40% of Russians use social networks daily. Account owners with millions of subscribers create trends, shape public opinion, and, if necessary, stimulate sales.
Instagram was initially designed as an app for sharing photos. Now, the service has become a serious tool for promoting personal accounts and monetizing content.
Social media advertising has become a driving force for marketers. Page owners use their audience as an additional opportunity to generate income. Let’s consider who needs advertising from an Instagram blogger, how much it costs, and what the selection criteria are.
Who orders advertising from bloggers and why is it done?
Traditional advertising no longer works as it used to. Applications that block annoying ads are installed on computers, and people switch channels on TV just to avoid them. They try not to notice or read advertising messages. Therefore, influencer marketing is gaining more weight.
A person with extensive knowledge and experience in a particular field can influence the opinions of others. In social networks, these are bloggers whose regular publications have proven their competence in a particular area. Followers listen to the opinions of specialists, and many companies promote their brands on Instagram with their help.
“Making a product or service in demand through advertising on Instagram is one of the most effective sales methods,” says the information block.
Influencer marketing works like word of mouth. Here’s a blogger who positions himself as an expert, and subscribers who respect him for his competence. If these people are the target audience of the brand, then the blogger is used as an advertising agent of influence.
In Instagram, products and services that people look at are promoted due to its specificity. Beauty bloggers are popular in the beauty industry. Online stores, handmade, jewelers, and restaurants also turn to them.
If you need to promote your personal account, then use the fruits of cooperation with a blogger with a similar audience.
Influencer marketing works for both novice businessmen and large companies. Popular brands use advertising on Instagram to maintain or increase the popularity of their products.
How to order advertising and not fail
Don’t just look at Instagram stars – the price for their services will be greatly inflated. Look at 2-3 hundred options that fit your budget and make a selection. Some of the chosen ones may not want to collaborate because they don’t want to associate with your product or service. Bloggers value their audience and won’t risk losing it.
Pay close attention to the latest trends and activities of Instagram stars whose content directly or indirectly relates to your industry.
If you don’t know any suitable bloggers, use the services of a specialized exchange:
- LabelUp;
- Adstamer;
- Epicstars;
- Plibber;
- Dealway.
These exchanges have a database of bloggers who specialize in advertising. You register, specify the topic, and receive a list of accounts to review and choose from.
Blogger selection
Choosing a blogger for advertising based on emotions is not the best idea. If you like them, it doesn’t necessarily mean you should collaborate with them. Make a conscious choice, taking into account a combination of many factors:
- Number of subscribers. The simplest way to evaluate a potential partner, but not objective. Even if a user is subscribed, they don’t see all posts in their feed. There is such a thing as fake followers.
- Theme. The products or services being offered should directly or indirectly match the blog’s theme and not contradict it. Advertising fast food on a healthy eating blog is inappropriate. The blogger should be interested in working with you, as the blog’s content affects its traffic.
- Reach is a more unbiased indicator than the number of views. It shows the number of users who paid attention to the advertisement. Reach is always less than the number of subscribers. You can get information about it from the blogger themselves or on the exchange where they are registered.
- Reach and engagement. Subscribers react to content by liking, sharing, and commenting on what they see. This is an indicator of audience activity.
- Subscribers’ attitude towards advertising. People react differently to regular and advertising content. If the blogger has already worked with advertising, monitor the audience’s reaction. Pay special attention to comments under the posts.
- Clickability. The number of clicks on the link from the profile page can be found using Google Analytics. Open and go to the Social Traffic tab.
When analyzing a blog, don’t get carried away. Don’t try to cover all parameters and don’t stop at one. Their set is specific to each brand and depends on the promotion goals.
How much does advertising cost with a blogger?
Advertising must yield results. The main criterion for effectiveness is profitability. If sales have increased twice as much as was spent on placement after a week of the advertising campaign, then you have chosen the right blogger.
The growth of the number of new subscribers is also an indicator of the effectiveness of advertising. After all, they are potential customers. By dividing their number by the money spent on advertising, you can find out how much a new subscriber costs. If you have used other methods of promoting your brand, you can evaluate the effectiveness of involving customers through an Instagram blogger.
Engagement is also an indicator of effectiveness. As it grows, publications with your brand will appear more often at the top of the feed, and more people will see them.
Before discussing the question of the cost of a post on a blogger’s page, decide whether you will search for it yourself or use the services of advertising agencies and exchanges. In the first case:
- Find suitable popular accounts.
- Analyze and choose the best ones.
- Contact the owner through Direct.
- Discuss the terms and sign a contract.
The disadvantages of choosing independently are:
- No protection against scammers. They will take the money, but not publish the post.
- The publication will not yield results, as the subscribers are fake.
The second method of finding a platform will be more expensive, but the agency takes on the search for the account owner and negotiations with them. They consider several options and offer the most suitable one. At the same time, you will be protected from the machinations of dishonest bloggers.
The cost of advertising on accounts with more than 100,000 subscribers can only be afforded by large companies. They start from 20,000 rubles and go up to 550,000 dollars. If you need to promote a profile or a small business, an account with an audience of up to 100,000 will be sufficient. The approximate cost of advertising with such bloggers will be:
- 10,000 subscribers – 5,000 rubles or barter.
- 10,000-50,000 subscribers – up to 20,000 rubles.
- 50,000-100,000 subscribers – up to 50,000 rubles.
The price depends heavily on the product or service and the theme of the blog. It is also influenced by other factors such as activity, direction, and duration of the blog’s existence.
Task creation
Before publishing, discuss the conditions with the blogger:
- Text,
- Description of the product in the photo,
- Dates.
After that, thoughtfully compose a technical task. The result of the advertising campaign will depend on it. In it, write:
- Brief information about the company.
- Content plan.
- Advertising format.
- Where exactly the advertisement should be inserted in the video clip.
- The post text for the blogger. What should he say in the product description.
- The deadline for creating the post.
- The deadline for posting the post.
- The possibility of removing posted materials.
- Placement of links and promo codes.
Give the blogger more freedom so that the advertising does not look alien in the blog and is conducted in a language understandable to the audience.
Effectiveness of advertising
There are different ways to evaluate the effectiveness of a post. Mark the link to the website with a UTM tag in the header of the profile. Use Google Analytics to track clicks on the link. Then, set up goals and create a sales funnel:
- Cost of advertising campaign.
- Post reach.
- Number of clicks.
- Number of sales.
- Revenue earned.
After a week, look at the post’s return on investment. Don’t forget to evaluate the reach and growth of the number of subscribers.
We are reducing the price
If you feel that advertising prices are high, but you still need to advertise and have your own views on the post, try to negotiate with a blogger. Offer:
- Long-term cooperation in exchange for a discount.
- Placement of a link to their profile in the blog.
- Barter. Place an advertisement in exchange for the offered goods or services.
Advertising in a popular blog is one of the most popular methods of promoting goods and services. It does not cause alienation among users and is therefore popular with everyone, from novice entrepreneurs to leading global brands.