Marketing of influence (Influence Marketing)

In Russia

2017: Marketing of influence in digital

According to IAB Russia Committee on Influence Marketing, marketing of influence in digital shows impressive growth. In the document Influence Marketing White Paper published in December, 2017 the committee gives a total characteristic to the existing ecosystem of the market of marketing of influence in Russia.

Integration of advertizing messages into popular content attracts advertisers and opens for them the mass of opportunities, however the segment as a part of the advertizing industry is in a stage of formation and endures certain "scale-up problems". Experts of IAB Russia noted lack of still commonly accepted terminology and metrics of efficiency evaluation of work in the market. In a situation when advertisers do not understand rules of pricing, positioning of players in the market and the mechanic of campaign management, risks of a stop of advertizing campaigns and the termination of cooperation grow.

The ecosystem of the Influence Marketing market is created by the production companies, the specialized agencies, the exchanges of bloggers, the system of crops and the platform. The product line can be defined proceeding from types of services, exclusivity of presence of a brand and solvable tasks. In obligatory metrics select metrics for Youtube — for a preseyl of placement and for the report; for Instagram — a metrics for a preseyl of placement and a photopost, a video post, hundred-fig., reporting on formats.

Advertisers often approach a question of advertizing at bloggers as to media placements, disregarding specifics of this channel. Especially large advertisers who aim to impose to the blogger "sin" with it the guides which are thought up for traditional advertizing categorically interfere with a creative, at the exit receiving the material not organic for the specific person. "Nativnost" and, as a result, trust of audience to such advertizing decreases, and bloggers receive negative reviews from the subscribers. It is only one of the main risks — "ideological". But it is the most frequent origin of conflict situations — Evgeny Safonov, the Chairman of the Committee of IAB Russia on Influence Marketing, group of digital companies Happy Monday Family told. — From insufficient experience and understanding of specifics there are also other risks. As a result all suffer: both advertiser, and blogger, and market in general. Presence at process of the specialized agency reduces these risks. The agency in this case acts as "buffer" between the parties and is that force which is capable to lead the parties to a compromise. Using Influence committee of marketing in IAB we want to tell advertisers as it is correct and productive to work with this channel that to all market participants it was comfortable, and the market grew.

According to Safonov, all can be selected three main trends: consolidation of content makers in production centers, oversaturation of demand in the market of top bloggers, gradual audience accumulation at the expense of traditional and offline channels.

There are agencies of hybrid type integrating in themselves functions of content production and sales of advertizing. Demand in a segment of top bloggers is oversaturated, it is possible to expect that budgets will go to a segment of small bloggers with whom work is almost not conducted. Bloggers will become even more "media", there will be more "contract" stories when the blogger cooperates with advertisers not only within the channels, but also to participate in other aktivation of brands online and offline. It, in turn, will attract media budgets, and "blogger" content on the market all of us will see more often in traditional channels of Internet advertizing — the expert noted.

Also gain of positions in the field of Influence-marketing of social networks in addition to Youtube and Instagram is expected.

It is necessary to standardize price policy to consider interests both clients and bloggers, and all intermediaries. The blogger agencies, in addition to actually service, have also other pluses: control of bloggers in terms of terms, to transparency and legality of the transaction, correctness of the report of value of a brand of the advertiser to the blogger, can give the expert evaluation and guarantee high-quality selection of bloggers according to your advertizing campaign — Yaroslav Andreyev, the CEO of the blogger agency WildJam considers. — In the future the number of bloggers who work in itself will be laid off. — There will be more blogger agencies and platforms aggregators of bloggers, there will be more transparent work with the commissions and the prices of bloggers. The number of the production centers creating new bloggers will increase, the blogger agencies will resemble more and more a record labels, and bloggers will become not only leaders of opinions, but also selebrit in traditional understanding.

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