool that helps to demonstrate your credibility, introduce people to your product and warm them up, and only then sell.

There are two main options for working in the influencer marketing market – money and guerrilla marketing.

With money, everything is clear – you pay, the blogger publishes content, you have growing recognition and, possibly, sales.

Guerrilla promotion – you provide the influencer with what they need. Access to the service, free goods or services for review, as well as insiders. He tries everything empirically and publishes content. It’s basically about the influencer marketing market.

And now – to the practice and formats of work on the example of the most promoted blogger platform – Instagram *.

Direct advertising. You write to a direct blogger or manager a request for a price, ask for a screenshot of statistics, reset the technical task, pay, wait for the publication, it comes out – you are happy.

Native integration in influencer marketing. Everything is the same, but the blogger has more room for imagination – more a price tag. For example, a fashion blogger posts capsule wardrobes. This is a way to buy 3 blouses, 2 jackets, 4 pairs of trousers, 3 bags and boots, so that in the end it will give 100+ harmonious images. The usual advertisement will be a story “That’s cool in this store. Buy from them.” Native integration is already a record of a capsule wardrobe in the fitting room with dozens of store products.

Here’s another example. You can make an insert with the sponsor of the video at the beginning of the video, or you can, like the comedians of the stand-up club No. 1, integrate Aviasales into jokes – from time to time they joke how they can not integrate cheap tickets, and this is captivating. There are integrations and even more subtle. When a blogger shoots a prank, but the prank uses a green food delivery bag with a large logo – for example. Native integrations are the trend of influencer marketing in 2021 and, most likely, the next few years.

Review. You provide a sample of the product, and the blogger makes a review of it. It can be:

  • Physical goods – bag, cosmetics, cutlets, telephone, baby food.
  • Service — hairstyle, nails, visit to the water park, food delivery, cafes.
  • Access — a month of subscription to the service with serials, a premium tariff in the analytics service.

As a rule, reviews are written on barter, where barter is more of a payment format than cooperation. Often, bloggers write right in the price list: “Review of your product: 4-6 stories with a description of the product = 30 thousand + the goods remain with me.”

Ambassadorship. In this case, the blogger officially undertakes to advertise one brand and participate in its advertising campaigns for a certain time, for example, a year.

The easiest way to explain is the example of athletes who have personal contracts with sportswear brands. Conditions can be tough – if you’re Ambassador Adidas, you should never be seen in a Nike suit.

Mutual PR. Not only brands, but also bloggers themselves want to promote and use influencer marketing. Therefore, there are different options when bloggers or publics mutually PROMOTE each other. One way is through joint live broadcasts.

Collaborations. This is a joint creation of products with bloggers. The most typical story is the fragrances of perfumes from celebrities. But it can be any product – from a clip to sweets with a design in the style of the artist. The blogger participates in such a collaboration conditionally, it is clear that the stars do not develop the aromatic compositions themselves, hardly know how to make mascara and do not weave at night to release clothes under their brand. Their contribution is the name and the audience, everything else is done by the business – this is the trend of influencer marketing in 2021.

Not recommended: Contests. There is such an outdated format on Instagram* as Giveaway. This is when bloggers play all sorts of serious buns with the call “subscribe to all 76 sponsors of the competition, and get a chance to win the car.”

Payment formats of influencer marketing: fix, barter, buns and affiliate program

There are several of them, and they can be combined.

  • A fixed amount. The blogger undertakes to make a post or story – you pay.
  • Barter. You provide goods, services or access – the blogger makes a review.
  • Buns for subscribers. Discount, cashback or bonuses that the blogger gives to his subscribers. It can be used as an additional incentive to increase conversion.
  • Affiliate programs. For each payment or clicking on the link, the blogger receives money.

Very often, bloggers want (and receive) everything at once: a fix + buns for subscribers + a premium for the number of clicks on the link or purchases.

Important nuances in working with bloggers

Let’s talk about the goals of influencer marketing, cheating subscribers from bloggers and studying the audience – all this is important if you want to engage in influencer marketing not for show, but for the benefit.

Decide on your goals. Most often, the global goals of influencer marketing are the growth of brand awareness and sales. But they are too broad, and in order to make work with bloggers more effective, it is desirable to somehow specify the task and develop a strategy. For example, to increase the number of young people among your clients, or to reach the audience of young mothers of the Moscow region with a new service. Such narrowly focused goals will work even better – influencer marketing is a tool that can be customized almost as accurately as, for example, targeted advertising. To do this, it is important to find exactly your target audience among millions and millions of subscribers of different bloggers.

Seriously approach the search for bloggers. Where to get hundreds of bloggers for advertising campaigns on Instagram*, especially if there are no 5-10 thousand dollars for millionaires? In short:

  • Search for them on Instagram* manually.
  • Go to exchanges like Epicstars or Storiesgain.
  • Use trendHERO or HypeAuditor search services.

For example, trendHERO has a “500 similar bloggers” feature. Choose your account or the blogger account that suits you, and the service finds 500 similar accounts:

Be sure to check out the bloggers. The market for influencer marketing is not so crystal clear – there are audience cheats, bots, and “dead souls”. So the number of subscribers in itself does not mean anything – the coverage and the ability of the blogger to work with his audience are important.

