Blogger proposal. Cooperation between blogger and brand: from the first steps to success. Where to look for bloggers
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And the online clothing store Wildberries testifies: most buyers start not with a search for a specific item, but with a search for inspiration. For the answer to the question “What do I really need?” they go to social networks - mainly Instagram and YouTube.
It is important that video bloggers on YouTube are becoming a popular source of information for buyers today. They have a huge impact on the audience and set new trends, trends, formats
Set a goal: why do you need this cooperation?
The interacting parties may have different, common or partially related work goals.
Many companies, when offering cooperation to authors, actually mean the following: “We pay - you publish.” That's all the interaction is. The result of such cooperation is boring, template advertising posts.
Common goals will give the company better, more interesting content from the blogger, and the blogger the opportunity to sign a long-term contract.
Formulate goals and make sure that everyone involved in the project sees them the same way.
Decide on the mechanics of work
When you have a goal, it will become clear which work model to choose.
1.Promotion of the product with the help of famous bloggers and celebrities
It is expensive. But such collaborations are relevant when you need to introduce a new product to the market - you will get a large reach of a new audience who will react to your advertising more warmly because they trust their favorite bloggers. Stars inspire and are able to create demand.
LiveDune is looking for suitable opinion leaders by tags, cities and other characteristics. It is possible to view full account statistics.
2. Through exchanges(Epicstars)
The seventh point sets the deadline, and the eighth - the forecast for advertising placement
3. Manually
Manual search is more difficult; you will have to analyze each blog yourself. But this method is free and works no worse than the others. Here's how to do it:
Search for bloggers by query in a search engine. Find their websites and social media profiles.
Select hashtags that are popular in your niche and search for posts based on them.
Analyze popular posts.
The easiest way to work with hashtags is on Instagram. For example, let's say you sell yoga mats. The platform itself gives recommendations on popular hashtags, shows top publications and bloggers
Study your audience and their interests
First of all, the advertiser is interested in the coverage of the advertising campaign. But not everyone thinks about the quality of the audience reached. Even if the site unites millions of users, they will be useless to you if this is not your target audience.
Focus not on the number of subscribers, but on the portrait of your audience. Study the influencer's audience and ask yourself: will they be interested in my advertising?
By the way, an opinion leader does not have to be a person.
A cute cat will probably be touched by the owners of the same cats, and they are a potential audience for pet products. For example, a mustachioed hipster cat tastes animal food with great pleasure. Hamilton
Read the blog of the influencer you plan to collaborate with
It is important to see what a person writes about, what his style and manner are. Monitor the blogger's activity for two to three weeks. During this time, analyze:
Content quality
Activity of growth and number of subscribers - if this figure is too large, most likely the blogger is using promotions
The number of likes - it should be at least 2-3% of the number of subscribers, or it is a dead blog
Quantity and quality of comments
Prepare your account for advertising
Make sure that the influx of visitors does not cause technical problems, ensure proper operation of the site and uninterrupted service.
Check the design of the account/site description; you need a bright avatar or logo, contact information, triggers and calls to action.
Post real customer reviews and photos of the product, this will increase the level of trust.
Make sure that the selling content is in a prominent place and attracts attention.
Make sure that the entertainment and information content is also of high quality.
Determine what posts are needed and agree on a work plan with the blogger
- Post format - text, video, photo
- Content - direct or native advertising
- Publication dates
It is better to entrust the writing of a script or text to an opinion leader. He will present advertising more organically, maintaining his style of communication with the audience.
Analyze efficiency
The effectiveness of working with opinion leaders can be measured in several ways:
Google Analytics. You can use UTM tags or track the total number of transitions to the site from social networks. UTM tags are also useful in the case when you share a percentage of the profit with a blogger - according to the principle of an affiliate program.
Unique code. Give each blogger your own unique discount code, which will only be used by users who came to you from him, or add the blogger’s personal UTM tag to the advertising link.
