Instagram post by @masha.socialmedia Instagram • Social Media Pro

DO YOU TRUST BLOGGERS?
I've been doing some research lately and I'd like to share the results with you today.
I was analyzing the performance of different types of posts my team created for our FB pages (fashion related posts). The sample was about 2000 product posts from 3 different FB pages with a total followers base of about 4M.
I focused on 3 types of product posts:
1️⃣ Posts with photos provided by bloggers (collaborations with bloggers) aka IGC (Influencer-Generated Content);
2️⃣ Posts where we sourced photos from our own website;
3️⃣ Posts using the photos and reviews from our customers aka UGC (User-Generated Content).
I compared average Post Reach, average Post Engagement, and - most important- average Post Link Clicks (traffic). And here is interesting thing I found‼️: UGC (real photos from customers +reviews) brought x2 times more traffic (link clicks) than IGC (photos from bloggers).
Now let’s compare the quality of UGC vs. IGC.
✅ UGC: theres are typically photos of products done with shaky hands, holding non-iphoneX cameras, flatlays shot on WWII-era carpet, dirty tea-cups, a cat’s tail and baby pot as a background.
✅ IGC: here you see perfect locations, perfect light, tons of retouche/PS, and of course a model-looking blogger.
Why there is so much more the traffic from UGC? Does it mean that customers trust real reviews more than good-looking pictures?
Guys, here are 2 questions for you (your opinions/answers matter HUGELY to me):
1️⃣ Do you react to product ads by bloggers? Do you go to check out the seller/price after you saw the post? Or do you like the nice photos and stay easily ignore to the ad?
2️⃣ Have you ever bought anything after it was promoted by blogger? If not, why?
Let’s discuss!





#socialmediamarketing #socialmediaexpert #socialmediaqueen #socialmediacoach #socialmediatraining #socialmediatips #smm #contentmarketing
#instagramer #instagramtips #businesstips #instagramcoach #businessmarketing #influencermarketing #influencer #bloggerstyle #collaboration #breakkie #breakfast #bookworms

50 Comments

  • 10w ago masha.socialmedia masha.socialmedia

    @alexandracufteac so no purchases made because of bloggers recommendations? :)

  • 10w ago masha.socialmedia masha.socialmedia

    @rabbiadama when it comes to the bloggers, can you easily see it’s a paid post? Do you think that all bloggers’ recommendations are rather ads than personal experiences?

  • 10w ago masha.socialmedia masha.socialmedia

    @babygirlslife2016 I think it depends on how “greedy” the blogger is. If he publishes the paid posts like 1-2 times per week, it’s totally fine and understandable. But if he does it daily.... 🤢 publishing ads daily is “fast” money, but it’s not wise strategy for long-term success.

  • 10w ago masha.socialmedia masha.socialmedia

    @babygirlslife2016 вроде жив, курилка. Но я давно уже ничего нового у него не читала. Только когда-то полюбившиеся вещи)

  • 10w ago masha.socialmedia masha.socialmedia

    @karinapapag Это другой разговор. Мы сотрудничаем с 3000 блогерами, просто потому, что нам нужны красивые фотки. Прямых продаж от них мы не ждём (исключение - ютуберы)

  • 10w ago masha.socialmedia masha.socialmedia

    @aranaccessories oh! That’s interesting! As the biggest pasty of my work is connected to Facebook (not Instagram), I really want to know, why you trust FB more? It’s the same company, the same structure of ads. Why then?

  • 10w ago masha.socialmedia masha.socialmedia

    @reciclato.craftworks I usually buy educational toys and books for kids recommended by Instagram moms, and fitness apparel recommended by Instagram fitness girls I follow. But it’s never a direct purchase (from the link a blogger suggest). I usually memorize the brand and check it out when I have time.

  • 10w ago aranaccessories aranaccessories

    @masha.socialmedia I was late to the party joining both Instagram and Facebook, so I would probably have a different impression of them compared to someone who's been on Facebook for years. Facebook is such a pain to navigate compared to Instagram (particularly on my phone). You have to navigate past so much useless stuff (e.g. events nowhere near me) to get what you were looking for. Instagram feels much more open (both visually, and in letting you explore easily). Another thing influencing me is that I joined both to get exposure for my shop: I have to constantly pay for ads if I want anyone to see my posts on Facebook, but I can grow my account a lot easier on IG. So boo to Facebook and hooray for Instagram! 😉

  • 10w ago alexandracolors alexandracolors

    @masha.socialmedia well not directly, for example at some point i saw many bloggers in my country advertise a new shopping site and after a while i decided to check it out and keep it in mind, and eventually end up buying several times from that site.

