What Are the Strengths of Social Influence Marketing?

Ecommerce and social commerce can open your potential customer base to the entire planet. Unfortunately, they also expand your competitive landscape by the same margin. Influence Marketing (IM) can help you tackle such challenges and generate positive ROI. We’re diving into how and why.

Earning Consumers’ Love, Respect, and Adoration

IM has the power to help brands generate awareness and earn consumer loyalty. Consumers use social media to discover products and services and make purchasing decisions, often with the help of influencers as reliable sources of information. When it comes to brands, products, and services to buy, consumers seem to trust shopping recommendations more from influencers than from family and friends according to a study from gen.videoAll studies into the topic also conclude that almost all consumers trust influencers significantly more than advertising.

Social Media, The New Storefronts

90% of online shoppers are also using social networks today. Shoppable features on social media are growing, helping drive an ongoing rapid rise in social commerce, particularly with younger generations. A brand’s social media profiles have become some of their most essential storefronts.

Among millennials and Gen Z, social media is becoming a prime purchasing channel. In the fashion sector, for example, in Germany, social media already generated sales of EUR 3.4 billion in the fashion sector in 2018. On average, each user in Switzerland spends 1 hour 18 minutes per day spent using social media.

To capture sales opportunities, it’s vital to stand out on social channels. Brands that target these consumer segments stand to gain by optimizing their social media presence to cash in on this trend and avoid losing out to competitors. You can optimize by including clever shoppable features and working with influencers to boost reach.

Influence Marketing is Authentic and Impactful

Throughout the customer journey, IM can be used to effectively nurture your leads and customers. By providing depth, creating meaningful connections, and inspiring trust, IM drives measurable results instantly as well as overtime. IM can provide ongoing, credible nurturing, as opposed to most marketing touchpoints along the consumer journey like regular advertising or agency visits. From creating awareness and enhancing your brand image to boosting consideration and pushing conversion, IM nurtures your audiences in a uniquely effective way.

Influencers are deeply connected to communities and are more trusted. In fact, 92% of consumers trust an influencer more than any form of advertising. The credibility of influencers makes their contributions impactful in these communities. IM also showcases real-life examples as opposed to staged ads that consumers understand are fabricated.

Additionally, influencers can activate and maintain engagement in communities through various formats such as videos, contests, challenges, games, and even leading live events that encompass memorable, consumer-engaging brand experiences, and even sampling actions for new products.

Tip: Use social influencers to increase and improve your online community engagement. From growing the number of followers on your social media accounts to boosting reach and ensuring your audience remains engaged with your brand, influencers can provide a tremendous boost to your success on social media. Why not do an influencer Instagram take-over for a week or stimulate online conversations with influencers as moderators or post authentic and creative fan- or employee-based product tutorials?

Influence Marketing is Effective at Targeting Your Audience

Influence marketing can make people feel closer to your brand and develop a strong preference for it. 87% of consumers made purchases based on influencer recommendations. Social media platforms can effectively target a variety of demographics, such as moms on Facebook, millennials in Instagram, Gen Z on TikTok, and professionals on LinkedIn. When combined with the ability to select specific influencers, IM provides exceptional targeting capabilities.

IM is particularly effective at targeting Generation Z.

  • 85% of Gen Z learns about new products on social media.
  • 45% of teens use Instagram to find cool new products
  • 75% of Gen Z prefer to buy online, including directly on social media
  • 73% of Gen-Z shoppers want brands and retailers to connect with them about new products and promotions through Instagram

It’s also becoming increasingly easy to measure attribution of social media investments in order to accurately calculate ROI. With influencer marketing showcasing best-in-class ROI figures, it is becoming increasingly attractive for companies.

Influencer Marketing Captivates

As consumers strive for purpose, they seek out brands that demonstrate shared values such as fair labor practices, social responsibility, and environmental sustainability. Brands must work to earn consumers’ trust and build favorable public opinion. These values must be communicated clearly, while consistently remaining authentic.

With social media, you can tell stories to create more emotional connections that drive a stronger, more appealing social media presence. IM has the power to unite people and drive engagement, in particular, through contests and challenges.

While influencers are an effective vehicle for connecting to your audience, they can also contribute their subject matter expertise and collaborate with you to develop creative campaign ideas. Creative ideation can be done either independently by an influencer or together with brands.

IM also allows brands the possibility to work with many diverse groups, providing access to a wide variety of audiences, including niche audiences. This can boost a brand’s image and increase appeal to the diverse range of people many brands serve today. The powerful effect of ‘giving your brand a face people can relate to‘ helps to explain the success of IM.

Influence Marketing is Effective at Driving Sales and Brand Loyalty

IM is uniquely advantageous in having measurable performance stats that are at least as good as traditional advertising, but with many additional benefits. CPM and cost per lead can be very effective and competitive with other online marketing. As an example the Kingfluencers team ran a campaign in autumn 2020 in Switzerland for a leading consumer electronics brand, obtaining a CPM of CHF 19.06 with a reach of over 2.5 million and almost 291.000 consumer engagements.

Contrary to traditional online ads, IM also helps you develop credibility and trust. Regular advertising is often not trusted and disliked. It’s outright hated by Gen Z. However, IM remains effective. According to the State of Influence 2020 Report, “Despite the decrease in the overall quantity of sponsored content, audiences remain engaged with these posts, especially on Instagram and TikTok.”

Generation Z account for 40% of global consumers, and about 32% of the global population, edging ahead of Millennials already

Influence Marketing is Fast and Agile

Some big consumer spending moments are still yet to come in 2020, including Black Friday, Christmas, and New Year’s. Brands have numerous opportunities to boost revenue but must prepare now to capitalize on these times.

Fortunately, a creative strategy for an IM campaign can be developed, set up, and implemented in a matter of no timeHere at Kingfluencers, we collaborate with all social media platforms and create smart, omni-channel and multi-format campaigns in less than a few weeks.

One excellent example of an agile approach to IM is Chipotle. The American restaurant chain was already active on TikTok prior to the COVID pandemic and worked with influencers to promote their delivery service. Their keys to success included a steady drumbeat of challenges on TikTok, partnering with young influencers with large platforms, and aligning content with relevant culture references.

Rich Choice of Formats

Social media platforms offer an ever wider variety of options both in terms of types of posts that are possible as well as content formats that are supported. From images to stories, video, live streaming, Instagram TV, and so much more. This gives influencers a rich arsenal to captivate their audiences with. But it doesn’t stop there, the options allowing people to interact with content as well as convert reach to sales have seen a real boom recently. With features like swipe up, linked shoppable product catalogues, interactive contests, temporary flash promotions, etc. it has become ever more easy to make the link between influencer content and revenue generation.

And with Kingfluencers, IM is Predictable!

With most marketing efforts, it is very difficult to accurately estimate results. But machine learning technology is changing that. Leading providers like Kingfluencers understand that combining the power of IM with innovative campaign management technology can substantially increase campaign efficiency and drive improved outcomes. Kingfluencers took this a step further with the predictor module, part of our in-house, state of the art IM platform. This module can accurately predict the outcomes of campaigns on parameters such as estimated impressions, reach, engagement, interactions, and conversion, based on unique campaign parameters.

