Influencers Montenegro: how to choose a cooperation that brings clients

By whom? influencers Montenegro, obično traži odgovor na dva pitanja: koga izabrati za saradnju i da li se to uopšte isplati malom biznisu. Publika je manja, broj pratilaca rijetko prelazi nekoliko desetina hiljada, ali je zato veza sa lokalnom publikom mnogo direktnija nego na velikom tržištu. Odgovor ide odmah: na crnogorskom tržištu manji influenser sa 3.000 do 10.000 pravih pratilaca iz Podgorice, Budve ili Nikšića često donosi više klijenata nego profil sa stotinu hiljada pratilaca iz regiona, jer publika prva vjeruje nekome ko živi u istom gradu i kupuje u istoj radnji.

Why is the Montenegrin market different

Na malom tržištu svi znaju sve — influenser, njegova publika i konkurencija dijele isti prostor. To znači da lažni pratioci i kupljeni komentari brzo iskoče, jer se stvarna publika prepoznaje po tome da komentariše na crnogorskom ili srpskom jeziku, sa imenima koja se mogu provjeriti, ne sa generičkim emotikonima ispod svake objave. Druga posledica malog tržišta je da se saradnja rijetko plaća isključivo u novcu — česta je kombinacija proizvoda, popusta za pratioce influensera i fiksnog iznosa za jednu ili dvije objave.

What to check before sending a quote

Before contacting influencers, a couple of things are checked that separate the actual cooperation from the wasted budget:

• The ratio of likes and comments to the number of followers — if it is below one percent, the audience is most likely bought.
• Is the audience really from Montenegro, or is the influencer regional, so the local part is small.
• Does the influencer already work with a direct competitor — if so, the collaboration loses credibility.
• Whether he has experience with business posts, or just personal content without any paid collaboration so far.

Only when these items have been verified does it make sense to make a specific offer. The verification takes half an hour by reviewing the profile and does not require paid tools for smaller campaigns.

What does a contract that protects both parties look like

A verbal agreement that an influencer will publish a story on the same day is not enough for business cooperation. The following shall be written as a minimum: the number and type of posts, the period in which they remain visible, whether the content may be reused on the site and other networks of the company, and the payment deadline. A firm that works on multiple platforms in parallel should also have a clear landing stranicu to which the influencer sends followers — without it, the click is lost, and the collaboration cannot even be measured.

How is it measured whether collaboration brings customers

The number of likes below the post says nothing about the sale. Only what can be tracked is measured: a special promo code, a special link, or a special phone number listed only in that post. Without special monitoring, after a month, no one knows if the cooperation brought the client or if the traffic accidentally increased for another reason. The same tracking principle applies to the site — without Search Console data, the company does not even know where its traffic from the site comes from, let alone from one Instagram post.

How much does it cost to collaborate with an influencer in Montenegro

Cijene na crnogorskom tržištu variraju više nego na velikim tržištima jer nema ustaljenog cjenovnika. Influenser sa nekoliko hiljada pratilaca obično traži simboličan iznos ili razmjenu za proizvod, dok profil sa preko pedeset hiljada pratilaca traži fiksnu naknadu po objavi. Firma bez prethodnog iskustva treba da traži tri do četiri ponude prije nego odluči, jer se cijena za istu vrstu objave zna razlikovati i po deset puta. Bitnije od cijene po objavi je koliko košta jedan stvarno dobijeni klijent iz te saradnje — ta brojka se dobija tek kad se saradnja mjeri posebnim linkom ili kodom, ne procjenom.

When collaborating with an influencer is not the right decision

For a B2B company that sells to businesses other than the end consumer, influencer marketing rarely yields a direct result — that audience doesn't buy business services at random on Instagram. There is more cost-effective work on SEO for the Montenegrin market, because the business customer searches for a solution through Google, not over the networks. Influencer collaboration makes sense for products and services sold directly to the consumer — restaurants, cosmetics, fashion, tourism.

Check which channel brings customers to your business before you invest your budget — get in touch for a free estimate.

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