Promotion through opinion leaders is also marketing in social networks, and proper marketing does not exist without a strategy. You can’t just pick the most popular blogger and invite them to advertise you. Even for a millionaire, the return will be minimal if its audience does not suit you. To start SMM promotion through influencers, find the right opinion leaders with the right topics, determine the budget and goals of your campaign.
1. Find influencers and determine the payment
Finding a blogger with a suitable audience is simple if you work, for example, with beauty topics. For complex technical products, you will have to spend more time searching.
Three ways to find an influencer in your field:
Use special services. Look for bloggers on the right topic through paid platforms: Epicstars, GetBlogger, LabelUp, Adlab.io, Easyprbot, Efir.io, trendHERO. The tools provide a theme, account statistics, and ad pricing.
Agencies for working with bloggers. For example, Feedstars, Blogger Brand and others are already working with influencers and will select the right one for you, but will ask for a commission for the service.
Searching independently by queries, tags, in thematic communities, specialized media, in the lists of speakers at conferences is an economical, but not the fastest option.
Plus cooperation with influencers is the ability to work on barter. Usually, micro-influencers with a small number of subscribers agree to such conditions.
Not all bloggers are truly popular. In fact, their audience may be twisted.
SMM-promotion is also “dark” methods that create the appearance of success and mislead advertisers: subscribers-bots, cheating likes, customized comments. The platforms themselves fight against cheats, but not always effectively, so before cooperating, the influencer should be checked independently.
Boosting followers, likes and comments
When there are 10 thousand subscribers, and there are only 20 likes under the post, this causes suspicion. Perhaps the account has “dead souls” in the form of bots. A lot of non-meaningful comments: “good post”, “class”, just emoji – also signs of cheating. You can check the cleanliness of the account using the following services: Panda Rank, LiveDune, Hype Auditor, FakeLikeInfo and others.
The normal engagement rate is 8-10%. When the indicator is lower, then subscribers are not interested in the content, with a larger percentage, you can already suspect cheating. The exception is the peak situational moments of growth in popularity.
For example, before the participation of the Italian group Måneskin in Eurovision 2021, there were no more than 3 thousand comments under the posts in their account. During the competition, the number increased to 5-10 thousand, and under the publication with the winning award, subscribers left a record 27 thousand comments.
2. We assess the risks of working with bloggers
Influencers are non-professional advertisers, many of them do not even always understand what SMM is. In most cases, their content just showed up at the right time and appealed to the audience. Not everyone knows how to do advertising well. What could possibly go wrong?
Incorrect execution of the task
The success of your content with an influencer is not a guarantee of good advertising of your brand. Before the offer, find previous advertisers and ask them for feedback on working with a blogger, look at another blogger’s ad. Are you satisfied with its quality?
How to avoid mistakes? Put a clear TK and agree on the coordination of advertising before publication, give additional materials and examples. But you should not write a detailed and strict script. The blogger’s audience subscribed to his content, and the promotion of the script will stand out and look unnatural.
The institution of reputation is just emerging, so influencers do not always think through their actions and deeds in the public space. There’s a risk that your brand’s face will do something stupid.
3. Determine the budget
Not every influencer will agree to advertise you by barter and will eventually ask for an amount in excess of your budget. In this case, offer barter plus payment or a percentage of sales. The main thing is not to overestimate the influencer. Expensive is not always good. A few micro-influencers that you work with on barter will bring perhaps more results than Dud’s advertising.
One advertising integration with a major blogger will have a short-term effect – look and forget. With a few bloggers, you can test different ad formats and create the effect of your brand’s presence everywhere, as riche did on Instagram, for example.
How much does it cost to advertise with an influencer in a social network?
There is an unspoken rule that every 10 thousand subscribers of the audience cost $ 10.
Another way is to count by real involvement. If out of 100 thousand subscribers only 10 thousand put likes, then advertising will cost no more than 10 thousand rubles.
But any division is conditional, and the real price may differ from the general rules.
4. Set goals for promotion
Promotion is a process that should always start with goals. Why do you need influencers? What kind of return do you expect from them?
Possible options for influencer marketing goals:
Brand Awareness – More people will know about your product and not confuse it with another.
Sales – An increase in product units sold during a campaign.
Increased loyalty – the number of people who trust your brand, speak positively about it.
Engaging and retaining an audience primarily in your content that leads to a sale. A blogger can advertise not a product, but your resources and useful materials, which will then lead to a purchase.
Increase the number of followers in your accounts.
Tracking influencer campaigns
Evaluating the effectiveness of influencer marketing depends on your goal.
How to evaluate sales?
A unique promo code for the influencer, by which you will find out how many purchases his audience has made.
Through a link with UTM-tags, you will track not only the fact of the sale, but also the movement along the funnel: from clicking on the blogger’s link to the actions in the shopping cart of the online store. Refer to popular analytics systems: Yandex. Metric, Google Analytics.
Request statistics from the influencer himself, but here you need to be sure of his honesty.
How to track the result for other purposes:
Brand awareness can be estimated by the number of searches in search engines for your brand, for example, in Google Trends. Compare results before, during, and after the campaign.
Increase brand loyalty – here you should measure the number and tone of comments under your content and blogger’s publication, on YouTube compare the ratio of likes and dislikes.
Audience engagement and retention are counted by changing the number of likes, shares, and sharing content during a campaign. For Youtube videos with partial integration, evaluate the dynamics of video inspection at the time of advertising. There is no fall – the audience accepted the advertisement positively.
Increase the number of followers in your accounts – calculate the dynamics before and after the campaign and estimate the cost of the subscriber.
Influencer Marketing is an effective tool for a brand, but not a replacement for content marketing and not a magic pill for promotion. The blogger does not give a guarantee of the result and can become uncontrollable – to make advertising not according to your TK, to harm the reputation of the company. Therefore, preparation is important: a strategy with a detailed study of the statistics and reputation of the influencer whom you trust to become the face of your brand for the duration of the campaign.