Influence Marketing Fits Perfectly in Your Marketing Mix

Influencer marketing can fit in with your other marketing disciplines, especially social media and even performance marketing*, and elevate your key messages. This high level of compatibility is valuable, as it can reinforce all your marketing efforts in driving traffic to the content assets and web presence you’ve already built. Content creation can flow both directions, as you can reuse and repurpose content created by influencers as part of your IM campaigns. Increasingly, brands are seeing that content generated from IM campaigns can enrich or even replace traditional content across various channels. The IM-generated content has higher engagement levels and more positive consumer reactions than other content types. It can also very well help gather new leads, just like in the case of a campaign done by Kingfluencers for one of the oldest insurance companies in Switzerland, where the efforts generated over 80’000, convertible, campaign landing page visits.

Time-limited promotion: Reach out to our experts during the month of November 2020 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

The Magic of Creativity and Authenticity in Content

We’ve known that “Content is King” for over a decade, but content must be creative and authentic to effectively captivate and engage audiences. By taking a creative, authentic approach, brands have the opportunity to connect with their audience and drive measurable results.

Authenticity is Vital and Consumers Notice It

Consumers want to support brands that embody their own values. They expect brands to be authentic in their operations as well as marketing. 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.

Additionally, brands must not only show authenticity but also operate in accordance with the values they espouse. “If a brand advertises diversity but lacks diversity within its own ranks, for example, that contradiction will be noticed.”, explains McKinsey and Company.

Connecting with authentic influencers is one effective way to engage audiences. Influencers can also help your brand to be more creative, bringing fresh ideas no one else inside your organization may have thought of before. According to the Swiss Influencer Marketing Report 2020, about half of the marketing managers surveyed estimate the return on investment of their influencer campaigns to date to be higher than with alternative forms of advertising.

Experiment and Determine What’s Most Effective

Experimenting is vital in the quest for authenticity. Marketers cannot just assume they know what people want to hear — they must get the facts. Test ideas and gather input from a representative sample of your audiences. As you test, vary not only the content of your message, but a wide variety of attributes, such as:

  • Channels: Email, social media platforms, Point of Purchase (POP) displays
  • Themes: Current events, holidays, leisure activities
  • Topics: Individuality, environmental sustainability, social justice
  • Media: Text, videos, images
  • Social media formats: lives, stories, IG TV, Tiktok and reels videos, interactive polls, forums

Step outside the box.

@thefashionfraction for Samsung Switzerland Campaign

The accessibility of measurable results enables marketers to shift gears quickly and further boost the most successful campaigns. Additionally, working with creative experts such as Kingfluencers can infuse additional creativity into your experimentation repertoire and boost your outcomes.

Highlight Sustainability

According to a Facebook-commissioned study of 11,300 people across 11 countries, 68% of Gen Z expect brands to contribute to society. Influencer marketing can be an effective medium for brands to highlight their positive efforts, such as environmental sustainability. Kingfluencers ran a campaign with Evian highlighting the brand’s sustainability efforts with the hashtag, #bottlesmadefrombottles. Posts from influencers including Elvira Legrand achieved engagement rates as high as 4.15%.

@elviralegrand for Evian Water #BottlesMadeFromBottles campaign

Patagonia, an American manufacturer of outdoor clothing, pays a “self-imposed Earth tax,” 1% of sales, to support environmental nonprofits working to defend our air, land, and water around the globe. The company also leverages user generated content to build strong connections with consumers. As one Patagonia fan writes on Medium, “I love when brands use photos from their fans or ambassadors. I think it does a really good job of creating a relationship between the brand and the consumer, and makes them feel like they are appreciated by the brand… By posting the photos and giving credit to the photographer they [Patagonia] are not only getting breathtaking photographs, but also making their customers feel like part of the family.”

Make Campaigns Interactive and Collaborative

Brands that are more creative achieve better results, specifically:

  • Increased engagement
  • More conversions
  • Better customer loyalty

Social media, in particular, provides brands with the unique opportunity to make campaigns interactive and collaborative. By incorporating user-generated content and encouraging participation and interaction, campaigns become conversations rather than brand monologues.

For example, CoverGirl partnered with eight TikTok influencers to boost product awareness among Gen Z. The campaign encouraged audience interaction with the content by incorporating lip-syncing, one of the central engagement drivers on TikTok. The #CleanFreshHype branded campaign generated over 6.5B impressions and a 5.7% engagement rate.

User Generated Content and Other Sources

While influencers are an effective vehicle for connecting to your audience, they can also contribute their subject matter expertise and collaborate with you to develop creative campaign ideas. Creative ideation can be done either independently by an influencer or together with brands.

Additionally, social influence marketing includes more than professional influencers and content creators.

A wide range of individuals can contribute to your marketing efforts, such as employees, CEOs and other leaders, and consumers.

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

Most influencers have a high degree of specialized expertise. Their dedicated focus helps them earn big followings. As subject matter experts, they’re uniquely qualified to bring fresh, creative ideas to your brand’s marketing.

Creativity thrives on many platforms such as TikTok, helping the most creative users rise to the top. By tapping into their creative energy, you can collaborate to generate content that hits the right notes and truly engages.

Influencers Can Generate Content, Connect with Your Audience, + Both

And, of course, influencers can serve as channels to connect with your audience, sources of content creation, or both. For International Women’s Day, Microsoft leveraged one group of renowned adventure photographers for content creation and another group of established social media accounts to distribute and promote the images. The campaign, which aimed to encourage young girls to work in STEM (Science, Technology, Engineering, Math), featured photographs accompanied by authentic stories. The posts were sponsored on five of National Geographic’s Instagram channels, reaching 91 million total followers.

Kingfluencer’s own Chief Influence Officer Anja Lapčević, commented on the role of influencer marketing in making connections and forming relationships.

The nice thing about our work is that we always create relationships. The same principle applies here as in a love story: if the chemistry and values are right, the result is love. Love from the influencer for the brand and back results in the love message to the consumer. We want to work with this principle, and I look forward to many more love stories at Kingfluencers. But as it is in love, the way there is not always easy. Not every relationship has a happy ending and therefore we are constantly working on it. Because we believe that in the end every pot will find its lid.

Author: Yoeri CallebautChief Growth and Marketing Officer at Kingfluencers

Helpfluencers — Social Media for Good Causes

Today we wanted to highlight “helpfluencers,” influencers who work to support charitable causes as well as other businesses, rather than merely focusing on personal gain and profit. One excellent example is the Family of 5 (F05) Travel Blog. Last month, F05 offered support to the many small businesses impacted by the pandemic. While acknowledging that they lack the advertising reach of huge media or Instagram accounts, the travel bloggers sought to help however possible and created a special page on their blog to promote small businesses in Switzerland as well as some throughout Europe. The #F05support web page features numerous businesses organized in eight different categories.

Kingfluencers interviewed Family of 5 blog creators Jean and Camilla to learn more about this initiative as well as their influencer journey.

Positive Responses to the F05Support Campaign

Camilla explained, “The participating businesses have been very happy and grateful, and each has shared with their own followers. While it’s hard to quantify how effective the campaign is, my sister is an illustrator for example and recently got a commission from a new client in Switzerland, a sale she attributes to this campaign.”

