No, Gen Z doesn’t Equal “Gen TikTok”

If you’re a casual observer of social media, you might believe the common myth that “TikToker” and “Gen Z” are synonymous. The myth is common among many marketers and brands and seems to be widespread overall. Googling, “TikTok Gen X” yields results about… Gen Z. (I had to confirm I’d typed in the right term!)

To be fair, the platform was initially more popular among the group born between 1997 and 2012, currently aged between 12 and 25. But the truth is that the popularity of the app is increasing among a range of demographics.

Being most popular among Gen Z is decidedly not the same as being not popular with other generations. The percentage of users might be highest in Gen Z, but plenty of others still love it.

Just because Gen Z may have led the way doesn’t mean other generations haven’t also moved to embrace TikTok.

TikTok is the first non-Meta app (and the fifth app of all time) to surpass 3 billion downloads. In 2021, the platform remained the most-download app globally, with 656 million downloads.

Source: Forbes, 2021

No app grows to this phenomenal level of popularity by having a narrow appeal.

For example, some popular Swiss TikTokers on the cusp of GenX and millennials include _ohheyvivi_, who posts about fashion, beauty, food, sports, and being a mom, and soleil_fatima, who posts about sports, women’s issues, health, and fashion. Jonny Fischer shares his attempts at trends enjoyed by younger TikTokers, as well as amusing juxtapositions between youthful partying and his godfather role of Manu’s young kids aka his comedian partner from famous Cabaret Divertimento. Doris Flury posts healthy recipes, including vegan and gluten-free cookies.

Millennial TikTokers are among our “Swiss Influencers & Content Creators to Keep an Eye On.” Eric Lüthi creates comedy content on his own or with his friend T-Ronimo, where they often present two female characters, Bresha and Selina, in funny situations.

The hashtag #genX has 6.6B views and includes posts on parenting teens, nostalgic memories from the ‘90s, and aging. Popular GenX posters include Jack Black, a comedian whose WAP dance earned more than 5 million views. Finance expert Marie shares line dance tutorials and recreates ‘80s and ’90s dance moves with her friends and family, including her Gen Z and millennial kids.

TikTok Plays a Role in The Lives of Gen Zers

TikTok appears to be the go-to search engine for Gen Z. Prabhakar Raghavan, Senior Vice President who runs Google’s Knowledge & Information organization, said, “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

Stanford scholar describes Gen Z as a highly collaborative cohort that cares deeply about others. Their social justice advocacy extends to TikTok. A coalition of top Gen Z TikTok stars is pledging to cease all work with Amazon until the company meets the demands of the Amazon Labor Union. The group of 70 TikTok creators boasts a combined following of over 51 million.

Different Generations Use TikTok Differently

Plenty of older people also enjoy dance videos, and who doesn’t love a silly animal video? My Gen Z son showed Gen X me this funny parrot one recently and I very much enjoyed it. AARP (formerly American Association of Retired Persons) outlined some ways in which use for older people may differ. “Some older adults join TikTok to bond with their kids and grandkids… TikTok is full of diversions that may help older folks, or people of any age, feel less bored or lonely.”

According to the Deloitte Digital Media Trends Survey 15th Edition, 84% of all consumers say they use social media platforms, although there are generational distinctions. 27% of Gen Z likes to watch TV shows and movies via social media, as does 23% of Gen X. However, only 25% of Gen X listens to music, whereas 44% of Gen Z does.

Older generations use social media differently than Gen Z… but they still use it.

TikTok, in particular, is used by 10% of Gen Xers, and 5% of baby boomers, according to a study conducted by Fortune and SurveyMonkey, but is rising fast. 40% of Baby Boomers view social media as an essential part of their lives. Engaging on social platforms is a top 3 entertainment activity for 17% of Gen X and 11% of Boomers. Kingfluencers has also worked with numerous influencers including and beyond Gen Z, such as CorEstilo Style, to build successful collaborations for L’Oréal.

TikTok is About Communities & Connection

NPR recently wrote that Facebook is making radical changes to keep up with TikTok. “TikTok’s got one fundamental thing that Facebook doesn’t have, TikTok is cool. And it’s very hard to recreate cool,” said Matt Navarra, a social media consultant, and analyst.

As users continue to spend a lot of time on the app, TikTok promotes a variety of positive, uplifting activities. TikTok also offers extensive support to content creators – even those creators who author content that’s consumed outside of the platform. Most recently, TikTok has partnered with Barnes & Noble and their creator community to launch the #BookTokChallenge, which encourages people to read new books and authors, and then share their reactions.

Even TikTok ads are enjoyed by a wide audience. Kantar’s latest Media Reactions Report ranked TikTok #1 for “ad equity,” a measurement of the audience’s attitude and preference towards ads. “TikTok’s branded solutions aren’t perceived as just “ads” by audiences. In fact, TikTok tops the list for delivering branded content that actually resonates with online consumers.”

Building a Strong TikTok Presence

Back in May 2021, TikTok was insisting that no platform has that reach without “something for everyone”  while pitching marketers and looking to shake up perception that it’s a Gen Z phenomenon. TikTok’s continuing growth in global popularity reveals just how untrue it is to claim the platform is the exclusive domain of Gen Z.

Kingfluencers works with brands to build a strong TikTok presence. Contact us to get started developing and implementing a successful TikTok strategy that will generate multiple benefits, today and in the future.

Author: Megan Bozman, Owner @Boz Content Marketing

Fake Followers and How to Deal With Them

Fake Followers and How to Deal With Them

Especially with followers, more is not always better! With the phenomenon of social media and the increasing attractiveness of becoming an influencer, the number of “fake followers” is also increasing. For many people, the desire for more and more followers and a great reputation is huge. An even more tempting offer to help with the number of followers through money and follower purchases.

The problem: You run the risk of losing your credibility on social media. Then it’s as simple as that: You get nothing out of it. In this article, we would like to create a general understanding of why fake followers are bad, how to recognize them, how to remove them, and, above all, how to avoid them – because, unfortunately, no one is safe from them. Moreover, we’d like to clearly make the recommendation to never buy any fake followers. 

What are fake followers anyway?

Fake followers are artificially created profiles that can look like normal profiles, but which do not represent a real person. Fake followers are not necessarily but often so-called “bots” that show no real reactions and therefore do not interact with any content. This virtually non-existent interaction can significantly reduce a person’s market value.

 

 

When appearances are deceptive

The first impression of a profile on social media may not always be what it claims to be. A high number of followers does not necessarily mean that you are a successful influencer. Fake followers deceive appearances and give a false picture of how “real” someone actually appears on social media or within their community. Basically, these influencers adorn themselves with numbers and profiles that don’t actually exist. Anyone can buy followers, but that doesn’t mean that you’ll automatically be successful on social media or in influencer marketing. Especially with the further development and the current situation in the creator’s business, the number of followers is no longer the decisive KPI for success, but above all the engagement and reach, along with credibility, connection to the community, and authenticity.

“Buying followers can be a booster, especially for the beginning, in order to push oneself or one’s own brand further” – a claim often made. However, one should always keep in mind that these fake profiles will hardly ever like or comment on posts and therefore there is no real engagement. It won’t take long for the community and potential brand partners to get behind the fake followers. This is a bad start for diving into the world of being an influencer. And the price you pay is high. Instagram, for example, recognizes more and more profiles with a high number of fake followers and automatically deletes them as soon as fake activities are detected. Not only do you risk having your account deleted, but you also risk becoming a victim of spamming and phishing attacks.

You should also be aware that you will be missing out on important and valuable feedback from an honest community. How are you supposed to know if what you share is well received, pleases your followers, and delivers added value if a large number of fake profiles are behind your account?

How do I recognize fake followers?

Luckily, it’s not too difficult to spot fake followers right away. Here are some things you can look out for:

 

  • No profile picture
  • No or very few followers
  • Follows many profiles 
  • No or very few posts
  • Spam-like or cryptic usernames
  • Low interaction rate
  • #FollowerForFollower

 

If you notice a sudden increase in your number of followers, you may have become a “victim” of a fake following attack. This means that someone else has bought followers for you. Yes, that’s right – even random other accounts can buy followers and thus influence or even ruin you or your business. According to our Google research, we found that fake followers can already be bought at very low prices. Currently, 1,000 followers cost around 13 dollars. So unfortunately, this is not a big obstacle for people who want to harm an account.

