TikTok in Switzerland

According to Statista, TikTok’s user base in Switzerland amounts to around 1.7 million users in 2021 and is growing fast. The platform is known to be the place for brands to reach and connect to Gen Z audiences. We’ll cover best practices and what successful brands are doing.

What is TikTok?

Considering TikTok was the most popular and most downloaded app globally in 2020, and so far in 2021, you’ve probably already heard of it. TikTok was originally released in the Chinese market in September 2016 and became available worldwide after merging with another Chinese social media service, Musical.ly, on August 2, 2018. As the world’s most downloaded app in 2020, TikTok is available in over 150 countries and has over 1 billion users. TikTok users are younger, with 60% being Gen Zers. About one third, 32.5%, of U.S.-based TikTokers are 10-19 years old.

TikTok has been strategic in recruiting and compensating content creators, knowing that they’re key to the success of any platform.

TikTok has recently created a $1 Billion Creator Fund. This money will be paid by TikTok directly to its creators in an effort to further solidify its relationships with influencers.

TikTok’s Swiss Audience

The Swiss “import” most of the content they consume. Swiss creators account for only 23% of all video views in Switzerland.

Why TikTok for Brands?

TikTok empowers brands to communicate with younger generations in a way that captures their attention: through creative short videos. TikTokers are highly engaged. 

Some good news is that the high engagement rates include brands as well. Incoming engagement on brands’ social posts has increased during the pandemic, and TikTok users are increasingly active when interacting with brands online. The following average increases have occurred across all networks and industries:

  • 44 more engagements received per day
  • 7.3 more engagements per post per day

TikTok users are also 31% more likely to engage with brands than users of other platforms. 

TikTok‘s unique algorithm allows it to tailor content to the users‘ preferences in a detailed and accurate way. Among the 4 key reasons TikTok will grow and broaden its appeal in 2021, it’s the easiest platform algorithm for users to train to feed them content they love.  

Some excellent news is that not only are people present and active on TikTok, they’re not shying away from ads. According to Adweek,

Fortunately for advertisers, Gen Z doesn’t mind being advertised to—as long as campaigns demonstrate inherent entertainment and brand values they can get behind.

Not a day goes by that TikTok isn’t in the news. TikTok is also growing substantially, having grown 37.5% in the year 2020. The social media powerhouse is constantly releasing new features and functions.

What Can Brands Do on TikTok?

TikTok is the new battleground for the hearts and minds of consumers, now and for the future. While the platform may be particularly popular with a younger audience, brands of all kids are still striving to connect, including Porsche. 

TikTok is also the first digital entertainment platform to sponsor the UEFA EURO 2020 European Football Championship. “TikTok is looking to cement its position as the home for football fans to share their passion for the game, following a number of football clubs across the world signing up to the platform and creating content for its fans.”

For brands looking to connect and engage on TikTok, many of our social media tips apply, such as:

Keep it relevant

Make campaigns interactive

Prioritise the human

Display your values

How are Brands Getting Creative on TikTok?

For brands which are inherently visual, such as fashion or makeup, coming up with ideas for posts can be straightforward. But what would a bank post? Well, PostFinance, one of the largest banks in Switzerland, which belongs to Switzerland’s national post service, has found success on TikTok. They share a mix of funny home office videos and short videos showing their services. PostFinance has also shared many HR marketing videos, displaying their work environment, which should help position them as a sought-after employer. 

Ceylor Switzerland, the most popular condom company here in Switzerland, uses humor accompanied by current, pop music to inform the public of the importance of always practicing safe sex. This creative brand makes posts that are clear to non-German speakers that there’s no reason to avoid using these condoms because they might be too small.

How Can Brands Drive Conversions & Sales on TikTok?

In a recent study, about half of users said they discover new products through advertisements posted by a product or brand.

A large audience is great, and a large, engaged audience is even better. And best of all when the platform makes it easy for that audience to act and convert to customers within the platform <- That’s a formula to surpass other leading social media platforms.

The platform is investing heavily in its social commerce and features to help brands advertise. The TikTok Pixel, a small piece of code that you place on your website, helps you find new customers, optimize your campaigns and measure ad performance.

On 27 October, 2020, TikTok announced a global partnership with Shopify, an e-commerce platform for online stores and retail point-of-sale systems, to help merchants create and run campaigns geared toward TikTokers. The partnership makes it easier for Shopify merchants to tap into the creativity of the TikTok community, be discovered, and optimize their marketing campaigns.

Some Surprising TikTok Trends

While TikTok’s largest demographic is Gen Z, older users are becoming increasingly active. TikTok shared new data on this growing trend. “Every day, millions of parents, teens, grandparents and in betweens come to TikTok to share snippets of their day-to-day life. Here’s what’s unique: often, the whole family participates together—even teens don’t shy away. It used to be a challenge getting everyone to sit still for a photo; now we see perfectly choreographed dance routines from the whole family, including grandma.”

TikTok also notes that parents are sharing “tips, tricks, and in-depth knowledge.”

How Can Brands Get Help? Kingfluencers’ Full-Service Approach

We are here for you – from strategy to execution and optimization, including: 

  • TikTok influencer marketing
  • TikTok ads/performance marketing
  • Social commerce optimization

Kingfluencers makes great brand + influencer matches, drives successful campaigns such as Joung Gustav posting for Samsung Switzerland’s #Samsungs21 campaign, achieving 346K views. Mimoza Lekaj shared a fun dance video for Dosenbach, retailer of trendy shoes, accessories, and budget-friendly sportswear, reaching 54K views.

#Samsung21 Campaign

Author: Megan Bozman, Owner @Boz Content Marketing

Grow your Fast-Moving Consumer Goods (FMCG) Brand with Digital Product Sampling

We’re pleased to open this article with some good news for fast-moving consumer goods (FMCG) brands, along with ideas for leveraging digital product sampling to engage and delight consumers in the absence of traditional product sampling. 

Ongoing Opportunities for FMCG Brands to Grow

Since the start of the pandemic, half of consumers are cooking more, and one in seven are watching more television as a form of self-care and snacking while they do it. New or increased consumer behaviors, such as cleaning and cooking more often, have contributed to a 14% increase in household grocery spending. It’s always nice to read some good news, and for consumer-packaged goods, these expanded purchasing rates are expected to continue.

Altered Shopping Experiences

There are many ways in which our shopping experiences are no longer as enjoyable post-pandemic. One change we might not have thought about was the small joy of getting free samples. Our local grocery store gave out cookies most days, and I had to remind my children not to sprint past the produce to see if any were available.

But free samples, like handshakes, are largely a relic of the past. Consumers miss out on the fun, free food, and opportunity to sample something new before committing to a purchase. FMCG brands also miss out on the opportunity to share their new offerings with their target audience and win over new customers.

When Traditional Offline Sampling Is Not an Option

People most often buy new products or special editions after hearing or seeing something about them in a very direct way, or having the opportunity to try them. That is one of the main reasons why sampling is so effective in successfully promoting new FMCG products. (Yes, on impulse, I grabbed the Lady Gaga Chromatica Oreos. The shimmery, hot pink package was quite eye-catching!)

Unfortunately, FMCG brands have also lost many other promotional opportunities such as festivals and bars. In some cases, these promotional events were great fun, such as Red Bull’s sponsored and created events and publicity stunts. Even when traditional sampling is possible, there are still disadvantages, such as the expense, lack of wide reach, and inability to accurately target your audiences.

But FMCG brands need to keep innovating, both developing and sharing novelties. People expect new tastes, variations, and flavors on a regular basis. Fun new products, and even limited-edition offerings, drive impulse purchases and revenue growth. 