What the couple has found most surprising is the diversity.

A wide range of businesses have been interested including services, people selling things from home, and shops on the street.

The Family of 5 has been receiving one new submission every two to three days. When asked if they’ve had to reject any applicants, Jean was surprised to reflect that they have not yet had to do so.

Unintentional Influencers

Jean and Camilla didn’t intend to become influencers. Camilla remembers, “We went on some hikes, each with a child on our back, and were almost in tears by the time we finished. These hikes weren’t realistic for us, so we started a travel blog writing reviews and specifically sharing places that were easy to walk with children. We also have a disabled son, so our blogs talk about accessibility for those with limited mobility, and we didn’t think too much beyond that. We were surprised when people asked us to visit for free, and then it snowballed.

Over time, the blog grew beyond traveling to also include products and services and has collaborated with Kingfluencers. Now one primary goal for the couple is to remain authentic.

How to Convey Authenticity

When asked the couple how they can demonstrate their authenticity, Camilla replied, “it’s uncomfortable for us to be in such a position and our gratitude is really heartfelt. We’ve toured Switzerland and most stays were paid for. People can see us taking expensive train trips, and we know it’s not accessible to many of our followers.

We’re delighted, we pinch ourselves that we’re so lucky and we convey to our followers that we don’t take this for granted. We know it’s not normal for most — it’s not even normal for us. That’s all we can do to make sure people know, and also give something back when we can. We’ve also asked for tickets to offer to our followers.

Jean added, “Authenticity is something that has been important to us since the early days. We don’t do it for money. I work in a private bank, and Camilla has a small business. We can criticize if we want, and if someone doesn’t want to work with us afterward, no problem. We have the choice, and we decline a lot of offers.”

Travelers Adjusting to Lockdown & Promoting Charities

Jean stated, “With the COVID-19 pandemic we are stuck at home and not traveling, and we didn’t want to bombard our account with pics from 2018. We wondered what we could do except encourage people to stay home.”

Camilla continued, “But we also have a part on our page which is dedicated to charities, including our own charity for our son’s condition, the Children’s Vestibular Disorder Association. Advertising related charities is another way to shine a light on people.

We’ve also built a good relationship with an association in Switzerland called Planète Enfants Malade that helps provide joyful experiences to children. We met when we happened to be sitting next to their director in a restaurant. Promoting the charity on Instagram helps, so the budget goes to things more worthwhile rather than marketing since that’s not the best use of donations.” [As marketers, we worked to transcend the knee-jerk reaction to balk at the implication that marketing is not a “worthwhile” expenditure, because, yes, Camilla is correct here!]

Advice for Instagrammers?

Jean replied,

Be yourselves. You can’t build an account pretending to be someone else. There will be limits to that. Be authentic, and people will read your story. Your life will change! (Only joking) And don’t do it to become popular.

“For example, the hashtag #Switzerland is all too perfect. You might be inclined to accept a lot of collaborations just to show that you have them, but I don’t think you’ll go far with this attitude. Instead, find your own angle. Bring something to the table. Offer little tips that can be useful. Don’t repeat what others have said. What’s different for you?

“There are many family bloggers out there, but we had a different vision for Family of 5. It’s given us more humility as well as encouraged us to try and approach the topics differently.”

Author: Yoeri Callebaut, Chief Growth and Marketing Officer at Kingfluencers

Turning social media into a force for good — A shared responsibility of all?

Edit 06.04.2021: Following the ongoing social media bans even after former President Trump’s term has ended, Trump has launched his own website, where he plans to update his fans with news from his wife, Melania Trump, and himself. According to The Guardian, the former US president will soon launch his own social media platform. “And this is something that I think will be the hottest ticket in social media, it’s going to completely redefine the game, and everybody is going to be waiting and watching to see what exactly President Trump does. But it will be his own platform,” claimed Jason Miller Senior Adviser to Donald Trump.

President Trump’s notorious Twitter account was suspended permanently on January 8th 2021. (Source: TechCrunch)

As it is known worldwide, current United States president, Donald J. Trump’s Twitter account has been suspended just two days after his supporters stormed the US Capitol last week. He is also banned from using other social media platforms such as Facebook, InstagramSnapchatYouTube, etc. at least until the end of his term. This has prompted an overall discussion about the impact of social media and how to act responsibly.

About social media responsibility

Since long time there has been a common understanding that all users are responsible for their own content and have to follow the platforms’ rules. Generally, it is prohibited to post anything that is disruptive, hateful, offensive, discriminatory, threatening, harassing, or defamatory. For a long time therefore social media companies have left most of the responsibility for the content that is published with the users and interfered almost exclusively in the case of very clear infringements such as sexually explicit or clearly violence-inciting posts.

The most newsworthy example of a public figure whose social media actions have caused nationwide as well as worldwide unrest is the current US president, Donald J. Trump. With 88 million Twitter followers and an account that was the 6th most followed on the platform before the ban, it is clear that his message has a wide reach, whether you agree with President Trump’s policies and beliefs or not. Furthermore, in 2020 he was the #1 most tweeted about person worldwide, according to Twitter. But for many, he is also the clearest example of how social influence can be misused. His actions, and those of others in his sphere, have sharpened the debate on what the rules or guidelines for responsible behavior on social media should be, particularly for politicians, and which role platform providers should play in enforcing these rules and hold users accountable. A good solution could be to increase awareness among social media users through constant education efforts. At the same time, there is a call by a large part of the population that more fact-checking, moderation, and monitoring by the social media platforms would be a good step forward, albeit without dictating too much how one is able to use his or her profile and which information a person can share — as long as no harm is being done.

The dangers of misinformation

One of the biggest potential dangers of social media is without a doubt the possible spread of misinformation, especially in areas where this can cause significant harm. When creating or sharing content on social media, integrity is always key. Not everyone has the best of intentions however and some even go as far to use social media and their influence to advance their own agenda, no matter the consequences.

A blatant example — COVID-19 and President Trump

Yes, Trump again. But here is why… From his 36 daily tweets, many of his devotees have taken every word as an official government statement, including his factually wrong tweets about the COVID-19 pandemic. In addition to openly refusing to wear a mask (despite US Centers for Disease Control and Prevention’s recommendation to wear masks since March 2020), these actions have caused nationwide protests against government policies to fight against the pandemic. After three months of refusing to wear a mask and his staff pleading him to set an example, President Trump has finally posted a picture of himself wearing a mask for the first time in public in July 2020. He also tweeted:

“We are United in our effort to defeat the Invisible China Virus, and many people say that it is Patriotic to wear a face mask when you can’t socially distance.”

President Trump first wore a mask in public on July 11th 2020. (Source: France24)

But was it too little, too late? There is little doubt that the misinformation campaign has tremendously worsened the outcome of the pandemic so far. After the nationwide divide that President Trump’s tweets about COVID-19 have caused, Twitter took action and started monitoring his account. The social media platform started adding fact-checks on Trump’s tweets about the virus in May 2020.

