Beyond Influence: The Powerful Opportunities within Digital Influence

At Kingfluencers, we understand that influencer marketing is part of a much bigger field. We encourage brands to think beyond influence to digital brand equity. In this blog series, we’ll cover how brands can establish, strengthen, and grow long-term brand equity through digital influence programs. First, we’ll explain what we mean by that and what lies beyond traditional influence.

What is Digital Brand Equity?

Digital brand equity is the value of brand recognition and brand perception in the digital space. Digital brand equity is a core pillar to competitive advantage. It has a positive influence on people’s purchasing decisions and is a key determinant of the brand’s overall success. 

→ Defining factors for a brand’s digital equity include:

digital brand equity

What is Digital Influence?

Digital influence is the online equivalent of brand equity. It refers to a brand’s ability to affect and strengthen people’s perceptions, opinions, preferences, and decisions related to your brand versus competing ones. Digital influence is the ability of a brand to take ownership of the influence they have to impact perceptions and – most importantly– decisions.

Like digital brand equity, digital influence is a key determinant of the brand’s overall success. Digital influence strategies enhance your brand’s ability to take that control and ownership to shape perceptions. It is a means to an end. You can build digital brand equity through a variety of digital branding and influencer strategies.

By impacting decisions, you can drive revenue by encouraging people to:

  • Purchase your brand over competitors by building competitive advantage and elevating brand preference
  • Increase expenditures through upgrades and additional purchases
  • Remain loyal customers over time to increase customer loyalty, generate more revenue, and improve profitability
  • Recommend your brand to their friends by sparking intrinsic advocacy and strengthening your brand community
  • Work for your brand, enabling you to recruit and retain the best employees and strengthen your employer branding
digital presence

Digital Influence = Huge Component of Overall Brand Equity

For many brands, the majority of customer interactions take place online. That means your digital influence is nearly synonymous with brand equity. Simply put, what people think of you online is what people think of you. Those brands who master their digital brand equity as first movers will gain an immense advantage and outperform their competitors moving forward.

Beyond Social Media

An influencer posts a positive review of your brand on Instagram. A content creator features your product in an entertaining TikTok.

Great! 

Influencer campaigns are excellent tactics for increasing awareness and connecting with your audience.

But that’s just it… they’re tactics – individual components of what must be a larger strategy in order to really make a long-lasting impact. So, what separates effective brands from those throwing campaigns at the wall and hoping something sticks?

How Can Brands Build a Foundation of Digital Influence?

A brand’s equity depends on your visibility, how you’re perceived, and your ability to connect in consistent ways to your audiences in today’s complex digital ecosystem.

Consumers rank trust as a top buying consideration. 81% need to trust a brand to consider buying from it. Nielsen reported that 92% of consumers trust recommendations from friends and family, and 70% trust online reviews from strangers. A strong digital presence and positive online reputation can help strengthen brand equity, in turn influencing purchasing decisions.

Consumer checking out a brand on social media

Proper digital influence strategies and tactics draw their inherent power from word of mouth (WoM) marketing principles. Building digital influence involves magnifying and elevating the impact of WoM through digital amplification. Digital influence enables brands to turn a 1:1 process into 1:many while maintaining credibility. Shifting from one to many amplifies a brand’s influence, which drives exponential gains, making digital influence extremely powerful.

Digital influence programs must focus on strengthening the brand’s digital presence and thereby positively influencing brand awareness and perception. 

consumer browsing on social media

The Amplification Effect

Individual marketing initiatives, such as SEO, can give your brand a boost. But the most powerful strategies work collaboratively to amplify one another.

With numerous people-centric tactics focused on advocacy, WoM, and authentic storytelling, you can achieve an amplification effect. More people will discuss your brand, activate audiences and communities, building more intrinsic advocacy and WoM from consumers and partners. Like the famous “Flywheel” model, customers become advocates and promoters who feed growth as they move through the phases of attract, engage, and delight.

Key Components of Building Digital Brand Equity

A strong foundation must run deep and wide. 

Doing these following things well and for enough time will improve your brand reputation and drive increased online visibility. You’ll be able to increase knowledge of your brand, and impact perceptions of your brand versus others.

  • Use your existing brand equity

Make use of the equity you already have. Build upon your brand’s reputation and standing in the market. Get ahead of the narrative and consistently convey your brand’s unique selling propositions.

  • Be consistent

Have consistent, coherent messages across all digital channels. Those messages should also be in line with consumers’ offline experiences. Consistency is key. 41% of consumers say branding (messaging) consistency defines brand loyalty.

  • Run people-centric campaigns

The participation of numerous voices, along with a consistent story, helps create positive digital brand equity and therefore digital influence. Work with multiple advocates and storytellers who can promote your brand authentically, including employees and senior leadership. Capture and make use of user-generated content.

  • Harness the power of advocacy & word of mouth

Advocacy is a key ingredient. Consider personal branding and working with corporate ambassadors. With an integrated approach, you can take control of the narrative surrounding your brand and boost competitive advantage and growth. 

An effective digital influence program will include multiple tracks such as social media, influencer marketing, brand and corporate ambassadors, personal branding, content creation, including UGC, and performance marketing. While these tracks can each deliver results independently, a program is stronger when they’re all in alignment. More to come in part 2!

Boosting Conversions: Performance Marketing with Influencer Content

In the dynamic world of modern marketing, the symbiosis of influencer content and performance marketing emerges as a powerful force. This approach entails a multifaceted strategy that melds the strengths of influencers, data-driven insights, and optimized ads. At its core, this methodology revolves around seamlessly integrating influencer content into performance campaigns, guiding potential customers towards online shops with finesse. Features like Instagram Shopping and Facebook Shop enhance the customer journey, optimizing the conversion process. This article explores the intricacies of this strategy, unraveling how it drives engagement and sales.

The Evolution of Performance Marketing with Influencer Content

Performance Marketing with Influencer Content, though not novel, has gained substantial traction in recent times. This method empowers advertisers to refine their marketing tactics, fostering user acquisition, brand recognition, and efficient return on ad expenditure. At its essence, creator-based performance marketing transforms authentic content generated by influencers and content creators into the driving force of performance campaigns. The resultant conversion-optimized ads propel sales in the domains of e-commerce and social commerce.

Harnessing Influencers and content creators in the Digital Era

In the contemporary digital landscape, social media has emerged as a dominant player in marketing. The convergence of influencer marketing with performance campaigns amplifies the efficacy of advertising strategies. Influencers and content creators wield the trust of their followers, endorsing products with research-backed integrity rather than contractual obligations. In contrast to celebrity endorsements, influencer marketing’s appeal lies in its laser focus on niche communities, facilitating profound engagement.

Crafting an Effective Creator-Based Performance Marketing Strategy

Within this realm, crafting an effective creator-based performance marketing strategy entails a multifaceted orchestration. The interplay of compelling content, astute audience targeting, and finely tuned ads constitutes the symphony of success. By assimilating influencers’ and content creators’ authentic perspectives, brands synthesize a resonant narrative that propels users towards online shops. This integration serves to humanize the marketing process, fueling engagement and driving conversions.

Empowering Campaigns with Influencer Creatives

In today’s digital tapestry, influencers and content creators have ascended to the role of modern storytellers. Their content possesses the rare ability to captivate and convert. Integrating influencer-generated content into performance campaigns taps into an authentic wellspring of relatability and trust. This integration imbues advertisements with an undeniable authenticity, fostering a seamless transition from interest to purchase. By embedding influencer and content creator insights into the journey, the trajectory from browsing to transaction becomes intuitive, catalyzed by the persuasive power of genuine endorsement.

Moreover, influencer content can be marketed on a much more authentic level. Which leads to the usage of diverse, creative and target group-oriented assets, instead of having to rely on or resort to monotonous, less authentic stock images. Customers are thus addressed on an emotional level, while at the same time a recognition value occurs, which increases the purchase potential immensely. This also leads to cost efficiency on the brand side, as the influencer and content creator campaigns created can simultaneously create a synergy for the usage and marketing on other channels.

A Seamless Path to Conversion

In bridging the inspiration-to-action gap, the pivotal role of influencer content takes center stage. Brands have leveraged ingenious features such as Instagram Shopping and Facebook Shop to facilitate frictionless conversion pathways. Merging influencer content with these tools elevates inspiration to actionable engagement. Audiences captivated by influencer- and content creator-endorsed products can seamlessly transition from captivating posts to tangible purchases. This harmonization ensures a seamless journey, transforming potential customers into steadfast advocates and fostering an enduring cycle of engagement and growth.

The Essence of Influencer Selection and Engagement

Optimal influencer and content creator selection is foundational to this approach. Establishing transparent agreements and briefing influencers and content creators on brand ethos are essential to fruitful collaborations. Legal safeguards and clear communication lay the groundwork. In scenarios where expertise is limited, partnering with agencies can streamline influencer and content creator interactions and campaign execution.

In Closing: Creator-Based Performance Marketing Unveiled

To summarize, the convergence of influencer content and performance marketing encapsulates a dynamic approach that intertwines storytelling with data-driven precision. Integrating influencer and content creator insights within this framework magnifies its impact. By aligning influencer and content creator expertise with e-commerce tools, brands sculpt a seamless journey from intrigue to conversion. This narrative-rich pathway augments user experiences, fuels engagement, and emboldens online sales, forging a harmony between authenticity and commerce.

TikTok Influencer: The 20 Most Successful TikTok Influencers In Switzerland

After its international launch in 2017, TikTok has become one of the largest social media apps in the world. The ByteDance brainchild has become a sensation among young people around the world, having over a billion followers worldwide. As always, the popularity of this platform has given rise to many social media influencers on the platform. These influencers which are known as TikTok influencers have become people who can help businesses be more visible by authentically engaging their communities on the app.

Switzerland has a population of 8.66 million people. TikTok is becoming increasingly popular in Switzerland, especially among young people, but not only (see our blog article about “No, Gen Z doesn’t Equal “Gen TikTok”). In 2022, there were an estimated 2.06 million TikTok users in Switzerland that are 18 and above. The gender demography indicates that more females use TikTok in Switzerland with the ratio standing at  50.7% to 49.3% in favor of the ladies. The age demography is also much more widely distributed. According to a recent survey, the distribution is as follows: 18-24 years old: 50.5%, 25-34 years old: 38.8%, 35-44 years old: 5.9%, 45-54 years old: 2.2%,55 years and older: 2.6%.

With so many users spread across such a wide demography, it is a no-brainer that there are many successful TikTok Influencers in the country. The success of these influencers shows that TikTok is a powerful platform for reaching a large audience and building an engaging community in Switzerland. 