The Need to Find New Ways to Launch Products

Brands that fail to inspire curiosity, pique interest, and delight consumers will lose to those that do. But launching new products or product variations is not enough. There is a long way to go between launch and success. Without the right approach, there is a high likelihood that your product innovation could be a commercial failure, no matter how exceptional the product itself is and how much it meets consumer tastes. This puts companies in front of a challenge.

Like most brands, consumer packaged goods have to get creative and find new ways to connect with consumers

So, with these very important marketing tactics currently unavailable to brands, what can they do to close the gap? Spending a fortune on traditional advertising is one option, although the effectiveness of this method has been dropping, especially for advertising-averse Generation Z. There are better, more cost-effective options, however. 

Get Your Product Noticed with Digital Sampling

Digital product sampling involves shipping your (new or improved) product to selected influencers, providing them the opportunity to try it and share their experience with their community. This not only puts it on the radar of people whose opinions often guide others, but also leverage the influencers’ networks.

Digital product sampling is a cost effective, inexpensive way to promote new products. When you can’t go to bars and supermarkets, it’s a particularly important tactic to include in your marketing mix. Digital sampling enables you to get your product noticed without spending as much money as hiring Lady Gaga, along with the following benefits:

Influencers provide reach and scale up product awareness. One sample can generate awareness towards thousands of consumers, both online and offline through word of mouth.

Influencers are trusted by their communities. Their product endorsements make people view the product favorably and can generate direct sales.

You can target audiences more precisely as well as reach communities that are otherwise hard or even impossible to reach.

 Influencer-based sampling campaigns are not limited to a narrow scope of physical locations and lack expensive operations and set up costs.

When trustworthy influencers like and promote your product, they can inspire and engage others to try it too. According to an FMCG study by Bazaarvoice, 57% of consumers say they bought certain products only because they first heard about them on social media.

6 Tips for Fast-Moving Consumer Goods to Get Digital Product Sampling Right 

Digital product sampling is effective, but not necessarily simple. The most common challenges to a successful product sampling campaign are:

1

Influencers

2

Briefing

3

Information

4

Logistics

5

Follow-up

6

Tracking

  1. Finding the right influencers
  2. Creating a great and inspiring briefing 
  3. Finding the influencers‘ information to send the products
  4. Logistics (shipping out products, keeping track, etc.)
  5. Follow up with influencers to maximise uptake (yes it helps to have a relationship with them already)
  6. Tracking results

It takes a coordinated effort to overcome those challenges and succeed. Kingfluencers has written more on selecting the right influencers to connect with your target market. Consider micro-influencers, who may have a smaller quantity of followers, but a more engaged community. You can also achieve a good reach by leveraging a higher quantity of micro-influencers in your budget, and zooming in on your target audiences, delivering an excellent cost-benefit ratio.

Kingfluencers’ Hassle-Free Digital Product Sampling Service

You can engage Kingfluencers to manage your campaign so you can stay focused on creating and marketing products that delight your customers. Our full-service approach makes the entire process effortless for your organization, while assuring the best results.

Kingfluencers has an extensive network of influencers, empowering us to help find perfect matches for your brand. Based on our ongoing relationships, influencers are interested in hearing our proposals for new opportunities. Next, we can work with your team to define the sampling package content, create influencer communications, and manage logistics. Kingfluencers also responses to Qs from influencers and presents you with reports on campaign outcomes.

Kingfluencers can get your campaign up and running in a matter of days. Contact us to see if we can help give your brand a quick boost, or check out our Digital Sampling page for more info on the service.

Author: Megan Bozman, Owner @Boz Content Marketing

How to Use Social Media to Connect & Engage

Sharing content is a core component of social media use. There’s certainly nothing wrong with posting selfies, but ideal use of social media involves building a relationship with your communities. Here are top tips for using social media to connect and engage.

Know your Audiences & Where to Find Them

There is no one “best” platform, influencer, or campaign format. You must invest time in researching options and making the selections that best help you achieve your objectives. Accurately identifying your target audience is a critical first step, followed by determining the best platforms for reaching them. Check our previous blog post about the evolution of social media platforms here.

For younger people interested in dance, TikTok is a given. 60% of users are Gen Zers and the two most followed TikTok accounts are young dancers.

Keep It Relevant

Consider what most of the users are doing on that platform. Your chances of successfully engaging increase if you provide the type of content audiences on the platform are actively seeking and consuming, such as video gaming on Twitch. The platform has over 9 million active broadcasters and all of the top 5 are gamers.

Drive relevance even further by segmenting your audience within each platform. For example, on Facebook, you can generate a custom list of people who have previously messaged your business and reengage prospects that have fizzled out.

Make Campaigns Interactive

Social influence marketing provides an agile, real-time communication channel with consumers. When doing IM, like social media in general, brands should engage with consumers and aim for effective two-way communication. Too often brands push out a stream of content to their audiences without bothering to also listen. But interactive campaigns lead to increased engagement, brand advocacy and likability, as well as more conversions and better customer loyalty.

Social media provides brands with the unique opportunity to make campaigns interactive and collaborative. You can turn campaigns from brand monologues into conversations by encouraging participation and interaction, as well as incorporating user-generated content. The close connection influencers have with their communities is ideal for engaging audiences in conversation and making campaigns interactive. Influencers can generate interaction in various ways, including:

Challenges

Contests

Polls

Q&A Sessions

Leverage the Latest Technologies

Technically, the concept of virtual reality (VR) isn’t new, but with the release of the Oculus Quest in May 2019, it has expanded in popularity. VR can enable people to interact with others across the globe, which is particularly important considering the ongoing need for social distancing. Facebook is leveraging the Oculus VR platform to beta-test a virtual world that allows people to explore, connect with others, and play games

Additionally, Augmented Reality (AR) is even more accessible, since it doesn’t require additional hardware beyond a smartphone. AR filters can be used to encourage fan interaction and promote new products. 

For example, popular chocolate brand Kinder’s “Jump into Africa” campaign enabled consumers to discover animated 3D safari animals while in the aisle of Tesco supermarkets in the UK.

Stay Up to Date on Your Chosen Social Media Platforms

Be sure to stay up to date on the various offerings of social media platforms since things change fast. Following Kingfluencers can help you stay current. For example, on 25 Feb 2021 Twitter announced paid Super Follows to let you charge for tweets. “YouTube Shorts,” considered to be a rival offering to TikTok, launched in the US on 18 March 2021.

“The YouTube Shorts product itself was first introduced in September and has been beta testing in India over the past several months, where it has since seen adoption triple.”

And TikTok has launched “TikTok For Business,” providing tips such as info on various elements of brand-building, including notes on creative elements, ad strategy, and key trends. Among the tools for brands is TikTok Ads Manager, a simple, self-serve tool where you can create and launch your ads directly into the TikTok feed.

Prioritize the Human & Use Stories

Human interest stories help the audience relate to your brand and drive engagement. Show people using your product, rather than photo or videos of the product alone. Stories can be powerful in creating emotional connection with your brand and driving purpose. A SocialInsider study found that images in Stories have a 5.65% higher tap-forward rate than videos. Imagery of people using your product within relatable situations can help users connect. Those humans could be hired actors, paid influencers, or happy customers – all of which are beneficial.

Consumers are 2.4 times more likely to say user-generated content (UGC) is authentic compared to brand-created content. Additionally, your employees at all levels are likely advocating your brand already. You should channel and grow that enthusiasm. The people who build your product are highly credible sources.

Humans also like to see human faces. Research published in the Journal of Advertising Research shows, “Ads featuring human faces and ‘face-like’ (i.e., pareidolian) images capture greater attention and preference than other ads in short time lapses.”