 

A creator’s case study

Swiss content creator Margaux Seydoux was the victim of just such a fake following attack. She tells us: “One morning, I woke up and suddenly saw 5,000 new followers on my Instagram profile with the description ‘new’. From then on, I immediately realized that these must be fake followers. Someone was buying me followers to harm my account.” Margaux then reached out to us and set her account to private for quite a while. She also explains: “I waited a few days and even changed my username so that no new followers could be added. I had to manually delete one fake profile after another. That took forever.”

Kingfluencers case

Unfortunately, we as an agency were not spared from a fake following attack either. At the beginning of July, almost at the same time as influencer Margaux Seydoux, our Instagram account suddenly had over 10,000 new followers overnight. This was the first time we had to deal with such a fake following attack internally.

Like Margaux, we set our account to private to avoid getting even more fake followers, because we knew it wouldn’t be easy to get rid of them. After internal consultation and intensive research, our solution quickly became clear: from now on, fake followers have to be deleted manually every now and then, time permitting. So we created a guideline internally on how to recognize fake followers and based on this, they were then manually identified, blocked, unblocked, and removed.

As of today, we are almost back to the follower base of that time – thanks to the internal help of the Kingfluencers team.

Statement from Meta

Being faced with the problem of fake followers all over again, we contacted Meta and asked for a statement from their side. Daniel Kramer from Meta explains:

“We get the question about fake followers every day. Unfortunately, these cannot be prevented from the outset and experience shows that this comes with increasing success. In the meantime, however, there are well-functioning systems that can recognize these profiles. The fake profiles are then deactivated within a few days. It is also possible to deactivate individual countries if one notices that many followers seem to come from certain countries. Besides manual deletion, there is, unfortunately, no automated process yet”, says Daniel.

So how do I get rid of fake followers?

The question remains: What can I do if I have become a victim of such a fake following attack? The safest and probably most time-consuming method is to manually check your account. You can remove all followers who have a spam-like username or who have no interactions. Fake accounts must first be blocked and then unblocked and finally deleted. It is important to remember that your own Instagram account should not have hundreds of blocked followers – hence the renewed “unblocking” after blocking the fake profiles. But beware: this process will take you a lot of time. Especially if the number of fake followers is in the hundreds or even thousands range.

Another hybrid method would be to use a tool or app that can easily filter out your fake followers. The problem is that these apps are not 100% secure with regard to privacy reasons. The advantage of this method, however, is that the apps can create a list that you can then manually go through yourself, making it easier to identify and delete your fake followers.

Here we have compiled a list of good and not-so-good tools:

Combin is free for a registered account and lists the followers classified as fake followers by name.

Nindo shows you graphically how many fake followers your account has, but does not list the fake accounts. Nindo is also subject to a fee and you need a minimum number of followers to be able to use the tool.

Doesn’t have any filters for fake followers, but is merely a platform for generating reach through bots.

An app with bad reviews. In our opinion, not to be recommended.

Does not show fake followers, but only followers who do not follow an account back. Also an app with bad reviews and, in our opinion, not recommended.

Tips to avoid fake followers

As already mentioned, fake followers are bots. They usually follow an account by using the most popular hashtags to search for an account. We, therefore, recommend: Avoid using these hashtags. The following link shows you the most popular hashtags that bots could use. Among them are hashtags like #popular #instagram #trending #follow #like #instagood #explorepage #likeforlikes #followforfollowback #instadaily #famous #photooftheday #followme.

Unfortunately, you can’t completely avoid fake followers. With increasing success, the probability of being confronted with the problem of “fake following” is simply higher.

Kingfluencers recommends:

Keep it real! Remember – people want authenticity. Real people, real profiles. You cannot achieve success by adorning yourself with the wrong numbers.

Therefore: Present yourself as you really are. Stand by your followers. If an attack of fake following should happen to you, don’t hide it, deal with it transparently and share it with your customers and your community.

Build your community naturally. Regular, qualitative, and authentic content will help with this. Don’t ignore your community. Get feedback, respond to requests and criticisms, and interact with your followers. This will not only increase your engagement rate, but also the likelihood that even more people will see your posts.

If you need help building a community, increasing your reach with organic content, or you’re just not sure whether you’ve become a “victim” of a fake following purchase, feel free to contact us. We can help you with community management, social media content, all things TikTok, Instagram, and Co., or general questions about digital influence.

Author: Tijana Simic, Marketing Support @Kingfluencers

Influencer Marketing: The Certain Marketing Solution Especially in Uncertain Times

We are all aware that we’re living in economically uncertain times, which often lead to budget cuts. But marketers know economic downturns are times to rethink to reduce the risk of lost revenue and get ahead of competitors. Not only, but now even more in these uncertain times, influencer marketing (IM) with Kingfluencers is a certain solution thanks to four key attributes of IM. 

1. Affordable

Influencer marketing campaigns can be launched without huge budgets.

For some channels, even the thought of planning hurts – for huge campaigns or classic TV spots only the production of the ads takes several months and is very expensive! With print ads, it’s difficult to reach a sizable portion of your audience without a big budget. But with IM, it’s possible to get a lot done even with a relatively low budget, particularly in Switzerland. Swiss influencers earn fair compensation while remaining an affordable marketing channel for brands of all sizes.

Spending on influencer marketing has increased continuously over the past few years and is estimated to reach around €477 million in Germany. The compound annual growth rate (CAGR) in the period from 2019 to 2024 is around 23 percent (only direct payments to Creators are taken into account here, the actual market value is even much higher). 

Globally, advertising spending in the influencer advertising segment is estimated at around €24.59 billion in 2022.  

Just recently we implemented campaigns where we reached so many people with a small budget. One campaign started with a budget of 5k (3.8k base budget + 1.2k boosting budget) and reached over 230k people, an engagement of 11.4%, and more than half a million impressions! Another case also showed insanely good results with a budget of 15k and 5k boosting budget – the campaign reached over 1.7 million people and impressions of over 2 million.

2. Fast

Influencer marketing campaigns can be executed much faster than most other forms of advertising. With Kingfluencers, your campaign can be designed and executed successfully in a matter of a few weeks

While we’re already in the last quarter of the year, it’s not too late to launch a campaign that can help drive additional revenue for the remainder of 2022. IM is an ideal solution for struggling marketers to navigate these challenges.

For example, Sympany, one of the leading Swiss insurance providers, decided to run an end-of-year influencer marketing campaign to generate additional new leads and customers. Kingfluencers managed the entire project, which took 5 weeks from ideation to finish. 21 influencers across multiple social media platforms made posts consisting mostly of videos. The campaign achieved an engagement rate of 3.4%, a reach of 1.229M, and generated 3,025 qualified leads.

Last year, Kingfluencers worked with Uqoniq Chefs, a premium culinary delivery platform that connects iconic chefs to food lovers around the world. The project kicked off on December 3 and less than three weeks later, the campaign was already live and generating an impact. A variety of influencers was chosen, including nano-influencers, and all created high-quality content. The results show the community was interested in Uqonic and exceeded all forecasts, including 654.4k impressions, 202.6k reach, and 2.6k clicks, a full 100% above forecast.

3. Agile

In addition to getting up and running fast, influencer marketing campaigns can be adapted quickly.

Once you’ve started a campaign, you don’t need to stay locked in, committed to every choice for months down the line. Some marketing channels require large commitments upfront, but IM remains flexible. You can continue to move fast, reallocate budget, and make changes as desired or boost with some budget to generate an even higher reach.

Of course, some planning is necessary, such as onboarding influencers and scheduling their time, but IM delivers unbeatable speed and agility. Kingfluencers IM services also take a data-driven approach, enabling us to make quick improvements to optimize your campaigns and maximize ROI. Kingfluencers launches successful campaigns, making our clients heroes in their company.

Eyeglasses maker AFFLELOU works with Kingfluencers to expand brand awareness in French-speaking Switzerland and generate new customers. Influencers were selected to inspire the audience with cool looks and give the brand credibility and familiarity. The campaign achieved a total engagement rate of 3.72% so far (the campaign is still running).