Opinion leader profile statistics. Discuss with the blogger that after publication he will show the statistics of the post if it is closed. On Instagram you can find out the number of views and unique users, comments, likes, and saves. Available for business accounts only.
Working with opinion leaders is not as difficult as it might seem if you carefully select a performer. When choosing a strategy, focus your efforts on studying your target audience and content delivery formats. Analyze your actions and you will see the result of cooperation with an opinion leader.
Tags: | | | |Bloggers are people too. Yes, it sounds stupid, but brands often forget about this. Read about who bloggers are, where to look for them and what to negotiate about.
— So, you don’t need to show the material before publication? Are you sure? Wait, so you allow publishing without prior approval? - the author of a rather daring and “sharp” blog is surprised.
- Of course, it’s not necessary. This is your opinion, and even if there is criticism there, then it has a place there,” I smile.
“But there was something I didn’t like at all.” I wrote about this...
- What can you do, it means you deserve it. We will see our mistakes, and if you allow, we will contact you to clarify the details. We don't want you to have a negative impression of our brand!
From time to time I find myself in something like this dialogue with bloggers. The authors do not immediately understand that I will in no way influence their article. I will not check it by crossing out unnecessary words in red. And I certainly won’t unleash a barrage of negativity if the material contains phrases that are unpleasant for the company.
A blogger’s truthful opinion is the best result of working with him
So, who is this blogger?? This is a person who, in one form or another, shares his opinion, life events, information (useful and not so useful) with other people.
These can be text blogs (on free platforms such as wordpress, blogger, tumblr, or on your own domain), or video blogs (for example, a YouTube channel). It’s very rare to find bloggers who make audio podcasts (if you know one, let me know! I’m sweet 🙂)
It’s worth highlighting bloggers who are successfully bloggers without a blog. To communicate with the audience, social networks are enough for them - Facebook, Instagram, Vkontakte. Why not? Although in this case, it can be increasingly difficult to distinguish them from opinion leaders.
Photo by: Janneke Storm Why do you need cooperation with bloggers? An important question that is best answered right away. And pssst, this is my opinion, if anything :)
- Successful bloggers are the same opinion leaders whom you engage to promote your product among their audience. If your target matches their readers, you win.
- Authors of small blogs have all the prerequisites to sooner or later become famous bloggers. Collaborating with them early on can help spark a strong partnership.
- Publications on various websites, YouTube channels, and blogs help promote a brand’s website in search engines (provided that the blogger provides a link in the article).
- Potential buyers are happy to read reviews from bloggers that you can post on your page. They get another point of view, and it is this that can be decisive in the choice - to buy or not to buy.
- Bloggers create unique content - photos, videos, and text. You can use it on your social networks (don't forget about attribution!).
These are the obvious benefits that came to mind. For each brand, cooperation with bloggers can have its own results. Starting from bright photographs to sales and creative image projects.
Photo by: Janneke Storm How to find a blogger? If you don’t have a base of bloggers, you need to plunge into the environment and make connections. Thanks to Google and Facebook for this, they make it much easier to do this.
What kind of blogger do you need? To answer this question, think about what he should write about: beauty? fashion? sport? food? lifestyle?
Look for bloggers upon request in a search engine. Find their websites and social media profiles. Don't be afraid to knock on your friends or subscribe. As a rule, blog authors are very sociable and happy to meet new people.
I also like meeting bloggers in the group Ukrainian Bloggers.
Read the blog! It is very important. You have to really look at what the person is writing about, what their style and manner are. Also, evaluate the blog's audience. Matches your target?
I also always check site traffic (for example). This way you can understand how big the blog is. But don’t hesitate to ask the author of the resource how many visitors he has per day on average. He can also ask you about your product in detail.
Photo by: Janneke Storm Meet the blogger. Write by email or on social networks. You can briefly describe the company you represent. And offer cooperation. Before writing, I always think through 2-3 options for our work. Limiting yourself to only dry text is boring. It is always better to come up with a unique joint project.