Display your Values 

Consumers want to support brands that embody their own values. As written in Inc., Gen-Zers, “want to see authenticity in marketing, including proof and a culture to back up claims of strong company values.” 67 percent agreed that ‘being true to their values and beliefs makes a person cool,’ and they feel the same about brands.

74% of respondents in a Twitter survey want brands to showcase acts of kindness, and 77% feel more positively about brands that try to support society during this crisis.

While it’s tempting to focus on stats such as follows and likes, remember that engagement is a two-way street. Interacting with your community also helps build trust and credibility. 

Follow Kingfluencers for more tips on making your social media campaigns engaging.

Author: Megan Bozman, Owner @Boz Content Marketing

The Evolution of Social Media – Part I

The term “social media” has been used as far back as 1997, which predates the release of the major platforms we think of today. In part 1 of this series, we’ll look at the established giants as well as emerging players. In parts 2 and 3, we’ll cover trends and what makes each platform best suited for different objectives. Follow Kingfluencers on IG and Linkedin to catch upcoming articles. 

Emergence and Growth of Social Media Platforms

LinkedIn

We’ll move chronologically with some key stats on the giants. The oldest of our established giants, LinkedIn officially launched on May 5, 2003. There were originally many technical professionals active on the platform, and savvy marketing people discovered we could hop on and easily find our targets for free. (We probably annoyed them back then; sorry about that.) But it made sense to emerge as a place for professionals in all industries to share their work experience, network, and find new work opportunities and new employees. 60.1% of LinkedIn users are 25-34 years old, followed by 18-24 year olds at 19.2%, and 35-54 at 17.5%, and, reflective of the workforce, only 3.3% are 55+.

Famous LinkedIn Posters: The top influencers of the year on LinkedIn, as ranked by engagement and more, start with Bill Gates, followed by Richard Branson, Mohamed El-Erian, James Altucher, and Bernard Marr.

Facebook

The first version of Facebook was launched in 2004 and it currently has the following distinctions:

2.7 B

monthly active users

59%

social media reach

3rd

most visited website

2nd

most downloaded app after TikTok

Facebook’s largest audience segment by age is 25-34 years old at 32.4% of Facebook users. The next largest group is aged 18-24, representing 23.5% of Facebook’s audience. 

Famous Facebook Users: Funny, but unlike other platforms, ‘Facebookers’ hasn’t become a common term. As far as the most popular accounts, the Facebook platform itself comes in first, followed by Samsung, footballer Cristiano Ronaldo, Real Madrid CV, Coca-Cola, and FC Barcelona.

YouTube

Three former PayPal employees created YouTube in February 2005. Google bought the site in November 2006 for US$1.65 B and it now operates as one of Google’s subsidiaries. YouTube has over 2B users, which amounts to almost one-third of the Internet.

Three former PayPal employees created YouTube in February 2005. Google bought the site in November 2006 for US$1.65 B and it now operates as one of Google’s subsidiaries. YouTube has over 2B users, which amounts to almost one-third of the Internet.

As evidence of their investment in creators, the number of channels earning six figures per year on YouTube grew more than 40% year over year. YouTube is the world’s second-most visited website, used by 77% of 15–35 year-olds, as well as 73% of Americans aged 36 to 45. Unlike with many other platforms, use does not drop off with age. YouTube is still used by 70% of those aged 46 to 55 and 67% of those 56 and older.

40%

yearly growth

77%

of 15-35 year olds

2nd

most visited website

70%

of 46-55 year olds

Cognizant of the huge impact of user-generated content, in 2006, the Time Magazine “Person of the Year” was ‘You’. “It’s a story about community and collaboration on a scale never seen before. It’s about the cosmic compendium of knowledge Wikipedia and the million-channel people’s network YouTube and the online metropolis MySpace.”

Famous Youtubers: In first place is PewDiePie, known for video game commentary videos as well as coverage of internet memes and viral videos. Next are Kids Diana Show, Like Nastya, and Vlad and Niki, all of which feature children playing with toys and going on adventures. In fifth place is Dude Perfect with videos of trick shots, famous athletes, and comedy.

Reddit

Claiming the accolade of, “The Homepage of the Internet,” Reddit was founded in 2005. The ability to upvote both posts and comments within posts enables the best content to rise to the top. The approach is appealing and has been proposed for other scenarios. With over 52 million daily active users and 50 billion monthly views across 100K communities, it’s the 12th most popular site worldwide. Quirky humor abounds, such as the fact that the subreddit r/trees is all about marijuana while the subreddit r/marijuanaenthusiasts is “the go-to subreddit for all things dendrologic!”

Famous Redditors: Redditors notoriously don’t reveal their real names. Anonymity is an appealing feature of the platform. Celebrities occasionally participate in an “AMA,” Ask Me Anything, which resulted in this wonderfully wholesome, uplifting quote from Arnold Schwarzenegger. One of the most famous Redditors, instrumental in the January 2021 disruption to the stock GameStop, is known as, “Space-peanut.”

Twitter

First described as a “microblogging service,” Twitter debuted in March 2007. Tweets were originally limited to 140 characters, which was doubled to 280 on Nov 8 2017. Twitter also has one of the oldest audiences with 63% of users between 35 and 65 years old. At 353m monthly active users, the platform sits below Reddit and above LinkedIn in popularity.

Famous Twitter Posters: While an individual post on Twitter is called a “tweet,” those making tweets aren’t referred to as “tweeters.” Former US President Barack Obama is the most popular with 127.9m followers. Justin Bieber is next, followed by Katy Perry, Rihanna, Cristiano Ronaldo. Former US President Donald Trump hit a peak follower count of nearly 89m on Nov 17, 2020, before seeing a decline in followers, and being permanently suspended on January 8, 2021.

Instagram

Instagram officially launched in 2010 and, although it’s primarily used through a mobile app, Instagram is the sixth-most visited website. Over 1 billion people use Instagram every month.

Instagram officially launched in 2010 and, although it’s primarily used through a mobile app, Instagram is the sixth-most visited website. Over 1 billion people use Instagram every month.

81% of people use Instagram to help research products and services, and 2 in 3 people say the network helps foster interactions with brands. Like Facebook, the largest user segment is 25 to 34 years old, at 33.1 percent of U.S. Instagram users. The second-largest user group is 18- to 24-year-olds.

Doing it “for the ‘gram” has become such a ubiquitous concept, it’s mentioned in the chorus of the Iggy Azalea’s latest song, “Dance Like Nobody’s Watching.”

81%

people use Instagram to research products and services

2 in 3 people

say it helps foster interactions with brands

33%

is 25 – 34 years old

+22%

growth in 2020

Famous Instagrammers: Like Facebook, Instagram itself is the most followed account, with 2nd place held by footballer Cristiano Ronaldo, followed by Ariana Grande, Dwayne “The Rock” Johnson, Kylie Jenner, Selena Gomez, and Kim Kardashian West.

TikTok

TikTok was originally released in the Chinese market in September 2016 and became available worldwide after merging with another Chinese social media service, Musical.ly, on August 2, 2018. As the world’s most downloaded app in 2020, TikTok is available in over 150 countries and has over 1 billion users. TikTok users are younger, with 60% being Gen Zers. About one third, 32.5%, of US-based TikTokers are 10-19 years old. The next largest segment is aged 20-29 – 29.5%, followed by 30-39 at 16.4%. Looking for tips on how to succeed on TikTok as a creator? Check our our previous article here.

TikTok was strategic at recruiting and compensating content creators, knowing that they’re key to the success of any platform. “TikTok has recently created a $1 Billion Creator Fund. This money will be paid by TikTok directly to its creators in an effort to further solidify its relationships with influencers.”

