Author: Monika Zeminová
Date of Publication: 07/11/2022
People are increasingly interacting on social networks such as Facebook, YouTube, Instagram, Snapchat and more. In connection with these modern communication channels, many have also started blogging and making videos. What’s more, the successful ones are even becoming major influencers. Actually, their readers and fans follow their site for two reasons. First, they go there to have fun, but also to get information and inspiration. So, of course, link building companies go there too. Why? Because if you want to build a relationship with your customers, you have to reach them where they like it.
The role of bloggers and youtubers has never been as important as it is today. So let's take a look at how and why they can help your business.
Why cooperate with them?
According to recent surveys, bloggers and YouTubers are becoming one of the most trusted sources of information on the Internet. Especially for the younger generation. Therefore, they are the new influencers who affect what young people buy or like. Well, what's the difference between a blogger and a youtuber? Basically, they differ in the fact that a blogger prefers to write, while a youtuber makes videos. These are sometimes posted on their own blog, but mostly on YouTube.
How to make the right choice for your brand?
Start with yourself first. Why do I need a blogger/youtuber? What do I want to achieve by working together? How does my community work? What motivates it? What annoys it? These are the questions you should seek answers to first. Then finding a suitable blogger/youtuber will be much easier. You can select bloggers and youtubers using a few key factors such as build "buyer personas", social networks where they are strongest, quality of texts and photos. It all depends on what your brand is looking for and needs. But even though you'll be choosing based on a few "factual categories", the "general mindset" is also important. Find out everything you can about them. It's also important to carefully review all articles the blogger has written in the past and videos the youtuber has made. The product must fit into their editorial plan and not be too forced. Also follow companies and brands that are already working with bloggers and youtubers. Look at the blogs themselves, where most of the promotion is also taking place. Decide in advance who you really want. For example, you might want a heartthrob that fans will trust, or someone who will "sell out" to any brand for money and freebies. The more honest the blogger/youtuber is, the more people will trust him/her, the more they will buy your products. It is important that the blogger/youtuber has the ability to influence their followers. Those who follow them on social media. But at the same time make it all believable and natural.
How to address them correctly?
Brands should first find out what blog they are offering to collaborate with in the first place. It often happens that companies send an email with an offer to cooperate, which contains a non-specific salutation like "Dear blogger..." If companies write such the salutation, it is immediately clear that they do not know anything about bloggers and bloggers will not even answer the email. Hence, show the bloggers/youtubers right away in the cover email that you really know, read and like them. All it takes is a small link to any post they have published or written. Or offer to help them solve a problem they are currently solving on their site.
How to work with them?
So if you want to start working with bloggers and youtubers, try to give them a reason to share your content. This reason could be a personalized (often handwritten) letter or a nicely packaged package with personalized content. Never send them press releases or impersonal packages.
Ways to promote using bloggers and youtubers
The most used blogging site is Google's Blogger.com. Blogger also offers AdSense, which allows you to place paid advertising on your blog. But advertising on a blog alone is definitely not the only way to make money from blogging and vlogging. Another option is to put up banners.
The cooperation of bloggers with brands or various online stores is not limited to advertising and banners. Giveaways are also a popular tool. These work on the principle that the brand or store, which the blogger collaborates with, provides the blogger with some kind of gift for the readers. For example, this is usually clothing or cosmetics. Let readers compete for your gift through a blogger or youtuber. They will be into the draw by simply registering for the shop. This puts them one step closer to their gift without much effort. In this way, the store gets priceless contacts at a very low cost, which they can use for newsletters etc. A successful company that has been working with bloggers for a long time is the fashion chain H&M. Bloggers are regularly invited to the showroom, where they can see and try on the new collections in advance. They make use of their creative skills regarding the presentation of their pieces. With many of them they have created projects in which they have acted as photographers, videographers or models.
Use of youtubers in link building
YouTubers are a specific group of vloggers who are experiencing a huge boom. Advertising mainly happens in a non-violent and non-transparent way. Most YouTubers don't make their videos for money, but for the entertainment of themselves and their fans. They are well aware that any other approach could be a significant thorn in the side of their fanbase.
In the YouTube community, there are already established names for the type of video. So you can often come across a type of video that is great for link building. Here is a brief list of the most common ones:
Unboxing – unpacking the delivered package with the product in front of the camera.
Haul – introduction of products acquired in the past period.
Outfit – the actor dresses up according to his/her own taste and mentions where he/she bought each piece. Definitely one of the best opportunities for fashion brands.
Tutorial – tutorials and procedures where the youtuber describes each activity. For example, cosmetic brands will find a great application in the form of a make-up tutorial.
Giveaway – competition for interesting prizes.
DIY (Do It Yourself) - manual creation of your own decoration, clothing etc.
Adamska, M. (2017, September 20). 10 rules for brands collaborating with YouTube influencers. Brandstruck. Retrieved September 20, 2022, from: https://brandstruck.co/blog-post/10-rules-brands-collaborating-youtube-influencers/
Vega, L. (2022, January 20). Influencer Marketing: The Art of Working With Bloggers. Casual. Retrieved September 20, 2022, from: https://casual.pm/how-to/work-with-bloggers
Acosta, M. (2022, March 25). Influencer, Vlogger or youtuber, what is the best option for your company? Mailrelay. Retrievede September 20, 2022, from: https://mailrelay.com/en/blog/2018/12/18/influencer-vlogger-or-youtuber-what-is-the-best-option-for-your-company/