Olga Stukalova, head of the onboarding and business development group at Zen, talks about what to pay attention to when selecting a blogger, how to correctly label advertising and evaluate its effectiveness, and gives examples of successful advertising integrations.
Posting content from bloggers helps attract attention to a brand channel on Zen or to a specific piece of content. The same rules apply here as on other platforms: when a blogger's audience is similar to your target audience, posting native advertising from such an author helps increase brand awareness, increase the channel's target audience, and ensure sales.
What does native advertising in Zen give to a brand?
Brands come to the platform with image goals to paraguay mobile database build knowledge about a specific brand or product, generate demand (including deferred demand), push for purchase, that is, consistently build the entire sales funnel. As the stories of practitioners show, one article, the average reading time of which is 2-3 minutes, can close several goals at once.
In February-March of this year, Zen conducted a survey on native advertising to find out what attracts advertisers to Zen. It turned out that they come:
by different formats: the most popular format of native advertising is articles, in second place are posts;
by topics: top topics of bloggers’ channels that advertisers have worked with over the past 3 months: beauty and fashion, family and children, hobbies and DIY;
for efficiency: native integrations among Zen bloggers are not inferior in effectiveness to other platforms.
"67% of surveyed brands are satisfied with the results of native advertising placement in Zen or even received more than expected. And what's more important is that 44% of advertisers are not just satisfied, but also return for repeat placements.
This is confirmed by the other side: bloggers with whom we talked about native publications share that they have regular customers among brands that regularly return to them"
Olga Stukalova
What is important to know about the specifics of working with authors on Zen
Be prepared to work with authors for whom blogging is a hobby. Some authors are professional bloggers for whom a channel on Zen has become another way to earn money and realize themselves. However, the specificity of the platform's authors is that many of them run channels in addition to their professional activities: often, people who are far from marketing and native advertising gain popularity. They need detailed briefs and explanations. Nevertheless, today 56% of projects with bloggers on Zen are legally formalized in the form of contracts, which indicates that the legal literacy of authors is growing, as is their willingness to cooperate with large companies according to all the rules.