What should brands and bloggers remember to ensure a Win-Win partnership?

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Win-Win Collaboration: Criteria for Successful Integration with an Influencer


Firstly, nativeness — the australia cell phone number list content of integrations should not go beyond the general style of the blog and should be focused on the benefit of the audience. The brand provides a clear technical task that it wants to convey to subscribers. Secondly, targeting — through a correctly chosen influencer, you can communicate with the target audience that is most interested in the product. The third factor is live traffic , when you can drive leads from the blogger's page to the site, to the personal accounts of business owners, etc. And finally, this is feedback — after integration, the general reaction of the audience, reviews are visible in the influencer's account.

Influencer marketing can be done as informative advertising or as a media story that is recognizable through TV channels. For example, 1+1 presenter Solomiya Vitvitskaya was given a dress, which she advertised on her blog and went on air in it. The dress brand talks about it on its channels and launches targeted advertising. This is already a cool case of how advertising works. Brands send things to a media person that he wears. This is a little secret of how to advertise your brand for free.



How to build cooperation correctly? What do brands necessarily take into account when ordering advertising?

The brand must define the goals of integration. If you want to give recognition, you can advertise through celebrities. For example, a Ukrainian brand that sewed a jacket with golden ears of wheat for the filming of a video clip by the Tvorchi group ( Ukrainian musical duet - editor's note ). After that, the item became very popular on social networks and demand for it increased. This is an example of a cool collaboration due to celebrities.

It is important to consider the scale of advertising integrations - will it be a one-time cooperation or several consecutive announcements. The second option definitely works better. It is also a more profitable financial alternative to full-fledged ambassadorship. In this case, the agreement includes integration for 3-4 months, for example, two appearances per month.

I have such a collaboration with a chain of children's toy stores. I shoot Reels videos with my child while visiting the store, and I make photo posts. If I tell only once in stories, there will be no quality result.

Another factor is the budget. You need to calculate what audience you will be working with. As the number of subscribers increases, so does your budget. Of course, the amount increases if you want to integrate with several bloggers on a permanent basis at once. If you agree on long-term cooperation for several months, you can pay at the beginning of each integration. The blogger, in turn, specifies the dates and does not advertise related products 2 weeks before and after. This can also be noted at the beginning of the cooperation.

You can organize a competition - the brand provides a gift, and the blogger plays it out among the audience on the condition that certain actions are performed (subscribe to the brand's page, leave a comment, etc.).

Major brands do special projects. A striking example is the collaboration between Nikita Dobrynin and Dasha Tsvetochnaya & Puma. Bloggers are not just involved in advertising through their blogs, but they organize filming, video, and advertising, which also works great.

Webpromo interview with Tetyana Savitska

Read also : Working with influencers. How to find “your” opinion leader and agree on cooperation?


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Key qualities of a blogger and reasons for unsuccessful advertising
How does a blogger see advertising integration? Where can misunderstandings arise?

Not always the blogger agrees to advertising. It is necessary to discuss all the nuances before the start of cooperation. The brand must provide clear technical specifications.

As a blogger, I am very picky about advertising, especially where I need to be filmed with a child. Taking into account the received technical task, I decide whether the integration suits me.

They also often offer underwear ads, but that's not my story. You have to choose the blogger who does that.

At the same time, people love and want hype. They watch cringe stories more often. But you need to understand that such a story will make you a name, PR, but you should be ready for hate.

What is a technical task and how to draw it up correctly is explained in the article The ideal technical specification for a blogger is the key to successful advertising integration



What are the key qualities of a blogger for successful collaboration with brands?

First, it is necessary to pay attention to how the blogger's page looks, whether they have had any scandals, how long they have been on the market. People consume content with their eyes. Aesthetics and visualization are always important. Unfortunately, there are bloggers who do not "take care" of their page - they post unprofessional photos or those taken in poor lighting.

Secondly, it is important what audience is subscribed to the blogger: age, interests, country of coverage; who comments on posts, number of likes, who responds to comments and to whom. Thirdly, the content that the blogger creates: how he presents information, expresses a position, whether these theses coincide with the goals and objectives of the brand.

Monitor the blogger's account for at least two weeks, preferably a month. During this period, you can understand to what extent the influencer fits into your target audience, whether his ideology corresponds to the brand's ideology.

For me personally, it is important that a blogger can interest people with their intelligence. It is interesting to imitate such influencers, it makes sense to buy advertising, because he tells a story. At the same time, he has another life and does not live only by blogging. I love expert blogs. They are great for advertising finances, banks, etc.

In addition, keep track of how many advertisements the blogger publishes and what exactly they advertise.



Is it necessary today to communicate with the audience through several channels, including Instagram, TikTok?

Yes. But you have to understand that Instagram ranks first in terms of sales in influencer marketing and advertising, TikTok ranks second, and YouTube ranks third . While Instagram and TikTok can serve ads natively, YouTube is a “head-on” ad. It also has a right to exist, but I am more in favor of native advertising. It’s cool when there is a combination in a blog — “warming up” for advertising, as we call it.