Famous TikTokers: The two most followed TikTok accounts are dancers, 16-year-old Charli D’Amelio with 100.2m followers, followed by Addison Rae. In third is magician Zach King. The actual platform itself comes in fifth with 43.6m followers.

Twitch

I confess, I went straight to a subject-matter-expert here: my 12-year-old son who loves video games. He said Twitch is the best platform for vid-gamers to stream their play. You can subscribe to your favorite streamers and even win in-game prizes for watching in games such as Rocket League (a name I kept forgetting and calling it, “Car Soccer.”) However, the tech doesn’t enforce that you actively watch. Running in the background is adequate.

Twitch is operated by Twitch Interactive, a subsidiary of Amazon.com, Inc. There are both free and paid versions as well. With over 9 million active broadcasters, it’s not exclusively gaming, but all of the top 5 are gamers.

Other Emerging Platforms

Clubhouse is an exclusive, audio-based social media app that’s by invitation-only. Users share audio clips instead of text posts. In May 2020, the company was valued at around $100 million. In a recent article, Mashable described it as, “something akin to a live, free-flowing podcast. You can simply listen or choose to throw in your thoughts. Imagine a cocktail party or, clubhouse.”

Clubhouse is popular with celebrities including Oprah, Kevin Hart, Drake, Chris Rock, and Ashton Kutcher.

There’s a rule that conversations can’t be recorded, and they’re not saved. Although I have my doubts that we’ll never hear some scandal revealed from the app.

Triller is a video-making and social networking service that allows users to automatically edit and synchronize their videos to background tracks using AI.

New Players Overthrowing Established Platforms?

People sometimes claim Facebook is dead and deleting it has been trendy. There’s even an entire website dedicated to encouraging deletion, addressing how it fosters toxicity and polarization as well as exploits our biases. Social media breaks, such as in January, are also popular for instance.

With the emergence of new players, there are concerns established platforms will be abandoned. For example, MySpace was an early pioneer and it made me genuinely surprised to see that it’s still live, however I don’t think anyone would argue that it’s relevant. And Vine has languished. Is TikTok to blame? It probably didn’t help. Join us for part 2, where we address competition between platforms and more.

PlatformMonthly Active UsersGrowth 2020Daily time spentEngagement %Revenue 2020
LinkedIn303 M+9.39%<1 min0.4%8.05 B
Facebook2.4 B+7.27%58 min0.19%85.96 B
YouTube1.9 B+5.00%40 minmicro-influencers: 1.63%
mega-influencers: 0.37%
19.77 B
Reddit330 M+23.26%16 minN/A120 M (2019)
Twitter330 M+4.12%1 min0.036%3.72 B
Instagram1 B+22.87%53 min1.42%
micro-influencers: 3.86%
mega-influencers: 1.21%
22.2 B
TikTok1 B+37.50%52 minmicro-influencers: 17.96%
mega-influencers: 4.96%
1 B
Twitch140 M+14%9 minN/A213.8 M

Author: Megan Bozman, Owner @Boz Content Marketing

Nestlé x Kingfluencers: Holistic collaboration for Garden Gourmet Switzerland’s social media

Social media is just an addition to a brand’s marketing mix. False. Social media management matters for brands.

There is very little doubt or discussion about that among marketers and business decision makers. Communicating to and with their target audiences on social media is one of the most cost-effective and impactful ways for brands to connect with existing and potential clients. When done properly, it is a highly effective communication and nurturing channel. From keeping customers up to date about new product launches to staying top of mind as the number one brand with whom they established a relationship, an engaged social media following is the way to go.

But achieving this objective requires effort, dedication, expertise, and continuity, among other things. In order to continue to be successful, some requirements must be met. Among the most important ones are the following:

  • A clear strategy and approach, including choice of channels, content types, posting frequency, tone of voice, etc.
  • A structured channel-specific content framework and planning, including themes and topics 
  • An efficient and continuous content production flow  
  • The right foundations set up beforehand, including processes and systems 

Once all the above is in place, the day-to-day detailed activities needed to keep social media profiles thriving should not be underestimated. It is a lot of work and often it makes sense to outsource this activity, especially for relatively small or globally centralized teams who want to safeguard and strengthen the connection to the local consumers.

Being Locally Relevant

This is one of the main reasons that prompted the Garden Gourmet Switzerland management team to reach out to Kingfluencers to take over the management of the brand‘s social media platforms. One of the core objectives was to purposefully localize and use the content provided to the local markets by the global Garden Gourmet team, as well as create captivating new content for Instagram, Facebook and Pinterest.

The Kingfluencers mandate includes activities such as: Creating the monthly content calendar, localizing global content, writing multilingual captions focused on the Swiss audience and creating fresh visual and animated content. Staying in tune with consumers in a multilingual country like Switzerland can be challenging as it ideally requires addressing the audiences in their first languages. People generally engage more with content provided in their native language, including local cultural references and humour.

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“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”

“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”

“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”

“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”

“It’s a real pleasure to have started this collaboration with Kingfluencers, since they took over Garden Gourmet’s social network management, we see a very clear dynamism, and this allows us to start getting closer to our consumers. Thank you to the whole team for their dedication and creativity. I look forward to continuing to see the evolution of the brand on social networks.”

From influencer marketing agency to social media powerhouse  

In 2016, Kingfluencers started its journey to become a pioneer in the area of influencer marketing, professionalizing the sector in Switzerland. Numerous successful projects later, the agency has evolved into a full-service social influence agency offering not just influencer marketing but also turnkey social media and social selling services, including consulting and strategy, operational social media management, concept ideation and creative content production services. 

It is an absolute joy to work with the Garden Gourmet team and learn from them as well. They have a ton of amazing content, from recipes to visuals and social media storyboards that we can use in the mix to create a diversified and engaging social media feed. The level of professionalism within Garden Gourmet is absolute top. Furthermore, working with such an appealing brand that consumers really love is always a joy and we get a lot of great feedback from clients which makes it extra rewarding to be part of the brand’s story

Yoeri Callebaut CGMO at Kingfluencers. 
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The Magic Mix

For every brand there is that magic mix that helps their social media efforts become successful. For Garden Gourmet Switzerland these are some of the elements if its recipe for success:

  • The high relevance of their content, especially the recipes. That makes the brand and its products more real, approachable and relevant.  
  • The colorful visual approach and use of animated visual assets also helps create high impact with the posts.   
  • Involving Swiss influencers providing tips, tricks, recipe advice and more as part of the posts and stories. This adds an extra dimension to the content / posts.  
  • Engaging the audience with mini quizzes, two-way communication and contests is another way to keep people connected and furthermore grow the brand‘s follower base over time. 

Succeeding as an Influencer – Tips from Successful Swiss Influencers

Based on the GFM — Kingfluencers webinar from 9.12.2020

Kingfluencers and gfm recently hosted a webinar, “Influencer Marketing – a Glance into The Future.” You can watch a recording of the webinar here and we’ve highlighted top tips from our speakers, along with an influencer best practices checklist. Our featured speakers are two successful Swiss influencers, Antonella Patitucci, Actress, Presenter, Coach, Content Creator, and Steven Epprecht, Founder @ Strategy Leaders, Consultant, Content Creator.
More interested in the brand perspective? Check out our previous article here.

Put the Work in and Be Passionate

First, we asked our influencers what the most important requirements are to being an influencer, which included, put the work in and be passionate. Steven noted that it looks easier than it is. Be passionate about your main topic on your account and let your community be part of that. 

Antonella recommended finding out what kind of influencer you are and what’s the best for you, then sticking with your decision. Select which channels to be active on, taking into consideration different media types, then have a strategy to be present there. “I speak a lot and I know my community likes to listen,” said Antonella.

Build a relationship with the community. Your community wants to somehow be part of your life, so interact and engage with them, which also helps build trust and credibility.

