The advent of social networks has seen the birth of so-called influencers, or bloggers. What do they have in common? Having created communities of tens, even hundreds of thousands of fans, inspired by their way of life, with whom they interact very regularly. A relationship based on trust, because influencers share parts of their “dream” daily life with their community as they would with their loved ones. A mode of communication far removed from what a brand can say to its consumers!
Brands have understood this well: if an influencer recommends a product to his community, the repercussions in terms of sales can be enormous. Influential bloggers are therefore regularly contacted by companies wishing to remunerate them for promoting their products or services, partnerships that can take different forms, including that of sponsored article.
But beware: if the blogger falls into the all-out advertising trap, he can lose the confidence of his community and at the same time his influencer status.
If you have been contacted by a brand to write a sponsored article, here are 5 tips to apply absolutely, plus a bonus!
1. Accept only articles that respect your theme
If you are a travel blogger, your readers will not understand that you suddenly start talking to them about your favorite laundry! It will also be bad for the SEO of your blog, and you will not know in which category to place these articles.
If you scatter yourself, your blog will no longer look like a travel blog and your community will gradually lose interest in you. Remember that these people initially followed you because they had the same interests as you!
This is exactly what I do for example on Destination Digital, my travel blog. Can you find sponsored articles? I do not think so. The reason is simple: everything remains in the theme, everything is natural. I take an opportunistic strategy when it comes to sponsored articles.
2. Be transparent with your readers – and it’s a legal obligation!
Your relationship with your readers is based on a absolute confidence, this is the most precious thing you have and therefore you must not betray it. Be transparent with them: yes, this article is sponsored, but if you decided to talk about this product or service it is because you yourself think it’s something good.
You can also explain that it helps you run your blog for which you have fees (domain name, hosting), while what you offer to your readers is completely free! In addition, the Consumer Code recalls that this is a legal obligation indicate on affiliated content that it is sponsored:
“Are deemed to be misleading, (…)
commercial practices which aim: (…) To use content
editorial in the media to promote a product or
service while the professional funded it himself, without indicating it
clearly in the content or using clearly identifiable images or sounds
by the consumer “
3. Respect your values
Your readers appreciate you and read your articles because they love your personality, and the way it shows up in your writing. When an advertiser asks you to write a sponsored article, they will tell you what they want to put in the content of the article and the tone to adopt.
If the product goes against something that you would buy yourself, or if the tone to adopt does not correspond to your usual way of writing, refuse ! Also, let the advertiser know that your community appreciates your tone, the way you write, and that is what will success of the recommendation.
4. Don’t overdo it
Some sponsored articles on an otherwise rich blog, why not! But if your Instagram site or account turns into a succession of sponsored posts, watch out for the loss of interest in your community!
So don’t make too many sponsored articles, write them in the same way as your usual articles (length, tone), and publish them at sufficiently spaced intervals. Your community will appreciate, therefore your client will be happy with the benefits and inclined to offer you new partnerships.
5. Telling the brand
Be inventive, be creative! Your client does not pay you for producing content similar to any “classic” ad.
You should tell about your experience with the product, your experience, and include it in a context similar to that of your usual articles. If you are a beauty influencer, we expect to see photos of the products at home, that you tell the texture, the perfume, the feeling after several days of use… In short, tell the brand and do not settle for the banal !
BONUS – Do not rely only on the sponsored article
As we have seen, write sponsored articlesIt’s a way to monetize your work around your blog and your social networks, but it’s not the only one, and far from it! We can also think of:
- Advantages: once it is integrated, the source of income is continuous;
- Cons: the design is rarely pretty, and it takes a lot of traffic.
- Advantages: this is an opportunity to talk about products that you really like;
- Disadvantages: commissions are generally quite low and most affiliate platforms only pay above a certain threshold.
Sell your own products or services
- Pros: it’s the best way to make money with your blog;
- Disadvantages: not all blog themes allow you to sell products or services.