Over six years of operation, the platform has tested various promotion channels, and only influencer marketing allows us to close the main task – to scale revenue several times every year. Today, this is the dominant channel for attracting traffic for FitStars – 90% of sales are provided by influencers, Why Nano- and Microbloggers including authors of Telegram channels. In this case, Head of Influencer Marketing at FitStars Ivan Karsakov will share his experience of how the platform earned RUB 71 million in November 2024 only on integrations into Telegram and what helped to achieve such a result.
In the case, we talk about integrations in Telegram — Why Nano- and Microbloggers
a top platform both in terms of return on investment and in terms of capacity — the messenger has 100,000+ channels available that are suitable for advertising in terms of
For advertising in Telegram we chose:
- Author’s blogs. News publics and impersonal channels are not suitable for us, because a personal story is important for FitStars advertising – when the audience knows the author of the channel, shares his interests and trusts the recommendations.
- Small channels, the cost of placement in which is from 300 rubles to 20,000 rubles. We took a large number of micro- and nanobloggers at once on topics that are guaranteed to work for us.
When selecting, we primarily paid attention to two metrics:
- Basic audience quality and engagement – from 2%. On WOWBlogger, all channels are manually checked for cheating, and we did not need to delve into this, which saved a lot of time.
- The target CPM is within 2000-3000 rubles, so that the integration pays off.
Why Nano- and Microbloggers Are the 2025 Trend in Influencer Marketing Why Nano- and Microbloggers
Almost from the very beginning of working with influencers, we focused on mid- and microbloggers, and now we are
covering more and more nanobloggers. These include authors of channels with up to 10,000 subscribers. As a rule,
such bloggers have a super-loyal and engaged congo-brazzaville business email list audience, which directly affects the efficiency of integration.
In addition, working with a large number of nanobloggers allows you to do a lot of integrations at a low price. The
advantage is that several bloggers for 300-1000 rubles in terms of return on investment will most likely bring a better
result than one celebrity. Conventionally, for a million you can buy advertising from one blogger and waste money, or
you can place integrations with 1000 bloggers for 1000 rubles – and return 5 million on average.
The second point is the authenticity of such microchannels. As a rule, their authors are opinion leaders for their
audience. For a brand, this is a great opportunity to make a statement and get people interested in the product.
In addition, nanobloggers are growing — and they do the promising results have led so together with the brand that supported them from the very
beginning, continuing to promote it to a wider audience. And here we notice an interesting trend: using the
performance approach and targeting bloggers’ advertising at sales, we simultaneously pump up brand metrics. In our case, influencer marketing is one of the most effective performance channels, which also simultaneously strengthens the brand.
Features of FitStars advertising Why Nano- and Microbloggers
The success of our campaigns is largely determined by the offer, the stages worked out and the structure of the advertising publication:
- First, the blogger must do a workout on the platform, understand the product – this is our mandatory condition for cooperation. At the first stage, he posts a story or a post on the channel about how he starts training at home and says nothing about FitStars. That is, he sells the very idea of home workouts.
- The blogger then names a problem related to physical activity – he says that he wants to improve his posture, lose weight, be more flexible, feel more energy or, conversely, sleep better.
- The next stage is to solve the problem in detail. The blogger demonstrates the personal account, sections of the training and nutrition program, courses — the main capabilities of the platform. And adds features: children’s programs, family training, and others.
- And then — marketing triggers: an offer and a promo code for a 70% discount, necessarily with a time limit. The blogger recommends the most expensive tariff and recommends applying for an interest-free installment plan without an initial payment. And also offers gifts. We found out that physical goods are ideal for digital products — for example, smart scales for 25 workouts per month.
To promote our product — home fitness — it is important uae phone number that the footage or narrative be immersed inside the apartment. When we did not have this restriction, bloggers filmed themselves with a front camera and were driving in a car at that moment — of course, such advertising did not work.
We track the effectiveness of advertising integrations using promo codes and UTM tags, but the latter may be displayed incorrectly for various reasons. A personal promo code is the most accurate way to calculate the number of conversions.