In today’s article, we are going to be revealing a list of the 20 most successful TikTok influencers in Switzerland, with whom we have worked for different brand campaigns throughout various industries. Let us dive into the list and find out who is who in Switzerland’s TikTok influencer world.

1. TP (@thispronto) – 16.1M followers

Oluyomi Scherrer, known as Thispronto (@thispronto) on TikTok, became super famous for making delicious food and cool videos. He started in 2020 and got 11.8 million followers fast by showing off his cheesy dishes and pulling them apart in cool ways. His videos went viral, especially when he sliced rare meats or made a chocolate milkshake, getting over 7.5 million views. He also has a YouTube channel with 125K subscribers, where he shares more about himself.

People love Thispronto for how he looks, his great smile, and his unique style. He’s a big deal on TikTok, Instagram, and YouTube, and a lot of fans love following him.Now, he’s getting into modeling, and he’s still growing on social media. He’s known for his awesome cooking, friendly personality, and being popular on different platforms. He’s on track to be one of TikTok’s biggest stars, keeping fans hooked with his food skills and cool stuff online.

2. Noemi Nikita (@noeminikita) – 13.5M followers

Swiss TikToker Noemi Nikita commands a massive following of 13.5 million, renowned for her beauty, fashion, and lifestyle content. Since her 2019 TikTok debut, she’s enchanted viewers with her fun takes on daily “getting ready”s . Her videos encompass funny and authentic makeup tutorials, fashion hauls, and insights into leading a chic life. Nikita’s innate ability to forge a personal bond with her audience sets her apart as a gifted content creator. Her videos are not only stylish and aspirational but also consistently engaging.

In the realm of TikTok, she’s a burgeoning luminary, destined for even greater prominence. Highlights of her TikTok success include a makeup tutorial with 10 million views, a fashion haul reaching 5 million views, and a peek into her daily routine garnering 3 million views. At the time of writing, her videos have amassed over 338.3 million likes. Nikita’s artistic prowess ensures ongoing entertainment and inspiration for her audience in Switzerland and around the world.
Nikita has participated in some of our campaigns. Check out her skincare routine for blemished skin with CeraVe.

3. Joung Gustav (@jounggustav) – 5.6M followers

Joung Gustav, a Swiss-born TikTok sensation, has etched his name among the top echelons of social media stardom in Switzerland. Boasting over 5.4 million followers, his rise to fame stemmed from the creative concoction of lip-sync and dance performances on the viral platform. His TikTok trajectory has been propelled by a fusion of musical prowess and street charisma. With a background in singing cultivated during his formative years in high school and college, Gustav wields his talent adeptly, captivating audiences globally. His knack for engaging strangers and delivering riveting rap performances amidst urban landscapes has earned him an impressive tally of over 102 million likes on TikTok.

His Instagram presence, boasting 309k followers, mirrors his TikTok exploits, showcasing street performances that amplify his magnetic online persona. Joung Gustav’s ascent epitomizes the digital age’s ability to transform talents into global phenomena, solidifying his status as a modern-day social media luminary in Switzerland and beyond.
Check out the content he created for one of our campaigns with him for the Smile Swiss Influencer Awards.

4. Daniellapintto (@daniellapintto) – 4.5M followers

Daniela Scuderi, better known to her 4.5 million followers as @daniellapintto on TikTok, is a Swiss sensation redefining social media entertainment and has captured hearts with her engaging lip-sync performances, relatable comedy sketches, and on-point trend videos.

Her rise to stardom stems from an innate ability to connect with her audience through authentic and entertaining content. Daniela’s TikTok account is a mosaic of creativity, where she effortlessly weaves together humor, trends, and relatable moments that resonate with millions worldwide.

Beyond TikTok, Daniela extends her digital footprint to Instagram, where she shares glimpses into her personal life, travels, and moments that further solidify her bond with fans. Her Instagram presence, akin to a visual diary, offers a deeper insight into the life and experiences of this multifaceted social media personality.
Daniela Scuderi isn’t just a TikTok star, she’s a symbol of contemporary digital entertainment, leveraging her charisma, talent, and authenticity to carve a niche in the dynamic landscape of social media. Her magnetic presence continues to captivate audiences, making her a celebrated figure in the realm of online entertainment. Check out the content she did with us for Fisher Price.

5. Leo (@leshautscommeleo) – 4.4M followers

Leo, better known as @leshautscommeleo on TikTok, has 4.5 million followers. Through his comedic sketches and engaging lip-syncing videos, he has successfully garnered a large following on the platform. Originating from a quaint Swiss town, Leo began his TikTok journey in 2020, rapidly amassing popularity through his relatable and amusing content. His videos, which humorously chronicle everyday encounters like school, work, and relationships, have struck a chord with viewers globally

Several of Leo’s TikTok videos have achieved substantial success. Notable among them are “My First Day of School,” viewed over 10 million times, “When Your Crush Texts You,” boasting 5 million views, and “How to Deal with Stress,” watched by over 3 million users.

In addition to his comedic prowess, Leo is a university student pursuing computer science, displaying a diverse skill set that encompasses music and singing. He holds a deep affection for comedy movies and TV shows, consistently aiming to elicit laughter from his audience. With an ability to forge a personal connection with his followers, Leo is primed for continued growth and recognition, emerging as an inspirational figure and exemplar of achievement for youth worldwide.

Check out his content for the Greenpeace campaign he did with us.

6. Ales2ndro (@ales2ndro) – 3.1M followers

Alessandro Crivelli, known as Ales2ndro on TikTok and Aless2ndro on Instagram, is a big deal on social media. He’s lives in Lugano, Switzerland. He attended a vocational high school focusing on digital communication, he’s really into music and ballet.

His social media success changed his life. It helped him shake off a negative outlook and see things in a more positive light. But fame comes with its challenges – he deals with prejudice and negativity sometimes.

He still hopes to be an actor and travel a lot. His message to everyone out there is all about self-belief, chasing dreams, and making the most out of life. That’s what he’s all about!
He’s part of a lot of campaigns with us, to name a few: to promote the relaunch of a new insurance for Helvetia, or the “Not a Joke” campaign against cyber mobbing.

7. AdiTotoro (@aditotoro) – 2.4M followers

AdiTotoro is super famous on TikTok! Loads of people like his videos – he’s got over 97.4 million likes and 2.4 million followers. What’s cool about him is the funny and clever stuff he does in his videos. He loves wearing his special Totoro costume in them.

Apart from TikTok, he’s all over other places too like YouTube, Instagram, and Twitch. On YouTube, he started way back in 2015, making all sorts of videos like pranks and vlogs. Later on, he decided to make his videos in Swiss German.

He’s not just about making videos, though. 

AdiTotoro also started his own clothing label called De Bifferent and won some cool awards like the Swiss Comedy Award in 2020 and the Swiss Influencer Award in 2021. In 2019, he began his journey on TikTok, and he’s been doing fun stuff there ever since!
AdiTotoro had different plans before; he wanted to work at a radio station. But he found his true calling on social media, and that’s where he’s really made a name for himself. He is part of our campaign with Stimorol, check it out!

8. Chiaracastelli (@chiaracastelli) – 1.8M followers

@chiaracastelli is a buzzing account, full of music magic, owned by Chiara Castelli, a talented Swiss singer-songwriter. With a massive 1.8 million followers and 19.1 million likes, her TikTok is a hotspot for music lovers.

Chiara’s TikTok is all about her tunes! She shares her musical talent through videos of her singing and strumming her guitar, plus covers of hit songs. But it’s not just performances – she also gives a sneak peek into her creative process and chats with fans in the comments.
This account is a stage for Chiara’s music and a window into her world for fans. Her dedication to music shines through her posts, keeping everyone hooked with her fresh and exciting content. Chiara Castelli is more than just an artist; she’s a passionate soul sharing her talent and connecting with fans in a whole new way through TikTok. Check out her content for the Zurich Film Festival campaign she did with us.

9. Kabee.ch (@Kabee.ch) – 1.1M followers

Kabee Ch is a big deal on TikTok! She’s got a whopping 1.1 million followers and a massive 26.1 million views altogether. People love her creative ideas and fun content. On TikTok, she rocks with her cool conversational videos, lip-syncs, and POV videos. 

She’s not just about TikTok! On Instagram, Kabee Ch shares cool glimpses of her life, stunning outfits, and modeling photos. She’s super friendly and connects with her audience real quick. 
Her fans adore watching her videos, liking, commenting, and sharing the fun. She’s a star on both TikTok and Instagram, showing off her creativity and making everyone smile. Check out her content for our campaign for Maybelline New York.

10. raffasplasticlife (@raffasplastic) – 1M followers

Raffasplastic is a German social media personality and comedian known for her humorous and sometimes controversial content on TikTok and Instagram. Born in 1994 in Germany, she began creating videos in 2016, quickly gaining attention for her distinctive and bold sense of humor. Her content often involves discussions about her life, relationships, and experiences with mental health.

She’s recognized for parodies of popular songs and impressions of celebrities, showcasing her creativity and ability to engage her audience. Despite the controversial nature of some of her content, Raffasplastic has garnered praise for her originality and her knack for connecting with her viewers. With over 25 million likes on TikTok and a following of more than 360,000 on Instagram, she’s made a significant impact in the realm of social media comedy. Check out her content for our campaign for NYX Cosmetics!

11. Lanabante (@ Lanabante) – 714.5k followers

Lanabante, also known as Laura Bante, is a Swiss influencer, actress, and fitness enthusiast. Her TikTok boasts over 700,000 followers, while her Instagram has gathered over 110,000 fans.

On TikTok, Lanabante shares relatable and funny content, often talking about daily life, relationships, personal growth, and self-love. She also posts workout routines, healthy eating ideas, and beauty tips, inspiring her audience to lead healthier and more positive lives.

Her authentic personality and down-to-earth content have struck a chord with her audience, making her a beloved influencer in the Swiss TikTok community. Lanabante’s knack for connecting with followers on a personal level motivates them to embrace their uniqueness and chase their aspirations.
Beyond social media, Lanabante is an actress with experience in theater productions and starring roles in short films. Her passion for performing and her ability to captivate audiences hint at a promising future in the world of acting. She is part of a lot of our campaigns for different brands, check out the content she created on TikTok for the Brother mini printer campaign.

12. Margauxcedoux (@margauxseydouxx) – 664.8k followers

Margauseydouxx is a video content creator that’s popular on the Swiss tiktok. She is known for her fun and engaging videos that focus on DIY, fashion, lifestyle, and food. She has a total of 664.8k followers and a whooping 29 million views on all her videos. 

