Restrictions and sanctions have deprived

[aminaas1576]

Alena Dukhovna, influencer marketer

It is important to understand that the higher the reach, the lower the engagement. However, there is another rule - the rule of native integration, when a large author has collected a "specific audience" with specific interests and then, engagement with specific information (including advertising) does not fall, but on the contrary, grows. This is the most important advantage of influencers.

For example, the cost of placement in Ilya Varlamov's blog is higher than the market average, but for EdTech products and campaigns, such integration will bring more profit than placement in an account with a larger audience and lower cost. This is because the blogger's audience, according to research, is interested in online education and is willing to spend money on it.

Right now, influencer marketing is actively developing. marketers and businesses of many of their usual tools and channels . And then influencer marketing blossomed with renewed vigor... businesses directed germany consumer email list advertising budgets to available channels and bloggers were given the opportunity to develop more actively, make their content even better and gather more audience.

In recent years, the number of Russian-speaking bloggers on all popular platforms has grown significantly. Influencers' earnings are growing, in 2023, content makers' profits increased by 30% compared to 2022. There is more quality content, traffic is increasing, new advertisers are coming, and those who are already in the know are spending even more...

At the same time, many “big” bloggers refuse to do direct advertising and integrations “on their own behalf”. For various reasons - ideological, reputational, financial, etc. The effectiveness of such advertising is, of course, lower, because the key advantage of an influencer is the audience’s loyalty to a personal brand and personal recommendations.