Your Reach Will Soar: Guide to Selecting Bloggers for a Successful Advertisin...
Over the past few years, digital advertising has become more popular than television. The reason is simple: millennials and zoomers prefer to get information online. If you want to actively develop your organization over the next 5 years, you will definitely need to collaborate with bloggers.How to Choose the Right Blogger
When searching for an influencer, it is important to consider not only the number of followers, but also other indicators of their account: the target audience, its engagement and communication style. Let's look at each in more detail.
Number of subscribers
Bloggers are divided into social media marketing service nanobloggers (up to 10,000 subscribers), microbloggers (from 10,000 to 100,000), macrobloggers (from 100,000) and millionaires (more than 1 million). The smaller the number of subscribers, the closer the audience is to the opinion leader and the higher the level of trust.
For example, the list of nanobloggers' subscribers usually includes a narrow circle of people - friends, colleagues, acquaintances, acquaintances of acquaintances and those interested in the same area. They usually show more trust in the content. At the same time, millionaires publish ads almost every day, which makes users less receptive to them.
Target audience
It’s important to determine how closely the influencer’s audience matches yours. For example, if you want to promote cybersecurity courses for beginners, an influencer who’s a “software development executive” and whose followers are mostly IT professionals might not be the best choice. Even if they have a large reach, their content and audience likely won’t match yours. So it’s important to choose an influencer whose mission and following match your blog’s needs and goals.
agement Rate (ERR) is the percentage of reached users who responded to a post. The formula for calculating it is:
The more subscribers a blogger has, the lower the engagement rates. In addition, ER may vary depending on the type of platform, for example, VKontakte, Telegram or Odnoklassniki, and the topic of the blog.
Tone of voice
It is necessary to study the comments and behavior of the blogger: how he interacts with the audience, what he answers in the comments and what products he advertises. For example, it is important for many organizations that the blogger does not make advertising posts about their competitors or questionable applications, such as sports betting.
At the same time, the blogger's slang or unclear expressions should not affect the decision to cooperate. Perhaps this is how he will be able to better convey the benefits of the product.
We asked our head of the SMM department “Russia – the land of opportunities” Kostina Patricia to share her experience.
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