She has carved a niche for herself in the digital realm with her delightful and heartfelt content. Born with a creative spirit, Margaux captivates her audience with a warm and affectionate approach. Whether she’s crafting inventive DIY projects, sharing fashion-forward style tips, or offering glimpses into her lifestyle and culinary creations, Margaux’s content is an open invitation for her followers to join in the joy of crafting and self-care. 

Recently, as the cold season has approached, Margaux has been treating her followers to a festive array of content tailored specifically for the holiday season. From crafting gingerbread pillows to presenting thoughtful year-end gift ideas, she guides her community through the art of self-expression. And let’s not forget the adorable addition to her content – Twyx, her cute and endearing cat. 
Also check out the content she created for our Maybelline New York campaign!

13. Nathii (@nathistyle) – 269.4k followers

Nathii, also known as Nathistyle, is a big deal on TikTok. Lots of people like her there – over 16.9 million times! She has about 271,000 friends following her too. What’s cool about her is what she does on TikTok.

She makes videos about her life, the fun things she does, and the clothes she likes. Nathistyle is never shy about showing who she really is. People love that about her. She’s a happy and inspiring person who’s always ready for new things.

Apart from TikTok, she’s on YouTube with her own channel. And guess what? She’s got a podcast too! It’s called Znüni Pause.
Nathistyle is famous for being herself and sharing her life with everyone. Whether it’s vlogs or fashion stuff, she’s got a lot of interesting things to watch. If you’re looking for something fun and exciting, her TikTok is where you can find it. Check out her stylish content she created for our campaign with the secondhand shop marko.

14. Christabelle (@christabelle_8) – 253.5k followers

Christabelle (@christabelle_8) thrives as a TikTok sensation with a robust 253.5k followers. Renowned for her comedy sketches, engaging lip-syncs, and spirited dance challenges, her singing prowess shines through covers of popular tracks. Her videos, seamlessly blending humor and relatability, masterfully tickle funny bones while showcasing her natural ability to evoke laughter. Christabelle’s creative reservoir seemingly knows no bounds, consistently birthing captivating content ideas.

Noteworthy videos include a hilarious mall misadventure sketch, clocking 100k+ views, an energetic lip-sync rendition of “Levitating” by Dua Lipa with 50k+ views, and a dynamic dance challenge to Cardi B’s “Up,” garnering 30k+ views. As a burgeoning TikTok luminary, Christabelle’s trajectory promises sustained growth. Her fusion of talent and creativity ensures riveting entertainment and inspiration for her expanding audience.

In the challenge arena, Christabelle shines bright; her #InMyFeelings challenge video went viral with over a million views. Likewise, her #Renegade and #SaySo challenge entries achieved impressive traction, cementing her role as a rising influencer.

15. Leonard Khalifa (@leonard.khalifa) – 238k followers

Leonard Khalifa isn’t just an entrepreneur; he’s a TikTok sensation! With a whopping 238,000 followers, his TikTok game is strong. Known for his humor and engaging content, he reels in his audience with funny videos showcasing his life in Switzerland.

On TikTok, Leonard crafts a world of laughter and entertainment, sharing snippets of his daily life with a touch of Swiss charm. His engaging content keeps followers hooked, making him a popular figure in the digital space.
Whether he’s cracking jokes or giving glimpses into his Swiss lifestyle, Leonard’s TikTok account is a blend of humor and relatable moments. With his engaging approach, he’s managed to carve a niche in the online world, captivating thousands with his amusing content. For a dose of laughter and a peek into Swiss life, Leonard Khalifa’s TikTok is the go-to destination! Check out the content he did for a campaign with us: Blink Fahrschule.

16. T_ronimo (@t_ronimo) – 198.5k followers

T_ronimo, an engaging TikTok persona, a Swiss comedian and actor, boasts a sizable 100,000 followers. His posts offer a candid lens into his life, reflections, and personal experiences, generating an authentic connection with his audience. Presenting an eclectic mix of content, from narratives of his journey as a Balkan immigrant in Switzerland to introspections on the world’s current state and encounters with racism, T_ronimo’s videos resonate due to their blend of humor and unfiltered sincerity.

Emerging in 2022, T_ronimo transcends Swiss borders, finding resonance in countries like Germany, Austria, and Italy. His charm strikes a chord most notably among the youthful demographic aged 18-34, fostering an engaged community.
He worked in a lot of campaigns with us, check out his content for the CeraVe campaign.

18. DARIO.SKRR (@dario.skrr) – 177k followers

DARIO.SKRR, the TikTok sensation with the handle @dario.skrr, is captivating an audience of over 177,000 followers and accruing a staggering 8.7 million likes. Hailing from Switzerland, Dario specialises in comedic sketches and lip-syncs, often joining creative forces with his girlfriend, Aliah. Their collaborative energy shines in videos like the “skrr boi” lip-sync, amassing 740,000 views, and a playful reenactment of a “Mean Girls” scene with 600,000 views. Simple yet uproarious, a video of Dario’s funny face garners 500,000 views.

At just 18 years old, Dario, also known as Dario Bühler, has swiftly risen to fame on TikTok. Based in Winterthur, he balances his online presence with studies at the University of Applied Sciences, where he explores his passion for marketing and social media. Having entered the TikTok scene in 2022, DARIO.SKRR’s charm has even graced Swiss media outlets like 20 Minuten and Blick. His infectious humour and relatability make his TikTok page a prime destination for a hearty laugh. He’s a part of a few campaigns with us, check out one of his content he did for our campaign with Manor!

18. Eric Wdrae (@ericwdrae) – 138k followers

Eric Wdrae (@ericwdrae), a Swiss comedian and TikTok content creator, is making waves with his hilarious sketches and videos that shed light on Swiss culture. Boasting an impressive following, his content has collectively amassed over 100 million views. Eric’s comedic genius shines through in his most popular videos. His take on the unique Swiss pronunciation of the letter “W” has generated uproarious laughter from over 1 million viewers. Delving into the nation’s love affair with cheese, a video with 500K views has struck a chord with many. 

Additionally, his clever portrayal of Swiss people’s obsession with order and cleanliness, depicted in a video with 300K views, demonstrates his keen observational skills. In total, he has a cummulative of 6 million likes from all his videos.
Eric Wdrae’s comedic prowess has catapulted him into the spotlight on TikTok, and his meteoric rise is undeniable. As he continues to tickle funny bones and offer glimpses into Swiss culture, his follower count is bound to surge, solidifying his position as a prominent and side-splitting presence on the platform. We worked with Eric for a few of our campaigns, check out some of the content he did for SBB CFF!

19. Der Praktikant Official (@derpraktikanttv) – 130.4k followers

Der Praktikanttv are rocking it on TikTok! With a knack for quick, engaging content, their TikTok game is on fire. Even though they’re relatively new to the platform, they have 145.8k followers  and 6.1 million likes.

On TikTok, Der Praktikanttv brings a slice of Switzerland, blending humor, catchy sounds, and relatable Swiss phrases. Their short, engaging videos capture the essence of Swiss culture, making it all the more appealing to a local audience.

From a glimpse into Swiss student life to tips on the best places to dine in Zurich, their TikTok serves up bite-sized chunks of Swiss travel, food, and culture. Their unique perspective on Switzerland and their lighthearted, humorous approach set them apart from other travel channels on the platform.
Der Praktikanttv’s TikTok is an ideal spot for anyone curious about Switzerland, offering informative and entertaining content that’ll make you want to explore the country firsthand! Check out the creative content he did for our campaign with Bubble Box.

20. Noah Bachofen  (@bachofennoah) – 38.9k followers

Noah Bachofen is not just a master chef but a TikTok sensation too! With over 38.9K followers and 1.6M likes, his TikTok game is strong. You’ll catch him cooking up Swiss cuisine, adding a dash of humor and catchy sound effects to spice things up.

In Noah’s TikTok world, it’s all about showcasing his culinary skills and the delights of Swiss food. His videos are a treat, hitting over 4.08 million views! He knows how to turn the kitchen into an entertaining stage, making cooking fun and engaging for everyone.

From slicing and dicing to sharing his unique recipes, Noah’s TikTok is a flavorful journey through the world of cooking. He adds that special touch of humor and captivating effects to keep his audience hooked.
For anyone passionate about food or looking for some culinary inspiration, Noah’s TikTok (@bachofennoah) is the place to be. Dive into the world of flavors, recipes, and cooking tips, all served up with a side of entertainment! Check out his refreshing and cool content for a campaign he did for us for AirUp!

Conclusion

Here are some of the most popular TikTok influencers in Switzerland. If you are planning to carry out a campaign anytime soon, this might just be the perfect list to make your choice from. You may wonder who would be the perfect fit for your brand though? At Kingfluencers, we help businesses connect with the right influencers in order to bring your message to your target audience(s). Reach out to us today so we can help you with your individual sourcing for your perfect TikTok influencers and beyond.

Granfluencers: Engage Young Audiences with Older Influencers

Granfluencers are influencers of typical grandparent age, generally 60 or older. Some members of this Baby Boomer generation are building huge social media followings and partnering with brands.

These unique influencers present an equally unique opportunity for brands to connect with audiences of all ages.

Granfluencers are influencers of a typical grandparent age, generally 60 or older.

The Wealth of Older Generations

Brands have good reasons to target baby boomers.

Brands have good reasons to target baby boomers. Many say this is the richest generation of seniors we’ve ever had and will ever have. They have the highest incomes and the most real estate. Baby boomers have redefined aging and, more than previous generations, expect to be able to enjoy life.



“With the highest current disposable income of all generations, baby boomers have the greatest spending power of all generations… According to studies, they spend more than the average customer in almost all consumer categories.” In Germany, the average wealth of boomers is higher than the population average, 30% higher than that of younger generations.

Authenticity that Appeals to Old & Young Audiences Alike

It’s easy to assume that older influencers appeal only (or primarily) to older audiences. But it’s important to consider that granfluencers don’t appeal only to older people. These influencers are attracting followers of all ages, and like all influencers, they create content on a variety of topics.

“While granfluencers speak to older generations, they can also attract younger audiences because of the fun and authentic way they represent themselves online.

Brands should consider partnering with granfluencers as a way of attracting Gen X, Millennials, or even Gen Z, as the older influencers are quite entertaining and engaging for these generations as well,”

said Sarah Schmid, Head of Marketing at Kingfluencers.

Sarah Schmid, Head of Marketing, Kingfluencers
I want to highlight that it’s OK to get older. I feel more authentic. I’m not afraid to be myself.

62-year-old Helen Polise has nearly 1 million followers on her TikTok account, “The Muthership,” which features paid tutorials on using TikTok. Polise affirmed the importance of authenticity,

“I want to highlight that it’s OK to get older. I feel more authentic. I’m not afraid to be myself.”