Becoming an influencer is creating a personal brand, including all the factors of a brand. As a brand, you must have a strategy how to be present on the different channels.

Create Value for Brands

Antonella added, “In creating value for brands, the first and most important is that it’s a match. You have to use the product. I believe all the people in my community could feel if I just did it because someone offered me money or if I really use the product. 

“The value is in telling your own story and putting emotion behind it. Give the product a face and 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.

“Also, have longer-term collaborations rather than making just 1 or 2 posts. Brands get the most out of campaigns when they’re a longer-term partnership instead of one-offs.”

Steven stated, “The most important benefit an influencer has for brands is that we can reach our community on an emotional level, which can be difficult for brands with traditional media campaigns.“Influencer stories are a credible way for brands to communicate, and influencers can serve as real brand ambassadors. We give the brand a different approach, rather than copying and pasting the media and marketing strategy to another channel. The influencer is in touch with the brand and products and makes up their own story on implementing it in their daily life.”

“The value is in telling your own story and putting emotion behind it. Give the product a face and 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.”

Swiss Influencer Antonella Patitucci

Safeguard Authenticity

Recognizing that authenticity is a critical success factor, we asked our influencers how they maintain the trust of their audience.

Antonella advised, “Be yourself, stick to your opinion. If you make a mistake, apologize, and change your opinion. I was against TikTok at the beginning and I made an official statement that it’s shit and just for kids, and I made fun of it. But TikTok approached me and wanted me to do it. I looked at the statistics and saw that the audience is older than I thought. I researched and changed my opinion, I wrote in the caption, ‘First I hated it, then I laughed, now I’m copying.’ Then you stay authentic, but you have to be honest, and share with the community, even your mistakes and ups and downs.”

Steven added, “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. There are people doing it like that, which contributes to the negativity about influencer marketing.“I even differentiate the type of work that I do. I’m quicker to accept jobs as a model because it’s my face, not my name. But 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 consider if 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.”

“I even differentiate the type of work that I do. I’m quicker to accept jobs as a model because it’s my face, not my name. But 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.

Steven Epprecht, a swiss influencer in Zurich

Move with Marketing Trends

It’s important for influencers to move with the trends, including interactivity. Social media enables consumers to get more involved and interact, resulting in trends like brands hosting polls or soliciting consumer feedback on issues such as new product development. Employees using social media can also serve as brand ambassadors.

Influencer Best Practices Checklist

  1. Be passionate about your main topic.
  2. Find out what kind of influencer, select your channels, and stick to your decisions.
  3. Interact and engage to build a relationship with your community.
  4. You have a responsibility to your community. Treat it like a relationship with a friend.
  5. When promoting brands, tell your own story and put emotion behind it – don’t just copy and paste the brand’s marketing strategy!
  6. Maintain trust and credibility – only promote brands you truly stand behind.
  7. Aim for long term brand collaborations.
  8. Be yourself & stick to your opinions.
  9. If you make a mistake, apologize.

Top 6 Ways to Make Influencer Marketing Work: Practical Tips from Universal Switzerland

Based on the GFM — Kingfluencers webinar from 9.12.2020

Influencer marketing has the potential to deliver exceptional returns for brands, from awareness and emotional connection with consumers, to conversions to sales. But like any marketing initiative, it needs to be properly executed, which must involve a tailored approach for your unique brand.

On a recent webinar, Martina Klieber, Publicity Manager, Universal Pictures International Switzerland, GmbH, shared lessons learned on making influencer marketing work. You can watch a recording of the webinar here and following are the highlights.

Incorporate Influencer Marketing into the Marketing Mix

As Influencer marketing emerged as a distinct discipline, it was often isolated, although many attributes make it highly complementary to other components of the marketing mix. A holistic and integrated approach to marketing disciplines is ideal. More organizations are understanding this and therefore start connecting the dots, having IM interact with and impact other marketing initiatives. The result is efficiencies and increased impact, enabling brands to achieve more with the same resources. Especially when influencer marketing content is repurposed in other marketing areas, the ripple effect of this integration can be very fruitful.

“Each brand has to find out where IM works best in your campaigns. Over the years, we’ve experimented with and implemented IM in our mix. It has proven to be a very effective and efficient way to reach out to what we call our ‘persuadable audience.’ This is usually a group that is harder to reach with linear TV or other advertising media, with maybe a shorter attention span, but with a great acceptance of personalized and targeted advertisement,” explained Martina.

Campaigns to Enable Connections

Universal Switzerland doesn’t promote Universal Pictures as a brand, but rather single titles or film franchises such as “Fast and Furious.” Martina, explains, “Social media and influencer marketing have replaced the common gatekeepers between brands and consumers. Recent studies have shown that IM can be a powerful tool. For us, this means IM as an integral part of our marketing campaign provides us with an opportunity to promote an experience rather than a product. IM is an emotional, personal, and credible approach that is widely accepted by a younger target audience.”

Synchronize Influencer Marketing

“Influencer marketing is never a standalone measure. For the best outcomes, it’s crucial to carefully sync timelines between media and IM campaigns. Each and every touchpoint ideally links to a campaign tentpole, picks up some hot new AV content, and supports a specific campaign goal.

“You have to be aware of the narration of the story you want to tell. You can’t just have gaps in it. Find the space where it fits in best,” said Martina.

A Second Life for Content

If done right, IM content can provide additional value and be used in a second lifecycle. It can culminate in another campaign by creating press coverage, being used in a brand platform in an owned community, or even as advertising or even communication material. Influencer marketing can enable you to succeed with secondary or tertiary goals. Using the content wisely bring a range of wins and advantages and boosts ROI even more.

The Importance of Good Matches

Martina described a campaign to promote the newest installment of a large franchise. “The campaign was particularly successful because of the perfect match we made. We challenged top influencers to create their own trailer, engaging their community and activating them to go see the film. The selected influencers were huge fans of the franchise and went above and beyond to create top content. Our confidence in their capability and creativity, combined with their enthusiasm for the project resulted in a massive overperformance,” Martina explained.

Universal’s success shows that you can have great success when the influencer and community are a good match for your brand, and the influencer is excited about your brand and tells the story properly.

Additionally, Martina noted that when creating marketing campaigns for local theatrical releases using local influencers makes sense for credibility and local language, especially in Switzerland. The influencer help bridge the gap that international stars cannot.

Influencer Marketing Best Practices List

Martina first stated, “Let me assure you, we’ve done it all wrong and right,” and then proceeded to state an exceptional list of IM best practices based on years of experience.

1. Make the Perfect Match

Make perfect matches with not only the influencers, but the community. It’s worthwhile to take a closer look into the statistics of influencers, their community, and their account. It’s nice if you can afford an A-list celebrity, but your money might be better spent by choosing a smaller or more homogenous community.

2. Access Expertise

There’s no way to tell who’s the “best” influencer, so invest time in making the perfect match for your brand. Agencies offer expertise and data to help you source. Hit lists aren’t a substitute for expertise.

3. See the Content Creator, Not the Platform

Influencers are more than just a number on their profile. Use the expertise and creativity that content creators are willing and able to bring to the table. They know their community very well. Give them a precise briefing, but as much freedom as you can.

4. Influencers are Not a Media Buy

You might be able to pay them to say a specific slogan into the camera, but communities can be very harsh with content creators who do that. If they tell you that won’t work, listen to them. Maybe they have a better idea, but maybe they’re not the perfect match.

5. Let Influencers Do What They Do Best

Don’t tell them how to do their job. IM has massive potential to sell complicated brands and experiences. If you think about the story you want to tell with your brand, influencers can offer you a targeted, personal, and credible voice to tell that story.