4. Effective

Influencer marketing is an excellent way to connect with your target audience. Studies indicate that every 1 Euro spent on IM generates 5.2 Euros in return/sales. IM achieved 11X the ROI of banner ads. According to a survey by Influencer Marketing Hub, 90% of respondents believe IM is an effective form of marketing. A recent Statista survey shows that around 60% of Swiss companies and organizations already rely on influencers.

Traditionally, advertisements have been a deviation from the content audiences want to consume. Ads and content were distinct. IM breaks this paradigm. IM is a different game altogether, and not just another media channel. Influencers are real people within settings that people relate to. 4 in 10 millennial YouTube subscribers say their favorite influencer understands them better than their friends. By launching IM campaigns that earn a high ROI, you can prove your expertise as a skilled marketer contributing to the top and bottom lines.

In today’s highly volatile world, marketers need to be extra agile and balance a budget-conscious approach with the need to keep communicating in an impactful way. Influencer marketing gives brands a strategic and effective solution to this challenge – a solution that also works on a tactical level and with the caution needed today.

“As marketers, we know that in troubling times, it is even more crucial to keep getting the message out. This can be done very effectively without huge budgets or months of planning with creative IM and influencer content repurposing via TV ads and performance marketing.”

Khartoon Weiss, head of global agency and accounts at TikTok recently described the app in an interesting manner during her keynote at the Gathering marketing conference. “The audiences that love and build and create and connect with TikTok, they say they check Facebook, and they check Instagram and they check Twitter and they check Snap and they check things. But they don’t check TikTok. They tell us they watch TikTok.” Weiss argued that “you can’t TikTok and…” meaning users aren’t able to simultaneously TikTok and text, Zoom, watch TV, etc. —in contrast to Instagram or Twitter.

Numbers released in October 2022 show a 14.6% increase in TikTok ad reach year over year.

Recognizing this paradigm, TikTok advises, “Don’t make ads. Make TikToks,” inviting brands to be more creative and authentic, and create content that truly speaks to people. Apparently many brands heed this advice, achieving great success. Kantar’s Media Reactions Report ranked TikTok #1 for ad equity, topping the list for delivering branded content that actually resonates with online consumers.

24% of those surveyed in Germany bought at least one product or service in the last year because it was advertised by a YouTuber, and 19% as a result of advertising by an influencer on Instagram. Even ads placed on social media platforms don’t have the authenticity of influencer content.

Build more trust, and ultimately brand love

People trust and connect with other people… even ones they don’t know. According to Nielsen, 92% of those surveyed trust people more than brands (even if they don’t know the person!) Additionally, as published in Forbes, people are significantly more likely to trust a company whose CEO and senior executives are active on social media.

Spread the love by including more credible authentic voices. Enrich your brand advocacy with powerful tools such as user-generated content, cool creators, and corporate ambassadors. Elevating multiple voices that present different angles and narratives boost not only the visibility but the credibility of your brand. IM is an effective tool to generate awareness and drive revenue, while also contributing to the much larger goal of brand equity. As consumers grow to love your brand, they share that love in a self-perpetuating cycle.

Expand your Reach & Connect with your Audience… Even with Budget Volatility 

Thanks to its effectiveness and high return on investment (ROI), IM enables you to achieve your goals without a huge budget. More than 50% of marketers surveyed in the Swiss Influencer Marketing Report, find companies that make use of IM compared to other forms of advertising realize a higher ROI.

With well-managed campaigns from Kingfluencers, you can target the right people on a large scale without a large budget. Ad spending in influencer advertising is projected to reach US$94.29m in 2022, with the Statista analyst opinion concluding, “influencer advertising has become more important than ever for connecting a brand with consumers and driving sales.” Reserve some budget for IM, and you can achieve the same or even better results for each marketing franc spent.

Maximize ROI with Efficient Use of Content

Influencer marketing itself is an effective market tactic and Kingfluencers has many tools to optimize outcomes. But with an omnichannel approach, you can repurpose existing IM content to achieve your goals while also saving money.

You can build on the effectiveness of IM to generate yet more effective marketing.

Boost your stories across various, additional channels to expand and amplify reach. Leverage content you’ve already created with various influencers and amplify outcomes with the best-performing assets. Using IM takes your ads from boring anonymous promotions to relatable content people respond to and interact with.

Combine the Power of Video, TV & Influencer Marketing

With “Influencer TV Spot” as a new exclusive advertising format, Kingfluencers, and Admeira give all brands the opportunity to broadcast your influencer marketing content as a TV commercial. Merge the power of TV with the trustworthiness and appeal of IM to gain unbeatable reach at an accessible cost.

The first Influencer TV Spot premiered on July 13, 2022, on SRF2 with content from Ochsner Shoes. According to Frank Zelger, CEO of TV marketer Admeira, “this new form of advertising was able to optimally extend the social media campaign and also generate additional reach with a high purchase intention.”

In Uncertain Times, Influencer Marketing is a Certain Solution

Because influencer marketing is an effective, affordable tactic, you can rely on it in good times and in bad. Economic sickness and health. Uncertain and stable. Kingfluencers pulls it all together in a way that’s impactful for your brand. While it might be more difficult to get budget approved for larger initiatives with high price points and requiring commitments of multiple months upfront, IM is accessible and agile. When senior management is contemplating cutting your marketing budget, IM is an excellent line item to retain– or even increase. Contact us if you’d like further support justifying budget, including projecting campaign outcomes. We furthermore have exciting insights and successful case studies that can give you an even deeper insight!

Author: Megan Bozman, Owner @Boz Content Marketing

Kingfluencers’ Creators Event in Ticino

CIAO TICINO!
KINGFLUENCERS ORGANIZES THE FIRST CREATOR EVENT IN TICINO

The Swiss Digital Influence Agency Kingfluencers points the spotlight at the most important influencers from the Italian-speaking part of Switzerland. To ensure that the creative Ticinesi are not forgotten in other parts of the country, the agency organized a big welcome event for creators from the beautiful Svizzera italiana last week at Lago di Lugano.

Switzerland is more than just Zurich, Bern, or Roger Federer. The Swiss Confederation consists of four beautiful parts of the country. It represents many other languages in addition to the four official ones, which should always be taken into account in national campaigns. The great diversity of little Switzerland is also reflected in the Kingfluencers database; the full-service agency not only employs people from more than ten different countries, but also has influencers from all parts of the country and beyond. In concrete terms, Kingfluencers’ creator database includes over 3,000 creators of various sizes and from a wide range of sectors.

Creator-event in Ticino

In order to draw attention to this diversity, the Digital Influence Agency organized a “Get-together” on October 6, 2022, for around 30 new and familiar Ticino creators. One main aim of the event at the Porto Bello! restaurant in Lugano was to get to know Ticino’s creative influencers and inspiring sides. “The personal exchange with the creators was significant to us,” says the Co-CEO of Kingfluencers, Anja Lapčević. Every artist’s personality is equally valuable, no matter which part of Switzerland the creators come from.

Together with influencers from Italian-speaking Switzerland, such as Yari Copt, Ely Giglio, or Alessandro, the Kingfluencers team wanted to draw attention to the fact that no part of Switzerland should be left out when it comes to campaigns and the entire creator economy. Unfortunately, creators from the “Swiss Sonnenstube” are often forgotten. “The fact that a Swiss agency also takes care of creators from southern Switzerland is not at all self-evident,” says Ticino landscape photographer Daniele Nevano. For the Ticino travel duo, Luke & Martina, such an event in the Southern canton of Switzerland, organized by a Zurich agency, also means a lot: “For us in Ticino, it has always been a bit of a struggle to be considered and respected by the rest of Switzerland,” said Martina and Luke. The Kingfluencers event now shows that the Digital Influence Agency sees a potential market and business perspective in Ticino and trusts the work of the Italian-speaking creators.

More diversity

As part of its six corporate values, Kingfluencers not only wants to draw more attention to creators from the beautiful Svizzera italiana, but also advocates for even more diversity in general. “Diversity is inspiring for everyone,” says Co-CEO Anja Lapčević. Every person is unique and special in their own way and that is what Kingfluencers loves. To inspire is one of the six company values, along with being curious, future-oriented, cooperative, conscious, and multicultural.