CrunchyTales.com, the magazine on a mission to reset the meaning of middle age, wrote about the appeal of granfluencers.

“Well known for their authenticity and reliability, they don’t try to be something they’re not and are comfortable in their own skin. This makes them appealing to their followers, who appreciate their genuine approach. Thanks to their ability to create a sense of community, engaging with their followers, responding to comments and messages, they are also able to create a strong sense of belonging.”

Pro-Aging, Pro-Living

There’s been a growing recognition of the need to fix toxic beauty standards on social media. Often, this involves featuring models of varying sizes and not using filters to artificially make skin appear flawless. But even with this increased focus, elderly models are still somewhat rare. Showing people of not only different shapes and sizes but also ages is another positive development in the growing popularity of granfluencers.

With over three million followers on Instagram, Helen Vanwinkle describes herself as,

“Stealing Ur Mans Since 1928.”

The 94-year-old American posts bold, colorful outfits.

The 94-year-old American posts bold, colorful outfits.
“All about fashion and confidence as style has no age!”

Many granfluencers communicate pro-aging messages, such as Grece Ghanem who’s bio states,

“All about fashion and confidence as style has no age!”

Joan MacDonald shares her fitness journey, which began when she was 70 years old. She writes,

“To all the incredible women out there, let’s come together and challenge the misconceptions about aging. As we pull back the veil on all we’ve been fed about getting older, we are empowering ourselves to embrace the beauty of aging.”

These messages resonate with a younger audience that hasn’t yet reached that phase of life.

Joan MacDonald shares her fitness journey, which began when she was 70 years old. She writes,

More Diversity and Inclusion

“I see the development of granfluencers as positive. It shows that diversity and inclusion can be done in different ways. I imagine that we will soon be able to observe this trend in Switzerland as well. At Kingfluencers, we already see the relevance of influencers from other generations in addition to Gen Z,” said Tamara Glück Gonzalez, Senior Influencer Strategist, Kingfluencers.

Kingfluencers recently wrote about the popularity of TikTok beyond Gen Z. Just because Gen Z may have led the way doesn’t mean other generations haven’t also moved to embrace TikTok.

Propa shares adventures such as a hot air balloon trip, cooking-related content

Another popular granfluencer on TikTok is 89-year-old Propa, who shares adventures such as a hot air balloon trip, and cooking-related content, and has partnered with HelloFresh Deutschland.

Capture Attention with a Distinct Approach

Merely by nature of being distinct, granfluencers can capture attention. As unique individuals on platforms with numerous young and beautiful creators, elderly influencers stand out from the crowds.

Similar to Seth Godin’s famous Purple Cow analogy, granfluencers can help brands capture attention, which is vital in an increasingly noisy world.

Granfluencers. Seth Godin’s famous Purple Cow
Erika Rischko is an 83-year-old fitness junkie. Granfluencers

For example, Erika Rischko is an 83-year-old fitness junkie and author of,

“Für Fitness ist es nie zu spät.”


Erika posts many workout videos, some of which are quite intense and impressive, including suspension training.

Her content stands out among the many posts tagged with “suspension training.”

Tips for Brands Working with Granfluencers

The process of partnering with a granfluencer is the same as with an influencer from any generation. Some quick tips include:

1. Be sure they’re a good fit with your brand.

2. Give them a briefing, but enough freedom to connect authentically with your audience.

3. Remember that granfluencers are not digital natives.

While those who’ve built a large following are likely as tech-savvy as any Gen Zer, don’t assume.

Connect and have a quick chat to confirm your influencer’s understanding of relevant issues, such as social commerce features or music rights.

Granfluencers as tech-savvy as any Gen Zer,

4. Consider an account takeover, enabling a granfluencer to bring all their authenticity, fun, and wisdom to your brand for a day.

5. You can run campaigns such as:

Granfluencers Staying fashionable
  • Staying fashionable as you age
  • Cooking tips for senior citizens
  • Traveling while elderly

Or simply run campaigns on fashion, cooking, and traveling without specifying that the influencers are elderly – similar to how not every fashion campaign featuring a Gen Z influencer is titled, “Fashion tips for Gen Z.”

With 4.2 M followers, Jaadiee is a popular multigenerational TikTok account. Jaadiee runs the account and describes himself as the

“personal photographer and grandson of Gramps.”

After seeing his grandpa’s love for streetwear evolving, Jaadiee decided to capture his joy and passion and spread it with the world. While Gramps is the main subject of most TikToks, Jaadiee also appears on camera occasionally.

Granfluencers Jaadiee

Contact Kingfluencers to explore how we can help you team up with influencers – “Grand” or otherwise – to build campaigns that amplify your brand messages.

Author: Megan Bozman, Owner @Boz Content Marketing

Fuse the Excitement of an Event with the Power of Influencer Marketing

How to be Another Success Story at StreetParade & Beyond

If you ask yourself what “the Power of Influencer Marketing at Events” brings for your brand and how to maximize your impact for your next campaigns, then read on.

The term “event marketing” conjures up images of exhibitor badges, giveaways, and sponsored cocktail hours. For marketers, it means a lot of logistics work. Influencers, on the other hand, are often associated with campaigns confined to social media – viewed as an entirely distinct marketing channel.


But by incorporating influencers into events, you can fuse the excitement of the event with authentic brand advocacy. The result is a synergy, with the whole being greater than the sum of its parts.

Power of Influencer Marketing at Events

Events are a Vital Marketing Tool

For 61% of marketers, events are their most vital marketing tool. Many events, such as the annual Zurich StreetParade, already have huge visibility, making them excellent channels for brands to engage their audiences. Impressively, event participation leaves 98% of users feeling more inclined to make a purchase. Sponsorship of events helps to facilitate brand engagement for a whopping 98% of cases. 

Coachella, a music and arts festival held annually in California, generates buzz through multi-faceted marketing, including big brand sponsorships, influencer marketing, and social media. When influencers attend and create content, the audience shares in their unique, personal experience of the festival, which is authentic and relatable. Brands foster content creation with experiences such as Absolut Vodka’s “Absolut Ultimate VIP Coachella Experience” contest. Such luxurious settings are often “Instagrammable,” driving the creation of beautiful, engaging content. Research shows that 40% of consumers become brand loyalists after a brand activation event.

The Power of Combining Influencers & Events

Similar to social media in general, brands can engage in their own marketing activities at an event– without influencers. But, again like social media, influencers provide brands with a way to stand out from the noise. Influencers give brands a real face that people relate to and help connect to consumers.

In 2022, the World Cup was hosted in Doha, Qatar, a city not previously known as a soccer hub. To promote the tournament, FIFA immersed 17 influencers in Doha’s culture. The campaign included influencers representing 5 countries that are major soccer hubs in order to deliver the necessary large, international exposure. The team achieved a total reach of 10 M, with a total engagement of 127K.

(Brands + Influencers) + Events = Synergy

With the proper strategy, brands can partner with influencers and use the marketing power of events to engage audiences.

Kingfluencers serves as a link between brands and creators.

Last year, in collaboration with StreetParade Zurich, we created an exclusive Kingfluencers VIP Stage and shared the experience with over 250 influencers. Under the hashtag #KingfluencersXStreetparade, the influencers shared the unforgettable day live with their communities. The creators published a total of 71 posts on Instagram and TikTok, achieving over 1.8 M impressions.

Street Parade Zurich Kingfluencers VIP Stage

Join the Party, Share the Good Vibes

Building on the success of 2022, Kingfluencers was again part of StreetParade this year and hosted an event in which content creators celebrated brands, combining the excitement of the event with brand advocacy. Enjoying the comfort and support of ON RUNNING shoes, influencers danced in the exclusive VIP zone with the best view of the main stage. ON RUNNING shoes also provided a cool and refreshing installation, and our brand partner Maybelline delivered an onsite get-ready booth and amazing giveaway products.

Highlights include 2.2M (4.8M*) impressions, 210k (358k*) engagement, and an engagement rate of 7.0% (10.9%*).

*KPIs were estimated using internal artificial intelligence-based technology. The actual KPIs generally correspond to the figures in brackets, as significantly more was posted than tracked.

Some of the created content pieces by our influencers on-site can be found below:

Nikita Noemi & Alessandra Spataro for Maybelline L’Oréal

Nikita Noemi & Alessandra Spataro
for Maybelline L’Oréal

Kingfluencers’ content creators that were invited, such as Sven Ivanic, had a wonderful time:

The StreetParade itself is already a highlight, but the Kingfluencers team simply takes it to an even higher level. Great view of the main stage, great people from different areas, and good vibes. What more could you want?

– Sven Ivanic

The huge visibility of the event delivers the perfect opportunity for brands to generate buzz around your product or service in a fun atmosphere, surrounded by people enjoying themselves. Content creators can share authentic good vibes and promote your product in a way that doesn’t feel like a promotion.

Contact Kingfluencers to discuss how your brand can benefit from joining next year’s party.

Street parade crowd

12 Ways to Maximize the Impact of your Influencer Partnerships at Events like StreetParade

Involving influencers raises awareness of the event itself as well as awareness of your brand. Consider the following additional, creative steps.

1. Offer an exclusive, thrilling influencer experience

Delivering an immersive, exciting time for your influencers can build and strengthen their love for your brand, driving more impactful, authentic advocacy. This can also foster more content and higher content quality.

Together with L’Oréal Switzerland, Kingfluencers organized a pre-event for some of the influencers that were invited to the Swiss Influencer Award Show. Professional L’Oréal make-up artists and hairstylists pampered 20 influencers, including Alessandra Spataro. The fun experience also featured beautiful floral decorations from Blumenpost, some tasty bites from Eat Unique, and delicious rosé wine from Piu Vino.

L'Oréal Pre-Event - Get Ready for Swiss Influencer Award Show Power of Influencer Marketing at Events

2. Ask influencers to invite their community to try your product at the event

Engaged community members can post genuine reactions and reviews, further expanding your reach.

3. Consider an account takeover

Enable an influencer to share their event experiences with your brand’s audience.

4. Try some guerrilla marketing by using the elements of surprise and wonder.

Event attendees are already expecting thrilling, unique experiences. Join the fun with experiential marketing and unconventional and inventive displays. For example, the “Amex Experience” lounge at Coachella offered American Express cardmembers fun activities such as printing their photo onto a limited-edition Coachella tote bag.

5. Run contents & challenges before & during the event

Add to the anticipation in advance of the event by hosting contests and challenges. Keep the content going throughout the event and involve your influencer partners in activating their communities over a longer period of time.