The positive impacts of social media

Dispite the misusage of some people, we cannot forget that social media has had many positive effects on society and need to recognise its enormous potential for good. Certain movements have brought society together to strive for positive change. Social media gives people with good intentions and ideas a platform to unite and collaborate in order to try build a better society together. Influencers, people with a significant audience base, can thereby become powerful catalysts to advance the noble causes they embrace, no matter how big or small the cause is. Here are some examples:

#BlackLivesMatter

One incredible example is the #BlackLivesMatter movement which was started by George Floyd’s murder by Minneapolis police officer Derek Chaivin who pressed his knee on Floyd’s neck for eight minutes. Since then, the world has come together on social media platforms to fight against Floyd’s injustice. In the year 2020, the second most popular hashtag was #BlackLivesMatter and George Floyd was the third most tweeted-about person in the world. Numerous influencers, including celebrities, around the world, have also come together and shared their support digitally and on their cities’ streets, protesting against the injustice. Even our Swiss influencers have taken action to bring awareness to the movement.

Many Swiss influencers, including Xenia (see above), have shown their support for the Black Lives Matter movement by posting completely black posts on June 2nd 2020 with the hashtag #BlackoutTuesday (Source: Instagram)

#SupportSmallBusiness

Another movement that has started since the global pandemic was the Support Small Business movement. With currently over 26 million Instagram posts under the hashtag #SupportSmallBusiness, influencers have shared awareness of the negative impacts of the pandemic and government regulations on small businesses, especially in the gastronomy field. An ideal example is the Family of 5 (FO5) Travel Blog, who started a #FO5Support initiative that supports small businesses in Switzerland through social media exposure. To learn more about the initiative, click here.

The Family of 5 Travel Blog shows support for Swiss small businesses in these tough times (Source: Instagram)

#StayHome

An additional movement that has started since the global pandemic is the #StayHome movement. Since the first lockdown in spring 2020, many of our Swiss influencers came together to encourage the importance of social distancing and staying at home by setting an example.

Zurich native Adriana Pokus de Leonhart took part in the #ZüriBliibtDihei campaign in March 2020 (translation from Swiss German: Zurich Stay Home), encouraging others to stay home in order to enjoy the summer ahead. (Source: Instagram)

Kingfluencers founder Fabian Plüss showed here how one’s home office can still be a productive and attractive workplace (Source: Instagram)

#Mask

Furthermore, numerous Swiss fashion influencers have promoted the wearing of masks by showcasing how stylish masks can be, like Luisa Rossi.

Stylist Luisa Rossi showed how stylish masks can be, especially when combined with chains. (Source: Instagram)

Responsible behavior tips

There are many creative ways to show social media responsibility and still have a voice and stand up for what one believes in. It is important to always maintain the highest level of integrity no matter how big or small one‘s audience is. All stakeholders have a role to play in this matter and users with significant influence need to set a leading example. Companies like Kingfluencers are also picking up the torch in the debate with an active effort to provide guidance to influencers and other players in the eco-system, in order to help realise the true potential of social media and social influence for people and brands alike. To learn more about how, stay tuned for some very exciting updates coming soon …

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

Build Trust & Humanize Your Brand with Personal Branding

By elevating their personal brand, CEOs and other senior business leaders can become powerful brand advocates and make a valuable impact on the organization they work for. In this article, we’ll cover what businesses need to think about to effectively leverage personal branding at the executive level and further build trust with their target audiences by ‘humanizing‘ the brand.

Engage in Conversations to Drive Results

While social media can enable you to take control of your narrative, the digital landscape is full of noise, with millions of brands — and even more individuals — competing for attention. Some of the keys to successfully connect to your audiences and outpace those who compete for their attention are relevance, timing (right content at the right moment), message clarity, and ease of message absorption. However, none of these keys will open any doors without the most important one needed to captivate people and drive results: trust. Simply having a company profile and posting quotes or other content won’t effectively build trust. Instead, it’s important to differentiate your brand and build relationships with stakeholders in the market. One effective way companies can do so is by leveraging people to humanize their brands. Especially when these people have extensive reach and relevance, their impact can be very significant.

People connect with people, not logos.

Social media isn’t just about making noise yourself, but also engaging in conversations and dialogues with your audience. You have to be in the weeds to build trust and connect to people. People are craving authentic and real content as well as advice and even guidance in multiple areas, and look for people and brands they believe in to provide this. Cultivate genuine relationships and build trust so that if your audience is ever in need of a solution, you’ll be top of mind. Once you have the trusting ear of your peers, partners, clients, and people in general, it becomes so much easier to get any message across, making your communication much more effective, achieving your goals more easily.

Making A Brand Human

Marvin Sangines, CEO & Co-Founder of notus and personal branding advisor at Kingfluencers, emphasizes starting withclear goals in place.

It’s easy to get blinded by vanity metrics such as big numbers of views and followers. It’s not about the number of followers you have. What matters is the quality of the connections you make. At the same time, know yourself, your values, and your purpose. Define clear goals and ensure that your communication strategy feeds into those objectives. Once you’ve defined your position in the market and optimized the relevant profiles accordingly, you can start to distribute content across social media and build stronger connections with more engaged followers.”

The 4 Content Pillars

Marvin outlined his proprietary “Content Archetype” framework which Kingfluencers applies when working with personal branding clients. He categorizes content as follows:

  1. Tactical: Actionable, implementable advice, relevant to your target audience
  2. Aspirational: Results, case studies showcasing the transformations your customers went through with your company // Stories of growth and hyper-specific outcomes.
  3. Insightful: Analyzing industry trends and extracting insights from your expert perspective
  4. PersonalDiscussing personal anecdotes and stories

When building executive profiles, the human element is very important. It’s up to each person or company to decide how personal they want to make their brand and find the right mix. Additional best practices for CEO profiles include:

  • Engage with other employees
  • Don’t just repost links — give your two cents and contextualize what you’re sharing
  • Communicate company purpose — what’s your purpose?
  • Share behind-the-scenes content
  • Collaborate with other professionals

Before posting content, define brand guidelines and dos and don’ts, for example, you might decide that emojis are a no go. Once guidelines have been defined, it’s important to make sure people move within those guidelines. Marvin recommends, “If you have a slip-up, be fully transparent. Communicate proactively and own your mistakes.”

Growth of Personal Branding Services

Yoeri Callebaut, Chief Growth and Marketing Officer, Kingfluencers, stated, “Kingfluencers has partnered with specialist Marvin Sangines as part of our efforts to bring personal branding services here to Switzerland. Switzerland is also home to many regional and international organizations and senior business decision makers who have a lot to gain from developing their personal brand following our program. We’ve seen how personal branding can make a significant difference, particularly as part of coordinated branding, positioning, and social selling efforts. As the leading social influence marketing firm, we aim to be the absolute point of reference for personal branding services in the region.”

Impersonating the CEO?

It’s often difficult for CEOs to find time to engage on social media every day, but you need to avoid a sporadic and inconsistent approach. Marvin explains, “People will realize if you make a half-assed effort. You should have quality standards and be strategic about what you post.

