How to work with influencers

How to work with influencers: effectiveness, methods and options

Advertising messages follow people everywhere. This causes negativity and reduces the effectiveness of advertising at times. You can promote services and products through opinion leaders, who are called influencers.

The difference between such marketing and advertising lies in the unobtrusiveness and targeted impact on the target audience. We will discuss how to work with influencers, how to choose a partner for cooperation and other details.

Who is an influencer?

This is a public face opinion, which is valuable to the audience. Unlike stars and bloggers, influencers have a greater influence on subscribers and the conversion of cooperation with them is always higher. This happens for the following reasons:

• subscribers follow the life of a real person;

• quality feedback. The influencer responds to comments, you can ask him a question;

• unique content. They share their developments, creativity. It looks like you are talking to a friend.

Conversion after cooperation with such specialists is an order of magnitude higher than with bloggers and media persons. You can select thematic influencers, which further increases the conversion.

What are influencers?

Specialists can be conditionally divided into several large groups:

1. Mega. This is a person with an audience of 1 million subscribers and more. Such a person is suitable for advertising expensive products because their services cost a lot of money and small products do not pay off.

2. Macro. The profile has a minimum of 10,000 followers or more. Macro-type influencers are more cooperative and willing to make contact.

3. Micro. Profile up to 10,000 subscribers. Such channels are suitable for promoting small projects.

4. Nano. Accounts cover up to 1000 subscribers, but they can still be useful. If a person is an authority for his audience, and your product is thematic, it turns into big sales because the opinion of the guru is trusted.

But, not all social media profiles are useful, and cooperation will pay off. You need to be able to choose influencers with honest statistics and accurately define your target audience.

Are bloggers and influencers the same?

Not! A blogger is a person who blogs on a specific topic and creates diverse content. The influencer lives in front of the camera and shows his life. For example, if a photographer posts his work, shares events, then he is an influencer. In situations where he blogs, writes articles or shoots reports, he can also be called a blogger.

What are the benefits of influencers?

Compared to advertising tools, influencers inspire more trust among the audience. The benefits of working with them are:

1. Growth of target audience.

2. Increasing the attendance of the project. Often the leader leaves a link to the project that he advertises.

3. Increasing audience loyalty.

4. Exposing fake reviews.

5. Demonstration of the use of a product or service.

All this in total leads to the fact that the business pays off its investment in advertising fairly quickly.

How to choose a profile for cooperation?

Before choosing an influencer, decide on the result you want to get. Next, you need to check the data:

• profile statistics;

• quality of feedback;

• conversion of past promotions.

If the budget is small, but you want to cooperate with opinion leaders, negotiate with nano accounts or work on a barter basis. It is better to select influencers from a thematic area that will allow you to squeeze the maximum out of your target audience and recoup your investment.