Stimorol x ZOA x Kingfluencers campaign Power of Influencer Marketing at Events

Kingfluencers ran a campaign for Stimorol in combination with Zurich Openair (ZOA) which achieved excellent KPIs: 2.2M impressions and 45K engagement. In the first phase, influencers promoted a contest before the event to win tickets to ZOA thanks to Stimorol. In phase two, influencers were onsite at the festival, interacting with the community doing Stimorol samplings and funny interviews and challenges.

6. Repurpose the content afterwards

Use the content created during the event across multiple channels. Consider hiring photographers and videographers to create high-quality content with your influencers.

7. Partner up with another brand

In addition to partnering with influencers, consider teaming up with another brand to expand the audience you can reach. By pairing up with a complementary brand, such as food with beverage, you can create delightful experiences for your combined audience.

8. Livestream the event

Share the fun in real-time live on social media, streamed as part of an account takeover by an influencer or marketing agency, or by internal brand employees.

9. Offer branded goodie bags

Everyone loves some swag, and unboxing a goodie bag is fun content to share. Harness the power of FOMO by offering giveaways to event VIPs and influencers.

Interestingly, FOMO is an especially helpful marketing tactic if your target audience includes millennials. 69% of millennials experience FOMO, the highest percentage in any age group. Include branded items like clothing and gadgets to mix the digital with physical experience.

FOMO among millenials

10. Promote incentives

Offer special promo codes for your influencers to share with their community during the event. Consider making the offers short-term to further drive action.

11. Create online event resources

Build assets such as unique landing pages on your brand’s website. Make sure your audience knows the scope of your involvement in the event so they can participate by attending in person, watching your live stream, joining your content, etc.

12. Plan properly & clarify expectations

Regardless of which of the above ideas you incorporate, make sure expectations are clear and your brand can expect a return. Well-structured campaign must include clear briefs and expectations to avoid misunderstandings and disappointment. For example, share a “script” of key message points with influencers to maximize content usability after the event.

Author: Megan Bozman, Owner @Boz Content Marketing

Top 5 B2B Influencer Marketing Myths

The term “influencer marketing” is often associated with lifestyle influencers promoting products such as makeup and shoes to consumers. Should such influencers also promote cybersecurity platforms, employee training services, or corporate lease accounting software?

Yeah, probably not. To be fair, the B2B tech brand, the influencer, and their followers would all be displeased with such promotions!

The proper match between influencer and brand is vital. But is the concept of influencer marketing a fit for B2B brands?

B2B influencer marketing is growing, consistent with the common pattern of marketing practices becoming widespread in B2C before expanding to B2B. Despite this growth, many misconceptions around B2B influencer marketing still persist. We’re highlighting the most common myths and debunking them with the facts, so you can consider adding this impactful, effective marketing tactic to your mix.

B2B Influencer Marketing Myths

Myth #1: Influencer Marketing Drives Emotional, Impulse Buys & is Therefore Irrelevant to B2B

B2B buyers are making decisions that impact the future of their careers. While consumers might seek approval and validation from friends, B2B decision-makers desire the approval and validation of their professional peers. 

Thomas Ordahl, chief strategy officer, of Landor Associates, states, “B2B buyers are making decisions every day that can change their careers. That’s inherently emotional – more than we even like to admit.” 71% of buyers who see a personal value in a B2B purchase, will end up buying the product/service.

While B2B purchases are often less impulsive than B2C, it’s still important for sellers to tap into buyers’ emotions while building trust. Interpersonal connections are particularly vital. “92% of B2B decision-makers trust a person more than a brand even if they don’t know the person.”

Myth #2: B2B Decision Makers Don’t Pay Attention to Influencers

This myth persists because of a common association with the term “influencer” with people like Kim Kardashian. Sure, people aren’t consulting beauty influencers when selecting a cloud computing provider. But B2B decision makers do consult a variety of subject matter experts.

According to Forrester, B2B buyers go everywhere for information. “They talked to peers, industry experts, and various provider representatives to get their specific questions answered. They also did a lot of self-directed research checking all sorts of sources, from social media to syndicated content to category- or industry-specific resources.”

As Nielson stated further in its report, “expert content has a greater impact than brand content in the stages like brand familiarity and affinity.” Gartner reports that B2B buying groups spend 27% of their time conducting independent online research. B2B buyers are increasingly relying on guidance from peers throughout decision-making processes that are growing longer. The Demand Gen 2022 B2B Buyer Behavior Survey asked respondents about changes to their buyers’ journeys. The added processes include spending more time using social media to research vendors and solutions (31%) and relying more on peer recommendations/review websites (29%).

B2B Influencer Marketing Myths. Distribution of buing groups`time by key building activities

Myth #3: There Are Too Few B2B Influencers Available for My Brand to Do Influencer Marketing

You don’t need many influencers; you just need the right one(s).

B2B influencer marketing is more feasible than many perceive it to be. When you partner with the right voices in a well-structured campaign, individual people can make a difference and change the narrative to your brand’s advantage.

There are likely multiple thought leaders in your industry who create helpful content your target audience relies upon… but they simply aren’t partnering with brands. That doesn’t mean they couldn’t team up with your brand. You simply need to approach them and negotiate terms, including having a well-structured process and agreement. That’s where relying on the expertise and the enriching B2B creators network of an agency like Kingfluencers can set you up for success. 

A well-structured campaign includes reinforcing your brand’s key messages across multiple channels, including your owned properties. You can use multiple voices to discuss the challenges your audience faces, so you address multiple factors that impact their decision. Most importantly, you already have B2B influencers… your employees! Which brings us to our next 2 myths.

Myth #4: We’re Working to Build Our Brand’s Digital Influence. There’s No Place for Individual People to Share Our Messages

People want to see authenticity and real people – even B2B buyers. A people-centric approach can make a big difference, particularly as your brand stands out among the overload of bots and obviously automated, impersonal social selling. In particular, the consistent engagement of senior leadership on social media can have numerous benefits for your brand.

B2B Influencer Marketing Myths. Employees would prefer to work for a CEO who uses social media

Individual employees working as ambassadors don’t detract from your efforts to build your brand’s digital influence. As employees, their contributions positively enhance your brand’s digital influence, working synergistically. By engaging on social media, employees can provide a behind-the-scenes glimpse, authentically revealing how engaged and happy employees are. In turn, this demonstrates how motivated staff is to develop quality products, provide good service, and remain with the company to deliver consistency.

Myth #5: Employees Must Be Trained! We Can’t Use Our Staff for Influencer Marketing

If an employee is going to be interviewed by the press or speak at a conference, we definitely recommend they are press trained! But many employees can be recruited to help amplify your messages and build digital influence. Employees in various departments can be among your various ambassadors, each adding a specific angle and unique value. Additionally, you can opt to provide comprehensive training to selected staff in order to help them become brand power voices.

Kingfluencers Helps You Build B2B Digital Influence

Reach out to Kingfluencers and let’s discuss how we can help you:

  • Select influencers to reach and engage your target audience
  • Negotiate terms and execute well-structured agreements
  • Build personal branding campaigns for selected executives and employees
  • Measure KPIs and build on the success

Author: Megan Bozman, Owner @Boz Content Marketing

Kingfluencers’ Mental Health Initiative

Social Media – the platform for inspiration, motivation, information, and entertainment. The goal: to open the app and feel good about it. At least that’s how it should be. But what is really behind it? What is the real picture behind all the faces we see on our smartphones day by day?

It is clear that behind every smiling person there is also a person with doubts and problems and that not everything is always as it seems.

With our new format “Mental Health Check-in”, we at Kingfluencers want to draw attention to the topic of mental health and share very personal and close experiences with our community.  

In this article, we introduce you to our new format, which we launched in January this year, and take a look at our topics covered so far.

Our mental health series 

Comparing yourself on social media

We dedicated the first post to a widespread and above all current topic on social media: “Comparing yourself on social media“. We invited content creator Greta and had the pleasure of interviewing her about her personal experiences. We captured the whole campaign in a reel. «It’s quite normal for people to compare and use filters on social media», says Greta. She has also often experienced that she has compared herself with other influencers. She told us of the time she met an influencer she followed regularly who suddenly looked completely different from her Instagram pictures. When using filters and editing pictures, it’s very easy to distort reality and turn yourself into a completely new person and suddenly you think you look beautiful only with filters.

According to statistics from the University of Alberta, about 90% of all women compare themselves with other social media users. For men, this number is 65%. Almost 40% of these people have developed a negative self-image because of comparisons on social media.

Mental Health Initiative. Comparing yourself on social media
Mental Health Initiative. NoFilterFeb challenge.

#NoFilterFeb

In light of numbers like these, Greta and we at Kingfluencers called on our community to take part in the #NoFilterFeb challenge. The result of us can be seen in our Instagram post: Kingfluencers in the office. Authentic, spontaneous, without any form of preparation or briefings – just us, completely real and free of any editing or filters.

In Part 2 of our 1st Mental Health Campaign “Comparing Yourself on Social Media”, we discussed what it can look like behind the scenes, even if the story on Instagram conveys happiness and joy. We talked about how to deal with the pressure to post content continuously and gave ideas for when you run out of inspiration.

Greta says that compared to the past, people on social media are now much more open and authentic and also admit when they are not doing well. It is important to see and recognize that you are not alone in this. Influencers like Mimoza or Fiona have started to share authentic and real pictures, such as messy rooms or mental health problems.

The pressure to post constantly is also enormous. A survey of ours showed that 90% of content creators feel pressured to keep their community entertained.

Here are a few tips from us: Just show your community your relaxing Sunday at home, your new favorite series on Netflix, or treat yourself to a day off. The most important thing is to stay authentic. «Just the fact that you admit when something isn’t working can help,» says Greta.

Social Media Consumption

In March, we talked about social media consumption in part 3 of the Mental Health Format. It was important for us to address the need to be aware of the impact that social media has, especially on our energy and well-being. Because social media should always “work for us and not against us”.

According to Statista, about 7.29 million people in Switzerland use social networks. Of these, two-thirds are active on social media every day. Due to this high number, we have listed the following tips and tricks for you in an Instagram post on how to build a healthier relationship with social media:

  • Schedule fixed social media times
  • Delete apps when you realize that consumption is too high
  • Unfollow people who are not good for you and mute posts
  • Turn off push notifications
  • Realize that you are not missing out
  • Replace bad habits
Social Media Consumption.

You are a role model for respect and empathy

The months of April and May were dedicated to the topic of “being a role model“, including our partner @consciousinfluencehub. We are all role models in one form or another. But especially influencers and creators who take others with them and inspire them in their everyday life have a great role model function.