“When working with ghost-writers, it’s important to first consider how to capture the executive’s authentic voice. Our process involves interviewing clients to get to know them and how they speak, as well as their answers on relevant subjects and trends. We use this insight to fuel the content engine, while making sure we capture their tone.

It’s normal for traditional communications, such as press releases and conference presentations, to go through a dozen hands for approval, and it’s still the CEO’s view. This also applies to social media. Think of social media posts as a short form of press releases on behalf of the CEO or senior executives.

So What’s in it for the Brand?

“Investing in one’s personal brand creates all the obvious benefits, from increased visibility to growing one‘s network and boosting perceived expertise and relevance. But the benefits for the company should not be underestimated, when done properly,” says Yoeri. “A first example is clearly the additional attention the company will receive thanks to the initiatives of its senior staff investing in personal branding and proactive public communications. Moreover, as it makes the brand more human and emphasizes the organization’s purpose and values, it is an effective way to get people to connect more to the organization and improve the perception of the brand. Think of the classic example of Apple and Steve Jobs!”

Targeting Prospective Employees and Building Trust

Personal branding can also help organizations in the battle to recruit top talent. Gen Z, in particular isn’t consuming traditional news, but rather using social media to engage with companies.

“Forward-thinking companies are gradually adopting this human-centric approach to marketing. They leverage employees and executives as important distribution channels to attract top talent. When employees share content on their personal profiles, it reveals company culture, enabling the audience to see behind the scenes of large corporations. This human touch can give prospective employees an idea what it’s like to work for the company and what the company stands for in a real way, which is what younger generations are really interested in,” stated Marvin.

Interested in finding out how personal branding can help elevate your brand?
Get in touch!
Yoeri Callebaut, Chief Growth and Marketing Officer at Kingfluencers

Tomorrow’s Winners are Being Created Now, What Are You Up to?

Lockdown in Switzerland

Effective Monday, January 19 through the end of February, Switzerland has tightened restrictions to reduce the spread of COVID-19. The measures taken include closing shops selling non-essential supplies and extending the closure of restaurants, and cultural and sport sites.

While the government also eased rules for pandemic-hit businesses to apply for state aid, many businesses will still be struggling to stay afloat, retail in particular. Now is the time for B2C brands to rethink go-to-market plans to ensure they can survive in the short term and thrive in the future.

Promote Other Income Sources

Ongoing lockdowns mean many businesses are still struggling for survival and must seek to compensate for the resulting losses in revenue. Fortunately, the pandemic hasn’t entirely stopped business, but rather shifted how it’s done, and marketers need to shift with it.

Promoting alternative sources of income such as e-commerce is a crucial lifeline. Some sectors that particularly stand to gain from better promoting their online business are retail, telco, electronics, e-supermarkets, and digital entertainment.

Successful brands are those that are able to connect with consumers and create a relationship. Leveraging social influencer marketing to tell stories and create more emotional connections drives a stronger, more appealing social media presence. According to the Swiss Influencer Marketing Report 2020, about half of the marketing managers surveyed estimate the return on investment of their influencer campaigns to date to be higher than with alternative forms of advertising. Influencer- and user-generated content are among eMarkterer’s transformative developments that ought to be on your radar in 2021.

Brands should invest in promotions now to take advantage of upcoming holidays, including Valentine’s Day. Reach out to our experts and the Kingfluencers team can provide you with a clear strategy to connect with your target audience.

Prepare for What Comes Next

While the timing and phases of the end of lockdowns remain unknown, the fact remains that businesses need to prepare. Brands that take steps now to strengthen their brand perception will be best positioned to capture their share of consumers eager to travel, shop, and enjoy leisure activity.

As the rollout of vaccinations continues, the return of many previously risky activities is expected within a matter of months. The time to prepare is now. Taking steps now to fortify your brand will position you to come out stronger once the lockdown is over. For example, a leading Swiss insurance provider decided to run an end-of-year influencer marketing campaign to generate additional new leads and customers. The company provides health, property, and liability insurance, and serves over 261,000 private customers with over 1 Bn. in premium volume. 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%, exceeded the goal for reach by 145%, and generated 3,025 qualified leads.

Build Now for a Stronger Tomorrow

Well-structured marketing plans can help you win over customers online during lockdown and then shift to also win new customers IRL once life goes back to normal. Social influence marketing can help your brand get even closer to consumers and win them over and retain them.

With a holistic approach in the industry and the help of in-house AI-based technology, Kingfluencers can run influencer marketing campaigns that not only provide impressive reach but also drive conversions. Contact us to discuss tactics for building brand equity to get ahead of your competitors. Our dedicated and creative team will take care of your marketing journey every step of the way.

Say It with Influencers and Boosting Emotional Appeal

Often, brands don’t adequately convey their true value and unique selling propositions, which leads to lost opportunities in sales and customer loyalty, and unrealized brand equity and value. The “Brand Indicator Switzerland” (BIS) study classified brands into 4 groups, including “Rational Brands:” those with low scores on emotionality but high scores on relevance.

Such brands could gain by boosting their emotional appeal by engaging in more people-driven, creative, storytelling and advertising that unlocks emotion.

Now that physical distance is a given, it’s crucial to get closer to your audiences digitally. Physical distance doesn’t need to become emotional distance and detachment, but brands must act to prevent the loss of brand equity. Unfortunately, as everyone increases their digital outreach efforts, noise increases, and true connection becomes more difficult. Smart choices are vital to stand out from the crowds, and the best path to effective connection is with emotion, empathy, storytelling, and authenticity.

Singular asked marketing leaders for their free-form input on the future of marketing, then consolidated the responses and found empathy as a “supertrend” for 2021. “The goal: better marketing, sure. Consistent marketing, absolutely. But ultimately: strong and lasting customer relationships.”

Social influence marketing is an ideal tool to achieve these goals.

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. Social influence marketing is also quick and agile. Such a campaign can be developed and launched in a matter of weeks to drive revenue promptly.

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.

Contact Kingfluencers to discuss how you can humanize your brand. Kingfluencers provides worry-free execution along with best-in-class outcomes.

Continue Your Investment in Social Influence Marketing

It certainly feels as though life will never go back to normal. (When do we start shaking hands again?) But much of what we miss, from concerts to sporting events, will indeed return. When that time comes, brands must continue their investments in connecting with consumers. Tomorrow’s winners are being created now, so what are you up to? Let’s talk.

Author: Yoeri Callebaut, Chief Growth and Marketing Officer at Kingfluencers

Recognizing the top brands of the future

Brand Indicator Switzerland — the first brand survey to include influencers

The “Brand Indicator Switzerland” (BIS), which was developed together with the renowned advertiser Frank Bodin, the insight platform deeptrue, and the social influence agency Kingfluencers, contains two innovations: Most brand studies focus on parameters such as trust or image. In comparison, the recently published BIS measures two brand factors that are crucial to the actual success of a brand, namely relevance and emotionality.

While most brand studies depict the present, the “Brand Indicator Switzerland” also reveals an outlook into the future. This is done by comparing the opinion of the entire population with the view of influencers. Because influencers are ahead of their time and constantly impact their followers, the opinion of these creators is a good indicator to predict the future success or failure of brands or even industries.

