Blogging is dead. You know why? Because bloggers are not blogging anymore. They influence. More and more brands are interested in collaborations, especially in product launch campaigns where online influencers are used to create buzz. Brands also choose to collaborate with influencers to strengthen brand image as L’Oréal Paris did with fashion blogger Kristina Bazan from Kayture. Hence, the demand for these online influencers is high, but what are the pros and cons of working with them?
3 pros for a brand to hook up with online influencers:
1. They are perceived as trustworthy experts.
They are seen as trendsetters and people want to get inspired by them. According to a study from Nielsen, 90% trusts peer recommendations and only 32% trust advertising.
2. They attract your target audience.
There are many bloggers who write about one consistent subject (a niche-blog), which makes them perfect in attracting the audience for your brand and can generate traffic to your website.
3. They create exposure & awareness.
It is one effective way to expand your reach of the right target audience. The bigger the influencer, the more your brand gets exposed to an engaged and receptive audience.
3 cons for a brand to hook up with online influencers:
1. They can get really expensive.
The bigger the influencer, the bigger the exposure, the more expensive it gets to promote your brand. One promoted Instagram post can go up from $500,- to $15.000,- or even $100.000,- (!) depending on the terms of the deal and follower base.
2. They offer no guarantee in effectiveness.
It is hard to predict the effectiveness of your input and there is no guarantee that the influencer will be passionate enough about your brand to generate buzz or conversion.
3. They can get too excited about the $$$.
Consumers tend to abandon influencers when they are aware of the overly use of advertising. When this happens, you are basically back to where you started.
Online influencers can create the ability of connecting with the the right customers and rapidly creating awareness and conversion. But one thing is for sure, finding the right influencers can be hard, and predicting the effect of your efforts is harder. However, the most important thing is to take it slow and evaluate the pitfalls and positives carefully and not jump in the pool because other brands do the same.
Is your brand ready to dive in?