We talked about role models in our Instagram post. Ramin, Content Creator, and Chief of TikTok & Trends at Kingfluencers told us in a video that as an influencer you have to take on the role of a role model. You are automatically a role model for your community and especially for the younger followers. Respect and empathy are expected from role models. You should therefore not only think about what you communicate, but also how you communicate it, because you inspire others with your behavior and your content. A little tip: Think about what you would like your role models to do, because now it’s your turn!

Become a member of the CIH and join us in supporting the conscious use of social media.

Mental Health Initiative. Code of Conduct
Code of Conduct. Kingfluencers against HateSpeech.

With Kingfluencers against #HateSpeech

We are aware of our responsibility because as the center of successful campaign implementations and a link between brands and creators, we feel obligated to also create awareness for unpleasant topics and to pick up where others look away. «In addition to successful campaigns, it is even more important to us to convey the right values and guidelines and to serve as a support for creators in order to professionalize the Swiss influencer market,» says Tamara Glück Gonzalez, Senior Influencer Strategist at Kingfluencers.

Whether on Instagram, Facebook, or TikTok: Hate comments and hate speech are widespread and unfortunately already part of “normality” nowadays. We want to set an example against hate speech and organized the influencer event “With Kingfluencers against HateSpeech” to bring more attention to this important topic.

Together with Kris Grippo, Taulant, and other influencers and social media experts from Kingfluencers, we were able to launch a super important event. Jan from 20 Minuten was also there and conducted an interview with some of the creators, in which they shared their personal experiences of how they deal with hate speech. In the video, you can find out which hate comments reach the creators and how they deal with them.

We are super proud of our successful event and share the following tips that content creator Kris Grippo presented at the event:

1. Don’t ignore the issue of hate speech, but ignore hate comments if they bother you
2. Remain polite and objective
3. Block or report the hate comment
4. Seek support
5. Set an example

Mental Health Initiative. Kris Grippo.

A format that raises awareness

We are extremely proud to have created a format that draws attention to an extremely important issue that should not be looked away from. You see hundreds of smiling faces on social media every day, but you can’t tell if the smile is real or just posed for the photo. Therefore, it is of even greater importance to look behind the facade and draw attention to problems that everyone faces.

Chiara Rago, founder of our Mental Health Check-in format says: «Social Media can be an amazing place with lots of opportunities. However, mishandling its power can lead to harm. My purpose was clear – to raise awareness of the struggles and risks and to make an impact for the better.»

Anja Lapčević, Influencer Expert at Kingfluencers, is also pleased with the format: «I very much welcome the initiative, especially since it arose from a need of the creators but also of our employees. I am happy to be able to support the team with my expertise from the Conscious Influence Hub and I am looking forward to the upcoming topics.»

If you’re excited to learn more about our Mental Health series, follow us on Instagram to stay up to date. Help raise awareness and be a role model by showing your community the importance of mental health.

Author: Tijana Simic, Marketing Support @Kingfluencers

Is the TikTok ban coming?

We have noticed some restrictions, but TikTok still remains the place to connect. But what is really going on behind the hotly debated #TikTokBan?

Currently, a “TikTok Ban” is on everyone’s lips, especially in the US. Montana recently became the first US state to talk about banning TikTok on personal devices. TikTok is suing Montana, arguing the ban violates the Constitution by limiting the company’s right to host and distribute user-created content. TikTok is asking the court for an injunction to block the ban, which, if granted, would allow the app to conduct business as usual in the state while the courts sort out the relevant issues. Additionally, five TikTok creators filed their own lawsuit against the state, arguing that the Montana ban violates the First Amendment.

Like the TikTok company itself, Kingfluencers is closely monitoring current events. While a ban is less likely to occur here in the DACH region, we’re exploring what it would mean.

Why is TikTok Being Banned?

The concerns driving TikTok bans are:

  • Accessibility of dangerous content
  • Personal data being transferred out of the EU
  • The Chinese government could access sensitive user data, like location info 
  • China could use it to spread misinfo

In January, EU Commissioner for International Market Thierry Breton expressed concerns about the easy accessibility of dangerous content on TikTok, as well as journalists being spied on, and personal data being transferred outside Europe. Breton spoke with TikTok’s CEO Shou Zi Chew and emphasized the need to comply with EU legislation including privacy laws and the new EU Digital Services Act (DSA). The DSA, which will apply to major platforms on 1 September, is a set of sweeping rules that will require platforms to reduce harmful online content and combat online risks. “We will not hesitate to adopt the full scope of sanctions to protect our citizens if audits do not show full compliance,” Breton said.

Since TikTok is owned by the Chinese company ByteDance, governments are concerned that may grant the Chinese government access to sensitive user data, like location information. The New York Times writes that these concerns are due to laws that allow the Chinese government to secretly demand data from Chinese companies and citizens for intelligence-gathering operations. TikTok has long denied these allegations. Governments are also worried that China could use TikTok’s content recommendations to spread misinformation. Chinese ownership seems to be the main issue, according to the New York Times. TikTok said recently that the Biden administration wants its Chinese ownership to sell the app or face a possible ban.

EU Commissioner for International Market Thierry

Where is TikTok Banned?

Numerous government bodies have recently banned the app from official devices, including the US federal government, Canada, the executive arm of the European Union, Australia, and the Parliaments of Britain and New Zealand. Again, these bans apply only to official government devices and have no impact on what private citizens choose to use on their own mobile devices.

India banned TikTok outright in June 2020, along with 58 other Chinese apps, to curb the perceived spread of Chinese influence in the country.

In late February, the Swiss Federal Chancellery told RSI that there are currently no plans to ban TikTok in Switzerland. The federal administration could ban the use of individual apps at any time, but at the moment such a ban is not intended for TikTok. Mauro Tuena, SVP national councilor and head of the security commission stated that the security of user data should always be the top priority, although a nationwide ban would go too far. Some elected officials believe a TikTok ban should be discussed if the platform repeatedly failed in protecting user data.

TikTok now has more than 150 million monthly active users in the US. With a total population of 332 million, that’s approaching half! Clearly, the app is popular with Americans, making a ban highly unpopular.

How is TikTok Responding?

​If EU governments were to begin debating a ban, we would expect TikTok to adjust guidelines voluntarily in order to remedy the concerns and allay the need for a ban.

TikTok’s parent company, ByteDance, has fired four employees who illegally accessed the personal data of two journalists on the platform. The company has stated that it takes data security “incredibly seriously”. Regarding the EU ban on TikTok on official devices, a TikTok representative said: “We are disappointed with this decision, which we believe is wrong and based on fundamental misunderstandings. We have contacted the Commission to set the record straight and explain how we protect the data of the 125 million people in the EU who use TikTok every month.”


Yoeri Callebaut,

I do not believe that TikTok will be banned in Europe. European governments may apply pressure and they will come to an agreement in the end. Should TikTok be banned, there would be some eager replacements on the market very fast. While that would be exciting to see, I don’t think it will come to that point.

Yoeri Callebaut, CEO Kingfluencers

Impacts of a TikTok Ban

Brands value access to their target audiences as well as high engagement, and TikTok influencers deliver both. TikTok now has the highest engagement rates of any social media platform, 5.69% per post, compared to Instagram’s 0.47%. A TikTok ban would mean creators would lose the audiences and engagement they’ve spent time building. 

Additionally, TikTok emphasizes discovery, enabling posts from users with a small following to go viral. This makes the platform an excellent venue for new creators to achieve success. A TikTok ban would of course be detrimental for creators and brands alike, although other platforms, such as Meta, YouTube, Instagram, and Snapchat, could benefit as audiences shift.

How Can Brands & Influencers Mitigate Damage in this Unlikely Event?

There are a few things creators can do to mitigate the negative impact.

  • Diversify Your Online Presence

Work to build an audience on other social media platforms. You can upload your videos to YouTube Shorts, Instagram Reels, and Snapchat’s Spotlight while continuing to make TikToks.

The content creator and food blogger Jey Cis (@cookingwithjey) also follows this strategy: “I generally try to spread myself across several platforms and have now also started a blog. Because in these fast-moving times, you never know what’s coming next. You should always have a plan B at the start or diversify.”

  • Develop Various Income Streams

You can monetize your audience by selling physical and digital products or services such as Cameo.

Again, the ban seems very unlikely, but these steps can benefit creators in any case. Brands can also benefit by partnering with influencers who have engaged audiences on multiple platforms


Jey Cis

If it [the TikTok ban] should happen, then a change is also a new chance to develop and grow. But of course, it would affect and worry me, because a lot of love and hard work was invested to create such an engaging account and community. Even if many out there still think that I “only make videos”.

Jey Cis, Content Creator

The Fact Remains: TikTok for Businesses Works

TikTok is still THE place for brands to reach and connect with Gen Z and, but also older generations. Working with dozens of leading TikTok-centric content creators, our expert team delivers and implements high-performing TikTok ad strategies or influencer campaigns. Developing and implementing a successful TikTok strategy will generate multiple tangible benefits, today and in the future.

Our success stories include:

Contact us to get started on TikTok ad strategies for your brand to shine.

Author: Megan Bozman, Owner @Boz Content Marketing

Emerging Retail Trends: Fusion of Physical & Digital / Social Commerce, etc.

We recently wrote about how retail expanded from brick-and-mortar stores to include ecommerce and has been expanding further to also include social and livestream commerce. Many attributes of Switzerland and the Swiss people make us an ideal audience to target with new retail initiatives.

What trends are we now seeing within this new, broad scope of retail?

Merging the Point of Inspiration with the Point of Purchase

With the inclusion of social commerce and even AR, brands aren’t selling to distinct, separate audiences with isolated tactics. New retail involves connecting with your audience in innovative ways and merging the point of inspiration with the point of purchase.

Based on a recent survey, Accenture identified three emerging retail trends:

  • The anxiety pivot
  • The spending shuffle
  • The virtual reality check

Shopping for Real-Life Products in Virtual Worlds

The third trend includes a blurring and blending of physical and virtual worlds. “It is certainly true that some consumers who shopped online in 2020 and 2021 are likely to return to brick-and-mortar stores, and that the store of tomorrow will look very different… And what may be surprising is that people of all income levels and generations are interested in shopping for real-life products in virtual worlds.”

39% of consumers have had a consultation in a virtual or augmented reality environment on topics from health and wellness to DIY projects. In agreement with our own guidance, Accenture advises, “The metaverse has arrived, and the best thing that retailers can do today is starting to experiment.”

Collaborate Cohesively

Deloitte also emphasized the need for cohesion. “Social commerce trends are not only reshaping consumer shopping experiences, but unlocking new opportunities for platforms, brands, and creators. Social commerce success depends on collaboration and integration of key players in the ecosystem.” 

Deloitte provides social commerce services that solve operational and technical challenges, including architecting technology stacks to integrate brand and retailer e-commerce systems with platform systems.

