Translation. Region: Russian Federation –
Source: Gazprom – An important disclaimer is at the bottom of this article.
Alina Zinnatullina, founder and CEO of Insight People (part of Gazprom-Media Holding), discussed the nuances to consider when working with bloggers and the secret to successful influencer campaigns.
— Trust and personal relevance. For subscribers, a blogger is a familiar face. They listen to them in the morning while making coffee. They motivate people to exercise, pursue a career, and travel. Ultimately, a message from such a person sounds more persuasive than one from a company.
— Precise targeting and context. Bloggers' audiences are specific lifestyle communities: healthy lifestyle enthusiasts, young parents, entrepreneurs, fashion enthusiasts, cooks, and tech geeks. Advertising in this context is perceived quite naturally.
— Flexibility of formats and speed of testing. The blogger content format allows for quick response to trends and provides feedback. This allows businesses to launch and test advertising hypotheses, change, and optimize development strategies.
"You don't necessarily need to involve bloggers with millions of followers in your campaign to achieve results. Insight People had a case where we engaged 40 bloggers with audiences of up to 100,000 subscribers to achieve the campaign's goals. Each of them created a short video review showing the product in everyday life, with a promo code for purchase. As a result, we achieved high reach and click-through rates."
Alina Zinntaullina, Founder and CEO of Insight People
Please note: This information is raw content obtained directly from the source. It represents an accurate account of the source's assertions and does not necessarily reflect the position of MIL-OSI or its clients.