Since working with bloggers on Instagram is productive today, this is the best way to promote on social networks. For many business owners promoted over the Internet, instabloggers are a kind of celestials, who can only be reached by transnational corporations and mega-promoted brands. However, this is not the case. Bloggers are people just like you and me, who, like us, want to make money.
In fact, working with influencers is not much different from the rules of cooperation with ordinary offline counterparties – communication, negotiation of conditions, approval, conclusion of a deal, work. However, this area has its own important nuances. What are these moments, you will learn from our material.
Ads suitable for working with bloggers on Instagram
In the modern world, it has become popular to order advertising from bloggers. Representatives of various business areas work with them, ranging from hotels and beauty salons to owners of educational centers. Even the largest brands use this type of promotion. But keep in mind that blogger advertising is not suitable for everyone. To understand if it will suit you, you need to pay attention to the following :
is it possible to visually show the result of your work : for example, how beautifully a bouquet of flowers is assembled, how children play in a development center, or how the car was cleaned;
you need to accurately identify your target audience and, based on this, select a blogger : if you sell sports goods, you need to order advertising from a fitness trainer, if children’s goods, then from instamama, if something related to proper nutrition – then from a nutritionist. Only in this case, when you correctly determine who your target audience is subscribed to, the effectiveness of advertising will be high;
you also need to pay attention to the number of real subscribers of the blogger : the more there are, the more people will see your ad. Accordingly, some part will go to your page and subscribe. The ratio of subscribers to those who visit the page is called a conversion. And the higher the conversion, the more effective the ad.
Pay attention to whether the blogger is increasing the number of followers and likes. You can check this on special services or do the analysis yourself. Pay attention to the number of subscribers, their reaction, posts (the number of likes on all posts should be approximately the same), study the comments (what they are, whether they fit the topic of the post, who they are from real people or from bots).
The narrower the target audience of the blogger, the higher the ad conversion will be, and, accordingly, the result. The only thing to consider here is geolocation. After all, most likely, the blogger from Moscow has a large part of the audience – residents of other cities or even countries.
It is best for commercial accounts to order a review ad. After all, readers always listen to the recommendations of their favorite blogger. And direct banner ads in posts are perceived worse, and the response on them is much lower.
Blogger advertising is effective when you can provide a discount on a promotional code that the blogger can share with his followers. Or when he says that there are cool promotions and contests on your page. You also need to competently draw up a technical task for a blogger, and how to beat it, he can come up with himself.
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A business that shouldn’t be working with bloggers on Instagram
If your product or service cannot be visually demonstrated, you should definitely not go to a blogger for advertising. Usually, this type of advertising is better suited to products than services, but there are always exceptions.
Stationary businesses also find it unprofitable to advertise with a blogger. For example, if your beauty salon is located in a residential area of the city, advertising through a blogger is a waste of money. After all, it is unrealistic to find a blogger with your audience, and it is unreasonable to advertise all over the country.
And the design of the Instagram profile also affects the promotion. After all, after advertising, people will begin to visit your page, and in order for them to subscribe to you, the account must be full and with good content. It is also necessary that one person is responsible for maintaining the account, because you will need to promptly respond to direct clients and actively maintain the page in order to retain subscribers.
When working with bloggers on Instagram, there are certain risks: you will not be able to predict the effectiveness of advertising, with an incorrectly drawn up technical specification, a blogger may shoot ads not the way you would like, may forget publish a post, not get in touch, write a bad review, etc.
Step-by-step instructions for working with bloggers on Instagram
Step 1. Write to the blogger or his manager
Before writing to a blogger, subscribe to it. Introduce yourself, tell us what you are doing, be sure to praise the blogger and his account. Write why you like it.
Then indicate the purpose for which you are writing to him, ask if he is interested in your proposal.
Next, ask him for the following information :
cost of one post and story;
what ad options it has to offer;
which of you will write the text, if it’s a post;
whether he or she sends a photo and ad text for approval;
how long the post will be in the feed;
Step 2. Be sure to request your account statistics
We need profile statistics for the last month and audience analysis from LiveDune. And, if possible, detailed statistics of one post and story. As a rule, bloggers do not provide all the requested information.
Step 3. Get started
Pay for ads, submit goods for demo.
Step 4. Wait for the ad layout for approval.
Pay attention to the quality of your account mentions. If you ordered a post, see that the text is informative and there is not a lot of water. At the same time, the author’s style must be maintained. The easiest way is to order text from experienced copywriters.
One of the options for good advertising is “(mentioning the customer, that is, you) sent me a package and asked for an honest review …” In this situation, the blogger will have to point out minor disadvantages , for plausibility. And in the end, make a positive conclusion. Then it will not look like an ordered ad, but like an honest review that people will listen to.
