In modern marketing, collaboration with influencers and bloggers has become a popular promotion tool. Increased sales, recognition, and access to a loyal audience are what attract businesses to such partnerships. However, not everything goes smoothly, which is why companies focus on traditional advertising tools. We analyze common misconceptions and ways to solve them with the Demis Group team in order to avoid typical problems when promoting through bloggers. And instead of a Many brands miss an categorical decision to abandon influencer marketing, we use it to the maximum.
Mistake #1: Not checking and analyzing the authenticity of the blogger’s follower base and engagement level
Many brands miss an important point – checking the authenticity of the blogger’s audience. The temptation to create the appearance of popularity forces some influencers to use questionable methods. They artificially “inflate” the statistics of their accounts, increasing the number of subscribers, reactions and comments. This is done with the sole purpose of inflating the prices for advertising integrations. Advertisers often fall for this trick, especially when they make decisions based only on quantitative indicators.
Solution:Many brands miss an
Start by examining your profile activity. A healthy likes-to-followers ratio is usually in the 2-4% range. Anything less than that may indicate manipulation of your statistics.
Carefully examine the composition of subscribers. Real followers have completed profiles with real photos. An abundance of empty accounts, profiles with digital names, or a massive presence of foreign users and commercial pages should raise alarm bells.
For maximum confidence, use professional tools: “Antibot”, “Botnadzor” and other similar services that will help determine the real percentage of a live audience and identify traces of artificially inflated indicators.
Mistake #2: Choosing bloggers based on personal preference or long-term subscription
Effective promotion requires an objective approach to selecting influencers based on data analysis and metrics. Don’t rely solely on those you follow on social media or have interacted with in the past.
Beginning advertisers often gravitate toward working with “trusted” bloggers – those they know personally or whose work they like. However, such a strategy can significantly limit the potential of an advertising campaign.
Solution:Many brands miss an
The key to success is to carefully analyze the blogger’s audience’s fit with your product. It is necessary to rely on specific performance indicators and statistics, and not on subjective sympathies or past experience of cooperation.
When choosing an influencer for promotion, you should carefully analyze the key indicators of their account:
- Of primary importance is the activity of subscribers: the number of reactions, discussions and shares of content. High engagement rates indicate that the blogger creates truly interesting and resonant content.
- It’s important to assess the size of your audience, but don’t special lead rely Many brands miss an solely on the number of followers. It’s much more important to make sure that your potential customers and the blogger’s followers match in terms of demographics, interests, and consumer behavior.
- To determine whether a blogger is suitable for promoting your product, carefully study the reaction of their subscribers in the comments to advertising integrations and regular posts. It is also important to consider in detail the format and subject of the published materials – this will help to assess how organically your offer will fit into the blogger’s content.
Such a comprehensive analysis will help to avoid ineffective advertising placements and find a truly suitable platform for promotion.
Mistake #3: Chasing the Number of Followers
Many marketers focus exclusively on the size of the audience, training staff in-house to perform these tasks forgetting about its quality. Small but active microblogs often demonstrate higher efficiency in promotion than sites with an impressive number of subscribers.
It is important to understand that a mass audience does not guarantee the success of an advertising campaign. Moreover, focusing only on numbers can lead to a waste of budget and a decrease in conversion. The key factor for success is not the number of followers, but their engagement and relevance to your target audience.
Paradoxically, channels with less reach can bring more benefits due to high subscriber loyalty and their real interest in the product. When choosing a platform for promotion, you should evaluate a set of metrics, rather than chasing numbers.
Solution:
Evaluation of the effectiveness of advertising investments in bloggers usa b2b list is based on two key metrics. First of all, it is necessary to analyze the potential audience that will see your advertising message. An equally important factor is the cost per one advertising contact (CPV).
Even a small blog can be an attractive platform for promotion if the cost of advertising is affordable. However, when a blogger requests a high budget with modest coverage indicators, you should carefully weigh the feasibility of such a partnership and, perhaps, look for more profitable options for cooperation.
Want to outsource your work with bloggers? The Demis group team will help you !