The digital influencers are reliable trend barometers because, thanks to their forward-looking nature and pronounced brand sensitivity, they use the social media on a daily basis to make themselves increasingly heard among the “normal” population. Influencers are trend-conscious and very close to brands due to their jobs. They often also reflect a somewhat younger and more future-oriented perspective. The 280 interviewed social media experts were interviewed anonymously for the BIS so that they could act really independently for the study.

The future will be more digital

Swiss people love traditional Swiss brands: Apart from top-ranked WhatsApp, YouTube and Google, the Swiss brands Migros, Coop, Lindt, Toblerone, Zweifel, Ricola, Ovomaltine, Emmi and Rivella are all in the top 16. However, the future is likely to look different; more and more digital brands will push their way into the top positions and replace traditional stars of today. The speed with which new brands such as Netflix or Spotify are conquering the world and thus Switzerland is striking. Frank Bodin comments: “If you analyze the age segments, you can see that Swiss society is currently experiencing a “digital divide” among the 30 year olds; this young population will increasingly take on leadership roles in the coming years and thus fundamentally change the brand landscape.

Recommended actions for modern marketing

The aim of the “Brand Indicator Switzerland” is not so much to provide with a brand ranking but to offer brand managers a tool that helps them make the right decisions: Concrete recommendations for action in marketing and communication can be derived from the results of the comprehensive study. A total of 240 consumer brands from all sectors were integrated into the study and evaluated. The BIS shows which brands are relevant and popular among influencers and which brands will therefore tend to perform better or worse in the future.

Study reveals further important findings

Based on the opinions of both the interviewed consumers and the influencers, the study uncovers a number of other valuable insights. For example, the BIS provides indications that some brands and industries are already undergoing change. The BIS results also show how strongly brands are able to differentiate themselves and position themselves at the top or rather at the bottom of the league.

With the help of the “Brand Indicator Switzerland”, brand managers are now able to react immediately. For example, with better communication, which brings out the emotionality of a brand and thus improves the public image of the brand.

Example telecommunications industry

The BIS not only shows how the brands are developing individually but also points out interesting industry dynamics and measures the degree to which the industry players differentiate themselves from one another. One example is the telecom industry. There, Swisscom and Sunrise are clearly ahead of the pack. The market position of both UPC and Salt is less impressive, despite all efforts. In the eyes of the general population and influencers, the Wingo and Yallo, which appeal to a younger target audience, perform rather poorly. Without fundamental efforts on the part of those responsible for the brands, it is possible that these brands may find it difficult in the future in terms of their competitive position or market share.

The current BIS Power Brands among the population

The future BIS Power brands among Influencers

The current top 100 BIS Power Brands

Author: Yoeri CallebautChief Growth and Marketing Officer at Kingfluencers

Wer erfolgreiche Feiertage erleben will, muss jetzt anfangen

Viele anspruchsvolle Projekte erfordern langfristige, engagierte Anstrengungen, um erfolgreich zu sein. Ob man einen hohen Berg besteigt, eine Doktorarbeit verteidigt oder eine neue Karriere beginnt, die Vorbereitungen lassen sich nicht an einem Wochenende – oder auch nur an einer Handvoll Wochenenden – bewältigen. Monatelange Planungen und engagierte Bemühungen müssen solchen Leistungen vorausgehen.

Und wenn Marken während der Weihnachtssaison erfolgreich sein und Einnahmen erzielen wollen, ist Anfang Oktober die perfekte Zeit, um mit den Vorbereitungen zu beginnen.

Jetzt arbeiten, um während den Feiertagen eine gelungene Einkaufssaison zu erreichen

Umsatzsteigerungen treten nicht zum gleichen Zeitpunkt wie Werbeausgaben auf, und zudem braucht man Zeit, um Werbung zu erstellen. Viele Marken haben darüber hinaus längere Verkaufszyklen, was zu weiteren Verzögerungen zwischen Kampagnenstart und Umsatzgenerierung führt. Weiterhin hier gilt: Die Zeit zum Handeln ist jetzt. 

Laut internen Daten von TikTok, DE, Okt. 2020 – Feb. 2021, nehmen TikTok-Nutzer*innen Shopping-Inhalte rund um die wichtigsten Feiertage gut auf und wecken Vorfreude auf Black Friday und Weihnachten schon sehr frühzeitig. Um eine erfolgreiche Feiertagssaison zu erreichen, empfiehlt Kingfluencers, die Grundsteine für langfristigen Erfolg bereits im frühen Herbst zu legen.

Für vorbereitete Marken, gibt es zahlreiche Möglichkeiten, den Umsatz in den kommenden Monaten zu steigern. 86 % der Konsument*innen haben im letzten Jahr grosse Einkäufe wie ein Auto, einen Urlaub oder Haushaltsgeräte aufgeschoben. Darüber hinaus beteiligen sich viele am sogenannten “revenge shopping”, indem sie versuchen, den während der Pandemie und den Lockdowns verpassten Konsum durch zusätzliches Einkaufen nachzuholen – ein Trend, der sich voraussichtlich bis zum Ende dieses Jahres fortsetzen wird. Also müssen Marke sicherstellen, dass sie die Aufmerksamkeit dieser Konsument*innen gewinnen und ein Teil ihrer Ausgaben als Einnahmen verbuchen können. 

Clevere Marketing-Investitionen

Der September ist zu Ende gekommen und Marken starten in die Herbst-/Wintersaison, die viele wichtige Meilensteine für den Verkauf beinhaltet. Wer jetzt testet und optimiert, wird seine Marke zum Erfolg bringen. Man muss brainstormen, neuen Content entwickeln, die Kampagnen testen und sie optimieren, damit die Kampagne bis Weihnachten und Neujahr in vollen Schwung kommt.

Influencer Marketing (IM) kann Marken helfen, in verschiedenen Phasen Awareness zu erregen und Kundenloyalität aufzubauen. Es ist authentisch und wirkungsvoll und bietet ein hervorragendes Potenzial für interaktive, ansprechende Kampagnen. Da Influencer Marketing erstklassige ROI-Zahlen vorweisen kann, wird es für Unternehmen immer attraktiver. IM hat sich zudem nicht nur als effizienter Weg erwiesen, um die gewünschte Zielgruppe zu erreichen, sondern auch als leistungsstarkes Instrument, um Marken noch näher an ihre Konsument*innen heranzubringen.
Mit einem holistischen Ansatz in der Branche und mit Hilfe der hauseigenen KI-basierten Technologie ist Kingfluencers in der Lage, Influencer-Marketing-Kampagnen durchzuführen, die nicht nur eine beeindruckende Reichweite erzielen, sondern auch die Konversionen vorantreiben, dies wird erreicht durch kontinuierliche Optimierung in vier Phasen:

  • Phase 1 (Sept – Anfang Okt) – Kontakte Knüpfen & Erschaffe
    Dieser Monat ist die Zeit des Brainstormings und der Entwicklung frischer Ideen, sowohl intern als auch bei der Auswahl von Influencer*innen und Content Creators, mit denen man zusammenarbeitet.  
  • Phase 2 (Mitte Okt – Halloween) – Aufbauen & Ausführen
    Erstellung von Kampagnen und Beginn von Werbeschaltung was genutzt wird, um die für Tests erforderlichen Daten zu sammeln.
  • Phase 3 (Nov bis Black Friday) – Testen & Optimieren
    Während der Datenerfassung, sollten nun zusätzliche Variablen getestet und Verbesserungen vorgenommen werden.
  • Phase 4 (Dez bis Neujahr) –  Belohnungen Ernten… & Wiederholen
    Investitionen und auf den Erfolg hinzuarbeiten kann den Umsatz im Dezember deutlich steigern, aber der Prozess der Optimierung von Kampagnen sollte auch kontinuierlich wiederholt werden.

