How does influencer marketing work in Ukraine today?
Posted: Wed Jan 29, 2025 3:22 am
Influencer marketing, as a powerful tool for influencing users through famous people, opinion leaders, is reaching a new level today. More and more often, Ukrainian brands turn to influencers for integration in social networks in order to advertise the brand.
To find out how influencer marketing works in Ukraine, whether it is really possible to achieve Win-Win cooperation, we talked to the influencer, founder of the PR agency australia cell phone number list "Tysovka Blogerov" and co-organizer of the all-Ukrainian awards "Bloger Awards" Tatyana Savitskaya, who specializes in promotion on Instagram. In the interview, we discuss how to properly build relationships for successful integration using real examples, how much advertising costs and how the composition of TOP influencers has changed since the start of a full-scale invasion.
Interview with Webpromo Tetyana Savitska
Tatyana Savitskaya
What is influencer marketing and how does it work, particularly in Ukraine?
Influencer marketing is influencing people through opinion leaders, famous people from show business who have a quality audience. Influencer marketing has gained the greatest popularity on Instagram. But in other social networks, including TikTok, Facebook, YouTube and even Pinterest, the direction also exists and works. But as my experience shows, promotion through Instagram is considered the most effective compared to other platforms.
Influencer marketing is advertising in the form of recommendations from bloggers, which ultimately brings in sales.
When the full-scale war began, few brands used channels such as media, radio, etc. The audience massively switched to digital — social networks and Telegram. One of the best ways to sell and recover faster in such conditions was Instagram, in particular, influencer marketing within the platform.
How does the Ukrainian audience react to advertising from bloggers now?
For the first six months after the start of the full-scale invasion, everything stopped. In August 2022, advertising integrations began to resume and were going well. This was even unexpected, because it seemed like advertising was out of time - who would buy new skirts or creams when you need to look for generators? But people responded and bought products based on advertising on social networks.
Unfortunately, everyone has gotten used to the fact that there is a war going on in the country. People want to continue living, traveling, dressing nicely and putting on makeup. That is why there is a high demand for advertising collaborations with influencers.
How much does advertising cost with a top, average, and micro blogger?
For a top blogger with an audience of 1 million subscribers, advertising in Instagram Stories costs 30 thousand UAH, a photo post costs about 40-50 thousand UAH. Video is more expensive because it requires professional editing and filming, the cost can reach 100 thousand UAH.
The cost of advertising for a blogger with an audience of 100 to 500 thousand subscribers varies from 3 to 15 thousand UAH per Stories. An advertising post depends on what the brand wants to see in the end. Professional filming is paid for additionally. The audience of such bloggers responds well because they are not yet “tired” of advertising.
Bloggers with a good audience of up to 100 thousand subscribers take from 1-3 thousand UAH. Microbloggers with an audience of 10-50 thousand subscribers mainly work on a barter basis. Unlike the "millionaires", microbloggers and "average" ones try to make quality advertising: they write scripts, set the lighting. In order to get to the TOP and earn more, you need to make a name and reputation for yourself.
Let me give you an example, recently there was an integration with paintings on canvas by Olya Tsybulskaya ( Ukrainian singer, TV presenter - editor's note ). The advertising cost 30 thousand UAH, but it did not work at all and there were few clicks. There were several reasons for this. Firstly, the target audience was chosen incorrectly. Secondly, now is not the time to advertise paintings on canvas. Therefore, if you do not know how to do it right, then find someone who does. Then the risks are minimal and the money will not be wasted.
Webpromo interview with Tetyana Savitska
Read also : Jewelry market in Ukrainian reality. CMO Pandora about the focus on online, zoomers and emotional coloring
How has the composition of TOP influencers in Ukraine changed since the start of the full-scale invasion?
It has changed, the "old guard" has dropped out of the list of leaders. Sofia Stuzhuk used to be in the TOP. Now bloggers who do not talk about the war in the country are considered "taboo", we say "goodbye" to them. It is abnormal for me when a person thinks that his blog is more important than the death of people.
At the beginning of cooperation with brands, I also ask about their attitude to war. Some of the brands still use Russian when forming technical specifications ( technical assignments - editor's note ) . We must completely switch to Ukrainian and not put the blogger in an awkward position or force him to translate.