  • 10w ago consistent_growing consistent_growing

    👊

  • 10w ago vixy_ny vixy_ny

    Nowadays I would only buy from a blogger if I knoew that she wasn’t paid for the product/service. Most likely I will pay attention to a photo/post without a link to the website. Bloggers will sell their soul for little cash.

  • 10w ago karinapapag karinapapag

    @masha.socialmedia в ну да это я что то мысли просто написала ) мне кстати ваши как то писали но насчёт Хэллоуина , мне не интересно была эта тема )

  • 10w ago babygirlslife2016 babygirlslife2016

    @masha.socialmedia not every day, but almost every post. And their ad posts get about two times fewer likes than regular posts.

  • 10w ago rabbiadama rabbiadama

    @masha.socialmedia i guess it's up to my own bias. If I see a professionally made photo I think ""professional blogger/influencer. When it isn't so professionally done I think regular ugc. The question is though about the value vs. trust, and it really depends. If the photo seems too professionally done up, but it offers good value than my trust goes way down but the value is way high. Big time influencers have the resources and content to offer incredible value.if no value than it's just another random ad that I ignore. If it's not professionally done, than the value may be high or low, but my trust goes up. I may not like the content, but if they seem honest that they found something useful I trust them. This is the power of testimonials. But a simple blurb in quotations may bring my trust up a little, a photo or vid of someone using the product brings the trust up tenfold. It really is a game between trust and value. If I can do both then even better!

  • 10w ago masha.socialmedia masha.socialmedia

    @vixy_ny little cash?))) nowadays, when we talk about big bloggers, the price per post starts from $1000. I haven’t met a blogger with over 500K followers who would charge less than that...

  • 10w ago masha.socialmedia masha.socialmedia

    @aranaccessories ah, I read your previous message incorrectly. You are the fan of Insta))) And I agree - FB feed is a mess now. They are constantly trying to improve it, but all I can see so far is more difficulties created for business pages, with zero improvements for a regular user. Instagram start taking the same road, unfortunately....

  • 10w ago masha.socialmedia masha.socialmedia

    @karinapapag а с Shein ты как блогер сотрудничаешь? Или самой нравится? Просто эти ребята - те же яйца, только в профиль, что и мы, те же товары. Но они очень удачно сделали ребрэндинг, сдали делать съёмки товаров только сами, уменьшив ассортимент, и теперь себя позиционируют как калифорнийскую компанию. Молодцы)) но качество осталось примерно того же уровня. По поводу сотрудничества - мои ребята по поводу youtube haul тебе писали?

  • 10w ago masha.socialmedia masha.socialmedia

    @babygirlslife2016 at least it means they are honest and don’t buy likes/comments for ad posts. Many bloggers do so, trying to “sell” themselves for bigger price to potential advertisers.

  • 10w ago masha.socialmedia masha.socialmedia

    @rabbiadama you know the trick that bloggers and advertisers have been using recently? An advertiser pays for 2-4 posts (buys them in bulk, for a lower price). First 1-3 posts a blogger publishes, where he/she wears/uses the product that the advertiser sent to him/her, doesn’t have any links/tags. Zero connection to the advertiser. And then- in last post- blogger is like: “Ah, guys, btw, you asked me about amazing T-shirt I can’t stop wearing, I received so many questions, it’s @advertiser” . Doesn’t it look like a real testimonial? ))) Influencer marketing becomes more and more tricky!

  • 10w ago vixy_ny vixy_ny

    @masha.socialmedia I understand but they are all identical already. In my case I usually pay attention to the bloggers who simply post photos with clickable links ON the photo. Not in the copy and paste description below. Feels little more real.

  • 10w ago karinapapag karinapapag

    @masha.socialmedia с шиин , rosegal , zaful , dresslily, gamiss с ними со всеми и более мелкими их отростками со всеми сотрудничаю давно уже . А все то же. Шиин только отдельно . А с тех других там все те же самые менеджеры мне пишут толко названия магазинов меняются. но шиин молодцы , я у них первый раз что то купила когда ещё даже канала не было . А потом стала сотрудничать .да твои насчёт ютуб писали , Хэллоуиннская тема была , я не стала ничего брать

  • 10w ago karinapapag karinapapag

    @masha.socialmedia на днях шиин написали просто подарки выбрать не для обзора на вещи которых ещё не было в продаже , типа новый дизайнер )

  • 10w ago masha.socialmedia masha.socialmedia

    @vixy_ny thanks for the idea for my future post😘😘😘

  • 10w ago rabbiadama rabbiadama

    @masha.socialmedia true, they are trying to get sneakier and sneakier. But I think the average consumer can smell the BS if it's really BS. It's just a shame if this awesome platform get overrun by ridiculous ad campaigns. People will simply leave or stop making the advertiser/blogger tricks work. Ultimately the consumer needs to be convinced to buy the product, and if this trick is out and we smell the BS or wise social media gurus like yourself inform us of these tricks then the trick won't work. Information, or rather education, on these things is key. The more informed the consumer is the more credible and honest advertisers, bloggers, influencers need to be.