Phase 1 – Neue Kampagnen erstellen & Kontakte nutzen, um mit der Zielgruppen in Kontakt zu treten

Wenn man mit dem Brainstorming für neue Kampagnen beginnt, sollte man eine Vielzahl von Quellen für neue Ideen nutzen. Influencer*innen werden oft als Mittel betrachtet, um mit dem Publikum in Kontakt zu treten. Dies machen sie auch effektiv, aber zusätzlich können sie auch ihr Fachwissen einbringen und zusammenarbeiten, um kreative Kampagnen-Ideen zu entwickeln. Als Fachexpert*innen sind Influencer*innen in einzigartiger Weise qualifiziert, den Marken zu mehr Kreativität zu verhelfen, indem sie frische, kreative Ideen einbringen, an die zuvor vielleicht noch niemand im Unternehmen gedacht hat.

Die Konsument*innen nutzen die sozialen Medien, um Produkte und Dienstleistungen zu entdecken und Kaufentscheidungen zu treffen, oft mit Hilfe von Influencer*innen als verlässliche Informationsquellen. 87 % der Konsument*innen haben aufgrund von Influencer Empfehlungen Produkte gekauft. Wenn es um Marken, Produkte und Dienstleistungen geht, die gekauft werden sollen, scheinen die Konsument*innen Einkaufsempfehlungen von Influencer*innen mehr zu vertrauen als denen von Familie und Freunden, so eine Studie von gen.video.

Der Einstieg in IM und Storytelling durch die Zusammenarbeit mit den richtigen Influencer*innen ist eine wichtige Taktik, um mit dem Publikum in Kontakt zu treten. Die Möglichkeit, bestimmte Influencers auszuwählen, bietet aussergewöhnliche Möglichkeiten der Zielgruppenansprache, auch wenn dies ein schwieriger Prozess sein kann. Die Auswahl der Influencers muss mit der Botschaft und den Werten der Marke sowie mit den Zielen der Kampagne übereinstimmen. Beachtet werden sollte beim Aufbau eines Influencer-Squad Folgendes:

  • Durchführung von sorgfältigen Kontrollen
  • Übereinstimmung mit den gewählten Plattformen 
  • Authentizität
  • Das richtige Mass an Kreativität 
  • Anstrebung langfristiger Kooperationen
  • Die verschiedene Rollen von Influencer*innen 

Die Zusammenarbeit mit einer Influencer-Marketing-Agentur kann auch dabei helfen, die idealen Partner zu finden. Da Kingfluencers über bestehende Beziehungen zu mehreren Influencer*innen verfügt, können wir  sicherstellen, dass jede Marke mit zuverlässigen, vertrauenswürdigen Profis zusammenarbeitet. Kontaktiere uns.

Beispiel – Corona Bier: Der Schweizer Limetrack

Um seine Präsenz auf dem Schweizer Markt zu stärken, hat Corona zusammen mit Kingfluencers eine Influencer-Marketing-Kampagne entwickelt, welche die lokale Attraktivität steigert und die Schweizer Konsument*innen auf einer emotionalen Ebene anspricht. Kingfluencers stellte ein Influencer-Team, den Limetrack Squad, zusammen und entwickelte eine Abfolge von kreativen Aktivitäten und Schritten, die es den Influencer*innen ermöglichten, über 3,5 Monate eine vielfältige und fesselnde Geschichte zu erzählen.

Als Protagonist*innen nahm der Limetrack Squad das Publikum mit auf eine grossartige Sommerreise mit, die es jedem Konsument*innen ermöglichte, zum Helden seiner eigenen Geschichte zu werden, indem er in die Fussstapfen des Influencers trat. Zudem wurden Dutzende von Corona-Kits über interaktive Herausforderungen und Wettbewerbe verschenkt – so wurden die Gewinner*innen ausgestattet, um ihre eigenen Abenteuer zu beginnen.

Bild: @fabiozingg für die Corona Kampagne

Phase 2 – Aufbauen & Ausführen

Sobald man Strategien festgelegt hat, ist es im Oktober an der Zeit, mit der Umsetzung zu beginnen und Elemente wie Messaging, Influencers und Bildmaterial zu testen. Halloween ist als erster Herbst/Winter Feiertag ein grossartiger Anlass für eine Kampagne.

Man sollte individuellen Ziele festlegen, damit man dann die SoMe-Ergebnisse an ihnen messen kann. Vielleicht möchte man eine bestimmte und messbare Aktion auslösen, wie z. B. E-Mail-Anmeldungen oder Käufe. Andererseits kann die Social-Media-Kampagne die Bekanntheit steigern und die Ziele können daher Impressionen und Reichweite sein. Die Beratung durch Expert*innen kann helfen, die richtigen Ansatzpunkte zu finden, Ziele festzulegen und strukturierte Pläne zu erstellen, um die angestrebten Ziele zu erreichen.

Für Marken ist es wichtig, die Ergebnisse von Kampagnen zu bewerten und kontinuierlich anzupassen, um sich beim Aufbau in die richtige Richtung zu bewegen. Während des gesamten Oktobers muss man kontinuierlich Daten sammeln, um eine Ausgangsbasis zu schaffen, damit man Veränderungen messen kann. Wenn sich die Metriken als Reaktion auf Bemühungen in eine positive Richtung entwickeln, sollte man die Faktoren, die dazu beigetragen haben, verstärken. Und wenn man feststellen muss, dass sich die Trends in die entgegengesetzte Richtung bewegen, sollte man das Gesamtbild untersuchen und betrachten. Aus Initiativen, die nicht erfolgreich waren, kann man immer noch wichtige Informationen lernen.

Phase 3 – Testen & Optimieren, was Zeit in Anspruch nimmt

Black Friday ist der richtige Zeitpunkt, um die im Oktober gewonnenen Erkenntnisse zu nutzen und weitere Tests durchzuführen, um die Kampagnen vor Weihnachten und Neujahr noch zu optimieren. Wenn man weiss, auf welche Botschaften die Zielgruppe ansprechen, kann man die Marketinginvestitionen auf die Taktiken konzentrieren, die den besten Return on Investment produzieren. Und die einzige Möglichkeit, zu diesen Schlussfolgerungen zu gelangen, ist durch das Testen. 

Unser Expert*innenteam bei Kingfluencers hilft Marken dabei, die idealen Optimierungsstrategien zu entwickeln und umzusetzen, um den maximalen ROI zu erreichen.

