HOW DO PROJECTS SURVIVE IN THE AGE OF DYING ADVERTISING?
Advertising is dying.
How often have you heard this expression in the last couple of years: 100, 500, 1,000 times? In this era of unqualified digital dominance, there has been a real glut of content, and among this ocean of diverse content, there seems to be no room at all for traditional advertising campaigns.
What kind of successful advertising can we talk about when Jeff Bezos openly declares that only unremarkable products need advertising, and Elon Musk promotes Tesla only by his own name?
If business sharks like Musk and Bezos consider traditional advertising to be a waste of time, this is not just a serious wake-up call. It is the final nail in the coffin.
How to resort to traditional advertising today?
Television is not watched at all, or watched only on major holidays (for example - Super Bowl LV, but it's only once a year, so this option disappears), and print media have lost their relevance in the past decade, and have not found a way to counter the new Internet publications.
However, as all the “super successful” business coaches say, - “crisis is a time of opportunity,” so along with the crisis, which marked the death of traditional advertising, to the aid of brands came the wand-saving wand in the form of Influencer marketing!
A RENAISSANCE IN ADVERTISING AT THE EXPENSE OF TIKTOK, YOUTUBE AND TWITCH.TV
In one of our previous articles, we told you why YouTube and Twitch.Tv are considered the world's marketing leaders, literally explaining on the fingers, what's cool about YouTube and what's cool about Twitch. Now we'll go even further by telling you how to promote your brand without paying attention to the barely breathing body of traditional advertising.
In recent years, YouTube and Twitch have evolved as fast and as quickly as television didn't in its day. In the heyday of television, TV was a luxury and an object of wealth that not everyone could afford. YouTube and Twitch, on the other hand, are the most accessible channels for receiving information on all!
This is why Zoomers (and Millennials too) are more likely to spend their free time on YouTube, Twitch, and TikTok than on any other way to get information.
trust bloggers and reviews more than any scholarly article, because they've been following bloggers for years and feel “attached” to them. prefer subscriptions and rentals over purchases; pay attention to sustainability and ethical consumption; use TikTok and other social networks as their main source of information on the Internet. love memes and games.
In an overloaded information space, it is very difficult to get the attention of consumers. This leads to the fact that people are only willing to accept offers from companies if they match their interests and requests.
Unlike past generations, “zoomers” rely less on product or service descriptions and more on independent reviews. According to SberCIB analysts, this means that companies will have to post consumer reviews and encourage those who are willing to share their impressions.
Google Senior Vice President Prabhakar Raghavan said at the Fortune Brainstorm Tech 2022 conference that, according to the company itself, 40% of zoomers use TikTok and Instagram instead of search and maps.
It's not just numbers, it's current reality. Go figure, every time I fly to a new country, I don't use guidebooks and maps; I watch bloggers who have already visited this country!
Emotions are sometimes more important than dry facts, and bloggers give those very emotions!
In such realities, one cannot help but wonder how to attract the attention of the younger generation, if the conventional advertising does not appeal to them and they have no confidence in it!
The answer is simple. It is Influencer marketing.
“Practice makes perfect” - hundreds of times my mother told me in the moments when I categorically refused to repeat the memorized for the school lesson in literature poem.
So first, we'll run through again what is this Influencer Marketing of yours, and is it in the same room with us right now?
Influencer marketing is a form of social media marketing that includes recommendations and product placement by opinion leaders.
In short, influencer marketing is a way to promote products or services through bloggers and influencers!
Influencer marketing can be an effective (and most often spectacular) way to present your product or services, because you immediately increase the trust of your potential customers through agents of influence, or influencers.
The most effective platforms for Influencer marketing are Instagram, TikTok, YouTube, Twitch, and in recent months, WASD.TV is gaining popularity.
How does all this information help attract an audience to the project?
Especially for you, we've put together a working guide on how to attract an audience to your project/social networks through Influencer Marketing!
A GUIDE TO HELP YOU WHEN WORKING WITH BLOGGERS!
1. Define the goal of advertising and set KPIs.
Influencer marketing is good for 3 goals: attract subscribers, increase coverage for brand awareness, and sell a product!
2. Analyze the audience and select the segments to work with Influencer Marketing.
Before launching your advertising, prepare a portrait of your target audience, taking into account their interests and the problems your product can solve.
3. Analyze your competitors' advertising creatives.
This will help you understand what works for other companies and how to build off of them.
4. Check the bloggers' stats to see if there is any tampering with the metrics.
There are special services for this purpose. We told you about this here.
5. Agree on the cost and timing of placement.
Often the cost of advertising depends on the subject, the number of views and the terms of placement: how long the post will stay on the blog and how many hours will pass before another ad appears. The more hours, the higher the cost and reach.
6. Prepare your advertising message.
You need to decide on the format of the advertisement and prepare the creatives. To do this, take into account the message that should be remembered by the potential client, the audience segments and the main purpose of the advertisement - to sell, attract or introduce.
TOP 3 TIPS TO HELP YOU WITH INFLUENCERS!
1) You can post multiple times on the same blog.
Seeding can be done several times on the same blog, as long as the ad has been successful. We recommend doing such a placement once every 2-3 months. You can do it more often if you see that the audience of the channel or blog where advertising was purchased has noticeably increased.
2) Advertisements must match the content in the brand's community.
To do this, first prepare a content plan with customer discounts in mind. Then, given the dates of the offers, prepare materials for advertising and negotiate with blogs for placement.
Thus, a few days before the release of the ad, you will have suitable content for the subject of seeding. The new user will be interested in the ad, go to social networks and see exactly the information that was talked about.
3) When you buy ads in bulk from bloggers, make a seeding plan.
If you're planning a mass ad buy (almost always effective), make a seeding plan: where and when there will be ads and what is an offer. This will help you avoid confusion in publications, track the timeliness of ads and respond to comments on time (which is extremely important, a good community manager's work greatly increases brand loyalty).
Also, thanks to this you will have an overall picture of the promotion: what posts are published on the channel, what letters are sent to the bot, and what visits are published.
As you may have already understood, Influencer marketing has significant advantages over all other competitors!
Firstly, it is the ability to bypass “banner blindness” with native advertising.
Secondly, the confidence in the opinion leader: followers believe that the blogger they follow for years will not advise bad things.
And thirdly, traffic and coverage of advertising publications from bloggers can be much more profitable and cheaper than targeting or contextual advertising.
Even though Jeff Bezos and Elon Musk continue to ignore the advertising and condescend to Influencer marketing (they can afford it, their names are a full-fledged brand), it is simply impossible to deny the effectiveness of brand promotion through bloggers and Influencers.
For example, I wouldn't have bought up a tenth of the comics and figurines in my huge collection if it weren't for advertising from my favorite bloggers with a promo code for followers.
Influencer marketing works like a Swiss watch despite the general deplorable state of Internet advertising, personally tested!