  • 10w ago masha.socialmedia masha.socialmedia

    @rabbiadama Instagram is trying to regulate this market, it requests bloggers to mark the sponsored posts as sponsored, so people won’t feel they’ve been tricked. But not everyone uses this feature so far- mostly because the advertisers themselves don’t want to. They don’t want the bloggers’ posts to be tagged as sponsored. They don’t want it to look like ads. So yes, totally agree, honesty of influencers and advertisers is the key, the basis for building user’s trust.

  • 10w ago rabbiadama rabbiadama

    @masha.socialmedia I guess the biggest lesson for true Instagram marketers is to be up front and honest as possible and offer tons of value. @garyvee talks about this a lot, especially his concept of jab jab jab, right hook. Each jab is a free offering of value and once n a while throw out a right hook, or an ask to buy. Put it all out on the table and be honest about what are your jabs and why are your right hooks and people will trust you. It seems like it takes longer to get successful this way, bit the success will last longer as well. Thank you for all you amazing insights @masha.socialmedia it's really helped me formulate my insta game even though I'm a total newb here! Keep it real!

  • 10w ago masha.socialmedia masha.socialmedia

    @rabbiadama it’s one of my favorite Sm books :))Although I think, as the algorithms of FB/Insta have changed a lot in last 2 years, he definitely needs to publish an updated version :) but yeah, main idea of this book is still and will always be valid (many posts with valuable/ entertaining/useful FREE info as the jabs first and a selling post as the hook after. )

  • 10w ago masha.socialmedia masha.socialmedia

    @rabbiadama In my posts I call it the “Content Rule 3:1”, 3-4 valuable or funny posts - 1 product/service related

  • 10w ago rabbiadama rabbiadama

    @masha.socialmedia I think his new book #crushingit does address the changes. Just bought it so we'll see. Thanks for all the feedback! Was really awesome to have this conversation here!

  • 10w ago gracemedicalaesthetics gracemedicalaesthetics

    @jen_berardi check out this account. Some good info. Also almost exactly what we were discussing about bloggers. @masha.socialmedia we are finding bloggers to be “not worth the investment”. Real people with real outcomes are always our biggest advertisers. 🤗

  • 10w ago masha.socialmedia masha.socialmedia

    @rabbiadama thank you for informing me about the book. Ordered on Amazon. Might be in my hands by tomorrow 😈

  • 10w ago masha.socialmedia masha.socialmedia

    @gracemedicalaesthetics it depends on your target. For instance, we found them useless for direct sales (exception - youtubers, they still can do collaborations with positive ROI). But we still cooperate with about 3000 bloggers, our target is high quality and stylish content we get from them. Then we re-use these photos on our website, jn our FB and Pinterest ads, as a content across our SM channels, in the newsletters. And THEN they start bringing sales. Think of this approach. 🙂Maybe it will work for you as well.

  • 10w ago rabbiadama rabbiadama

    @masha.socialmedia don't thank me, thank @garyvee !!! But, of course no prob. Also I think k thus was more than 4 words 😜 what would you do to get your followers to comment at least 4 words? Aside from your sly move in the post 😎?

  • 9w ago gracemedicalaesthetics gracemedicalaesthetics

    @masha.socialmedia thank you. @jen_berardi we will consider this approach 😊

  • 9w ago zhuneichunye zhuneichunye

    great✨wonderful✨excellent✨ig✨👍

  • 9w ago katfishcreations katfishcreations

    @masha.socialmedia I usually do the same thing with things I'm interested in by bookmarking it and then researching prices to get the best deal which may not necessarily mean using the link of a blogger.

  • 9w ago masha.socialmedia masha.socialmedia

    @katfishcreations thank you for info. I actually completely forgot that users can use the save/bookmarking button to keep the info from bloggers and get back to it later :)

  • 9w ago lifestyle.sommertoast lifestyle.sommertoast

    🔝🔝..

  • 8w ago lachgaskaufen lachgaskaufen

    cool 😃

  • 5w ago meraki_blogs meraki_blogs

    I do react after bloggers review

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