Dropshipping and Influencer marketing: how to work with bloggers
Dropshipping and Influencer marketing: how to work with bloggers
Advertising rates are growing, and famous and not so famous bloggers are setting sky-high prices. Despite this, social networks are still the most important tool for promotion. Influencer marketing does not lose its relevance. Habitually scrolling through the social media feed, we still “stick” to interesting videos, watch them to the end and share what caught our attention. We read recommendations with interest, study and collect reviews. But what to do when classic integrations with famous accounts on social networks are not affordable?
The trend of 2025 is set by micro- and nano-influencers with an audience of 1,000 to 50,000 subscribers - bloggers who create viral content without drawing attention to themselves. Their advertising is cheaper, and the engagement and trust of the audience is higher. Selpway Trading shares its observations and cases of our partners.
Solution: Micro- and Nano-Influencers
Unlike large influencers, advertising and promotion through micro- and nano-influencers are available not only to large dropshippers, but also to small companies. Inexpensive authentic viral videos that show or mention new products of an online store, the name of a company or brand, become part of the content and regularly appear in the information field of mini-bloggers. Such "indirect advertising" increases reach and attracts a new audience.
However, it is worth remembering that managing a large number of bloggers takes time and careful control over the quality of content, and analytics for small audiences is not always available. If a blogger incorrectly presents information about a product, this can affect brand perception and sales. To minimize risks, it is important to agree on the terms of cooperation in advance: deadlines, content formats, scenarios, expected results. To evaluate the effectiveness of each blogger and choose the most effective, it is better to start with small campaigns.
How to find micro- and nano-influencers?
Dropshippers, especially beginners, often have to save money when working with a limited budget. Cooperation with micro- and nano-influencers allows you to reduce advertising costs, as well as quickly test demand for new products.
You can use the following to search:
How to choose micro- and nano-influencers?
How to choose those you really need? Where to start? Of course, with a high-quality analysis of the target audience of the account, the topic and checking the statistics.
The number of subscribers has not played a key role for a long time. Smaller audiences are often more active and loyal, respond better to advertising campaigns.
To find effective influencers, analyze statistics:
For example, our trading platform partner is an online sportswear store, and for its promotion campaign it chose accounts with a small number of subscribers, but with creative and unusual content: 1) fitness trainers, 2) sports enthusiasts broadcasting regular workouts, 3) nutritionists, 4) bloggers with publications on the topic of nutrition and 5) UGC creators (content generated by users).
Unlike large influencers, advertising and promotion through micro- and nano-influencers are available not only to large dropshippers, but also to small companies. Inexpensive authentic viral videos that show or mention new products of an online store, the name of a company or brand, become part of the content and regularly appear in the information field of mini-bloggers. Such "indirect advertising" increases reach and attracts a new audience.
However, it is worth remembering that managing a large number of bloggers takes time and careful control over the quality of content, and analytics for small audiences is not always available. If a blogger incorrectly presents information about a product, this can affect brand perception and sales. To minimize risks, it is important to agree on the terms of cooperation in advance: deadlines, content formats, scenarios, expected results. To evaluate the effectiveness of each blogger and choose the most effective, it is better to start with small campaigns.
How to find micro- and nano-influencers?
Dropshippers, especially beginners, often have to save money when working with a limited budget. Cooperation with micro- and nano-influencers allows you to reduce advertising costs, as well as quickly test demand for new products.
You can use the following to search:
- Exchanges and platforms for finding bloggers and influencers for e-commerce and dropshipping (Upfluence, #paid (Canada), InfluData (Germany), HypeFactory (Cyprus), Heepsy)
- Hashtags and search in social networks (for example, #fitnessblogger, #gadgetreview)
- Analysis of competitors (who do they buy advertising from?)
How to choose micro- and nano-influencers?
How to choose those you really need? Where to start? Of course, with a high-quality analysis of the target audience of the account, the topic and checking the statistics.
The number of subscribers has not played a key role for a long time. Smaller audiences are often more active and loyal, respond better to advertising campaigns.
To find effective influencers, analyze statistics:
- Frequency of publications - 3-5 videos per week provide stable coverage.
- Ratio of subscribers and views - it is important that the videos get more views than the number of subscribers.
