How to Choose a Blogger and Make a Brief for an Advertising Campaign: Practical Tips

Collaborations with bloggers are a powerful marketing tool. Let’s try to figure out what business goals can be achieved through cooperation with Influencers, how to choose the right ones, and how to make a brief for integration.

Proper presentation of the blogger’s experience is a joint work of the content creator and the brand representative

Bloggers create content first and foremost. A blog or social media page broadcasts the experience and personal impressions of the Influencer, so it’s important to consider his or her personality when interacting – not to limit freedom and allow the product to be shown through the lens of the blogger’s personal, distinctive perspective.

If a brand expects to see clearly articulated product benefits in an Influencer ad, it is worth considering not influencer marketing, but rather an increased investment in media formats such as display ads or prerolls.

The blogger’s task is to tell the audience why a product or brand is right for them, reflects their values or meets their current needs, share insights and tell them in what situations the product won’t work.

This approach will keep the untargeted consumer from buying in vain, remove a barrier to future brand selection and make the potential customer loyal to the brand.

When selecting a blogger, it’s important to consider their values

Influencer has gained popularity because of his personality, creating his own content and interesting experiences in a particular area – that’s what audiences vote for with likes. And by advertising with a blogger, a brand wants not only media space, but a presentation of a product or brand through the lens of the content creator’s profile. To do this, it is important to know who you can work with and take into account the interests, outlook and relevance of the topic or product to the blogger.

How to choose a blogger who is right for product or brand advertising

Before you start working with an Influencer, study his or her content, read the posts and watch the videos

This will assess the blogger’s ability to make a video presentation, his possible interest in the product, and eliminate risks for the advertiser.

The audience believes that the company shares the values of the influencer who advertises its product. For example, if a blogger takes certain photos with animals, it could be seen as the brand’s support for animal cruelty. And too “tan” makeup could be considered a challenge to Black Lives Matter.

Watch as many of the blogger’s posts and videos as you can, take the time to highlighter

A reputation check covers at least the last year. It’s worth paying attention to political stance, use of profanity, promotion of tobacco or alcohol, support or denial of social movements – e.g., LGBT, Black Lives Matter, domestic violence, feminism, sexism.

Put together a resume for an Influencer.

Birthday, any characteristics – e.g., clothing size for the fashion industry, skin type for beauty. Find out critical positions and values – for example, it would be strange for a convinced child-free to suggest promoting a family vacation format, and for bloggers with perfect skin – acne treatment.

Advantages of this approach for both sides

For the blogger, it is important to promote a product that resonates with him – so it will be easier to create good content, increase audience engagement and loyalty, and establish long-term cooperation with the company.

For the advertiser, harmonious collaboration means higher-quality content, increased brand loyalty, in most cases more favorable cost of integration, and cooperation with reliable partners, since bloggers value personal relationships with brands.

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