How to write a proposal for cooperation to a blogger
A very common question: how to gain the courage to write to a blogger or a star? Or here’s another: “I wrote three times, once they didn’t answer, twice they refused. Now I’m afraid to reach out and offer cooperation.”
Strange affair. You are not afraid to come up with cool ideas for business, manage your account in an interesting and beautiful way, organize the work of a team that helps you manage your business. And, perhaps, you are also not afraid to drive a car recklessly, dive to great depths and even buy shawarma at the Kazansky railway station. And then suddenly they got scared. What's the matter? I'm guessing you're afraid of rejection.
The bad news: there will be refusals. The good news is that their number can be reduced.
Even if you received a sharp refusal, then:
a) this is also a result;
b) everyone only likes a hundred dollars, and even then is a controversial issue (I prefer a thousand).
Now I’ll say something unpleasant. In 70 percent of cases, you are to blame for refusal. You can, of course, follow the path of long and hard work and, according to the plan, write daily and at any cost to the selected five bloggers. But this path will lead you to a dead end. It’s very good if you systematically select advertising platforms for your blog. But! The principle of “measure twice, cut once” will help you much more. If you choose the right person to write to, and choose the right moment for this, then the probability of getting rejected is almost zero.
Let's look at typical mistakes:
– People often write: “We will give you our watches/scarves/toys/food packages, and in return we will ask for a post with a review.” Does anything hurt your ears? The word “give” is a little inappropriate, don’t you agree? After all, making a gift means giving something for free, as a gift. How then can we talk about “a post with a review in return”?
– The second point is that, as a rule, the proposal itself is preceded by an ode to the author of the blog. For example, “We’ve been reading your blog for a long time, we look forward to every post, without you Instagram wouldn’t be the same”... It’s great if it’s sincere, even better if you’re at least subscribed to this blogger, but it’s better to spread it across time, words of gratitude and admiration and, in fact, an offer of cooperation. Otherwise it smacks a little of toadying.
– Unfortunately, very often people send standard proposals to all potentially interesting bloggers for cooperation. And all bloggers read about “the best blog”, “incredible energy”, beautiful pictures and about the anticipation of their posts. The fact is that bloggers communicate quite closely with each other. And advertisers are also sometimes discussed. If you praise everyone equally, there is a risk that they will simply stop believing you.
1. Say hello and get straight to the point of the proposal. Be polite and specific. If a blogger is interested in your proposal, he will definitely respond.
2. The key to success is when preparing a proposal for cooperation, think about what the blogger needs, not you. You need to get new subscribers by publishing a post about you on the account of a star or blogger. This is all clear. Next, if you want to hear “yes,” you need to step into the shoes of the person to whom you are offering cooperation. What does a blogger or star want? They want to get the maximum benefit from their blog: earnings, necessary goods and services of good quality, additional opportunities.
3. Start your message with what you can offer them, not with what you want them to do. They often write: “Let you make a post about me, and I’ll give you my painting/bear/doll/do a manicure/send a basket of food...”. This is fundamentally wrong. It would be correct: “We offer you and your family a week’s stay in our hotel in a luxury room, breakfast included. We will meet you and take care of the cultural program. We hope you like it with us, and then we will ask for a post about us on your Instagram account.
4. Don’t just name the service or product you offer, but describe what benefits and advantages the blogger or star will receive. Not “we will give you a beautiful bear”, but “our teddy bear is handmade, so we are ready to make it for your daughter Alice, taking into account all your wishes. Only you will have such a teddy bear; all our products exist in a single copy.”
5. Adequately evaluate your proposal. First, find out how much a post costs a specific person in monetary terms. If a post costs 40,000, you don't need to offer him a rattle or a phone case. Balance the cost of the post and the amount of barter if you plan to cooperate on barter. Or, if your product or service is not currently needed by the blogger or does not reach the cost of his post, cooperate on a monetary basis.