«Water Lover Challenge»

The annual internal Kingfluencers team-building event took place one day after the creator event in Ticino. In addition to various workshops, creator Noam Yaron from Western Switzerland was supported in his “Water Lover Challenge“. The whole agency team participated in the extraordinary challenge. “We at Kingfluencers not only try to preach our values but above all try to live them,” says Yoeri Callebaut, Co-CEO about the Kingfluencers’ corporate value of awareness. In collaboration with Biotherm and the Objectif Environment association, the nationwide collection of cigarette ends will take place until October 15, 2022. Kingfluencers has already started the clean-up campaign in Lugano. The result: the largest political municipality in the canton of Ticino is now 1000 cigarette butts cleaner!

Author: Sandra Miletic, Junior Marketing Manager @Kingfluencers

Television: a Powerful Device for Connection in Today’s Digital Landscape – Part 2

In part 1, we answered the Q, “Just what is TV,” examined the growing popularity of TV, and how it remains a powerful medium for connection. In part 2, we’ll explore how TV and influencers make a powerful combo for brands, then consider innovations that could be on the horizon.

Crossovers with TV & Influencers

Crossovers with TV & Influencers

We may think of TV stars and influencers as two distinct types of celebrities, but there is overlap. Some influencers first stepped into the spotlight through means other than social media, then leveraged that fame to grow a social following. For example, Patric Haziri from The Bachelor, and Sara Leutenegger from Germany’s Next Top Model. The same is true for comedian Jonny Fischer, model, and former Miss Switzerland Christa Rigozzi, and singer Linda Fäh. Lina Senn is one of several influencers Kingfluencers has worked with on an ongoing basis to build successful long-term collaborations for L’Oréal. Lina also hosts the TV show, “First Dates Switzerland.”

Crossovers are also predominant amidst screens and programming. With YouTube integrated into new smart TVs, audiences consume social media on their large, wall-mounted TVs, while also watching TV programming on their mobile phones and tablets. Consumers seek quality content that resonates, and they consume it through a blend of channels and devices.

TV + Influencers = Powerful Combo for Brands

As we wrote in, “Influencer Marketing vs. Legacy Advertising,” traditional ads are a deviation from the content audiences want to consume. Conversely, influencer marketing fuses ads into the desired content. Influencers are seen as trustworthy opinion leaders and their content as authentic, unlike traditional advertising. People relate to influencers, and their recommendations are imparted with relevance and credibility. To their community members, an influencer can feel like part of their friendship circle, helping drive high levels of engagement.

Partnering with influencers is a powerful tool for brands to create engaging and authentic video content, build trust, and connect to consumers in order to fuel growth. Meanwhile, television in general remains the video channel with the widest national reach. With our new Influencer TV Spots service, Kingfluencers combines all this into one effective and efficient advertising format.

Working with Kingfluencers, influencer content can be broadcasted just like a TV commercial in the style of a social media story, such as a TikTok or Instagram Reels, lasting for up to 15 seconds. Repurpose your existing influencer marketing content for a second lifecycle on television. Promote your stories in new ways to increase campaign reach and maximize ROI. You also have the option to place fresh, new ad content on the sides of your spot to fill the TV frame. By embedding trackable CTAs like QR Codes with scan-to-shop features, discount offers, and integrated contests, you can generate direct engagement.

Through our exclusive partnership with Admeira, Kingfluencers is the only influencer marketing agency to offer this unique cross-media synergy between social media and TV in Switzerland. Reach your target audience on channels such as SRF 1, SRF 2, Swiss 1, TF1, RTS1, or more. Frank Zelger, CEO of Admeira, told Werbewoche, “With this new form of advertising, the digital campaign is optimally extended and generates additional reach thanks to the power of TV.” Then Admeira TV is in the top 4 behind YouTube, Instagram, and general TV – and still 4 places ahead of TikTok in terms of Swiss reach. In total, 5.29M people can be reached weekly via the Admeira TV channels, which is more than 60% of the Swiss population.

What’s Next? A Look Ahead

TV continues to be a powerful medium in the lives of people of all ages, worldwide. We may see linear (live) television events merge with the connective power of the metaverse. With virtual worlds, TV viewers can transcend merely “viewing” to achieve the feeling of physical presence during exciting events of global significance, such as expanding space travel.

Incorporating the metaverse can drive more intense experiences and drive a variety of deeper connections on a global scale. Reality TV programming, including contests, no longer need to be limited by physical borders. Dr. Alen Lipuš, PhD, R&D Manager @ Pro-Bit, stated, “There’s nothing better than physical touch, but the metaverse is the next best thing.” We might even just sit down on a virtual couch, ‘together’ in the metaverse to enjoy a soccer game.

In 2017, Netflix began offering “interactive” shows in a “Choose your own adventure” style. Fusing such viewer participation with the sense of togetherness the metaverse brings could generate fresh, new immersive experiences.

Having started in 1927, TV may be nearly a century old, but it’s far from a dying format. Kingfluencers’ Influencer TV Spot merges the power of TV with the trustworthiness and unmatched appeal of influencer marketing to gain unbeatable reach at an accessible cost. Contact us to learn more about this unique offer or to book your exclusive advertising package.

Author: Megan Bozman, Owner @Boz Content Marketing

Television: a Powerful Device for Connection in Today’s Digital Landscape – Part 1

Electronic television was first successfully demonstrated in San Francisco on 7 Sept, 1927. In Switzerland, television transmissions first commenced in 1939. In 1963, TV surpassed newspapers as an information source for the first time.

Considering the medium could now be deemed “ancient,” is it still relevant? What role –if any– does it play for modern brands?

Just What is TV?

Maybe that sounds like a strange question, but with the broad landscape of digital media, we do need to provide some clarity. While it’s clear that video ads on platforms such as TikTok and Facebook are social media ads, there’s much overlap. For example, many people watch shows on their wall-mounted television set via YouTube. Is that “TV”?

Yoeri Gabriel Callebaut, Co-CEO and Chief Growth & Marketing Officer, Kingfluencers, said, “I only watch streaming services like Netflix, Disney +, Apple +, or live CNN.” It’s the same for Kingfluencers content writer Megan Bozman, whose family “cut the cord” back in 2017, eliminating cable services for exclusively streaming, accessed via Roku.

Without live TV, are we actually watching “TV”?

The Changing Landscape: TV Defined

We’ll start with some definitions, taking insights from StackAdapt, a self-serve programmatic advertising platform. “Linear TV is essentially live television…It’s called ‘linear’ TV because of how the content is consumed. Viewers can only watch programming at its scheduled time, and via a specific channel.” Linear TV includes broadcast (free) as well as cable.

Regarding advertising, “Connected TV (CTV) includes any ad that plays before or after the streaming of content on connected TV devices, whereas linear TV ads are delivered during the commercial breaks of traditional TV programming.”

“Over-the-Top (OTT) is the term that describes the delivery of TV content through the internet and over the standard, closed TV system. 

CTV is a subset of OTT. OTT is the method for delivering video content, and CTV is the device on which a viewer sees that content.

For our purposes in helping brands generate meaningful connections, Kingfluencers will refer to all of the above as “TV.”

The Historical Growth of TV Advertising 

TV has had numerous, varied impacts on history. Kingfluencers writer Megan recently watched, “The Food that Built America,” which aired on the History Channel. (Yes, she’s a cord-cutter. The History “Channel” is available via streaming on Hulu.) The Swanson company had 260 tons of frozen turkey left over after Thanksgiving and dreamed up the “TV dinner,” a frozen-meal on a tray. In 1954, the first full year of production, Swanson sold ten million trays.

In this case, TV influenced not only the explosive growth of the product through advertising but the very creation of the product itself. The fictional series Mad Men is dedicated entirely to the lives of executives at ad agencies creating such campaigns.

The Rise – and Fall – of Cable TV

From 1980 to 1990, the number of cable networks grew from 28 to 79, fragmenting the TV landscape. The early 2010s has been described as the golden age of cable. In October 2010, over 105 million U.S. TV households were pay-TV subscribers, a penetration of over 90% of TV homes. By 2013, the average TV household had over 189 channels. Considering they watched only 17 of those 189, the frustration over bundles is easy to understand. Consumers in all industries want to avoid being forced to pay for things they don’t want. In Switzerland the rise of cable TV implied many different programs, considering that Switzerland speaks 4 different languages, whereas regular broadcasting began in German and French, but also Italian and even a few Rhaeto-Romantic channels were introduced. Apart from a few local attempts though, the SRG long held a monopoly-like position as a provider of Swiss television channels. For a long time, self-produced entertainment was almost exclusively limited to show and quiz programs, while fictional offerings came mainly from (neighboring) countries or the US.