6. Be Creative and Be Bold

Work with influencers that bring the right amount of creativity to the table, independent of their size. Make IM an integral part of your media mix to target audiences that are otherwise harder to reach. Carefully synch the timelines for the rest of your campaigns for the best results.

Author: Megan Bozman, Owner @Boz Content Marketing

Going crazy during the lockdown? Our influencers share their exclusive lockdown survival tips!

As the world grapples with a second (and in some cases even third) COVID-19 wave, many people feel stuck, defeated and hopeless due to the numerous lockdowns they have had to endure in the space of a year. Switzerland imposed a “semi-lockdown” on 18 January 2021, causing many shops to close their doors once again since the end of the first lockdown in March. Kingfluencers, therefore, asked a few Swiss influencers to share tips and tricks to not only cope better with the situation but also to grow personally in this lockdown.

Wednesday, January 13th 2021: The Swiss Federal Council has announced that from the next Monday on, the nation will set yet another semi-lockdown in place at least until the end of February. Millions of sighs of frustration from the first lockdown last March were exhaled at that moment. Here we go again, many thought. Within just a few hours, information spread like a digital wildfire and the nation knew what to do starting Monday and streets and malls were crowded nationwide over that “final weekend”.

Now it’s been four weeks since the semi-lockdown and we have survived the first lockdown back in March. Nevertheless, many are left feeling frustrated, confused and lost since the announcement of the semi-lockdown. To help you not only survive the lockdown but also thrive in it, we have asked our influencers to give us their survival tips and tricks in their areas of expertise.

DIY and hobbies

Doris Flury presenting her fluffy freshly baked bread: All home made!

One of the few things many of us can make the best of is the extra free time. Even if you are lucky to be healthy and still employed, you may find yourself with nothing to do in the evenings whereas pre-pandemic you were normally out with your friends, colleagues, family or life partners. Take advantage of this and try out new things or reconsider your old hobbies that you never seem to have time for. Austrian-native food blogger and mother of three Doris Flury has made home-made bread during the pandemic:

There is nothing better than freshly baked bread.

Sustainability blogger and actress Anina Mutter also recommends “learning a new instrument or singing”.

Harmonie Matthey proudly posing with her home-made octopus toy that she made for her daughter

Harmonie Matthey, Neuchâtel-native blogger and founder of decoration and interior online shop Au_numero_9, had a fun DIY idea. Her daughter wanted a stuffed two-sided, flippable octopus that would indicate one’s mood. One side would show a happy face and the other a sad or mad face. “I could order it in two clicks,” said Harmonie, “but we took the chance to produce it at home! Making your own is a great way to be active and avoid contributing to worldwide mass productions. We found a DIY guide on Etsy, re-created it and posted the result. We have a really cool octopus at home now.” She also values the experience in creating the toy: “Making it at home also was a fun experience. Not only is this a new, home-made toy for my daughter but is now also a great memory for us!

Steven Epprecht has taken advantage of the free evenings since the first lockdown to re-discover his love of reading.

You can also spend this lockdown to try out new hobbies or even re-discover old ones, like reading. Many of us have lost interest in reading over the years due to numerous reasons, including model, event host and blogger Steven Epprecht. He has grown fond of reading again since the first lockdown back in March 2020, especially since he was always out and about in the evenings pre-pandemic.

When you’re at home more often on the weekend, you get the chance to read. I also find it good for switching off.

Netflix: Our influencers’ favourite binge-watching series

For this article, we have asked our influencers which series they binge watch or are rewatching at the moment. If you are looking for new series to binge watch, see if you find something of interest for you. Two shows that came up multiple times as all-time favourites were Netflix originals Narcos and Lupin.

Moreover, most shows that influencers mentioned were ones that they either rewatched or finally were able to start watching even after they ended because they finally had enough time (especially in the evening) to catch up. The shows that were named were the following:

  • How To Get Away With Murder
  • Revenge
  • Friends
  • The L-Word and The L-Word: Generation Q
  • Suits
  • Cable Girls
  • Breaking Bad
  • 24
  • Vikings

If you are seeking on-going shows, beauty, health and lifestyle expert Frieda Hodel highly recommends Netflix Originals Ozark and The Queen’s Gambit. TikToker and Virgin Radio co-host Younes is also a fan of Riverdale. Geneva-native TikToker Carly Réveil also recommends The Queen’s Gambit and Umbrella Academy.

Carly Réveil and Younes Saggara’s exclusive TikTok tips

There is no doubt that TikTok has boomed globally since the first lockdown back in spring 2020. According to Sensor Tower, they crossed 2 billion downloads after the best quarter for any app ever. Nowadays, the viral short video social platform has over 1 billion active monthly viewers, as Wallaroo Media reported recently. Since the first worldwide lockdown, not only did TikTok’s users increase their average watch times, users of all ages also started posting their own TikTok videos. From participating in viral dances and challenges to posting their own cooking, financial, study or fashion tips, a TikTok user has access to many genres of short videos that can be either entertaining or informative.

When it came to tips for current or future TikTok creators, we reached out to two of Switzerland’s many popular Tiktokers, Geneva-native Carly Réveil and Virgin Radio Co-Host Younes Saggara.

Carly Réveil recommends posting dynamic TikTok videos over posting longer ones.

Carly is especially fond of TikTok “because lots of people take pleasure and invent new trends as crazy as each other.” Here we list his exclusive tips:

  1. “Be regular and post at least once a week, because people need to get into our universe.”
  2. “Be effective in the dissemination of content. You don’t have to make long videos but they have to be dynamic and you also have to ask yourself: If I came across this video and it wasn’t me, would I still like it?
  3. “Have the urge. You don’t have to make content to want to be a star but to have fun and pleasure. If we don’t have fun, we can’t stay motivated and keep making quality content.
Younes Saggara’s TikTok top success tips: Be yourself and spontaneous!

Younes has further TikTok tips to add:

  1. My biggest tip is to be yourself because there’s only one of you and that’s something nobody can ever take away from you.
  2. When a cool idea comes up, just do it right then and there. As long as you don’t break any of TikTok’s rules, don’t think of what others might think. Just film and post it.
  3. Let yourself be inspired by other TikTokers — That’s what TikTok is all about.

Steven Epprecht’s exclusive skin care tips for men

Men’s skin needs love and care too. SSteven Epprecht agrees!

One conversation that we have seen come up often since the pandemic is of women worldwide agreeing that we finally have time to pamper ourselves and indulge ourselves in at-home spa days, whether solo or together with the people we live with. But what about men? Their skins need love too! We therefore asked Steven Epprecht for exclusive grooming and skin care tips for men.

We have to start early with our skin care routines,” says the model and blogger/influencer. “Us men should definitely pay more attention to our skins to prevent premature aging”. He has repeatedly shared his daily skincare routine on Instagram and is happy to see comments and messages of male followers showing interest and asking for more tips. His own simple and quick routine which he follows every morning and every evening is as follows:

  • Wash face with a foaming cleanser
  • Apply serum and moisturizer
  • Gently apply eye cream
  • Occasionally: apply a mask (because why do only girls get to enjoy masks?)

Needless to say, we need to see our skin care beauty routines as complemential to drinking enough water, eating healthy, exercising regularly and reducing stress.

Mental health

According to the Swiss Corona Stress Study which was conducted by a study team of the University of Basel, “the share of people reporting maximum stress was about 11 percent during the April lockdown,” which then “rose to 20 percent in the second wave in November.” Moreover, the percentage of respondents with major depressive symptoms has increased dramatically over both lockdowns:

“While the percentage of respondents with major depressive symptoms was 3 percent before the pandemic9 percent during the April lockdown, and 12 percent during the May lockdown, it rose to 18 percent in November.”

