Advertising from bloggers. Who is more effective: microbloggers or millionaires?
Advertisers still think big is better than small. We will tell you why it is worth working with micro-influencers.
When planning ad integrations with bloggers, an advertiser often wants to get:
- traffic (new subscribers and customers);
- demonstrating demand for your product or service.
2-3 years ago, marketers hired the most famous bloggers to solve these problems.
For a client, the fact that his favorite singer or TV presenter uses the product can become an additional and very serious incentive to purchase.
But the actively growing influencer marketing market dictates new conditions: the cost of advertising integrations with millionaires is growing at the speed of light.
For example, a post on Instagram conditional Olga Buzova costs from 400,000 rubles.
In this case, the advertiser assumes all risks. Advertising “did not go” and half a million rubles went nowhere.
This is why brands are increasingly turning their attention to micro-influencers.
Let’s analyze the pros and cons of both.
The audience of millionaire bloggers
Subscribers of millionaire bloggers are a very blurry audience. You pay for everyone: children, adolescents, the elderly, the solvent and not so.
In addition, most of the millionaire bloggers participate in givs, attracting so-called “freeloaders”. What can we say about the quality and loyalty of such subscribers?
Blogger Advertising Costs
Top bloggers: 200,000 – 1,000,000 rubles. The price depends on the number of subscribers and the posting format: a post in the feed traditionally costs more than stories, a video recommendation will cost more than a photo post.
On average, an advertising post at the leading House-2 will cost half a million rubles.
Microinfluencers: 0 – 15,000 rubles. They are often willing to work on a barter or CPA basis, receiving payment for the action.
Choosing to collaborate with several small bloggers, you divide your advertising budget into different baskets. This means you reduce the risk of it being drained.
Which blogger to choose for advertising?
Bloggers with millions of people often agree to sign an agreement on the provision of advertising services, which is undoubtedly a plus.
Work through agencies or their own managers.
Since communication with them is not direct, it is unlikely that it will be possible to quickly reshoot the creative or correct errors in the published post. Here is a contract to help you.
Also, you will not bend a top blogger in obligations (for example, not to publish competitors’ advertisements for a month).
Microbloggers will not sign an agreement, but they work for their reputation. It is important for them to get positive feedback from advertisers at the start, so they can more easily agree to your terms.
With the obvious advantages of working with microbloggers, we highlight a significant disadvantage: in order to get coverage, like Buzova’s, you have to advertise with thousands of microbloggers. Colossal time will be spent on collecting and analyzing the database, communicating, tracking each ad output and evaluating the effectiveness.
Not surprisingly, the tendency to work not for quantity, but for quality of subscribers has allocated large-scale work with microbloggers to a separate marketing channel and generated a demand for Influencer marketers.