Unsurprisingly, streaming has had a significant effect on cable TV, in the same way cable TV had on broadcast TV decades ago. Streaming is now leading to a decline in cable subscriptions. Cable companies have long fought to keep the profitable “fat cable bundle” business model intact, but in 2015, began paring down bloated bundles to stem the tide of cord-cutters.

A 2017 TechHive article outlines multiple events that “portend disaster for the bloated TV bundle,” as cable subscriptions decline and an intertwined set of forces are ripping apart the TV bundle. Meanwhile, streaming services are taking extensive action to win – and retain- consumers’ attention. In 2018, for the first time, streaming platforms such as Hulu and Amazon Prime delivered more original series programming than broadcast and cable networks.

The Growing Popularity of TV in Switzerland

TV viewership among Swiss people aged 15-29 has increased 57.7% since 2020. According to IGEM, 6.3 million Swiss people (94% of the total population) watch TV, and 65% of the Swiss population watches television every day (excl. streaming services). On average, Swiss people aged 15-29 watch 108 minutes of TV daily. This number is even higher for older age groups. Classic television has more than twice as many viewers as Netflix (2.8 million / 42%). Compared to YouTube (4.6 million, 68%), TV has 1.7 million more viewers.

Globally, the number of TV viewers has continued to steadily increase and is set to reach approximately 5.68 billion people by 2026. This year’s Tour de France attracted the biggest TV audiences for European Broadcasting Union (EBU) Members overall in terms of hours viewed since 2015.

Recognizing these opportunities, media organizations are making a variety of increased investments. Sky Studios is targeting a “significant increase” in drama and comedy investment and will be producing 200 originals this year alone. The pay-TV giant recently hired Academy Award-nominated producer Tobias Rosen in the newly-created role of Vice President in Germany. 

TV is a Powerful Medium for Connection

The role of TV in the lives of people far exceeds mere entertainment. TV keeps us informed worldwide, beginning decades back with events such as the first moon landing and the fall of the Berlin Wall.

TV builds connections across borders, as well as within towns and living rooms. Watching our favorite local sports team, we can celebrate (or mourn, as the case may be) alongside our neighbors. We can watch expectantly to see who The Bachelor gives a rose or who doesn’t dance well enough behind Lizzo and gets kicked out of the house.

People can enjoy these events together, whether we’re sitting on the same sofa or not. When combined with the power of social media, we can discuss programming in real-time, on a global scale. A quick glance at platforms from TikTok to Reddit reveals numerous TV-related posts — sometimes rebelling against the show creators with hilarious outcomes.

In part 2, we’ll explore how TV and influencers make a powerful combo for brands and take a look at what could be next on the horizon.

Author: Megan Bozman, Owner @Boz Content Marketing

How Can We Fix Toxic Beauty Standards on Social Media?

Ogilvy UK will no longer work with influencers who distort or retouch their bodies or faces for brand campaigns in a bid to combat social media’s ‘systemic’ mental health harms.”

While this rule is undeniably well-intentioned, it still permits influencers to alter their appearance through numerous other mechanisms such as contouring makeup, push-up bras, false eyelashes, and hair extensions. Therefore, I wonder how effective it will be in making substantive progressive towards the goal of reducing unrealistic beauty ideals.

Most agree social media promotes unrealistic, toxic beauty ideals which negatively impact people’s mental health. What can be done about this complex issue? Who should do it?

Well, we have some ideas.

Growing Recognition of Social Media’s Mental Health Impacts 

“As a Gen Xer, the beauty ideals of my childhood in the ‘80s came from MTV (look it up, kids) and magazines. I have clear memories of the thin legs of the women in ZZ Top’s “Legs” video. My own legs have never been so thin, but I’ve learned to love them and appreciate their ability to cycle up steep hills in the woods,” says Megan Bozman, Content Creator at Kingluencers.

Body dysmorphia and depression certainly aren’t new developments that arose solely from social media. However, a myriad of research reveals social media use increases the prevalence of such maladies and worsens the conditions. 

The BBC states, “using social media does appear to be correlated with body image concerns.” The impact is especially pernicious with adolescent girls. Social psychologist Jonathan Haidt wrote, “The subset of studies that allow researchers to isolate social media, and Instagram in particular, show a much stronger relationship with poor mental health. The same goes for those that zoom in on girls rather than all teens. Girls who use social media heavily are about two or three times more likely to say that they are depressed than girls who use it lightly or not at all.”

People are increasingly seeking medical interventions to permanently alter their faces, inspired by touched-up or filtered photos of themselves. A 2020 survey of American Academy of Facial Plastic and Reconstructive Surgery (AAFPRS) members reveals, “a surge in surgical demand not seen in recent years,” followed in 2021 by, “catapulting demand for facial plastic surgery and aesthetic procedures.” 

Does Low Self-Confidence Drive Increased Beauty Purchases? 

Do beauty brands benefit from these toxic beauty ideals? It’s certainly possible that women who have a negative self-image might spend more money on beauty products. Are brands therefore incentivized to run campaigns that damage self-image?

Of course, top line revenue shouldn’t be marketers’ only objective, and we hope most brands wouldn’t want to deliberately make people feel bad. But the issue is worth addressing since for-profit companies must prioritize shareholder value. 

The good news is that ethical behavior doesn’t harm revenue (at least in this case!) Some studies show that women with lower self-esteem use more makeup, probably to hide imperfections. However, women with higher self-esteem can also use makeup to attract attention.”

In the long run, no one wins from toxic beauty ideals.

Where Does the Responsibility Lie?

If, as a society, we want beauty ideals to shift towards natural depictions and an inclusive appreciation for the diversity of human appearance, how do we get there?

Much like with the battle against misinformation, tackling this challenge requires multiple entities taking more responsibility. Each group should play a role and serve to compensate for the shortcomings of the others. 

Social Media Marketing Specialist at Kingfluencers and Influencer Ha Vy Nguyen said,

“As an Influencer, this topic weighs on my shoulders, as one of our responsibilities is to be inspirational and set examples to our community. And if you heavily edit your photos, you’re contributing to the problem. At the same time, I have the pressure to present the perfect version myself and look a certain way. If I don’t deliver that, my engagement wouldn’t be as strong or my account wouldn’t grow as much. I would welcome a mandatory declaration, in the caption for example, stating that the photo has been edited. But to ban all photo editing I think would make too much of an impact, and not necessarily a positive one.”

Government Efforts to Combat Toxic Beauty Ideals

Conservative MP Dr. Luke Evans introduced a bill in the UK Parliament calling for advisory labels on images where influencers have digitally altered their bodies. Dr. Evans said people were “caught up in the arms race for the perfect selfie,” which was impacting mental health. He hopes “we can foster a society that aims for body positivity without physiques that are literally impossible without digital manipulation.”

A well-intentioned goal, to be sure.

But there’s a common phrase about where a path “paved with good intentions” leads. I’m not sure I agree with Dr. Evans assertion that his Digitally Altered Body Images bill is not an example of the ‘nanny state’ in action. Enforcement will be complex and multiple questions arise, such as if editing for artistic purposes would be permitted.

Brands Promoting Healthy Beauty Ideals

Brands should be trendsetters, taking the lead and setting a positive example. Revisiting the example at the beginning of the article, “Ogilvy UK will no longer work with influencers who distort or retouch their bodies or faces.” Dove only works with influencers that do not distort their appearance on social media, and has created campaigns that celebrate no digital distortion.

Dove has also launched a “#DetoxYourFeed” campaign, which includes a downloadable “Confidence Kit” and “Parents’ Guide” with academically-validated resources and tools. 

Influencers Embodying Natural Beauty

Like brands, influencers can also strive to set a positive example. Influencers can also put our below tips into practice, including partnering with other influencers who vary in appearance.

