The trend of 2020 is working with brand ambassadors. Social media users read targeted opinion leaders, whom they trust more than star accounts. But a single mention of a brand by a blogger is not enough to establish trust in the product with the reader. Only from the 6th to 10th impression does the user begin to show trust in the product or service they see on Instagram. And long-term cooperation with bloggers helps to establish this contact.
At the Irish digital school D’SKUL, we talked with Elizaveta Proskurina, the founder of digital production Likesshares.com and a teacher of the SMM Professional course . She has exemplary experience working in social networks with large and small brands: Google, Beeline, Tuborg, Nestle, Tele2, Unilever.
Lisa told how to choose the right blogger for cooperation in 2020.
Preliminary analysis
Before we start selecting opinion leaders gambling database for a brand, we request an upload of competitors. It helps us see who competitors work with, what placement strategy they use, and what approaches they have to creatives.
Example of unloading by competitors
It is important that some brands are placed without tags – as super native placements or because global offices do not approve local accounts. Therefore, ask to make an upload not only by tags, but also by keywords.
Content Topics. Do Values Match or Not?
We chose the account of And using her example, we identified the current criteria for selecting bloggers for long-term cooperation.
The choice of topics should match the audience. For example: sports shoes are advertised on the account of a CrossFit trainer. This is correct. But showing ads for Tanki with teenagers on the account of a blogger whose subscribers are over 45 is incorrect. To determine the gender and age of subscribers, Nativeflow uses neural networks and image recognition technology based on machine learning. Based on photos from the accounts of the blogger’s subscribers, neural networks almost accurately determine the gender and age structure. The graphs clearly show a bias towards women. The service allows you to assess the quality of any public Instagram account, including data on the gender and age of the audience broken down by 5-10 years:
The core target audience is 18-24, women
It is important to check whether the blogger is advertising their closest competitors. To do this, you can automate the analysis of competitors and their activity on Instagram and download the competitors’ campaigns and see which bloggers they worked with (private functionality) or see who the blogger mentioned in the last 3 months and in which accounts they were tagged.
Which hashtags does the author mention most often?
Audience quality. Check for cheating and mass following
You can check for cheating by studying the statistics the advantages of this project management of subscriber growth. If the subscriber growth line grows in sharp jumps, we can talk about cheating.
Dynamics of subscriber growth Here is an example of a Giveaway from another blogger – the cost of placements immediately increased, but the audience activity dropped significantly, it is better to postpone placements until the ER is restored.
A sharp increase in subscribers during the giveaway period (we are not disclosing the blogger’s details)
Correction of subscribers after the giveaway (we do not disclose the blogger’s data)
It is worth paying attention to how many subscribers there are real people, influencers, mass followers, closed and suspicious accounts.
The audience of the accoun is mostly real people
When choosing several bloggers, it is important to calculate the intersection and analyze the unique audience of several accounts within one campaign. Considering that the trend of 2020 is to create trust with the user, it is more profitable to take bloggers from overlapping audiences in order to communicate more often with one user on behalf of different opinion leaders. This helps to form high loyalty to the brand.
Reach and comments: How much the audience is engaged with the blogger’s content
Bloggers with a small audience communicate more closely global seo work with their subscribers. They go on air more often, comment on posts. They are more loyal. Now it is important to look not just at the number of comments, but at the quality of the responses, so that they are on topic. Check in a few days who these people are, who is involved in the content.
