How to check a blogger before cooperation
Most likely, you expected that we would immediately start talking about cheating, but you need to check the blogger at an earlier stage. We are talking about the stage of finding an author for cooperation. What is important to consider here?The topic of the blog. It is important that the product you plan to advertise fits organically into the content that is being broadcast. For example, it would be strange if a mother on maternity leave talks about a new nightclub, and a biker about products for children.
Having a target audience. It is important that the people who see the ad are your target audience. Therefore, be sure to study who is subscribed to the opinion leader. To do this, request statistics on geographic location, gender and age. For example, if you are going to advertise training courses on cosmetology, it is important that the followers are mainly solvent women who are interested in the beauty industry.
Tone of voice. Carefully study the posts, stories, reels and live broadcasts on the page. Try to wordpress web design agency understand what the blog author is broadcasting and whether the published materials correspond to the values of your company. It is especially important to consider 18+ materials and publications on political topics.
Reputation . Popular people often find themselves embroiled in scandals. This also applies to influencers, as they are mostly young, inexperienced and impulsive. Any careless statement — and the reputation can be ruined. You don’t want your brand to be associated with a scandalous person, do you? In order not to give your product bad publicity, always google the authors and check what is written about them on the Internet.
Once the blogger has been verified to meet these four selection criteria, you can move on to the next step.
HONESTY ANALYSIS: manual or via services
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You have found the perfect blogger: the blog topic is suitable, there is a target audience, the tone of voice is liked, and the reputation is not bad. Naturally, the required number of subscribers is available. Perhaps it seemed to you that you have won the jackpot. But if only you knew how honest the influencer is with you. After all, as practice shows, there are a lot of unscrupulous authors. In order not to accidentally pay for air, it is necessary to conduct an additional check according to several criteria.
Cheating
All the activity you see on the influencer's page may be an illusion. Some bloggers artificially inflate the numbers to sell ads at a higher price. Therefore, in order not to waste money, you need to check the page for cheating. This can be done in two ways.
Manually.
First, you need to scroll the feed to the very beginning and evaluate the activity of the first posts. If they have collected several thousand views, likes and comments, then it is worth thinking about. After all, Instagram is characterized by a gradual increase in activity, and, as a rule, the first publications have a small reach. The exception is situations when a blogger has created a new page due to the blocking of the main one or deleted the first posts.
Then move on to checking the authenticity of subscribers. It is unlikely that you will be able to evaluate all followers, but you can see the overall picture and check some people selectively. If there are many stores, foreigners, strange accounts with nicknames made of numbers or without an avatar in the subscriptions, then you can conclude that there is cheating on the page, since all of these are bots.
The next step is to check the number of people the blogger is following. Many still use mass following to attract new people through mutual subscriptions. Such influencers are easy to identify, as they usually follow thousands of people. It is not recommended to cooperate with them, as they are unlikely to have your target audience.
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