Anja Lapčević, Co-CEO & Chief Influence Officer, Kingfluencers, said, “This topic should also be addressed by agencies. The issue of ‘false’ beauty ideals is not a new phenomenon, nor is it unique to social media. It is a social problem that has been with us for years. On the one hand, social media intensifies this problem, but at the same time it can also be a solution. Despite all the retouching, you can find unedited, exciting faces, and unfiltered stories on topics such as beauty mania, mental health, and sexuality.

“Banning something usually doesn’t solve the problem. Put more emphasis on transparency. Divulging edits and discussing the issue are the only ways we can develop awareness and move forward together as a society.”

One of Kingfluencers clients said, “I personally welcome these developments. I believe that the prevailing situation, with selfies that are heavily edited, puts many people under pressure to meet unrealistic ideals and can be detrimental to mental health.”

Another Kingfluencers’ client said, “As the Eau Thermale Avène brand, we want to encourage everyone to feel good about their skin. Our slogan, ‘Healthy skin is confidence,’ illustrates this. For over 30 years, our skin care products have been developed by scientists and dermatologists dedicated to the life of skin, especially sensitive skin. Soothed, protected and repaired, people with sensitive skin can trust our dermatological expertise to help them regain self-confidence. Our manifesto includes the fact that imperfections are what make us unique. That’s the beauty of life.”

A Code of Conduct to Guide Responsible Influence

Based in Switzerland, the Conscious Influence Hub (CIH) is a non-profit NGO with a mission of “promoting the core values of respect, empathy, and transparency in the social media influence sphere.”

Working together, Kingfluencers and CIH launched a Code of Conduct that includes best-practice guidelines and examples. Preventing the dissemination of unrealistic beauty ideals aligns with CIH’s guidance to influencers, which includes being transparent with your community. 

France has required retouched advertising images to be marked as such since 2017. A new law in Norway will also require social media influencers to declare if they’ve modified their photos on paid posts. Swiss influencer Nives Arrigoni supports the law, ” In general, I’m for more reality on Instagram.”

Switzerland does not have such a law, although in 2019, the Swiss Compliance Commission (SLK) introduced the following in the regulations for fair and honest advertising, “It is unfair to use computer-processed images of bodies and body shapes in a deceptive manner in commercial communications in order to claim an effect or result that cannot be achieved.” The SLK has not yet received any complaints about it.

Top Tips for Brands to Promote Healthy Beauty Ideals

1. Work with influencers who vary in appearance.

It’s well known that women may use filters and digital editing to make alterations such as plumper lips, thicker hair, larger breasts, and smoother, wrinkle-free skin. Of course, plenty of women naturally have such attributes. It doesn’t help to ban digitally altered images if you then work only with influencers who naturally have the exact appearance everyone’s striving to recreate digitally.

Give the smaller-breasted lady a chance. Partner with the influencer with wrinkles. Let the short-legged woman model your dresses. Everyone likes to see themselves represented as people are so individual and special in their own way and come in all shapes and sizes.

2. Be transparent about your policies.

Make it clear that you either ban or at least discourage significant “face-tuning.” Clarify your position on using models and influencers who vary in appearance.

3. Reveal the power of non-digital visual alterations.

Makeup, lighting, and posture can all have significant impacts on people’s appearance. Show some “before and after” to give people a behind-the-scenes glimpse. Such transparency adds further authenticity to your social media presence.

4. Actively encourage mental health & wellness.

Encourage your community to take steps to improve and maintain their wellbeing, such as spending time in nature, exercising, and socializing in person. Back up words with actions. For example, make monetary contributions to charities such as Girls on The Run, or give staff a paid day off to volunteer building parks. Be part of the solution.

Cultivate Positivity and Brand Love for Longterm Revenue

Consumers aren’t eager to patronize brands that obviously strive to get their money via any means necessary, including deliberately making them feel bad. Fortunately, brands can clearly stand in opposition to this approach, and influencer marketing is a powerful tool for building such positive connections.

At Kingfluencers, we believe effectively matching brands and influencers drives value. Brands benefit from partnering with influencers who focus on positivity and realness, and who build a sense of community among their followers. Done well, influencer marketing can contribute to consumers feeling as though a brand adds value to their lives and understands them. Ultimately, cultivating positivity can drive brand love, resulting in long term revenue growth. 

Take the high road. Not only does it feel good, it benefits the bottom line.

Next Steps for Brands?

If you need influencers to represent your brand while authentically demonstrating uplifting beauty standards, contact Kingfluencers. We can help you select influencers and design campaigns so you can be part of the solution, while simultaneously achieving your business goals such as increased reach.

Author: Megan Bozman, Owner @Boz Content Marketing

Free Ebook – Connecting the Dots: Guide to Omnichannel Digital Storytelling for Brands

Although the term “storytelling” is (over)used non-stop in marketing circles, it sometimes feels like a mythical creature many talk about but few ever really see. One thing we know is that stories work.

In our Ebook about Omnichannel Storytelling, you will find every important aspect to step up your storytelling game to connect even more with your audience.

Downloadable Content

E-Book

Connecting the Dots: Guide to Omnichannel Digital Storytelling for Brands

Click here to find out more about our influencer marketing and here for our social media services.

Swiss Influencers & Content Creators to Keep an Eye On

Switzerland is filled with innovative, fascinating influencers who create informative and entertaining content every day. Kingfluencers has had the pleasure of working with all of the following, and we’d like to highlight some particularly fantastic examples for you to keep an eye on.

Swiss Influencers Who are Leading Trends

Kingfluencers recently published, “13 Social Media & Influencer Marketing Trends to Look For Now,” and we’re categorizing our top Swiss Influencers according to who’s excelling at a few of selected trends. Download the eBook for an in depth look at all the trends.

More Love For Nano and Micro Influencers

For influencer marketing campaigns, brands focus more and more on engagement rates than other metrics, such as total followers. According to a report from Later and Fohr, nano and micro influencers (<25K followers) have the highest engagement rate, averaging 7%, which is more than double the benchmark of 3.21%.

Professional soccer player for FC Basel Alayah Pilgrim is a micro influencer who posts about fashion, fitness, and soccer, of course. She also shares a TikTok account with her boyfriend.

Picture: Alayah Pilgrim

Video is Dominating

Over the next 18 months, video content will continue to increase in relevance and importance. As video becomes the dominant medium, other formats are even less likely to be noticed and brands will have to produce more video content to share.

Alessandra Spataro is well known for her professional and creative videos on TikTok. She often shows ‘behind the scenes’ how she created her videos, and also shares ‘fails’ when things go wrong. Alessandra’s videos have great variety and stunning visual appeal, such as the popping of water balloons with different color dyes.

The success of TikTok is accelerating the move towards video. TikToker Julie Riess frequently posts a variety of videos and is relatable in exhibiting authenticity. In addition to TikToks about food and thrift store shopping, Julie posts “Get Ready With Me” videos and shares with followers her decision-making process putting together outfits.

Creator Economy Will Boom as Content Becomes Currency

The growth of the value of content is driving numerous trends. In particular, more people will try to capitalize on their content, opinion, and voice, making everything more crowded. Brands as well as social media platforms will be actively seeking and soliciting content creators.

Kingfluencers has frequently worked with Fabio Zerzuben, a creator who puts a lot of emphasis on his content and creativity. Fabio is famous for his creative and captivating reels.

As influencers are pressured to create more content even faster, they’re also staying active on multiple social media platforms, as well as traditional media. One of Switzerland’s biggest influencers, Xenia Tchoumi, posts on Instagram about beauty, fashion, and travel. In addition to social media content creation, Xenia wrote the book, “Empower Yourself,” and has given 4 TEDx talks. Swiss comedian Aditotoro is active on TikTok as well as Twitch and YouTube. This prolific content creator has recently become more well known outside of Switzerland.

Influencers Face Increasing Pressure to Innovate

Leo Monferini created a character with funny glasses which went viral on TikTok. As one of the biggest TikTokers from Romandie, he is very popular and Kingfluencers’ clients like working with him. His humorous content is what people are looking for on TikTok.

Consolidation in Influencer Marketing

The influencer marketing industry will experience increasing consolidation in technologies, agencies, and service providers. More influencers are teaming up to form clans to promote their services to brands. 