- Engagement - likes, comments and reposts should make up at least 5-10% of views.
- Audience - use analytics services (HypeAuditor, Social Blade) to check subscribers for activity and the absence of cheating.
For example, our trading platform partner is an online sportswear store, and for its promotion campaign it chose accounts with a small number of subscribers, but with creative and unusual content: 1) fitness trainers, 2) sports enthusiasts broadcasting regular workouts, 3) nutritionists, 4) bloggers with publications on the topic of nutrition and 5) UGC creators (content generated by users).
What video formats attract attention?
Cooperation with micro- and nano-influencers gives more freedom:
For the videos to really work, the authors need to be given high-quality references. It is enough to collect 20-25 examples of video ideas for them to choose the 5 most suitable ones. This will help maintain the style and avoid template advertising integrations.
In the example of the partner Selpway Cyprus, which we cited above, bloggers were offered to shoot videos in several formats: exercise routines, training for a specific muscle group (both in the gym and at home); an overview of the morning routine (preparing breakfast, beauty treatments, exercise/home fitness); stylish sports images - for the gym, street or home.
What metrics to track?
More mentions = more reach = increased awareness.
When launching advertising campaigns with bloggers with small audiences, you need to track:
For dropshippers, working with inexpensive bloggers is also a demand testing tool. If there is demand, the product sells out quickly and buyers like it, you can increase sales and scale up the advertising campaign.
Why is it profitable to work with micro- and nano-bloggers?
The average cost of an advertising post depends on the size of the audience and the platform: nanoinfluencer ($10 to $100) or microinfluencer ($100–$500). For the same amount from a larger blogger (100,000+ subscribers), you will only get a series of stories with a reach of 5,000–10,000 people, which will disappear after 24 hours.
If your goal is to increase brand awareness, attract a new audience and reduce marketing costs, then blogs with a small number of subscribers are your best choice! SELPWAY helps dropshippers, retailers and online stores find bloggers who are definitely working for results.
Cooperation with micro- and nano-influencers gives more freedom:
- you can test different formats and look for what works best.
- Product demonstration in action — reviews, tests, goods in real use.
- UGC content — short, dynamic videos shot in the style of user content.
- Demonstration of style and images — especially relevant for the fashion and beauty industries.
- Viral challenges — such content is often picked up by the audience, increasing reach.
For the videos to really work, the authors need to be given high-quality references. It is enough to collect 20-25 examples of video ideas for them to choose the 5 most suitable ones. This will help maintain the style and avoid template advertising integrations.
In the example of the partner Selpway Cyprus, which we cited above, bloggers were offered to shoot videos in several formats: exercise routines, training for a specific muscle group (both in the gym and at home); an overview of the morning routine (preparing breakfast, beauty treatments, exercise/home fitness); stylish sports images - for the gym, street or home.
What metrics to track?
More mentions = more reach = increased awareness.
When launching advertising campaigns with bloggers with small audiences, you need to track:
- Reach: 2-4 times more brand mentions
- CTR of commercials: 20-30% higher than traditional advertising
- Cost per view: 3-5 times lower than that of large bloggers
- Growth of brand queries: 1.5-2 times more within 3-6 months
For dropshippers, working with inexpensive bloggers is also a demand testing tool. If there is demand, the product sells out quickly and buyers like it, you can increase sales and scale up the advertising campaign.
Why is it profitable to work with micro- and nano-bloggers?
The average cost of an advertising post depends on the size of the audience and the platform: nanoinfluencer ($10 to $100) or microinfluencer ($100–$500). For the same amount from a larger blogger (100,000+ subscribers), you will only get a series of stories with a reach of 5,000–10,000 people, which will disappear after 24 hours.
- High reach for a low cost: integration with several microinfluencers can give 100,000+ views for the same amount as a one-time ad from an average blogger with 10,000 reach.
- Flexibility in choosing formats: content and creative can be reused.
- Long-term effect: videos remain openly available, continue to gain views and work for the brand.
If your goal is to increase brand awareness, attract a new audience and reduce marketing costs, then blogs with a small number of subscribers are your best choice! SELPWAY helps dropshippers, retailers and online stores find bloggers who are definitely working for results.