What is the reason for most communication failures? How to choose an influencer and pay for their services? Why do we need blogger associations and influencer agencies? Invited influencers and representatives of the companies Sportmaster, DDX, TopMarketing, More Than an Agency, Go Advertisers consider it profitable Influence, KODIX exchanged expert opinions on these and other issues.
What kind of influencer does a brand need: where to look and how to chooseAdvertisers consider it profitable
According to Forbes , 92% of consumers trust influencers more than advertisers or traditional celebrities when
choosing products and services. From a professional point of view, the choice of an influencer depends on the goals of
advertising integration and the capabilities of the brand. For large campaigns with a budget of 10 million rubles or
more, media personalities, million-follower bloggers, and influencers with smaller audiences but with growth prospects
and an active position are suitable. The main selection criteria are: brand safety, the number and involvement of
subscribers, a positive image in the business environment – that is, the influencer does not miss deadlines, is sociable,
follows the terms of the contract, and does a high-quality job. In the absence of competencies and experience in
interacting with influencers directly, experts recommend contacting specialized agencies. This approach will help
minimize reputational risks, as well as draw up contracts covering non-obvious but important aspects of cooperation,
and monitor the work on the project at each stage.
What is the main problem of communication between advertisers and influencers
However, despite the clear conditions for effective partnership, failures still occur. Scandals around influencers in the
information space, incompetence of employees supervising projects, a large number of decision-makers, errors in
promotional mechanics and creatives are the top reasons phone number library for collapses in cooperation voiced by
experts. Discussing the minimization of incidents involving influencers, experts suggested looking at the experience of
China, where institutes and colleges for bloggers operate: there, aspiring Chinese influencers are taught not only how
to create content, but also how to maintain a positive image in the media, rules of conduct and communication with the public.
CPA, Royalty or Fixed: How to Pay Bloggers
Advertisers consider it profitable to use royalty and CPA models, when a blogger receives a reward for specific actions
of his audience – clicks, registrations or purchases. trust is the most important factor in e–e-a-t Income depends on the
success of the campaign, and traffic increases earnings. The advantage of royalties is the absence of limits, which under
ideal conditions ensures a mutually beneficial or win-win result. Advertisers consider it profitable However, the participants of the issue, bloggers and agents, did not agree with this, since affiliate sales are difficult to establish and calculate. For them, paying a fixed cost of services, even if less than the expected percentage of sales, is preferable and more reliable.
Speakers:
Robert Panchvidze, founder of the MDK public, ex-president of Invite
Elena Ivanova, executive director of afghanistan business directory DDX fitness clubs, ex-SMO Sokolov, SberMarket (Cooper)
Roman Abdullin, founder of TopMarketing and TopClub, ex-SMO PIK, Samolet
Petr Sheksheev, founder and head of More Than an Agency
Viktor Nikitin, head of the marketing communications department at Sportmaster
Ekaterina Mosyaga, director of influence marketing at Go Influence
Yuri Sapozhnikov, author of the Telegram channel From Commerce to E-.