Founder of the “SKRR SQUAD,” Dario Scheurmann is known for portraying a wide variety of Gen Z situations in a fun way. His TikToks exhibit a sense of childlike whimsy and humorously portray the different ways women and men do things like answering the phone and getting into the car to drive. 

Jean Carly Réveil posts humorous videos on TikTok, often collaborating with numerous other TikTokers. Frequent themes include interactions between couples and friends. Laura Bante creates comedy TikTok videos, with themes such as beauty and fitness, and often collaborates with her friend Margaux Seydoux.

The Headz Agency represents numerous influencers who put a lot of effort into constant content creation, including Simo Bonito who makes funny videos, some of which feature his Italian “Nonno,” whom he plays himself. Ericwdrae also creates comedy content on his own or with his friend T-Ronimo, where they often present two female characters, Bresha and Selina, in funny situations. T-Ronimo posts about soccer, cars, and work, in addition to humor, and sells merchandise such as t-shirts and hats.

Long-Term Partnerships Between Brands & Influencers

To retain credibility, it’s important for influencers to work only with brands they genuinely love and ideally, engage in long-term collaborations, which benefit both brand and influencer. Many of Kingfluencers’ brands conduct year-long campaigns with influencers. For example, we’ve done many campaigns with Minea Jud, who we view as “our sunshine.” She is always smiling and creates high quality lifestyle, fashion, and beauty content.

Kingfluencers has also worked with the following influencers on an ongoing basis to build successful long-term collaborations for L’Oréal: Dilara Tortumlu & Fatjona Muji, Margaux Seydoux, and Jean Carly Réveil, who has also had a long term collaboration with skincare brand CeraVe, plus Lina Senn, who is known for creating humorous lifestyle content and funny relationship situations with her boyfriend, Leonard Stucki, also an influencer. Additionally, Lina hosts the TV show, “First Dates Switzerland.”

All About Gen Z

The existing focus on Gen Z as a coveted demographic will continue, particularly as they’re entering the workforce. Beyond their status as a significant spending group, Gen Z will set new cultural trends in multiple areas such as music, art, work, and ethics.

Also represented by The Headz Agency, Zimmi is a popular Gen Z TikToker who often posts funny skits involving interactions with teachers. The majority of Gen Z are still students, making the education settings highly relatable.

Gen Z TikToker Emma makes funny posts about relationships, school, beauty, and caring for her horses.

Keeping an Eye On Rising Stars and Important Trends

Brands and influencers alike are benefiting from increased opportunities to connect with audiences and generate revenue. Unfortunately, these opportunities are accompanied by the challenges of increased complexity and competition. Subscribe to our newsletter to stay up to date on trends and news, and contact Kingfluencers for help building coordinated campaigns.

Author: Megan Bozman, Owner @Boz Content Marketing

Switzerland’s 26 Best Influencers You Need To Follow in 2022

Switzerland has a lot to offer when it comes to influencer marketing! And no wonder – it really has it all. This country provides an amazing environment for top class social media content. 

Amazing landscapes. Beautiful cities. Delicious food. Stunning architecture. Great fashion. Think of Zurich, Geneva, or the beautiful mountains of the countryside – it’s all perfect for an influencer’s VLOGs, photoshoots, and selfie backgrounds

Naturally, many successful social media influencers hail from Switzerland in different niches like beauty, food, travel, comedy, music, and fashion.

We’ve gone out and compiled a list of the top 26 Swiss influencers in 2022. Use it to get inspired or entertained by their content. You might be interested in following some of them more closely. 

Wendy Holdener

Olympic champion Wendy Holdener is not just a force in alpine ski racing, she has also managed to build a large following on Instagram of over 193k people. In 2019, she even won the Swiss Influencer Award for the sports category!

Besides her engaging social media posts, Wendy has also collaborated with others to create a training app for skiers.

Nico Capone Comedy

Nicolas Scuderia and Daniela Pinto, aka Nico Capone Comedy, together with their son Mattia (born in July 2019), make millions of people laugh with their videos. 

As opposed to influencers who are all about making the most profit with their posts, they remain down-to-earth: They make videos for fun, without thinking too much about it.

Dani and Nico share almost everything with their audience, while keeping it simple. Despite all their success, Dani kept working as a dental assistant, and Nico kept his job in the family’s painting business. This couple keeps their feet on the ground.

Although their popularity only keeps growing. Currently they have over 7 million followers on instagram, 21 million on TikTok, and 4,4 million on Facebook.

Loredana und Kilian

Loredana and Kilian are a Swiss influencer couple who documents their relationship life, sometimes in a funny way, on social media and on their blog.

Their motto is “everyday is a good day” and their goal is to entertain you. “Come with us to the most beautiful places on earth, in our day-to-day life and experience the highs and lows in life and in a relationship with us. We love that you’re here with us.”

In addition to 76.000 followers on Instagram, they also have a YouTube channel with 13k subscribers, where they were “vlogging around the world” and documenting their travels for two years before settling down again in their home of Switzerland.

Zeki Bulgurcu

Zeki is one of the biggest social media influencers in Switzerland. The comedian was born in 1990 in Turkey but moved to Switzerland with his parents at age three.

He runs the popular Instagram accounts of zekisworld and swissmeme (the #1 social media account for memes in Swiss German). Back in 2013, he discovered that the social media world was lacking content made especially for Swiss people. The next day he started posting memes in Swiss German on Instagram and the account took off quickly.

He has a combined 1.4 million followers on Instagram, 660k on TikTok, 160k on Facebook, and a combined 155k subscribers on YouTube.

On his Instagram, he shares funny skits of himself. He has recently released his own Turkish sausage brand in collaboration with Migros, and is planning to make music and produce films.

Olivia Faeh

Olivia Faeh is a fashion influencer and entrepreneur from Zurich, Switzerland. On her Instagram profile, she shares fashion and lifestyle content, especially promoting streetwear and highlighting beautiful places.

The Swiss influencer is loved for being authentic. People like following her IG stories about her life, including her dog. She also teaches her followers about trending topics and provides fashion, beauty, and home ideas.

Olivia also runs her own social media agency (Faeh Agency) and will soon launch her own online fashion boutique. She has studied fashion and design management in Munich, so she is uniquely qualified for her business ventures.

Additionally, Olivia is very focused on sustainability. She often sells old clothes to promote reusing resources.

Antonella Patitucci

Actress, presenter, coach, and social media influencer Antonella Patitucci is from Switzerland, too. In her diverse career, she has played in TV shows such as Aktenzeichen XY and Der Alte on the German station ZDF, acted in musicals, starred in commercials for brands such as L’Oreal, Nespresso, and Audi, and moderated several events.

Currently, she offers coaching services, workshops, and live events around self-development, relationships, and personal finance. On her Instagram profile, she shares inspirational content.

Antonella told us the following about what it takes to be a successful influencer: “The value is in telling your own story and putting emotion behind it. Give the product a face so people can relate. Share your unique story and opinion. A product alone is a picture, but with you and your story, it’s like a movie.”

Stefan Büsser

Stefan is a stand-up comedian and TV host and part of the podcast “Comedy-Männer.” On his 113k-strong Instagram account, he shares skits and promotes his tours and TV appearances. Since 2018, he has been producing the comedy series “Büssi zappt” together with Zappin.

He got his start in media in 2005 as a radio moderator in Winterthur, Switzerland. He then transitioned to the Swiss radio channel Energy Zurich, until he started working for the national channel SRF 3 in 2016.

In 2011 Stefan Büsser had his first solo live comedy show, and he has been touring as a comedian ever since.

All in all, Büsser has over 300k followers on social media—113k on Instagram, 129k on Facebook, and 75k on YouTube. 

Martina Bisaz

Martina Bisaz might be Switzerland’s most famous traveler. Born in 1981, the first part of her career was as a scientific illustrator, before she became a freelance photographer and social media influencer, documenting her world travels on her famous account called “kitkat_ch.”

Her photos are of extremely high quality, and they show off all the majesty and beauty the world has to offer.

Cabaret DivertiMento

DivertiMento is a Swiss cabaret duo who presents many elements of cabaret: Stand-up comedy, satire, and jokes. The duo is made up of Manuel Burkart, who lives in Zurich Oberland, and Jonny Fischer, who lives in Zug, Switzerland.

