Influencer marketing is becoming more in demand every year, advertising with bloggers through influencer agencies brings a large number of new customers for brands and builds a loyal audience. Influencer marketing is the most effective way to promote a product or service through social media influencers. By influencers on social media, we mean bloggers.
The main types of advertising from bloggers
The main ways of cooperation with influencers are one-time advertising, advertising campaign, and permanently advertising, in other words - Ambassador hood. One-time advertising is the cheapest way. In this case, the blogger almost does not need to do anything. Only once to publish a post with the text, which is sent by the company that bought the advertisement.
It is often observed that one-time postings are used to test the audience or to inform the audience about a larger advertising campaign. For example, a millionaire blogger covers a campaign that his smaller counterparts are doing. Blogger advertising is a system of pre-arranged activities to achieve the advertiser's marketing goals, which is executed by the blogger.
With this method of promotion, Influencers warm-up public interest in a new product launch or a company's entry into new markets, inform about changes in a firm's field of activity, and remind people of the existence of a product. Influencer advertising is divided into local and national, international and global, and targeted and mass.
Any campaign has 3 phases:
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👉Preparatory. A plan of action is made, and texts are developed and prepared for publication.
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👉The culmination. Organization of all promotional activities takes place.
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👉Final. Monitoring of the advertising campaign is done.
The Ambassador - the person who gives the brand a "face" - is a living example of the target customer or the character of the brand identifies with him. Companies pay a blogger to act as an ambassador for their brand or service. You could say that the company hires the blogger as a PR agent.
In most cases, the performer of the contract makes advertising integrations, leaves links to products in posts or profile bio, and talks about the product itself: what it is, what it is needed for, what are the benefits, and gives some bonuses on purchase to their subscribers.
Ambassador in the person of an executive
Often the managers of a company are themselves ambassadors. That is, they become the influencers of their brand. This variant is good for those people who can find a lot of time to create succinct and high-quality integrations and have a big enough audience for effective promotion.
Let's imagine a situation. You are the head of a large company, and you have quite a lot on your plate. In this case, it makes the most sense to find an influencer and talk to him about what you want to see: what kind of advertising integration, how the post will be written, and what will be depicted in the photo for the post. Working diligently together with an opinion leader will only bring you positive results.
For example, many YouTube movie reviewers are from online movie theaters or streaming platforms. Bloggers host their talk shows at restaurants or bars, creating new flavors or smells with their names to boost brand awareness.
The platforms most suitable for Influencer Marketing
The most popular social media platforms are YouTube and Instagram. However, not all of them can be the ideal platform to promote your product through Influencer marketing. Bloggers are most effective on YouTube and Instagram because of their feed ranking algorithms. For example, Facebook is not suitable for advertising because the reach is given to posts that have a negative message. Therefore, it is almost impossible to make predictions about the effectiveness of ads.
Unlike other social networks, Instagram and YouTube are quite realistic in predicting reach and increasing successful integrations. After the end of advertising, the number of natural views will continue to grow for a long time.
The main methods of promotion
Interactives
The easiest format for an Influencer to interact with the audience. Usually, the blogger takes part in contests or quests that advertisers provide. In this case, the text of the post should be written as close as possible to the subject of the author's content. Otherwise, advertising will look ugly or even aggressive.
Ad inserts
This method is a short video, usually no more than 30 seconds long, integrated into the blogger's content. It can be inserted at the beginning and shown before the beginning of the Influencer video - Pre-roll. Or it can be during the process of watching the video segment - Mid-roll.
An excellent result of this advertisement will be the feelings of the viewer. If it irritates a person, it is unlikely that your insert will be able to hook a person. The ideal solution would be to attract potential customers by telling a real story about the product or service.
Product Placement
Product Placement or hidden advertising in Influencer Marketing is based on the fact that the items used by the Influencer in its content are existing counterparts. Such advertising can mention a product, showcase the advertised product itself directly, or its logo.
Native integration
Native integration is the most well-known and popular way for bloggers to promote their products through advertising. In his or her video or photo, the Influencer talks about the user experience, linking to a story from his or her life, or completely building his or her video around the product or service.
For example, an opinion leader might demonstrate in his video how he washes his hair with your shampoo and then talks about its advantages over other brands' shampoos. Such integrations form in the minds of readers the image of this company and its products and services, due to its unobtrusive nature. If the audience trusts the blogger, they will trust the brand. You can easily manage native instagram integrations on Instajet.io
Creating exclusives
Exclusives or exclusive videos are videos or a series of videos. They are created according to a predetermined technical plan to increase the number of unique content and conversions to the product page. The purpose of this method is to deepen the audience's knowledge about the product and inform them about the unique selling proposition, as well as to create a positive image. An important point is the personal participation of the blogger in testing the product whose advertisement he creates. Do this so that the influencer has more knowledge and provides more information about it.
Creating emotional videos
To select a quality blogger for advertising, an important component is not only to give information about the product but also to show him the feelings and emotions that he creates. That's why they shoot quality clips, shows, or videos aimed at showing a person's emotions.
Influencer targeting
To promote Influence marketing more effectively, it is advisable to connect targeting. This method is rarely used when working with influential people on the network. For example, through Google Ads, targeting ads in conjunction with Influencers helps to get much more reach, and, at the same time, is a method of introducing the product through beautiful and quickly distributed content.
Influencer targeting allows for another product encounter with an audience that has already seen the ad and has not taken the expected action. In addition, this method allows you to go beyond a particular social network to spread to other networks. This is done to increase the audience's knowledge about the brand, forming the right opinion about it.