Influencer Marketing Success Case

Cohesive integration of marketing campaigns between brands and influencers is equally important.

Kingfluencers recently executed a campaign in which influencers discussed how to start your day successfully with SUPER SHOTS by hohes C, while taking their communities along for the day. The communities showed high qualitative interest with an engagement rate of over 5%, and the influencers received many questions on where to buy the SUPER SHOTS. In addition to indicating high trust in the brand and the creators, this reveals how social campaigns can drive purchases from brick-and-mortar stores.

Fusing Digital & Physical Experiences 

While we may think of ecommerce and retail stores as distinct modes of shopping, Deloitte’s 2022 Retail Industry Outlook describes the accelerating fusion of digital and physical experiences. “Over the next five years, leaders are buying into the prospects of digitization of the physical world, such as voice commerce, staff-free cashier-less stores, and the selling of digital goods.”

Burberry opened a shoppable digital version of one of its flagship stores. Customers can navigate themselves around the virtual store and purchase items by selecting digital icons.

Experiential Retail and Flagship Stores

To attract new customers and build loyalty, retailers are developing immersive shopping experiences and building innovative flagship stores. Athletic apparel brand On’s first-ever flagship store, On Labs, is situated beneath its Zurich-based headquarters and features a foot scanner that details your shoe size to within 1.25mm of perfection. Kingfluencers’ team was part of the flagship store launch, sharing the good vibes, sporty challenges, and benefits of joining the club for running lovers with content creators like HaVy Nguyen. The campaign achieved over 1.6M impressions and a 3.11% engagement rate. 

Zurich is also home to the Freitag tower, made from used freight containers. The flagship store sells recycled, one-of-a-kind products, such as bags, smartphone cases, and wallets. Additionally, consumers can personalize their bags by becoming involved in the production process at the Freitag Sweat-Yourself-Shop.

Social Commerce on Instagram

Social commerce usually takes place on the move, i.e. via smartphone or tablet, as social media offers are preferably used via mobile devices. Brands can excel by building a social media strategy optimized to cash in on the movement and avoid losing out to competitors. 

Instagram enables you to use real-time and pre-made content to create an interactive, visual shopping experience that deepens connections with your community. With Instagram Shoppable posts, you can sell products directly from shoppers’ feeds. Product Tags let you highlight items from your catalog directly in your images and videos, so people can easily tap and learn more.

As part of our Instagram marketing services, Kingfluencers can help make your products easy to discover on Instagram. Earlier this year, Mondelez launched limited edition Oreos in collaboration with Warner Bros and the brand-new Batman movie. Kingfluencers ran a campaign in which influencers showed how biting the new cookies in a creative way can lead you from a serious world into a playful one.

Technology-Driven Convenience

Some retail trends originally expanded in response to COVID-19, such as self-checkout, buy online pick-up in-store (BOPIS), and contactless payment. These technology-driven experiences remain popular for convenience and their ability to reduce staff, (plus the preference of antisocial shoppers!). 

Retailers must also consider macroeconomic trends, including inflation. On July 26, 2022, The International Monetary Fund (IMF) wrote, “Several shocks have hit a world economy already weakened by the pandemic: higher-than-expected inflation worldwide – especially in the United States and major European economies – triggering tighter financial conditions.” Of course, inflation can lead to consumers buying fewer items and being more price-conscious about the items they do purchase. While many consumers worldwide are worried, CH inflation is expected to fall in the new year and Switzerland should avoid a recession.

Sustainability is Sought After

A 2022 report shows that two-thirds of consumers say they would pay more for sustainable products, and nearly three-quarters value product sustainability over brand name. Interestingly, retailers are largely unaware of the strength and prevalence of these preferences, creating a greenfield for savvy retailers.

Buying and selling secondhand products, referred to as “recommerce” is also on the rise, enabled by platforms such as Poshmark. In addition to helping buyers save money, it’s a sustainable practice. Some great options in Switzerland include Depop and Secondhandkiste for clothes. Tutti, Ricardo, and Brocki.ch are popular Swiss sites that offer a variety of items. 

Kingfluencers also had the pleasure of running a campaign for Ricardo focused on communicating the brand’s USPs through interactive campaigns. Influencers were given various challenges when putting together hiking gear on Ricardo. The total engagement rate was 5.1%.To further encourage sustainability and low-waste products, Brocki.ch also worked with Kingfluencers on a campaign to promote their thrift stores all over Switzerland. Impressions were 41% higher than forecasted, and the total engagement rate was 5.0%.

Click on the case studies and get inspired:

Author: Megan Bozman, Owner @Boz Content Marketing

2023 Trends: A Look Ahead

What’s Emerging and What Should Brands Be Doing About it?

Last year, we published, “13 Social Media & Influencer Marketing Trends to Look For Now,” many of which are still relevant for 2023. So, what new trends are emerging now, and what’s changing? Most importantly, what should brands be doing about it?

1. Social Media is More Deeply Intertwined with Life, as People Share Everything

While people have long used social media to share life’s fun (and sometimes not so fun) moments, posts were often carefully curated and edited.

Social media is now becoming increasingly entrenched in people’s lives, as people share everything in the moment, on the go. Users are sharing every second via video on TikTok, SnapChat, and BeReal in ways that are less pre-planned and polished than typically seen on Instagram. On the popular Netflix show “Emily in Paris,” the protagonist livestreams her visits to popular tourist destinations – free of edits. The Paris Convention and Visitors Bureau posted where to find the main locations in the series to help people see the city through Emily’s eyes.

For Pro Juventute, we organized a campaign against cybermobbing in which three TikTokers, including Kris G, authentically shared their experiences with cyberbullying along with tips on how to deal with offensive comments and messages.

The Takeaway: Create brand content and select influencers who embrace this instant authenticity people crave.

2. Moving Even More Toward Everything Video

In our 2022 guide, we noted that video is increasing in relevance and importance, leaving other formats less likely to be noticed. As platforms adapt, they’re converging on video, specifically on-the-go storytelling. Sprout Social predicts that businesses will put more money behind video production.

PPCexpo states the video is, “The single most important content marketing strategy today.” Both video and authenticity continue to grow in importance. Social Media management platform Later notes video content is already shifting towards casual, off-the-cuff storytelling. “Even video editing is becoming more about telling a story, like using multiple apps to create clever edits.”

The Takeaway: Allocate sufficient budget to video production and select influencers with proven ability to create engaging videos. Also consider innovative use of your influencer video content with Kingfluencers “Influencer TV Spot,” a new exclusive advertising format that we launched last year, to take storytelling to a whole new level.

3. Performance Marketing Grows in Importance, as Brands Focus on KPIs

Many brands are still struggling to figure out how to monetize their social media presence. Brands want to ensure their initiatives, including IM campaigns, pay off, but tracking KPIs can be challenging.

As 2023 progresses, IM will be more tuned into sales and focused on conversion. Kingfluencers’ Head of Creative Strategy, Larisa Topalo, stated, “Conversion will begin to overtake awareness as the key goal.”

Eric Amstein, Kingfluencers’ Chief Strategy & Digital Influence Officer, stated, “Brands need to use every digital communication channel more and more strategically. Getting ahead of the narrative across all stakeholder interaction will be crucial to stay relevant and commercially successful. These investments will drive stronger results in digital brand building, digital reputation, positive eWOM, driving better performance of marketing activities and ultimately conversion rates.”

Fohr, influencer marketing agency and platform provider, also predicted, “Brands this year will be highly focused on ways to track conversion and their return on ad spend (ROAS).” In addition to a prioritization on conversion, Fohr predicts a rise in multi-touch attribution models that follow a longer customer journey.

The Takeaway: Allocate some of your campaign budgets to performance marketing (boosting organic content to reach even higher KPIs). Establish specific campaign goals and closely monitor quantitative KPIs, in addition to nuanced measurement with qualitative analysis. Consider multi-touch attribution models and use every channel more strategically.

2023 Trends a Look Ahead. Performance Marketing.

4. IM Content Gains More Ground

According to a study from eMarketer, “Influencer marketing spend is projected to grow 23.4% in 2023 and 15.9% in 2024.” But we don’t expect IM expenditures to be restricted to traditional campaigns.

Instead, IM content will continue to spill over into other domains and serve as the basis for performance marketing campaigns. Brands will use the power of that content to convey their value, get attention, and further capitalize on their IM investments.

Larisa said, “We’ll see more influencers, more content, more platform changes. Integration of influencers into traditional marketing activities will continue, for example PR events, capsule launches, product co-creation, TV advertising. There is a lot of room for creativity, and we’ll see even more unusual collaborations, viral campaigns, and clever integrations.”

Influencer marketing will also continue to expand beyond consumer products, impacting B2B purchase decisions and integrating the influence of corporate leaders. We expect B2B influencer marketing to take off, but it needs the requisite tools and processes. It can be time-consuming and difficult to find B2B influencers, making the support of agencies that much more vital. (And yes, Kingfluencers is already part of this take off!)

The Takeaway: Allocate funds for IM as an integral part of your marketing efforts. Yoeri Callebaut, Kingfluencers CEO, advises, “Take the time needed to strategize, plan, and allocate budgets. IM can’t be an afterthought at which you throw leftover budget. It’s important for brands to have a diversified and smart approach to social media and constantly reinvent how they communicate, spending more time on content to stand out. The storytelling train is moving fast. You need to get on now and come with brand stories, characters, and room for influencers to be creative.”

5. Social Media Platforms & Creators Continue to Innovate… Beyond TikTok

Platforms have long been accused of copying one another, which we expect to continue. However, some innovative channels are still emerging and growing as they target unique niches, such as Twitch.

2023 Trends a Look Ahead. Success Story Street Parade

Larisa expects IM campaigns to become more creative, complicated, and elaborate. GoPro demonstrated their trust in the unbridled creativity of influencers at the recent GoPro Creator Summit. The brand invited 42 creators to a four-day, all expenses-paid jaunt to Interlaken, Switzerland, an experience one summed up, “A brand threw me out of a plane.” GoPro didn’t give creators any specific assignments or content mandates.

In collaboration with Street Parade Zurich, we created an exclusive Kingfluencers VIP Stage and shared the experience with over 250 influencers. Under the hashtag #KingfluencersXStreetparade, the influencers shared the unforgettable day live with their communities. The creators published a total of 71 posts on Instagram and TikTok, achieving over 1.8 M impressions.

The Takeaway: While it’s important to stay informed of the latest platform innovations, brands must move toward a community-centric approach. Focus on your target community and build an approach that includes which platforms to use to reach them. Think beyond Meta (Instagram) and  TikTok and include other platforms like Twitch (especially for men), Pinterest (especially for women), and YouTube. Kingfluencers will continue to help you stay informed with our new upcoming study coming out mid-March with insights into digital influence on Swiss consumer behaviors like inspiration searches, purchase decision-making, and platform usage.