The two of them met in the year 2000 at their boarding school, and with their strong musical background, joined together to form the Cabaret DivertiMento.

Recently, they’ve also become social media influencers. Their Instagram account is up to an impressive 160.000 followers, where they’re sharing funny skits and promoting their live tours.

You can read more about their background here.

Cristina Gheiceanu

Cristina is based in Switzerland. She is an influencer in the fashion, beauty, and travel niches and has 240.000 followers on Instagram. 

Her former travel blog was ranked one of the best in Switzerland, but currently, she concentrates on running her Instagram account.

Her content has a classic style and she focuses on family and beauty in her work.

Steven Epprecht

Steven Epprecht is a model, content creator, and entrepreneur based in Zurich, Switzerland. His influence on social media is large, with 315k followers on Instagram.

His posts center around travel, lifestyle, and relationships, “living the good life!”

Recently, Steven founded his own social media agency. Here is a quote he shared with us on a recent video conference: 

“The most important thing is, if I collaborate with a brand, it’s crucial that I can stand behind the product, and it’s not just for the money. […] On my own channels, I’m saying I recommend it and I have a responsibility towards my community. It’s like a relationship with a friend. I’m considering whether I’d recommend this to my mom or a friend. They trust you and you have credibility and shouldn’t play with that, otherwise it won’t work out in the long run. Only do what is you.”

Andri Ragettli

Swiss Slopestyle genius Andri Ragettli is a massive influencer on instagram. His account has over 533k followers.

On his profile, he shares victories and defeats, and videos of his riding, as well as creative and funny challenges. “There’s been acrobatic bridge-diving in Zurich, ‘the floor is lava’ style workouts, as well as dabbling in parkour, biking, and splash diving — not forgetting ‘nipple deep,’ which is when snowboarders ride on deep, powder-like snow.” – CNN

Mergime & Xhem

Mergime & Xhem are an Instagram influencer couple living in Switzerland. Mergime runs a barber shop in Switzerland. They offer their community a view into their day-to-day and family life. 

Additionally, they’re both very fashionable and appeal to their followers with beautiful outfits. When one is busy, the other takes over the social media accounts. That’s how they manage to run their business and be influencers at the same time!

Michèle Krüsi

“Thefashionfraction” on Instagram (461k followers!), Michèle Krüsi is the founder and creative director of her own lingerie and swimwear brand “Leonessa Lingerie.” 

She is also a powerful social media influencer. Her profile features very creative photos and reels around fashion, travel, relationships, and more recently, pregnancy.

Michele is a graphic designer, which shines through in her work. Her account also features artwork, fitness, and new designs.

Sandra Rodrigues Pinto

Sandra Rodrigues Pinto’s Instagram handle is “entredois” (“between two”). This refers to her two places of residence—Switzerland and Portugal. Her background is Swiss / Portuguese. 

In addition to accumulating over 432k followers on Instagram, Sandra has founded her own fashion brand at lamarel which aims to create minimalist, beautiful pieces of fashion.

Her Instagram content centers around travel, lifestyle, relationships, beauty, and architecture. 

For example, she shares pictures from her travels to Paris and great outfits she puts together for an old-school, but fashionable look.

Mimoza Lekaj

26-year-old Mimoza Lekaj from Zürich is a beauty-, fashion- and styling-influencer. Her Instagram account boasts an impressive 280,000 followers.

On her social media, Mimoza aims to inspire her audience and give valuable tips for how to dress to feel good and beautiful.

She promotes a positive attitude to life – in her words, an optimistic outlook coupled with frequent laughter will automatically make you look better.

The center of Mimoza Lekaj’s life is in Switzerland, but because of her family she still has an intense emotional connection to Kosovo.

Loredana Zefi

Loredana is a somewhat controversial Swiss rapper with Kosovan roots. Her breakout single “Bonnie & Clyde,” which she made with her husband Mozzik, was released in September 2018 with Sony Music. In 2019 her first album “King Lori” followed, which made the top three in Switzerland. 

Unfortunately, Loredana has had problems with the authorities and was even arrested. Nevertheless, Loredana is a famous influencer in Switzerland with three million followers. Her posts are about fashion, music and her daughter.

Joung Gustav

With 4 Million TikTok and 200k+ Instagram followers, Joung Gustav is a huge Swiss influencer from Zürich. The 27-year-old has only been making content since 2020. 

His schtick is to go out and make videos in the streets of Zürich – especially at the “Stadi”, the Stadelhofen railway station where his target audience of Swiss teenagers likes to hang out. 

Joung Gustav has released several rap songs as well.

Mia Madisson Rocco

Mia Madisson Rocco (@shhhmadisson on Instagram) is a reality TV star and influencer from Zurich, Switzerland. 

She became famous after starring in the popular show “The Bachelor” in 2018 and 2020. Nowadays, she is married and works on Instagram as a beauty and fashion influencer.

Aditotoro

Adrian Vogt aka Aditotoro is a 21-year-old Swiss influencer. You can find him on all platforms (YouTube, Instagram, Twitch…), his main gig however is TikTok, where almost 500,000 followers are eagerly awaiting his next uploads. Aditotoro makes entertaining videos that also give insights into his lifestyle.

The successful Swiss influencer lives on the “Rünenberg”, a small village in the “Oberbaselbiet”.

In 2021, Aditotoro won the Swiss Influencer Award in the Entertainment category.

Pat Burgener

Patrick Burgener is a Swiss freestyle snowboarder and musician turned social media influencer. He is a two time Olympian and won two bronze medals at the snowboarding World Championships. 

On his 60,000-strong Instagram account, he posts reels about his lifestyle, snowboarding and music performances. 

Does he see himself more as a professional sportsperson or as a musician? Pat feels like music is his life purpose. He wants to continue snowboarding for the next few years, but fully concentrate on his music after that.

Nathistyle

Social media star Nathalie Sulser aka Nathistyle makes highly popular videos in Swiss German on TikTok (250,000 followers) and YouTube (35,000 subscribers). 

The 20-year-old influencer from Zürich does cool challenges or performs sketches. She has also featured in the rap single “Bad Santa” by Gian Maria Finger.

Leo Monferini

Leo Monferini is a 21-year-old TikTok star from Switzerland. On his TikTok account – with an impressive 4.6 million followers – he poses as the fictional character Eugène, whose trademark is his pair of big glasses. 

As an influencer, Leo Monferini has worked with Raiffeisen Bank Switzerland to make the bank more attractive to young people and also the Federal Office of Public Health to promote mask-wearing among teenagers.

Kris Grippo

5.2 million followers on TikTok. Over one million on Instagram. Built up in only two years of posting content. At only 19 years old, Kris Grippo aka “Kris8an” is a huge influencer from the Baselbiet region in Switzerland. 

His social media content consists of him dancing, lipsyncing, or simply posing for the camera in his room full of stuffed animals. According to Kris, 80 percent of his followers are female and between 14 and 18 years old.

Taulant Gashnjani

He’s called T-Ronimo. Over 160,000 people follow him on TikTok, 25,000 on Instagram, and he also has a YouTube channel. He makes videos in Swiss German, and isn’t afraid to use some swear words from time to time! 

T-Ronimo has also worked with us on an anti-littering influencer campaign for the city of Uster. 

His take on the booming creator economy with more competition entering the field: “I just have to keep pushing to consistently make good and engaging content. I don’t see this as a negative, as I always have enough ideas!”

Lana Bante

Lana Bante from Geneva, Switzerland creates comedy TikTok videos, with themes such as beauty and fitness, and often collaborates with her friend Margaux Seydoux

She has 45,000 followers on Instagram and over 660,000 on TikTok! 

In 2021, Lana Bante was part of the “Collab House”, which had the most successful influencers from Switzerland move into a villa together to create a many TikTok videos as possible for their followers.

How to Work with Popular Swiss Influencers

We hope you enjoyed reading about these 26 influencers from Switzerland.

The world of influencers is steadily growing, and we’re seeing exciting developments worldwide, but also in Switzerland itself.If you’re curious about influencer marketing or interested in becoming an influencer yourself, subscribe to the newsletter of our influencer marketing agency to get the latest news and tips!