A/B-Tests sind ein wunderbares Instrument, mit dem Vermarkter*innen Meinungen durch Fakten ersetzen können. Wenn zwei verschiedene Marketing Taktiken durchgeführt werden und die Leistung der einen die der anderen übertrifft, können Marken einen klaren Gewinner ermitteln und künftige Kampagnen entsprechend anpassen. Aber man kann jedoch immer nur 1 Variable auf einmal testen. Die Durchführung von Tests nimmt Zeit in Anspruch und man kann diesen Prozess, nur begrenzt verkürzten. Ähnlich wie beim Training für einen Marathon lassen sich die für den Erfolg erforderlichen Vorbereitungen nicht in ein paar Wochenenden packen.

Auf der Grundlage der in Phase 2 gewonnenen Erkenntnisse kann man ein ideales Influencer-Profil erstellen und die Vorlieben der Zielgruppe besser bestimmen. So kann man die Gesamtkosten optimieren, indem man die Influencer*innen mit der geringsten Leistung entfernt und zusätzliche auswählt, die den Zielen entsprechen. In Phase 3 kann das Influencer-Team seiner Kreativität freien Lauf lassen und mit neuen Konzepten wie Themen, Bildern und Handlungsaufforderungen experimentieren.

Phase 4 – Belohnungen Ernten… & Wiederholen

Investitionen im Herbst sind die besten Voraussetzungen für Erfolg und steigern den Umsatz bis zum Ende des Jahres. Wenn man die notwendigen Anstrengungen unternommen hat und so die Botschaften geschärft, einen soliden Influencer-Squad aufgebaut und Vertrauen in die Fähigkeit des Squads, das Publikum zu begeistern, entwickelt hat, kann man die Früchte seiner arbeit ernten. Man wird in der Lage sein, während den Feiertagen Kampagnen zu starten, um den Umsatz zu steigern – und das zu optimierten Kosten. Man kann zum Beispiel Live-Events von Influencer*innen leiten lassen, die einprägsame und verbraucherorientierte Markenerlebnisse oder sogar Sampling-Aktionen für neue Produkte umfassen.

Natürlich ändern sich die Interessen und Trends der Konsument*innen, so dass es wichtig ist, die Optimierung der Kampagnen ständig zu wiederholen.

Kontaktiere uns bei Kingfluencers, um jetzt mit der Ausarbeitung einer erfolgreichen Jahresend-Strategie zu beginnen, die deiner Marke helfen wird, den Umsatz in den wichtigsten Einkaufsmomenten zwischen Oktober und Neujahr zu steigern.

BONUS: Lösungen zum im Oktober und November ausprobieren

Anstatt einfach planlos Dinge auszuprobieren, um zu sehen was funktioniert, gibt es viele Quellen, die man bei der Erstellung von Kampagnen berücksichtigen kann. Insbesondere TikTok stellt Marken umfangreiche Informationen, die auf ihren eigenen Untersuchungen basieren, zur Verfügung. Zu den Dingen, die Nutzer*innen wollen, gehören:

  1. Mehr Spass

Laut TikTok wollen die Nutzer*innen lustige Videos sehen (z. B. Rabatte, die mit trendigen Übergängen oder in Zusammenarbeit mit Comedy-Creators präsentiert werden). Auf TikTok abgestimmter Content ist die beste Strategie. Auf Instagram sollte man mit Filtern und Stories, die zudem auch eine gewisse Dringlichkeit mitsichbringen, für Spass sorgen.

  1. Creator Content

Eine Umfrage von CivicScience ergab, dass fast die Hälfte der täglichen Instagram-Nutzer*innen einen Kauf aufgrund einer Empfehlung eines Influencers getätigt hat. TikTok-Nutzer*innen wollen sehen, wie Creators branded Challenges teilen.

Evian-Volvic Schweiz arbeitete mit Kingfluencers zusammen und ein Line-up von Musikern und Schweizer TikTok-Stars aus den Bereichen Tanz und Comedy wurde zusammengestellt, um das erste Schweizer Musikvideo speziell für TikTok zu kreieren. Das Video “Volli Kiste” mit massgeschneiderten Rap-Texten hat bis zum 2. September mehr als eine Million Klicks erhalten.

  1. Rabatte

Danielle Bernstein, die Gründerin von @WeWoreWhat, postete eine Umfrage an ihre 2,5 Millionen Insta-Followers, ob sie an “Rabattcodes für ihre grösseren Partnerschaften” interessiert wären. 93 % der Befragten stimmten mit Ja. 46 % der TikTok-Nutzer*innen sagen, dass Gutscheine und Rabatte die Wahrscheinlichkeit erhöhen, dass sie ein Produkt kaufen.

  1. Visuelle Attraktivität

Viele der wichtigsten Social-Media-Kanäle, wie Instagram, sind visuelle Medien, daher müssen Beiträge gut aussehen. Hootsuite empfiehlt: “Man braucht keine professionelle Fotoausrüstung, aber die Fotos und Videos müssen zumindest scharf, gut beleuchtet, gut komponiert und fokussiert sein… Tolle Fotos sind schön, aber wenn sie keine Geschichte erzählen oder den Betrachter begeistern, werden sie die Follower nicht ansprechen.”

  1. Alle wichtigen Informationen

Alle Informationen sollte man von einem einzigen Video erhalten: Preis, Rabatt, Bezugsquelle.

  1. Social Commerce

90 % der Online-Einkäufer*innen nutzen heute auch soziale Netzwerke. Man kann den Social Commerce optimieren, indem man clevere “Shoppable”-Funktionen einbaut und mit Marken-Vertreter*innen zusammenarbeitet, um die Reichweite zu erhöhen. Die “Shoppable”-Funktionen in den sozialen Medien tragen dazu bei, dass der Social Commerce vor allem bei den jüngeren Generationen weiterhin rasant zunimmt. Social Commerce unterscheidet sich von Social Media Marketing dadurch, dass die Nutzer*innen direkt in den sozialen Netzwerken einkaufen können, anstatt zu einem Online-Shop weitergeleitet zu werden. Mit Funktionen wie “swipe up”, verknüpften Produktkatalogen, Livestream-Shopping und zeitlich begrenzten Flash-Promotionen ist es immer einfacher geworden, eine Verbindung zwischen Social Media Storytelling und Umsatzgenerierung herzustellen.

  1. Inspiration

Für viele Konsument*innen sind die sozialen Medien zur wichtigsten Inspirations- und Orientierungsquelle geworden. Soziale Medien und Influencer*innen sind heute die wichtigsten Anlaufstellen, wenn es um neue Produkte zum Ausprobieren, Modetrends und heisse neue Technologien geht. Empfehlungen von Freunden und Familie, wenn es darum geht, ein Produkt zu kaufen, haben an Bedeutung verloren und sind auf den dritten Platz zurückgefallen.

Autor: Yoeri Callebaut, Co-CEO and Chief Growth & Marketing Officer @ Kingfluencers. Yoeri ist seit über 14 Jahren als Stratege und Marketer tätig und hat die meiste Zeit davon für B2B-Marken gearbeitet, wobei er sich darauf fokussierte neue Unternehmen zu gründen und junge Organisationen auf ihre nächste Entwicklungsstufe zu bringen.