Adding promotion through bloggers and Instagram influencers to your marketing plan is definitely a good idea.
This will help you to:
– increase brand awareness
– build up the base of followers
– as a result, create a passive influx of applications into your business.
What kind of beast is this and why do I need to use it?
If you spend at least a couple of minutes on Instagram, you are very likely to stumble upon an influencer’s post.
Influencer = Opinion leader ≈ blogger
Starting from a small niche with several key players, influencer marketing has evolved into a huge industry with an advertising turnover of more than $18 billion in 2022.
Instagram has become an ideal platform for the development of this kind of advertising with the best performance indicators.
Average Engagement rate on the platform
What makes influencer marketing so effective?
Partly because we’re human. And people trust opinion leaders.
Marketing through bloggers removes traditional advertising barriers. For the client, the product will be presented and presented by a person whom he trusts.
For the user, a recommendation from an opinion leader = recommendations from a friend or family member. And this is certainly a huge plus for the brand — it gives you the opportunity to advertise yourself not only to subscribers of the brand. But also to their friends and acquaintances. No one canceled the sundress.
How much does it really cost to promote through bloggers
This is one of the main issues.
Previously, almost all bloggers could be negotiated on a barter basis.
Advertising for the product.
In most cases, this will not work in 2022. Only if the value of the product does not greatly exceed the price of advertising. At the same time, there are a huge number of micro-influencers on the market (novice bloggers with a relatively small number of subscribers) who are happy to advertise your product by barter.
Serious influencers with a multi-million audience charge a lot of money for advertising in their profiles and this is their main way of earning. Some bloggers charge from 5 to 100 thousand dollars per post.
The numbers seem scary and can scare away from the idea of trying advertising from bloggers. Don’t be scared. You probably don’t need such advertising.
Microinfluencers are the most accessible channel of native advertising. Advertising from a blogger with an audience of 20–80 thousand will cost you an average of $ 200.
5 mandatory ways to check Instagram bloggers before Buying ads
It is difficult to find the right influencers for an advertising campaign that will really make a profit. Therefore, in many cases, businesses attract agencies to conduct analysis, search and check bloggers.
Before agreeing on a price with a blogger, you need to request statistics from him. Based on it and the goals of your advertising campaign, you make a choice.
For example, if your goal is click — throughs and reposts, then it would be a good idea to partner with a large number of micro-influencers with small audiences, but high engagement rates.
On the other hand, if you are running large—scale campaigns that aim to reach brand awareness, bloggers with high page views will be an excellent choice.
1. Check the profile engagement
First you need to calculate the Engagement rate (profile engagement rate). It is considered quite simple: For an account from 5,000 to 10,000 subscribers, the normal figure is 10–20%, for accounts with more than 10,000 subscribers, this indicator usually drops to 5%, anything more than 100,000–3%, and million accounts up to 1%.
If the profile has a high engagement rate, it means that subscribers actively respond to various calls to action and listen to the content. Engagement rate is definitely one of the most important metrics when choosing bloggers.
We check the Instagram engagement rate here.
2. Check the quality of the audience
Influencer marketing specialists understand that the subscriber is different from the subscriber.
The success of a blogger’s advertising campaign depends 90% on getting into the right audience. For example, if your business is in a fitness niche, then it’s a good idea to partner with famous coaches, yoga instructors and professional athletes.
To fully analyze the audience, you need to get the following metrics from the blogger:
Geography of subscribers (where they are located geographically).
Interests on Facebook
Additional statistics can be viewed in the services that analyze the audience. .
Remember that you will almost never get to the blogger’s audience by 100%. It is important to you that your audiences overlap as much as possible.
3. Check the content and its quality
In the same way as you analyze the subscribers of an account, you need to analyze the content of the influencer on all channels (not only on Instagram). This will give you a complete understanding of the audience, their interests and behavior.
If there are few views and low engagement under a post with a topic that correlates with your product, most likely you need to think about buying advertising.
The aesthetics of the profile and beautiful photos do not always mean a good result. Look at the content itself. Here are statistics on good indicators of content engagement in different niches.
Of course, likes, views, and engagement are extremely important metrics, but in 2022 business owners are interested in leads, sales and conversions.
Therefore, before launching, configure the analytics system. Put UTM tags in all links.
This will help you understand exactly where the client came from.