I have a brother who serves, I have many friends and acquaintances who suffered, so I am categorical on this issue. It is wrong to remain silent, you need to have a position and express it.
To find out how influencer marketing works in Ukraine, whether it is really possible to achieve Win-Win cooperation, we talked to the influencer, founder of the PR agency australia cell phone number list "Tysovka Blogerov" and co-organizer of the all-Ukrainian awards "Bloger Awards" Tatyana Savitskaya, who specializes in promotion on Instagram. In the interview, we discuss how to properly build relationships for successful integration using real examples, how much advertising costs and how the composition of TOP influencers has changed since the start of a full-scale invasion.
Interview with Webpromo Tetyana Savitska
Tatyana Savitskaya
What is influencer marketing and how does it work, particularly in Ukraine?
Influencer marketing is influencing people through opinion leaders, famous people from show business who have a quality audience. Influencer marketing has gained the greatest popularity on Instagram. But in other social networks, including TikTok, Facebook, YouTube and even Pinterest, the direction also exists and works. But as my experience shows, promotion through Instagram is considered the most effective compared to other platforms.
Influencer marketing is advertising in the form of recommendations from bloggers, which ultimately brings in sales.
When the full-scale war began, few brands used channels such as media, radio, etc. The audience massively switched to digital — social networks and Telegram. One of the best ways to sell and recover faster in such conditions was Instagram, in particular, influencer marketing within the platform.
How does the Ukrainian audience react to advertising from bloggers now?
For the first six months after the start of the full-scale invasion, everything stopped. In August 2022, advertising integrations began to resume and were going well. This was even unexpected, because it seemed like advertising was out of time - who would buy new skirts or creams when you need to look for generators? But people responded and bought products based on advertising on social networks.
Unfortunately, everyone has gotten used to the fact that there is a war going on in the country. People want to continue living, traveling, dressing nicely and putting on makeup. That is why there is a high demand for advertising collaborations with influencers.
How much does advertising cost with a top, average, and micro blogger?
For a top blogger with an audience of 1 million subscribers, advertising in Instagram Stories costs 30 thousand UAH, a photo post costs about 40-50 thousand UAH. Video is more expensive because it requires professional editing and filming, the cost can reach 100 thousand UAH.
The cost of advertising for a blogger with an audience of 100 to 500 thousand subscribers varies from 3 to 15 thousand UAH per Stories. An advertising post depends on what the brand wants to see in the end. Professional filming is paid for additionally. The audience of such bloggers responds well because they are not yet “tired” of advertising.
Bloggers with a good audience of up to 100 thousand subscribers take from 1-3 thousand UAH. Microbloggers with an audience of 10-50 thousand subscribers mainly work on a barter basis. Unlike the "millionaires", microbloggers and "average" ones try to make quality advertising: they write scripts, set the lighting. In order to get to the TOP and earn more, you need to make a name and reputation for yourself.
Let me give you an example, recently there was an integration with paintings on canvas by Olya Tsybulskaya ( Ukrainian singer, TV presenter - editor's note ). The advertising cost 30 thousand UAH, but it did not work at all and there were few clicks. There were several reasons for this. Firstly, the target audience was chosen incorrectly. Secondly, now is not the time to advertise paintings on canvas. Therefore, if you do not know how to do it right, then find someone who does. Then the risks are minimal and the money will not be wasted.
Webpromo interview with Tetyana Savitska
Read also : Jewelry market in Ukrainian reality. CMO Pandora about the focus on online, zoomers and emotional coloring
How has the composition of TOP influencers in Ukraine changed since the start of the full-scale invasion?
It has changed, the "old guard" has dropped out of the list of leaders. Sofia Stuzhuk used to be in the TOP. Now bloggers who do not talk about the war in the country are considered "taboo", we say "goodbye" to them. It is abnormal for me when a person thinks that his blog is more important than the death of people.
At the beginning of cooperation with brands, I also ask about their attitude to war. Some of the brands still use Russian when forming technical specifications ( technical assignments - editor's note ) . We must completely switch to Ukrainian and not put the blogger in an awkward position or force him to translate.
I have a brother who serves, I have many friends and acquaintances who suffered, so I am categorical on this issue. It is wrong to remain silent, you need to have a position and express it.