According to a Swiss Corona Stress Study conducted by the University of Basel, 29% of Swiss 14-to-24-year-olds experienced major depressive symptoms in November 2020 (source)

It is therefore important to not only keep our physical health but also mental health in check. This is also an especially crucial time to check on othersFrieda Hodel states the importance of looking after others in this difficult time:

Notice which people in the environment are strongly affected by the pandemic without perhaps disclosing it from themselves, be it from an economic or private point of view — and motivate and cheer them up with sensitivity!

Frieda Hodel agrees that we shouldn’t only keep our own mental health in check but also look after others in these difficult times

Anina Mutter also recommends appreciating the little joys in life, going through these extraordinary times

step by step, with lots of self-love and acceptance for our own and everyone else’s human-ness

and putting things into perspective:

“Fresh air, exercise, cooking, reading a good book, a gentle and inspiring routine, playing guitar, gardening. All we really have is the now, so why destroy this present moment with too many worries & fears from the past or future?”

Anina Mutter: “All we really have is the now, so why destroy this present moment with too many worries & fears from the past or future?”

Younes also recommends meditating and writing in a diary. Not sure what to write in your diary? In his diary, Younes writes about how he is feeling, what is going on currently and his manifestations for the future.

It is certainly interesting when you read your diary entries 10 years later.

Younes Saggara takes the time to reflect and write down daily entries in his diary. “It is certainly interesting when you read your diary entries 10 years later.”

Moreover, spending time with loved ones has been a luxury for many but it still is crucial to stay connected in this lonely situation. With social-distance-friendly apps like Zoom, FaceTime, Whatsapp, Telegram and other social media platforms on the rise since the first lockdown, many have thought of and shared creative ways to stay connected with each other while still following social distancing guidelines. Online drinking games, Zoom Friday night drinks, simultaneous movie nights, live study sessions etc. were activities that we have only ever done together with long-distance friends, family and/or partners.

Now it seems like we are trying our best to overcome loneliness, one of the numerous secondary issues ensued from the pandemic and necessary measures implemented by our government officials. Remember that you are not alone and even though you feel lost because you have no control over what is happening currently, you can change your perspective of the situation. As Frieda said wisely: “Learn to distinguish between things that you can change in life and things that you cannot influence”. This gives you inner peace and a sense of security!

Contact your loved ones, “the how is only secondary”, said Anina.

Takeaway message

This extraordinary situation also helps put things in perspective and perhaps also makes our pre-pandemic problems seem small. Many of us learnt to appreciate the things we took for granted. As Anina says, “happiness lies in the small things”. Here we list some takeaway messages from the influencers we have interviewed:

  • Harmonie: “We are privileged. This is a once-in-a-lifetime chance to be home and to see how lucky we are. All the rest is only detail. We all learned a lot about ecology and gratitude.”
  • Anina: “Use this time to rethink your lifestyle and integrate sustainable changes into everyday life in small steps. Also, small acts of kindness like trying to be there for others, or smiling at strangers while walking, etc. can be so fulfilling.”
  • Doris: “Support local businesses and shop seasonally.”

Share your unique tips to prevent going crazy during the lockdown. Stay healthy!

Author: Sherriene Redha, Marketing and Social Media Officer at Kingfluencers

The New Conscious Influence Hub: We Share the Responsibility

Anja Lapčević, Kingfluencers’ Chief Influence Officer, has a vision to encourage conscious behavior in influencer marketing. Working with Barbara Fry, Anja recently co-founded Conscious Influence Hub (CIH), a non-profit NGO. Kingfluencers’ Content Contributor Megan Bozman spoke with Anja about the new organization and conscious influence in general.

The Growing Importance of Social Media as communication medium

Anja explains her vision,

We need to be aware of the relevance of social media — both professionally and privately. What started as a fun and exciting platform is now one of the most relevant communication channels for not only individuals, but also companies and politicians.

As social media grows in importance, so do the dangers that come along with it and the responsibility we all share towards our communities and society as a whole because the information or content we share can have real consequences, including people‘s decisions and mental wellbeing.

I realized that over the past few years, and especially 2020, social media has become an important and serious medium, especially for younger generations. It’s not just about posting selfies and showing your world how you want it to be perceived. Many of the topics frequently discussed are very serious, such as politics, mental health, and racism. It is more crucial than ever to be aware of the impact and consequences of our words and actions.

Responsibilities of Influencers

As soon as you’re active on social media you have a degree of responsibility, and as your community of followers grows — which can be an important goal for some people — , that responsibility becomes even more important. It might not seem as such, but at any moment you’re talking to your community as a role model, especially as an influencer. When people start turning to you for inspiration or advice this is even more the case. Every person then has the choice to make on how you want to use that influence and which example you want to set. One choice can be to use it for good. One recent example of using influence to help others is the Family of 5. The Travel Blog recently offered support to help promote the many small businesses impacted by the pandemic.

Unfortunately, there are many issues where people and companies are left without guidance, such as the protection of children’s privacy, and dealing with bullying and disinformation. The lack of guidelines and standards for how people should use social media prompted Anja and Barbara to build a nonprofit organization.

Building an Influencer Code of Conduct

As the first influencer marketing agency in Switzerland, Kingfluencers recognized this issue and reacted by establishing the first code of conduct in summer 2020. Working with this new association, we will take additional steps and create a new Code of Conduct that includes best-practice guidelines and examples, posted on the Conscious Influence Hub.

Anja explains,

Our goal is for the organization to function like a think tank, a place where you can ask questions and hopefully get solutions to guide conscious behavior on social media and online in general.

Therefore, it’s very important to have the involvement of both influencers and experts in various fields. Our advisory board includes university professors, as well as people from NGOs and for-profit companies. I find the connection between the academic/ theoretical and practical worlds is often missing, and it’s very important to have the input of both. We’re working together to establish a strong foundation with the best of both worlds.

Affecting Not Just Jobs, But Lives & Society

Anja pointed out that the topic doesn’t just affect our jobs, but our entire lives, our society, and our children.

Becoming a mom was an extra motivation for me. In a few years, my child will face these problems, so I want to be part of the solution and luckily organizations like Kingfluencers and our founding members and advisors make that possible ? We can’t close our eyes; we have to be proactive looking for solutions. The association will hopefully be a part of a better future.

CIH’s goals include building an online tutorial and fostering a community with many influencers. After reviewing the tutorial and Code of Conduct, anyone who shares these values can join for free and connect with other community members. CIH will also participate on Instagram and LinkedIn, potentially adding other channels depending on the rate of growth.

Selecting Advisors & Influencers

When asked how advisors were selected, Anja explained that CIH sought reliable people who could serve as role-models. Commitment and desire to enact change were very important.

We would talk first, to hear if they share the same values and if they want to work together. Advisors are not paid. We need people who are motivated to work for a nonprofit. Our slogan is, ‘We Share the Responsibility.’ All of us have a responsibility in life, but especially on social media.

Additionally, it wasn’t important how many followers you have on social media. We wanted to work with new faces, rather than limiting ourselves to a few big stars. Many people are influencers because they influence people with messages and content. I also wanted to work with influencers who work on a variety of channels, addressing different topics and generations. The result is a diverse mix of people including influencers in sustainability, LGBTQ lifestyle, and food, a YouTube trendsetter, and someone from French-speaking Switzerland, so we represent all of Switzerland.

Co-founders Anja and Barbara also sought diversity in selecting advisory board members. The board includes representatives from a corporation, an NGO, and a university, along with a lawyer, an author of a book on ethics, and an influencer dedicated to fighting racism in Switzerland.

