Working with influencers: how to choose and collaborate with bloggers for successful SMM

Influencer marketing is becoming increasingly popular for promoting brands on social media. Simply put, it is advertising by bloggers. They have a huge influence on their followers’ views and a high level of trust, and they can contribute to the decision to buy a product or service.  Therefore, working with influencers has become an effective tool for marketing campaigns. 

How to choose an influencer for collaboration

An influencer is a person who has authority among their followers and can influence them. The audience of such an opinion leader is loyal to their advice and interested in what they wear, what they use, and where they go. Therefore, working with an influencer can be an effective tool for social media promotion. 

The first step to working with an influencer is to study their page. It is important to pay attention to the number of followers. Bloggers with a smaller audience may work on a barter basis or have a low price for advertising, unlike millionaire influencers. In turn, a blogger with a huge audience is more recognizable on social media. Therefore, cooperation with several influencers may be the best option for SMM. Besides, it is important to determine the platform for promotion because your target audience may prefer Instagram to TikTok, for example. Take into account the number of subscribers and their engagement, the results of previous advertising campaigns, and the ratio of the price of advertising to the number of content views.

There are also special services for choosing an influencer. Among the most popular are trendHERO, 22flr.com, and Influence.co. Using them, you can analyze the audience and statistics of a blogger, evaluate key KPIs, and much more.

For effective SMM, it is important to have a clear understanding of your target audience, the purpose of the collaboration, as well as the scale and budget of the advertising campaign. These factors can be the key to the success of this type of promotion. 

Formats of cooperation with influencers

Another important step is to choose the collaboration’s format. The main ones are: 

• Direct or native advertising in posts, stories, or Reels. A blogger uses video, photos, or text to tell about a product or service. The product is mentioned organically by the influencer without selling it head-on. 
• Contests and giveaways. It is an activity organized by an opinion leader, where the main prize can be your product, and it is popular on YouTube, Instagram, and TikTok promotion. 
• Ambassadorship and collaboration. It is a long-term cooperation when a blogger presents an advertising campaign and can be its face for a long time.
• Affiliate posts (available for Instagram SMM). It is the publication of a brand post in collaboration with an influencer. The post appears on both pages and has a wider audience reach. 
• UGC. It is a relatively new but already quite popular format. An influencer shares their own experience of using a product or service and advertising it. Most often, such content is generated by bloggers with a small but engaged audience. 

Having decided on the format of cooperation, it is necessary to discuss all the nuances and details with the blogger in advance, outline the desired date and time of publication, clarify information about what specific features of the product or service should be emphasized, and formulate a clear statement of work. These steps will help to avoid misunderstandings and maximize the results of cooperation. 

Benefits of engaging influencers in social media marketing

Collaboration with an opinion leader can help increase audience loyalty to your brand. Recommendations received from a blogger who is an authority can increase the level of trust in a product. 

In addition, by choosing an influencer in your niche to collaborate with, you can accurately communicate with your target audience and improve the effectiveness of your advertising campaign, including increasing brand awareness, the number of subscribers, and sales.

Promotion on TikTok or another social network using the services of an opinion leader can add creativity to a page. After all, sometimes bloggers use non-standard solutions to create content. Such videos can go viral, resulting in additional reach and recognition for the brand. 

How to achieve great results from cooperation with bloggers

To get an excellent result, it is important to entrust influence marketing to professionals. Lanet CLICK will be happy to help your business with social media promotion and cooperation with bloggers, as well as provide a range of services. Our specialists have experience in SMM TikTok and other social networks. The digital agency has already implemented many successful cases. Leave a request on the website, and we will contact you or consult with our managers in a way convenient for you: call +38 (044) 225-19-00 or write to lanetclick@lanet.ua. We will be happy to discuss the project and help you promote it. Let’s conquer the world of digital marketing together!