Among the bloggers found, look at the quality of the account and statistics. For example, for YouTube, the number of subscribers, likes and retention of the video is important, and for Instagram* – the number of views, coverage, engagement, the cost of going to the site. Such indicators will help to predict the results and prepare a media plan. The reputation of the blogger is also very important – missing with this issue, you can get reputational losses, and not profit from influencer marketing. And, of course, look at the relevance of the blogger’s audience to your proposal.

A simple example: there is a girl blogger with 500,000 subscribers. A close examination of the account reveals that 300,000 of them are Hindus and Residents of Turkey. Does it make sense to order advertising from it to Russian companies? – Don’t think so!

We do not think, but check the cheats and the target audience. This is not always as obvious as in the Example of the Indians. The audience may not be suitable for interests – for example, if the autoblogger has only 5% of the audience really interested in cars.

Prepare a list of x3. Let’s explain. Connecting with influencers can be either very easy or terribly difficult. For example, you found 20 suitable bloggers, wrote to them, and answered you about 30%. Either the manager is blunt, or the wrong communication channel, or the load is big, or Mercury retrograde. In this case, you should have a list of suitable bloggers 2-3 times more than you plan to choose for the job. So you will protect yourself from worrying about the fact that someone did not answer you. Friendly advice: take care of the contacts of bloggers, with whom everything went like clockwork! It is a valuable resource in the influencer marketing market.

Make a technical task. For Instagram* bloggers, clear instructions are needed, and when it comes to nanoinfluenters, and about millionaire bloggers. If you specify in the TK: “Write something similar to “Subscribe to this public, there is still a lot of such content”” then at least 20% of bloggers will post this text. So phrase the task something like this: “Invite people to subscribe to our account, and tell us what you can find there. Be sure to mention the name of the brand, the post itself should be at least 2 paragraphs. “

Analyze the effectiveness of influencer marketing. Depending on the purpose, you need to calculate the cost of 1000 covered accounts, a subscriber or an order. The cost of the order can be calculated if you use UTM-tags and ask the blogger to give a link to your offer in the story (after 10 thousand subscribers this is possible). The cost of a subscriber is more difficult to calculate, but you can also …

On the scan, the squares at the bottom show the number of mentions. For example, on November 28, there were 2 mentions (you can hover over and see from whom). So we found out that on November 28 there was an placement at a million-plus blogger and it brought 13.7 thousand followers on the first day and 11.6 thousand on the second. These numbers give an understanding of what is happening, and allow you to calculate the cost of the subscriber.

Another way is to find the intersection of the audience with the blogger before the ad and after. The bad method is that the intersection cannot be counted in the past, and the good method is that you can trace the further fate of subscribers by measuring the intersection in six months.

Who and when does not need influencer marketing

Influencer marketing has a lot of advantages. These are nativeness, targeting, attracting live traffic and quick feedback on the product from the audience. Despite this, not everyone needs influencer marketing and not always. When it is not needed:

When it is important to quickly recoup investments, and the budget is minimal. There is such a thing as the speed of return on investment in an advertising channel. If you run targeted advertising or advertising on the radio, the result will be immediate. And if you invest in SEO and a blog, then to get normal traffic and convert it into orders, you will need one or more. Influencer marketing will give a quick return only if you buy direct advertising of your promotions and competitions to a wide audience – and this is expensive. If the budget is small, and you intend to return the money immediately, use other promotion tools.

When you have a new product, and you pin your hopes ONLY on influencer marketing. Yes, and in this case it will not work, because when bringing a new product to the market, it is important to combine different promotion tools, and not to put all your eggs in one basket.

Example: Let’s say you launch a new cheese curd on the market. What is logical to do?

  • Create an account on Instagram*, add 6-12 photos with children and cheese curds.
  • Hold several contests, buy advertising of these contests from instams with an audience of 10,000-100,000 people, so that 5,000 subscribers appear in your account.
  • Regularly post content about the lives of subscribers.
  • Buy ads for coverage from macrobloggers with an audience of up to 1 million.
  • Conduct activities for subscribers – games, contests, discussions.

In addition, it is necessary to engage in access to supermarkets, as well as publications in the media. This is a minimal plan, without any creativity, and only in this combination can you get a good result.

When you work in B2B. If you need to sell tower cranes to construction organizations, there is no point in going into the influencer marketing market. Imagine how unnatural the same Artem Dzyuba will look, making a review of the gantry tower crane produced by Perm Industrial Equipment Plant LLC!

When you’re not ready to create content for your Instagram account* and website. If your task is to get new subscribers and work for recognition, then you will have to constantly create content. Customers will not buy in an account with 3 posts and on a site that has not been updated for the last 3 years. And bloggers with a good number of subscribers will not take you into advertising – so either understand that you will have to work with content, or refuse influencer marketing. By the way, the smMplanner service of delayed posting can make it easier for you to publish content in social networks. Of course, he will not write anything for you – but he will save time on posting posts. You will be able to charge posts for 7 (!) social networks for 3 weeks ahead in one day, and they will be published exactly on the days and at the time that you have planned. And what to write will tell the smart telegram bot Gennady. His random ideas may well lead you to think about what to talk about with the audience today, tomorrow and always. Because the ideas will be different every day!

When your goal is to sell here and now. They go to influencers when it is important that the brand is known, and that a positive reputation of the brand is formed in the information field. And for more predictable quick sales, other tools are better suited.

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