At the moment, influencers, not opinion leaders, are preferred for the placement of advertising materials. Opinion leaders, for the most part, are celebrities familiar to the viewer, who have moved from advertising on TV to the Internet. The demand for image advertising with media faces continues to decline.
The algorithm for placing the integration at the influencer looks like this:
- Explore the interests of the target audience,
- Search for channels and blogs on the resulting topics,
- To put forward a clear and elaborated proposal,
- Wait for the answer and placement of the advertisement, after discussing the questions that have arisen,
- Track the result of the campaign and make adjustments based on it for subsequent placements.
One of the most difficult stages is the search for a high-quality and suitable CA influencer. A cross–section of customer interests is carried out through research - most often surveys. At the moment, there are many services that make collections of pages on various topics and provide the opportunity to search for communities by keywords.
Demographic characteristics of the audience and distribution by region are also monitored on third-party services. For really professional influencers interested in effective advertising
, information about the gender and age structure of the audience, its interests, geography, etc. can be found at the links in the profile description. As a rule, this is a good sign.
Next, it is necessary to avoid integration with low-quality channels. Again, we resort to the help of third-party services. From the metrics, attention should be paid to the number of subscribers (large channels have a lower level of engagement, and trust in niche channels is higher), the dynamics of post views (it should be a curve, a smooth decline), the level of engagement, the difference in the coverage of advertising and conventional materials (perhaps the cheat is on advertising integrations). It is also necessary to study who is advertised by this influencer – in the interests of brand safety.
At the moment, integration with microblogs is considered the most effective - around 5,000 subscribers. As a rule, these are niche projects with the most loyal and engaged audience.
Finally, it is better to choose influencers who are not prone to provocative actions and statements, restrained in comments on socio-political topics.