Bloggers, YouTubers, Instagram personalities or TikTok stars? Influencer marketing has been gaining in importance for several years. Companies have realized that authenticity and recommendations to the community are more popular with a young audience than elaborately staged campaigns. As part of a well-thought-out content marketing strategy, even small and medium-sized companies rely on the social media presence of influential advertisers to effectively reach and activate their own target group.
When used correctly as brand ambassadors, so-called content creators increase the level of awareness of the company, improve its image and boost sales. However, because there are apparently countless influencers, campaign types and channels, Cia Kleffmann, managing director of the full-service agency Sixrooms, reveals three tips for a successful entry into the world of digital opinion makers.
Tip 1: It's a match – the influencer brand fit
As with all marketing activities, collaboration with a content creator should be based on the direction of your own company. "In order to get a positive response, the community of the respective influencer ideally fits the desired target group," explains Cia Kleffmann. Anyone who manufactures sustainable sportswear will find it difficult to convince new customers with a steak-loving car fan. Accordingly, there are a few things that need to be clarified when choosing cooperation partners. Do the digital opinion leaders represent the company's values? Are you addressing interested parties with your stories, videos, and posts about your own product? How do they affect their followers? And do they reach the right target group through their channels?" Often, a closer look at the content that has already been produced is enough to get an overview", advises the expert.
Tip 2: Keep it real – pay attention to credibility
Once brands have found their dream partner, detailed briefings and controls should make work easier for both sides. In practice, however, meticulous guidelines often lead to creative differences. "While companies pay attention to a stringent brand identity, for content creators the top priority is exercising their creative freedom," says Cia Kleffmann. On the one hand, if there are many advertising messages in a post, the community often reacts critically. If, on the other hand, the brand is not mentioned at all or the product is only held briefly in front of the camera, this offers no added value from a company perspective. “In the best case, both sides meet in the middle. As a result, advertising gains more diversity and the cooperation partner remains credible for followers. Storytelling with several influencers may also be worthwhile to get the message across”, adds the marketing professional.
Tip 3: Think micro – reach isn't everything
Over a million subscribers and 30,000 likes per post? This is an impressive range for an account, but the like rate drops as the number of followers increases. The same applies to the number of comments. Accordingly, user engagement remains low and potential wastage is enormous. “Sometimes it pays off to think in smaller dimensions”, recommends Cia Kleffmann. Micro influencers with up to 50,000 subscribers play an important role here, because unlike the international stars of the scene, they interact with their digital followers. They developed an organic reach and are often considered experts in a specific topic. "Especially when certain products are addressed directly to the right target group, cooperation with such micro influencers is usually more effective while also being more cost-effective", adds the specialist.