Ordering advertising from Influencers - a guide to finding and choosing
Influencer marketing in 2021 is recognized as one of the most effective ways to promote online. According to a study by Insider Intelligence, by 2022 brands will spend $15 billion on collaboration with opinion leaders.
The huge advantage of Influencers is the trust of the audience and the low price in comparison with other ways of promotion. Working with them is a good opportunity to reach new audiences and promote products and services. No matter what your budget is, you will still find the right blog for advertising.
But before you buy advertising, you need to assess how suitable Influencer is for cooperation. In this article I will tell you in detail how to do it.
Influencer or blogger - is there a difference from whom to order advertising
Influencer is an opinion leader who is listened to by a certain circle of people. In simple words, this is a person who blogs in a social network, shares content, communicates with the audience and influences it.
A blogger is anyone who creates and publishes content on the Internet.
The main difference between an Influencer and a blogger is in the influence
The blogger may have a bad reputation, his recommendations may not be trusted, but still follow the page, out of interest in the published content. An Influencer, on the other hand, builds his community on trust. He doesn't just create content, but broadcasts his beliefs, values, principles. Therefore, his audience is more loyal.
When you buy advertising from an Influencer, you are buying the attention of his loyal audience. In this case, the coverage of advertising may be small. Buying ads from a blogger - you buy guaranteed coverage. This is the main difference.
How much does it cost to advertise with an Influencer
Influencers are divided into:
- Micro Influencers - an audience of 1,000 to 100,000 subscribers;
- Macroinfluencers - an audience of over 100,000 subscribers;
- Nanoinfluencers - an audience of less than 1,000 subscribers.
Nanoinfluencers will have the lowest advertising price. For example, some nanoinfluencers charge only $5 for a mention in a post, or agree to a barter exchange - an advertising post for a product.
Microinfluencers' ad prices range from $20 to $100. Macroinfluencers charge from $100 to $1000 per post. These are approximate rates. in any case, the price is set by the Influencer himself.
How to Find an Influencer for Advertising (3 Ways)
1 Agencies. Influencer agencies can help you find a suitable advertising platform. Agencies Nimax and EasyLAB work with small blogs, and HypeFactory and MediaNation can help you find Influencers with large coverage.
2 Online venues. You can pick up an opinion leader on special platforms, such as the service https://yoloco.io/instagram/influencer-analytics
3 Independently. You can find an influencer yourself.
By geolocation. Local bloggers add geotags to posts. Try typing in the name of a city or themed locations. For example, the owners of food blogs can be tagged in cafes, restaurants, street-food fairs.
By hashtags. Think about what the right Influencer for you does and writes about. This will give you an idea of the keywords he uses to describe his content. For example, if you want a vegan influencer, look for posts with the tags #vegan, #veganism, #veganrecipes. You can use the service TagsFinder to find related hashtags.
Among brand advocates. Perhaps the right Influencer already uses your product and recommends it to their audience for free. Try to find such a person through mentions of the brand online (by hashtags with the brand name or through mention monitoring services such as Google Alerts, Iqbuzz.pro, SemanticForce) or marks on your social media account. Contact a satisfied customer and offer him or her a product in exchange for a fuller disclosure of the brand's benefits.
When choosing an Influencer, don't chase the number of subscribers. Advertising on micro-influencers with less than 1,000 followers may be more effective than on a large blog with 100,000 followers. According to the Later x Fohr report, micro-influencers have the highest engagement rate.
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