Bloggers are Part of Influencer Marketing Too!
- By Cheryl Kenny
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- 10 Oct, 2017
Social media influencers are the latest advertising craze for brands and of course the use of Facebook, Instagram, Twitter, and Snapchat as their platforms is what often comes to mind. Social media platforms can’t be ignored because of the sheer amount of time consumers spend on them - the average person spends 15 minutes per day on Instagram alone …but the influencer content from social networks does have shortfalls.
For one, social influencers rely on the algorithms behind each platform's feeds to reach their followers, so having more followers doesn’t necessarily mean they’re reaching more people. According to our internal influencer data, most social media posts have a fleeting life span, with 85% of views occurring within 24 hours, effective for driving impulse purchases
Bloggers as influencers, on the other hand, provide one of the oldest and most robust influencer platforms on the web. A blogger’s audience is comprised of two types of people: searchers and followers. Searchers are intent-driven, and they land on an article after searching a topic, while followers follow the blog because they want to read the blogger’s posts again and again
Collaborating with Bloggers
The goal of any influencer collaboration is to deliver top-of-funnel awareness - and ultimately drive sales - so it’s important to choose the right blogger who has the potential to get you in front of your best audience, and to get their attention focused on your product.
Blogger Assessment
Google can provide you with a quick assessment of the bloggers reach. Use Google Analytics to see how deep the organic reach is of a blogger. The key is to ensure blogger activity is regularly read and shared by returning visitors and to avoid bloggers whose posts have no regular visits or interactions.
The blogger’s email list is also very important. Email marketing is still alive and well, so find out how many people are subscribed to the Blog’s email list. A large email list means your article will be in the inboxes of all those readers.
You also need to read your influencer’s Blog. Seek out bloggers whose styles and identities most closely match your brand’s, and visualize your brand as part of their story.