After analyzing the statistics of my magazine, I discovered that when people go to my LiveJournal through search engines, they usually come to my blog through an article "", using the following search queries:As I understand it, this or aspiring bloggers are looking for information on how to find companies to collaborate with.
Or company representatives are looking for information on how to collaborate with YouTube bloggers.
It was for them that I decided to raise this issue again and cover this topic as simply as possible, in order to give an idea of this area to those who are not yet at all in the subject.
I will try to classify types of cooperation according to different criteria.
And also provide a list of factors that I would pay attention to when organizing this type of cooperation.
Article outline:
- How to contact a blogger
- How to pay for his services
- How to document cooperation
- Approximate scheme of payment for services and video publication
- Pitfalls (risks when collaborating with bloggers)
How to contact a blogger
- via social media networks
- by mail (contacts are usually in the channel description)
- through agencies
- through special services.
For example,
epicstars - a platform that brings together advertisers and bloggers; segmented database of bloggers and advertising requests from advertisers.
Link to the service: https://ru.epicstars.com/
How to pay for his services
- barter (
- barter + cash bonus
- barter + cash bonus under certain conditions (for example, a set of views for a period)
- provision of a product for the duration of the review + cash bonus + cash bonus under certain conditions (for example, a set of views for a period)
How to document cooperation
- without registration (agreed verbally, for example, by phone)
- conditional registration (consent via electronic message/electronic agreement)
- work under a contract (traditional written contract in paper form)
Approximate scheme of payment for services and video publication
Let’s say you have already given the blogger the goods, an advance payment (if any), discussed all the terms of cooperation, and given your recommendations for shooting a video.
What's next?
The blogger will make a video and show it to you.
If everything suits you, then you agree on the release date of the video with your advertisement, then pay in full or in part for the blogger’s services.
He posts videos on the designated day and time.
If necessary, pay an additional premium.
Pitfalls (risks when collaborating with bloggers)
If you discuss the price and basic conditions at the beginning of the negotiations, and then you come up with new ideas, the blogger may not agree to implement them. Therefore, you need to agree on all points in advance.
With the Barter scheme without additional payment for services, you risk not getting a review or not being able to influence the video creation process.
If the goods have already been received and the motivation is weak (it lies in the risks of losing authority), the blogger’s interest drops.
A blogger can give other bloggers bad recommendations about your company if your cooperation does not take place or if it does take place and the blogger is not happy with this cooperation.
For example, I react very painfully to such cases, even if they do not directly concern me...
I don’t want to give anti-advertising to these people here, but I would think 100 times and consider all other options before contacting them.
I remember 2 such cases when a blogger with extensive experience and a large audience did not speak flatteringly about a product or a company that provides products for review by bloggers.
In my opinion, this is not professional and purely humanly not beautiful.
In my opinion, it is better to cooperate for money than completely on a barter basis.
Otherwise, there is a possibility that the customer will incur costs (for goods and delivery) but will not receive the desired result.
Of course, there are companies that have a fairly large advertising budget and minimal costs for production costs (for example, Chinese goods or cosmetics).
They follow a simpler policy, simply sending their product to all bloggers whose audience size exceeds the level they set, without thinking too much about the effectiveness of a particular review, counting on the positive effect of the campaign as a whole.
But this article is not for them.
In the future, I plan to cover these and other questions on this topic in more detail (for example, what needs to be taken into account when choosing a blogger, what information should be requested to make a decision on cooperation, what questions the blogger himself needs to answer in order to get a positive effect from cooperation).
My conversation with bloggers touched on the following points:
- Review costs;
- How to find a blogger;
- How to negotiate;
- What guarantees does the customer have?
- What is the effectiveness of such cooperation?
I will be glad to receive comments (criticism of the article, questions, suggestions, your experience, etc.).
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