Influencer collaborations is one way to expand your audience and increase sales levels in a company. Sometimes, after such cooperation, the blogger becomes a brand ambassador, gaining privileges for their subscribers. This article discusses how collaborations with bloggers work.
Blogger collaboration: All the nuances
Collaboration is essentially a partnership between two parties to achieve a specific goal. Influencer collaborations are necessary for solving tasks such as:
- Increasing conversion rates. Often, a blogger’s audience has high loyalty to them. Subscribers might watch the same movies, wear similar clothes, and use the same products. Therefore, when a new product or service is recommended, there’s a high chance that the influencer’s audience will be interested.
- Boosting brand recognition. Frequent appearances in a blogger’s feed of the same brand lead to better brand recall. Consequently, brand recognition significantly increases.
- Advertising new products. When launching a new product line, a brand can turn to an influencer for advertising. Collaboration with bloggers helps make the launch as effective as possible, increasing interest in the novelty and the company as a whole.
- Creating an image. This tactic is often used by startups with good products. They choose an influencer with a suitable loyal audience and offer partnership. Trust in the blogger translates into trust in the brand.
What do influencer partnerships look like?
Blogger collaboration can take various forms. Let’s look at the most popular methods of joint cooperation::
- Live stream. A brand representative and a blogger can launch a joint live stream on a chosen social network to advertise a product. During the broadcast, subscribers can ask questions and get real-time answers.
- Offline event. A brand can invite a blogger to broadcast or simply shoot stories in a new store or at an open event. This helps promote the brand on social media.
- Challenge. The company invents an interesting challenge that should mention the brand. The influencer announces it in their blog and declares a prize for the winner. Often, such collaborations create a special hashtag to find all participants.
- Release of a joint product. The appearance of a new unique product, created by the blogger and the company, positively affects its sales. The blogger can announce the release among their subscribers and then offer them to be the first to use it. For example, in 2021, the clothing brand Benetton, together with a number of influencers, created a new collection.
- Direct advertising in content. Such collaboration is often used by musicians when creating clips or editing original videos. Advertising inclusions can be at the beginning or end of the video.
The result of any influencer partnerships is mutual benefit. Sometimes cooperation can occur on a barter basis, i.e., the blogger receives products from the brand. However, this is more common with smaller accounts. Large influencers work under a clearly drafted contract, receiving significant profits.
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