Anja stated, “I’m super proud of the association because I think we’re a colorful mix of people. I was so surprised to encounter so many people who are also very passionate about it. Although they’re busy people, I didn’t have to convince them, they were super committed.”

The Importance of Handling Mistakes

When asked about the possibility of conflicts arising among members, Anja replied,

I’m very much looking forward to having more people join and contribute to the discussions. Of course, you always have that risk of conflict. People aren’t like machines; you can’t program them. They make mistakes, and one of the most important topics in the Code of Conduct is handling mistakes.

It’s important to learn from each other how we handle mistakes. People don’t have to be perfect. Social media is changing all the time, we have to also develop guidelines and work on ourselves. We all have emotions and lives with real stories, and that’s the beautiful side of it.

A united force for positive change

Of course, it is also a prime goal of the Hub to raise awareness for a variety of themes and use our influencer network as a powerful force for positive change, not just by setting the example but also by pro-actively investing together and pushing good causes to the top of the agenda and increase people‘s awareness and participation in building a better society together. Over time we will set up campaigns aimed at tackling key issues like bullying and using the voices and platform of our members to inspire everyone to do better, turning social media more into a beacon of light where we can unite, learn and improve together.

You can learn more about the Conscious Influence Hub here or follow them on Instagram @ConsciousInfluenceHub.

Author: Megan Bozman, Owner @Boz Content Marketing

Effective Marketing in COVID Times

The COVID-19 pandemic has, of course, raised many challenges, including some unforeseen issues, such as the coin shortage in the US and excess in the UK. We’ve probably all grown weary of hearing empty platitudes about “how we’re all in this together.” But some good news is that business hasn’t stopped, but rather shifted and marketers need to shift with it. In this article, we’re sharing some specific examples of a few marketing tactics, such as social influence marketing, which can help during “these challenging times” and give your brand an image and revenue boost.

The New Life Online

The pandemic drove people to move even more of their daily lives online, beyond shopping and work. A New York Times analysis of internet usage published on April 7, 2020, revealed that our behaviors shifted, sometimes starkly, as the virus spread and pushed us to our devices for work, play, and connecting as well as discovering novelties. Even prior to COVID, social media played a huge role in our lives With almost 4 billion users worldwide, the role of social media in our lives is constantly growing. Social networks have surpassed search engines as the go-to product research channel for Gen Z since 2019.

The Challenge of Less Foot Traffic

As stages of lockdown and reopening vary worldwide, businesses everywhere are challenged with less direct contact with their customers. As consumers shift to making purchases online via ecommerce and social commerce, the online space is becoming increasingly crowded. The shift to online eliminates geographic boundaries, which provides consumers with increased options, but also increases competition for businesses. These changes make it harder for brands to stand out and get their message across.

Social Media, the Rising Storefronts

Now more than ever a brand‘s social media profiles have become one of their most essential storefronts. Making sure the brand pops out and appeals on social channels is more important than ever, and not just to maintain and enhance the brand image. With the ongoing fast rise of social commerce especially among millennials, and even more so Gen Z, social media is becoming a prime sales channel. In the fashion sector, for example, social media in Germany already generated sales of EUR 3.4 billion in 2018. Social commerce usually takes place on the move, i.e. via smartphone or tablet, as social media offers are preferably used via mobile devices. Especially brands that target these consumer segments can win a lot by making sure their social media presence is optimized to cash in on the movement and avoid losing out to competitors. Revising one‘s social media strategy and tactics all the way to the inclusion of clever shoppable features and creative influencer marketing for example is bound to be a very rewarding exercise when done properly.

Connecting with Consumers is Key to Standing Out

Successful brands are those that are able to connect with consumers and create a relationship. Telling stories to create more emotional connections drives a stronger, more appealing social media presence.

Building such connections is crucial to standing out from the crowds. Connections lead to conversions short term, as well as long-term loyalty and even advocacy. This cycle of turning customers into advocates is described by Hubspot as the “flywheel,” a circular process from attract, to engage, to delight, where customers feed growth.

Creating Connections in COVID Times With Fitting Content

In hard times people look for hope, support, strength and leadership. Strong omni-channel (digital) content that captures people‘s emotions and showcases a brand‘s social engagement can be a powerful tool to make your brand stand out and win over the hearts and minds of consumers just that little bit more. Some marketing during COVID undeniably fell flat when a company’s message just wasn‘t credible. However, there were also admirable examples, such as Ford. The auto manufacturer created a series of ads to explain how they have met global-scale crises in the past, creating an image of solidity and reliability. Some of the new ads also beautifully conveyed how the brand is fighting COVID-19 by manufacturing medical equipment in short supply.

Say It With Influencers for Increased Impact

Influencer marketing can make people feel closer to your brand and develop a strong preference for it.

Influence marketing provides an agile, real time communication channel with consumers. Additionally, brands are mainly discovered online, through influencers, making this an important part of your marketing mix. Even more powerful is the combination of emotion-driven storytelling and content creation by influencers, adding authenticity and credibility to the mix. This successfully drives traffic to your social channels and website, generating valuable opportunities for lead generation and sales.

Aligning with Consumers’ Values

As consumers search for purpose, they’re increasingly looking for brands that align with their values. Like many challenges, this can also be an opportunity. Brands can use influencer marketing to get their purpose and value proposition better known and stand out, while successfully promoting new sales channels. By clearly demonstrating their unique values, brands can connect with an expanded group of consumers and build strong relationships with the potential to last.

For example, Kingfluencers worked with the oldest insurance company in Switzerland to create a campaign in which sympathetic influencers created their own damage sketches and included calls to actions for the community to participate. More than 500 sketches were created, resulting in over 550,000 impressions and 80,000 website visits in a short time-frame, along with a 3.01% engagement rate.

Social influence marketing is quick and agile. Such a campaign can be developed and launched in a matter of weeks to drive revenue prior to the end of the year.

Stay Agile and Expand Your Reach

Social influence marketing delivers reach and real impact on consumer decisions fast and efficiently. Give your brand a face people can relate to, elevate your advertising spending by adding credibility and authenticity to your message. Social media channels also enable you to reach audiences that aren’t easily reached via traditional marketing. The reach of Instagram is well known, and TikTok is particularly popular with Gen Z, the generation brands are struggling to connect with.

Holistic Approach to Influence Marketing

Social influence marketing is a broad area that includes more than professional influencers and content creators. A wide range of individuals can serve as effective influencers and contribute to your marketing efforts, such as:

Employees

CEOs and other leaders

  • Your leadership team is part of the face of your brand. Their role as social influencers is becoming increasingly important

Consumers

  • User-Generated Content (UGC) from brand fans and advocates can be very valuable, and boost community engagement

Each of these groups can be powerful influencers, but, when effectively combined, the result is synergistic, delivering a massive impact.

Leverage Your Existing Advocates — Including Employees

Example of a real-life success story

One tech company chose Kingfluencers to run a workshop for selected employees who were passionate about their work and active on their own social media. Kingfluencers taught the 15 influencers how to optimally stage the products on social media and create emotional textual content to achieve the highest possible performance. The results included 89 content pieces posted with a 23.44% engagement rate and more than 62,000 direct impressions.

What are the strengths of influence marketing? How and why does it generate positive ROI? Read this article providing a deep dive into why brands should do social influence marketing and learn more about the topic.

Time-limited promotion: Reach out to our experts before November 10. and the Kingfluencers team will provide you with a clear promo strategy:

Social influence campaign ideas (incl. 3 creative concepts, SoMe channels, influencer suggestions), tailored to your budget
A detailed implementation plan
Outcomes forecast
… all for just CHF 1’400.-

Get the most out of the end of 2020 and beyond. Our team is here to support you.

Author: Yoeri CallebautChief Growth and Marketing Officer at Kingfluencers