Kseniya I. Content Marketing Expert

Influencer marketing: finding bloggers to advertise your product

Any potential customer needs social proof: other users' reviews of your product or service, unboxings, and so on. They relieve the extra stress that a person experiences when choosing something. It works like this: “Jane said that the cream is cool, I’ll buy it.” There may be a popular blogger instead of Jane or a micro influencer with a more loyal audience

You can cooperate with a blogger both on an ongoing basis (turning him/her into a brand ambassador), and as part of a single integration.

Blogger advertising is divided into several types:

1. Mention of a product or brand (in a story, post, video, and so on). Perfect for popular bloggers who have a very wide audience. For example, a stroller manufacturer can collaborate with the mom blogger.

2 Unpacking.

3. Product overview.

4. Feedback after testing a product.

5. Interview with answers to questions or some other kind of collaboration.

6. Joint giveaways.

At the same time, advertising can be both native and direct.

Today, it is the second option that is more often chosen, since with direct advertising of an interesting product, a blogger will receive much less negative feedback than with some hidden manipulations, and the brand can more clearly convey information about, for example, a discount.

If you think that creating such content will not bring anything, then it is not. People love to look at other people, discuss them, their purchases and decisions. This brings a huge amount of positive emotions, which you only need to pay for with your time and attention to what the blogger points out.

Let's look at a specific example.

Celeb gossip channel with almost 230 thousand subscribers rarely takes advertising, but regularly promotes pet shelters that need help with food, medicines, and so on.

Instead of the pet shelter, there can be any manufacturer of pet products and even an entrepreneur who wants to help animals with their products or donations. A good deed in exchange for a good PR.

Why blogging ads are not for everyone

There are a number of topics that are difficult to advertise:

- Medicine. Advertising drugs, plastic surgery clinics, nutritional supplements and other things for a blogger is almost a black mark. When collaborating, you need to be extremely careful and instead of advertising, it is better to conduct joint broadcasts on topics in which you will act as an expert.

- Construction. What should a blogger show to the audience for it to believe him/her? Yes, a beautiful picture can attract users, but the blogger will not take responsibility for the quality of work and other things.

- Technology production. Due to the complexity of the demonstration.

- Any religious topics.

- Psychology. Due to the development of the industry and non-guaranteed results.

In this case, it is better to spend the budget on a target that will bring more benefits.

How to choose a blogger for advertising

Determine the budget you are going to spend on it. Keep in mind that the price of advertising depends on the popularity of the blogger and the type of integration mentioned above. So, one or two Stories will be cheaper than a long video with unpacking.

Find influencers in your or adjacent niche. Choose those who express their opinion more vividly on industry events, who are active on social networks, (perhaps) sell their own courses on the topic. If you do not want to do this manually, use special platforms for bloggers' collabs and advertising.

Check out the blogger. Ask him/her for statistics, and use any service to check the statistics yourself and compare the results. Collaborate only with those who give real numbers.

If everything suits you, then you can consider options for cooperation.

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