We recently welcomed Sophie Palmer, a social media and blogger enthusiast, into the Bristol team to undertake work experience with us. With a wealth of digital knowledge we asked her to write a guest post for the blog, and the chosen subject – blogger endorsement.
Blogger relations: how to get it right
In 2009 Zoe Sugg opened her YouTube account and started talking. Reviewing her favourite budget beauty products and showcasing her latest fashion buys, she gained a host of fans with her honest and fun personality. ‘Zoella’, as she is known, now has over six million subscribers on YouTube, a sell-out ‘Zoella’ beauty range and a novel due for release in 2015. Twenty million people a month view her online and with 2.3 million twitter followers, she has almost double the followers of celebrity Saturday night TV presenter Tess Daly; who also boasts a contract as the ‘face’ of L’Oreal.
It isn’t surprising that brands have bloggers on their radar. While in the past a celebrity endorsement might have been the norm to push sales, consumers are putting their trust in bloggers they can identify with.
Brands are utilising this shift in trust and using blogger engagement to push online visibility and increase sales, after all fashion bloggers are helping to set and share the trends and their intimate connection with readers is desirable for any brand. Blogger outreach isn’t reserved for the big fashion brands, the diversity of blogs means that all it takes is some careful research to find the right blogger for your brand or project.
Here are our top tips for making the most of blogger collaborations:
- Research – Don’t choose a blogger purely based on statistics, have a thorough look and keep in mind that the partnership needs to be relevant to both your customers and the blogger’s audience. A partnership with someone with fewer followers will be more effective if they are someone your customer identifies with and if you are a brand their reader is interested in.
- Ideas – Spend some time creating an idea to present to your chosen blog. Bloggers receive countless emails from brands so make your idea stand out so that the blogger will be excited to work with you.
- Make the relationship work for both of you – Blogging is time consuming and if you want them to spend their time promoting your brand, offer to promote theirs too. Bloggers don’t always expect payment but a free item and a tweet about them to show your appreciation is a gesture that will go a long way.
- Personal approach – Building a friendly yet professional relationship with the blogger is important if you want the partnership to be long lasting. Generic emails usually end up in the junk folder and remember bloggers talk, so make sure they’re saying good things about your brand!