Why advertising is increasingly trusted by microbloggers and how it will help your business

The development of social networks has fundamentally changed the approach to advertising and made possible such a direction as influencer marketing, influencer marketing. This is the promotion of the product (in the broadest sense) through influencers. But for a long time, brands have been betting exclusively on accounts with huge followings.

Now the focus of attention is often bloggers with a smaller audience. There are different opinions about which accounts are considered "micro" - up to 30, 50 or 100 thousand people. There are also nano-bloggers with up to 10 thousand subscribers. But it is not so important who to name.

It is much more important that businesses turn to accounts with a small audience, because such cooperation has certain advantages. They are worth considering in order to evaluate: perhaps micro-influencers are the ones who were so lacking to promote your product.

What are the benefits of working with microbloggers

Risk distribution

If you approach the issue from the point of view of reputational risks, choosing a macro influencer is putting all your eggs in one basket. In case of trouble, this can hurt the brand.

At the same time, it is obvious that the brand could not predict that the blogger would fall into a scandal. But a shadow inevitably falls on him. The most popular case is probably the case of Regina Todorenko, with whom, after misogynistic statements abandonedPepsiCo suspended cooperation with Todorenko / RBC cooperate large companies.

If there are a lot of bloggers, they are unlikely to do something unacceptable at once. So reputational risks are much lower.

Other budget work

Obviously, cooperation with "big" and "small" bloggers will cost differently. The services of the latter are much cheaper - sometimes tens and hundreds of times. That is, this is a great chance to save money and at the same time reach a large audience, just through different people. However, sometimes the costs will be minimal at all.

High level of trust

A popular blogger has a large audience, but not always loyal. Some people subscribe for the sake of hatwatching - they hate the influencer, but still watch his posts. Others simply satisfy curiosity. But even loyal subscribers don't necessarily take ads seriously. They are used to the fact that the blogger has a lot of ads, and do not really believe in the sincerity of his words.

Another thing is micro-influencers. They are not yet so popular, which means that it is much easier to associate yourself with them.

Higher level of nativeness

Advertising that looks like a banner, albeit in social networks, people often simply do not perceive. The so-called banner blindness works. An unobtrusive mention of a brand or product works much better. But even here there are subtleties.

For example, if a macro blogger advertises a premium segment product, there are no questions. But if he writes that he decided to save on everything and therefore drives his Lamborghini to the All for the Dollar store, this does not fit with reality. It is also hard to believe that the celebrity really tested the budget cream a whole month to show how it affects the skin.

Microbloggers and "earthly" products are good friends. Moreover, such influencers are ready and able to feel the product.

Higher level of blogger involvement in the process

Behind millionaire bloggers, as a rule, there is a huge team. They write texts for them, publish posts, negotiate advertising. This is the business they run.

For a “small” blogger, his account is a business in which he invests on his own, he is aware of all aspects and nuances. Therefore, it is easier to communicate with it and debug processes.

Better contact with the audience

A large account works more as a media, and not as a personal page of a person. If the owner views the comments himself, then he is simply not able to cover them all. But most of the time it's the manager. As a result, the interaction between the blogger and the audience is one-sided. A micro-influencer usually hasn't lost contact with followers yet.

It may seem: so what, because the subscribers saw the post anyway. If the campaign is aimed at brand awareness, it may not be a big deal. But it happens that the promo code does not work or the audience has some questions about stock, about what they write in a personal and comments. If the blogger is large, often the brand has to turn on its power and respond to subscribers in order to target potential customers. The microblogger does it himself.

Access to a targeted audience

The audience of a major blogger is much more diverse than that of a micro-influencer. With the latter, it is usually quite easy to single out the main core of subscribers: mothers, or needleworkers, or wine lovers, or electricians, or people doing repairs... That is, the campaign hits the target.

Working with different audience segments

Collaborating with microbloggers is not so expensive, and their audience is already well targeted. This means that you can afford to work for different target groups and, within the framework of one campaign, build different strategies for each of them. If one does not “shoot”, the budget will be enough for other options.

What is the difficulty of working with microbloggers

Of course, everything has a downside. Collaboration with micro-influencers can be identified such disadvantages.

It is not always possible to cooperate formally

Macroaccount is a project. So the blogger has IP or LLC, experience in concluding contracts and understanding how cooperation is built in general in terms of documents. With the owner of a small account, it will be more difficult. For example, you will have to conclude a civil law contract and act as its tax agent, which already requires more gestures. But not everyone can agree to this, wanting to hide activities from the tax.

It is also very likely that a macro-influencer knows the main provisions of the law on advertising and will not violate them, because he does not want problems for himself or the company. It is better to discuss even obvious things with microbloggers in order not to get a fine.

There may be content quality issues

"Little" bloggers do everything themselves. And it's not always top-notch content. Firstly, there may be problems with technical equipment: light, sound, camera - all this is quite important. Secondly, skills come with experience, and a micro-influencer may still lack it.

The more bloggers, the more difficult it is to control them

It’s easier with one big influencer, if only because he’s alone. There will be more microbloggers. We need to write to everyone, find an approach to everyone, develop a communication strategy, check in time so that there are no problems.