How to Choose the Right Blogger for Advertising: Step-by-Step Instructions

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In this article, we will tell you how a brand can find suitable bloggers for advertising integrations to get the maximum benefit for the business: how to prepare for a campaign, what to pay attention to when selecting influencers, and what criteria to check them by. The material was prepared jointly with UPMarketing.
Advertising with bloggers is becoming perhaps the most priority marketing tool for promoting products on the Internet. For Russian brands in the last 2 years, this is sometimes the only way to reach the target audience in the context of restrictions on popular platforms. In the global market, this type of advertising also occupies an important place: almost a quarter of specialists and business owners surveyed by researchers from Influencer Marketing Hub intend to spend more than 40% of their entire advertising budget on influencer marketing, according to the company's report .
Why Influencer Marketing on Social Media is Effective
The effectiveness of promoting products and services through influencers is explained by the fact that the latter have established a stable emotional connection with their audience. Blogger subscribers tend to trust them and perceive their recommendations not as advertising, but as friendly advice. But this only happens if the influencer has a really high-quality audience and real activity. Otherwise, advertising in their account will not produce results. However, it is impossible to assess the success of a blog by eye. Therefore, it is important to take a serious approach to choosing suitable candidates for cooperation. A correctly selected blogger is an outlet for a loyal target audience, an increase in brand recognition and sales.
Instructions for choosing a blogger in 4 steps
Understand the purpose of the campaign
Answer the question, what results do you want to get from advertising with a blogger. For example, micro- and nanoinfluencers (their audience does not exceed 100 thousand users) have a large percentage of very loyal and active subscribers from the total number. Integration with them will bring the company targeted user actions. And macroinfluencers and celebrities will primarily affect brand recognition.
Specify the portrait of a potential buyer
Analyze the target audience and describe the client in detail: their socio-demographic characteristics — gender and age, level of education and income, occupation — interests and problems, favorite social networks and blogs, their barriers and drivers when buying.

The best person to place an advertisement is an influencer whose topic, values, and style are close to the brand's potential clients. Their integration will be interesting and convincing for the company's target audience.
Create a long list of bloggers
Include in the list influencers whose audience is relevant to the brand's target audience. Check that the blogger's price list for advertising cooperation suits your budget.

Analyze blogs according to the following criteria:
Number of subscribers
The most obvious indicator that allows you to assess the scale of a blogger's influence and understand what advertising coverage you can expect when working with them.

One thing: with the help of paid promotions social media marketing service and bots, you can get impressive numbers. The quantity here is of incomparably less importance than the quality of users - their activity and relevance to the brand's target audience. Therefore, the next indicator that needs to be determined is subscriber engagement.
Blogger Audience Engagement
The more involved users are, the higher the efficiency, conversion and ROI of advertising will be. Sincerely interested in the author's content and loyal subscribers trust the influencer more and will give a more active response to his product recommendation in the blog.



The ratio of the number of reactions - likes, views, comments - of publications to the total number of subscribers of the blogger will help to assess the level of involvement. This percentage will be the real number of active subscribers who regularly follow the author of the content. The minimum acceptable result for this indicator is 3%, even for large bloggers.