6. TikTok Remains a Driver, as Platforms Strive to be More Entertaining and Engaging

Fohr thinks, “TikTok will stay as a cultural engine, as the platform matures, creators could bring their communities elsewhere.” The agency and platform provider has seen reports of slower follower growth and fewer views on creator content, which means new opportunities for YouTubers, bloggers, newsletters, or live streaming.

TikTok has been banned in government agencies due to cybersecurity risks in several US states. Fear of TikTok bans persist, but restrictions are likely to remain limited to government agencies or individual corporations.

“In my opinion, other platforms now see the entertainment approach is working, and are launching more features to make the platform both more entertaining and more engaging. Impacted by TikTok’s success, platforms are striving to create community feelings and engagement, stimulating interactions with features such as chat, video calls, groups, and audio rooms. These are big factors that make people stick to the platform, contributing to the success of social media,” said Yoeri.

“Sparking connections between people over what they find,” is among Instagram’s priorities in 2023, alongside inspiring creativity, and discovering new things.

The Takeaway: TikTok remains a vital channel to connect with consumers, and don’t disregard the opportunities for engagement elsewhere. Entertaining content is great, but people stay when they can connect and interact in a community.

7. Focus on User Generated Content (UGC)

Nearly 80% of consumers surveyed say UGC highly impacts their purchasing decisions. Recognizing this value, brands are making increasing efforts to capture a greater variety of voices, such as consumers and employees. Through consumer advocacy efforts, they’re working to capture UGC and use it wisely, building a squad of voices to deliver a broad range of support.

Salesforce is one very impressive success case. The brand revamped their social ambassador program and turned 25,000 employees into social brand ambassadors in 21 months by leveraging Haiilo.

The Takeaway: Make plans to capture and leverage UGC. Don’t leave it to chance. Give your consumers creative freedom to showcase how your product can solve a key pain point of your community. The authenticity of such real stories makes IM powerful and can result in highly successful campaigns.

2023 Trends a Look Ahead. User generated Content.

8. Scrutiny & Oversight of Platforms + Influencer Guidelines

Recent events at Twitter have unleashed many questions and increased scrutiny. Specifically, how do platforms really operate? How fragile are they? What impact do they have on democracy?

Social media is becoming a topic of geopolitical interest, amid growing concerns about the power and instability of platforms. We’ll likely see increasing demand for more oversight and regulation.

Greg notes that Twitter could become more interested in the creator economy to generate new revenues. While some brands have reduced their Twitter marketing spend, the platform still provides great opportunities. For example, Shakira sang about her ex Gérard Pique’s new girlfriend, “You traded a Rolex for a Casio.” Casio responded and has been having great fun on Twitter.

Anja Lapčević, Kingfluencers Co-CEO & Chief Influence Officer, stated that France is now another country that has planned to implement guidelines for influencers. “We will also focus on further developing the Code of Conduct and expanding the Conscious Influence Hub, in addition to recruiting more creators, agencies, brands, and individuals to work with association. We believe that as a community we can use the positive power of social media to strengthen digital togetherness.”

Sprout Social wrote how brands talk about sustainability, specifically, will change, with many opting for a quieter approach amid fears of being called out for greenwashing.

The Takeaway: Contribute to social media as a force for good. Ensure public statements are always transparent and sincere.

Code of Conduct

9. Brands Will Hire Influencers to Run Their Accounts & Work Onsite

Manor TikTok Videos

Shopify states, “If an influencer has a track record of going viral with their own accounts, chances are they can replicate the success for a brand.” In addition to their knowledge of what engages communities on social platforms, they also have friendships with other influencers that can further help brands extend their reach.

Kingfluencers manages Manor’s TikTok account, where our team also engages with their communities via the creators T-Ronimo and Ericwdrae. Another successful example is influencer lala who creates TikToks for the German grocery store EDEKA.

10. In-Store Influencers

Based on their global consumer study, the Qualtrics XM Institute has declared 2023, “the year businesses rediscover the human connection.” “But in the rush to digitize everything, and drive operational efficiency, many companies left their humanity behind. And now, they’re paying the price as consumers demand deeper, more human connections with the companies they buy from.”

Influencers can play a part in building more human connection. As published by Trend Hunter, “Brands are inviting influencers to their brick-and-mortar retail locations for more interactive and engaging partnerships. These collaborations are often realized as consumer-facing marketing resources, or a way for the brand to help influencers supercharge their social media content.”

Consumers are increasingly looking at influencers for insights into different products or services, as they are often shown in the moment or in use. Both, brand and influencers, ensure through in-store creator events to provide real, authentic experiences instead of putting the purchase decision in focus. 

Some of our influencers participated in such a in-store creator event for the opening of the On Running flagship store in Zurich, together with other talented content creators. It was a fun (and sporty!) event, full of laughter, music, good vibes, and refreshing drinks.

Brands will increasingly focus on reviving brick-and-mortar retail experiences, especially with influencer opening events or visits, because that makes retail fun and more human-centric! Even employees can act as in-house influencers and become a crucial part of your branding.

The Takeaway: Consider enabling creators to manage your account or just take it over for a day. Give creators freedom to generate content for your brand. While influencers are often associated with social media, consider partnering with them for in-store collaborations.

On Flagship Store

11. Need to Compete with AI (Artificial Intelligence)

Chat GPT

New use cases for artificial intelligence seem to occur on a daily basis. Launched in November 2022, ChatGPT is a chatbot that’s shockingly decent at creating unique content. Social Media Today writers suspect that many websites will use AI-generated content for generic overviews, helping cut down on SEO time. “The end result, then, is that people – like, actual, real humans – will be less and less engaged by the generic, which could open up more opportunity for better copy to stand out.”

On the other hand, the OpenAI Terms of Use states, “Due to the nature of machine learning, Output may not be unique across users and the Services may generate the same or similar output for OpenAI or a third party.” Therefore, by using AI-generated text, you could end up with duplicate website content, thus incurring Google penalties.

AI-generated art has also been growing, with some unique results such as every country as a super villain

AI may be progressing in creating text and imagery, but it doesn’t seem capable of making fun TikToksyet.

Content, whether for SEO, email, or social posts, must resonate with people. As reiterated by many surveys we’ve quoted here, people crave authentic human connection. It’s crucial to share emotional, sincere posts from real people that consumers can relate to. AI can’t come close to achieving that vital depth of connection.

The Takeaway: Influencers will have to compete with AI in creating content. Brands should carefully vet influencers – especially writers – so you can be certain the content they’re creating is unique. Real people are needed for real human connection. But also consider including some fun, fascinating AI-generated imagery as a complement to your authentically human campaigns.

12. Preventing Burnout & Improving Mental Health Will Be Priorities

With all the new trends and innovations, it’s important to maintain a focus on wellness, both physical and mental. Behind every smiling face on social media is a person with doubts and problems. That’s why we’re introducing a new format on our channels: Monthly Mental Health Check-in. We at Kingfluencers want to bring attention to the topic of mental health and share very personal and close experiences. Our January topic was comparing yourself on social media and was extended in February with our #NoFilterFeb Challenge. In our 2nd part of the Mental Health Campaign, we highlight how social media distorts reality and provide tips and tricks.

Talking to The Media Leader, Phil Rowley, Omnicom Media Group’s head of futures, commented on the need for social media to positively impact mental health. “We love social media, but we hate it too, and we certainly can’t stop using it. So the only long-term solution is to find a model that scratches all of our itches but doesn’t make us feel terrible in the process.”

The Takeaway: Consider how your social media interactions will impact anyone who encounters them. Refer to the Conscious Influence Hub Code of Conduct for guidance.

Post #NoFilterFeb

Soon, But Not Now:

Live Commerce

Live commerce is gaining ground worldwide, although it’s not yet common in DACH. The Drum reports a recent shift in understanding and engagement of live shopping in Europe.

Many platforms offer their own shopping features – with social commerce, brands can handle the entire customer journey within one platform – from the initial inspiration to the purchase of a product. This gives social commerce an advantage that traditional online commerce cannot offer and also increases the impulse of purchases. According to the Swiss Mail Order Association, which brings together more than 320 online retailers generating around 50% of Swiss B2C online sales, manufacturers and brands are investing heavily in their online format to increase sales and improve the customer experience.

Although the topic is still very young in Switzerland, it will become increasingly relevant and also be used more and more. 

Metaverse and Web 3.0

Fastcompany says: “In 2023, the Metaverse is likely to grow exponentially, becoming more immersive and more expansive. With advances in technology, we are likely to see more realistic avatars—the figures that represent you in the Metaverse—that allow for more complex interactions in virtual worlds.”

At Kingfluencers, we expect the metaverse to grow significantly  in 2023 both on the side of brands and users presence – although perhaps not at the speed sources like Fast Company predict just yet. In Switzerland and DACH, we assume that it might still take a little while and foresee the boom rather as of 2024-2025 for a number of reasons such as complexity for people to get involved in areas like NFTs (requiring NFT wallets etc) and general access to the Metaverse with multiple ‘Metaverses’ like Sandbox existing without any of them being the true leading one. We do believe that in the next 2 years clearer dominance of certain Metaverses will become apparent, which will help adoption as people and brands will know where to go – Metaverse-wise. Furthermore in order for Metaverse to become more popular and gain traction, access to Metaverse and Web 3.0 should be simplified and potential users need easily accessible guides and information or education concerning how to participate – from buying NFT’s to generation avatars and being ‘on the Verse’. Once how to gain access is more clear or simplified consumers and brands are likely to find their way to the world of web 3.0 a lot faster and the exponential boom can begin (much like it happened with social media in general). 

The real trend we expect is that specialized  stakeholders  in this industry such as web 3.0 developers but also some leading frontrunner brands outside the web 3.0 technology zone will make access to the Metaverse and Web 3.0 easier or more attractive in order to stimulate adoption. This will be done for example by simplifying systems and procedures related to access and ownership of digital assets, so that  more people will find their way to it without much ‘technology hassle’. Some of this will require real ‘reengineering’ of certain systems and processes related to these fields. Forward looking companies and brands will continue to invest in innovation in all areas as well as NFTs throughout the year and with good reasons.  

Supporting Your 2023

If you have any more questions about the emerging trends listed or would like to chat about other trends on the horizon, feel free to contact us right away. 

Kingfluencers can help you to initiate and integrate the trends into your marketing strategy, be it general marketing trends, social media management, influencer marketing, TikTok, or even a TV spot.

Author: Yoeri Callebaut, Kingfluencers AG