Step 5. Prepare your Instagram page
When working with bloggers on Instagram, keep in mind: if they indicate a link to your site in a post, it will be technically impossible to follow it, so it is better to give a link to the Instagram page in the description. This is why your profile should be properly and beautifully designed.
The profile header must contain a unique selling proposition (USP) so that the person who visits your page understands what your blog is about and what you are doing. Provide only the most important information about your company and how you differ from others. That is, the USP should answer the question of why the client should choose you and not someone else.
Attach contacts where the person can contact you.
Latest posts should be beautiful, informative, and consistent. Posts should be posted at least once a week.
The product that you advertise with the blogger should appear in your recent posts and stories so that people who log into your account will see it immediately.
Psychological triggers in social networks:
Check this checklist to see if your account is full and ready for advertising :
Full description is given: type of activity, contacts for communication, address, profile header is filled.
About 1500-2000 people have subscribed to you. It is imperative that these are real people active on your page.
There are at least 30 posts in the feed. The last 9 or 12 posts can be made as an endless feed to make the profile look harmonious.
There is activity under posts (likes, comments, save posts).
Step 6. Assessment of the reaction
After the blogger publishes the post, evaluate the reaction of the audience: how many people went to the page and subscribed. This data can be viewed in the statistics in your profile.
Also, don’t forget to give feedback to the blogger.
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8 best services for working with bloggers on Instagram
This is the base of all bloggers. Here you can find a blogger with the topic and audience you need.
The main feature is that there is a rating of bloggers by area of activity. With its help, you can quickly find a good and reliable blogger. There are also recommendations on the price of advertising, and bloggers with more than 15,000 subscribers are considered influencers here.
This service is right for you if you want to work with large Instagram bloggers.
Price . Depends on which tariff you have chosen. Varies from 500 to 5,000 rubles per month. Test period – 2 days or one report for any account.
This is a service for maintaining social networks such as Instagram, VKontakte and Facebook. It can be used to analyze reach, engagement and interaction with content.
The key function of this service is to assess the quality of a profile by the rate of likes. Here you can find a blogger with good content, loyal subscribers, but there is no way to do audience analysis.
This service will suit you if you are a representative of small and medium-sized businesses.
Price . Depends on the selected tariff, approximately from 300 to 9,900 rubles. Test period – 3 days.
Platform for analytics statistics on Instagram. Here you can analyze both your own account and your competitors’ account. Also, the service has the ability to see the dynamics of growth, gender, age, geolocation of subscribers. The downside is that there is no metrics search and audience quality filter. Therefore, this service is not for finding bloggers, it is more for analyzing competitors.
Suitable for bloggers or small companies to analyze Instagram statistics.
Price . Depends on the number of people subscribed, roughly $ 8 to $ 59 per month. Test period – 3 days.
A service for searching and evaluating a blogger on Instagram with a base of 16 million accounts. There are search functions by location, the language in which the blogger maintains his account, the number of subscribers and their activity. You can also do analyzes on growth and interests, identify bots and mass followers.
Suitable for bloggers, small businesses and agencies.
Price . 10 checks cost $ 8. Test period – verification of any three accounts.
This is a service for finding bloggers on YouTube and Instagram with a database of 11 million bloggers. It is possible to use 16 search filters and 35 metrics for analysis. This platform has an audience quality filter, with which you can weed out bots from real subscribers. The key feature is the ability to search for bloggers on two sites at once.
Price . Subscription for accounts from Russia is not possible. Suitable for those who do business outside of it. There is a free subscription that shows statistics on accounts.
Full analysis of statistics costs at least $ 99 per month.
Service for searching and checking bloggers on Instagram. It is possible to do an analysis on all points of statistics, to compare profiles by key indicators. Minus – does not find the page by metrics.
This service is convenient for bloggers and business accounts who have chosen pages for advertising and collaboration and want to do a detailed analysis of profiles to compare them with each other and choose the best option.
Price . The minimum monthly subscription costs 30,000 rubles, and the advanced one costs 100,000 rubles.
Like other services, it shows detailed profile statistics: by audience, geography and interests of subscribers. But it has one distinguishing feature – it is a built-in CRM system. With its help, you can contact the blogger directly on this platform and agree on the terms of the deal.
Price. This service has a trial period and different tariffs. To learn more about them, you need to contact the company representatives.
Checks if the selected blogger is using cheat. The main feature is deep account statistics. On the service, you can see the estimated cost of advertising on the selected profile, as well as advertising posts (in a separate window).
Today the database of this service consists of 35 thousand reliable pages that are available for free analysis and search in some categories.
Suitable for agencies that work with influencers.
Price . Free.