Work with Influencers
Determine the goals of the advertising campaign
Even before you start working with Influencers, you should already understand what you want to get from the cooperation. Increase your reach, increase brand awareness, or sell your product "here and now"? Make a note of 1-2 goals, so you know exactly which Influencers will help you achieve them.
Choose a site
Different goals - different platforms. It also depends on your target audience and where they tend to focus. If your consumers actively use Instagram, you should favor it. It's also great for building brand awareness, as it allows you to brand a certain visual identity.
Choose an Influencer
Depending on the niche, assemble a list of available Influencers. Sort it by the number of subscribers, from the largest (and most expensive) to the smallest (and cheapest). To understand which Influencers might be useful for you, search for them using thematic hashtags on the platform. Study the profiles and select 10-15 people. Your customers can also help you find Influencers - ask them who they trust the most.
If your brand is new to the market, it's worth choosing a blogger with maximum reach (that is, large and expensive). It will cost more to advertise, but it will pay off. Local Influencers are suitable for narrow niches and regional startups.
Discuss your options
Contact the selected Influencers at the contacts listed in their profiles. Some respond directly on the blog, and some prefer to communicate by mail or phone. Form your offer of cooperation right away. In the first stage of communication, you need to figure out two things: the cost of cooperation and its possible formats (joint giveaways, videos, publishing your content, etc.). Also, ask the Influencers for their account statistics. You can also check your account activity using special services, like Snoopreport.
Filter Influencers
Select one Influencer from the list to collaborate with. The ideal blogger should meet the following parameters:
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👉Live audience. The number of subscribers should be proportional to the number of likes and comments, otherwise, subscribers can be inflated.
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👉Not too frequent advertising. The more often the Influencer advertises something, the worse his audience perceives it.
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👉Suitable format and price. They should suit you perfectly and fit into your budget and the concept of your brand. The most famous Influencers are the most expensive.
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👉Your niche. Check if your audience trusts this Influencer? Are you working in the same niche?
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👉Previous satisfied customers. Ask who the Influencer has worked with before and ask them about their results. Were they satisfied with everything?
Agree to work together
Discuss with the Influencer the content and format of your collaboration. Formulate the ToR in advance and set deadlines for the material to be ready and released.
Publication and analysis of the result
Before releasing the material, check it against your ToR and make any necessary adjustments. After publication, analyze the audience's reaction. For example, using UTM tags or the blogger's statistics if they can provide them themselves. Make sure the collaboration helped you achieve your goals. How much did your reach or sales increase?
If the goals weren't met, the Influencer was likely chosen incorrectly. This isn't necessarily the Influencer's fault: You could also have misjudged your campaign goals or misidentified your audience. Do your CA and platform research again, and then change your Influencer with a new list.
Pricing
Pricing for Instagram ads is determined by supply and demand. It just depends on the blogger's appetite and how much they are willing to pay for advertising. At the same time, it is still possible to allocate some approximate scattering of prices.
Types of Influencers
To date, we can identify several categories of bloggers and approximately the following price range:
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👉Mega-influencers or Stars - bloggers who have more than 1 million followers, stars, actors, and other celebrities. Their advertising price tag starts at $5,000. How much a celebrity's Instagram ads cost is also very much influenced by the category of the product. Something of really high quality and interesting stars is willing to advertise at the standard price, but for goods and services of dubious usefulness, you will most likely have to pay extra.
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👉Macro-influencers - are professional bloggers who often have more than 500,000 subscribers. The cost of advertising with such opinion leaders usually starts at 800-1,000 dollars.
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👉Middle-influencers - Opinion leaders who are often followed by more than 100,000 followers. The cost of a post on such accounts starts at $150.
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👉Micro-influencers - are bloggers who typically have between 5,000 and 10,000 subscribers and are experts in the industry and cover it. The price tag for advertising starts at $50.
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👉Nano-influencers (less than 5 000 subscribers) are experts or independent specialists in their narrow niche for whom blogging is an additional tool for promotion and earnings or just a hobby. Often it is possible to agree to cooperate with them by bartering or for a nominal fee.
It should be understood that with the same number of subscribers and approximately the same statistics, the cost of advertising on different accounts can vary considerably. For example, in the Lifestyle blog, advertising will usually cost less than in the account of the business. This is fair because it's a lot easier to get 10K teenagers as subscribers than 10K solvent professionals.
Conclusion
Instajet.io offers quality and functional service. Users note the prompt help in solving all possible questions of clients. There is an individual selection of channels for posting materials. Managers are always ready to recommend worthy accounts for business.
QUESTIONS TO ANSWER
How much does an influencer shout-out cost?
Influencers with about 102,000 subscribers can charge anywhere from $30 to $125 or more. While an influencer with $974,000 followers has indicated a price for his shout-out of $60-$200.
How much do Instagram influencers get per post?
Instagram users with fewer than 10,000 followers can earn an average of $88.00 per post. Those with fewer than 100,000 followers earn an average of $200.00 per post, but these numbers vary by account. Most accounts at this level get free merchandise or discounts for posting.
Should I pay for an Instagram shoutout?
Buying a shoutout attracts more followers, which means more likes and comments. It increases the legitimacy of your brand and provides you with favor in the eyes of Instagram. Just make sure you buy a shoutout from an account with compatible followers to increase your chances of snagging them.
How much do IG influencers charge?
Here's the average cost of an Instagram post in 2021, depending on the type of influencer: Nano-influencer: $25-$200. Micro Influencer: $200-$1000. Average Influencer: $1,000-$3,000.
