Category: Social Media

Athlete Influencers + Sporting Events = Big Win for Brands

Posted on by Yoeri Callebaut

How Brands Can Win Big Partnering with Athlete Influencers During Sporting Events


The summer of 2024 is an exciting time in the world of sports. The success formula is as follows: Athlete Influencers + Sporting Events = Big Win for Brands, and we show you how.

Germany recently hosted EURO 2024, the 17th edition of the UEFA European Championship, which wrapped up on 14 July. The 2024 Summer Olympics, 33rd Olympiad, will take place in Paris from 26 July to 11 August. The UCI Road and Para-cycling World Championships will be held in Zurich from 21 September to 29 September. Looking ahead to next summer, Switzerland will host the UEFA European Women’s Championship, from 2 July through 27 July 2025.

Sports are always popular, but people seek additional sports-related content before and during these exciting global events.  We’ll provide tips for how your brand can score a “GOOOOOAAAAALLLL” with sports marketing. (Ha, couldn’t resist!) Throughout the article, we’ll also share Kingfluencers’ 10 best Swiss athlete influencers.

Benefits of Marketing with Sports Influencers & Creators

1. Increase your brand’s visibility

Many athletes create content on their own social media, so followers can enjoy watching their athletic prowess beyond official matches and races. Such athlete influencers are a natural fit with athletic brands, including shoes, apparel, and food and supplements. Followers of sports celebrities often engage in the same sport and therefore purchase the various gear required. Who better to recommend the best ski clothing than Swiss snowboarder Nicolas Huber? In addition to ski apparel brand Oneskee, Nicolas promotes health drinks and the Hürlimannbad & Spa in Zürich. He shares his global adventures, occasionally wearing make up like The Joker, complete with the purple suit. Pat Burgener is also a snowboarder and a two-time Olympian as well as musician and actor. He has worked with brands such as Swatch, FOCUSWATER, and Visa.

Athlete influencers provide brands with a way to stand out from the noise. Influencers give brands a real face that people relate to and help connect to consumers. Kickboxing champion Janosch Nietlispach shares adventures with his family and fitness routines in addition to promoting Gatorade, Migros, and BMW, or as Samsung ambassador, also for the Youth Olympic Games. Professional football player Ana Markovic is also an entrepreneur who is launching her own brand of innovative vegan protein water, RELOADZ.  With Kingfluencers, Ana is part of the Ochsner Shoes annual campaign. 

As followers enjoy both playing their sport and engaging with the influencers’ content, your brand can benefit from this connection. Athlete influencers can help you engage with their audience, sharing relatable brand messaging and building brand loyalty.

Tamara Glück Gonzalez, Teamlead Influencer Strategy & Relations at Kingfluencers, also states:

“It is highly advisable to integrate athletes into the influencer mix for certain campaigns. They hold significant PR relevance, and their followers, who admire them for their athletic achievements and image, view them as role models. These athletes often have a large reach and a strong connection to their community within their country, making them especially suited for long-term image campaigns. Additionally, their accounts become particularly attractive during sports events, as the momentum can be leveraged with creative storytelling.”

2. Connect with communities you may not reach otherwise

There’s no reason for sports influencers to limit their brand partnerships to the realm of sports. Athletes can be particularly helpful in connecting your brand with communities you may not reach otherwise.

From handbags and skincare to cars and travel, athletes consume many products and services, and their followers are interested in their endorsements and insights. But also values can be transported. For example, swimmer Noam Yaron uses world records in swimming to draw attention to the environmental pollution of the oceans. He has been collaborating with Kingfluencers for many years, including in the yallo campaign or Emmi Caffè Latte. Artistic gymnast and three-time Olympian Giulia Steingruber partners with Zak, the first real Swiss bank on your smartphone, or with Kingfluencers for Granini Hohes C. Swiss sprinter Sarah Atcho-Jaquier and two times Olympian partnered with Kingfluencers for the Gatorade campaign or Soda Stream. Snowboarder and three-time Swiss Olympian David Hablützel shares his athletic adventures as well as humorous content and promotes the Samsung Galaxy Z Flip6 phone or Dry Migros products. Some athlete influencers also partner with luxury brands. Tennis player and Olympic gold and silver medalist Belinda Bencic has worked with Mercedes and Bongenie Grieder. With Kingfluencers, she has been acting as a brand ambassador for L’Oréal Paris.

Sarah Schmid, Head of Marketing at Kingfluencers, makes aware of the role social media has played in making highlights, storylines, and community more accessible, breaking down barriers and allowing fans to watch any sport through infinite streams and channels:

“Niche communities are the heartbeat of sports marketing. By tapping into these passionate and engaged groups, brands can build authentic connections and drive loyalty that extends far beyond the game. It’s not just about the numbers; it’s about creating meaningful, lasting relationships.”

3. Partner with athlete influencers during major sporting events for a boost

Of course, brands can work with athlete influencers at any time, but partnering with athletes during major sporting events can result in a synergistic boost to your campaign. 

Even though these are competitions, the rivalries are generally friendly, and global audiences watch with good will. The huge visibility of these championship events delivers great opportunities for brands to generate buzz around your product or service in a fun atmosphere, surrounded by people enjoying themselves. #Euro2024 was tagged in more than 1.7 million Instagram posts and two million TikToks.

People also typically enjoy food and drinks while watching a sporting event. Conveniently, a football match lasts as long as Zweifel Chips’ new limited edition 90-minute pack. In a recent campaign, Kingfluencers’ creators demonstrated their creative ways to unbox this perfect snack for friends and family to enjoy together.

Member of the Swiss national women’s football team Alayah Pilgrim has promoted Coca-Cola. With Kingfluencers, she has implemented almost 60 influencer campaigns, including many for L’Oréal as brand ambassador for CeraVe and Garnier Skincare. 

Brands can also use influencers for pre-event promotions and live event coverage. In addition to excellent audience engagement, this can generate real-time interaction and feedback from fans.

Many major sporting events also stretch across several weeks and reach large worldwide audiences. Content creators can share authentic good vibes and promote your product in a way that doesn’t feel like a promotion. During Euro 2024, former football manager Harry Redknapp worked with LADbible and Walkers Crisps to promote its crisp pint for the summer of football, achieving a 2.51% engagement rate. According to CORQ., Redknapp also teamed up with Sorare to talk about its fantasy football league (0.04% engagement rate).

Digiday recently described Euro 2024 as “a big step change” for the areas advertisers will rely on. In addition to increases in television ad spending, “many brands are increasing their spend on influencer partnerships, and increasing paid social budgets to amplify influencer content and reach viewers on their second screens. That reflects shifts in sports viewing habits since the last Euros, which took place when TikTok was barely a feature in most marketing plans.”

Best Practices Marketing with Sports Influencers: Cross-Platform Activation

Maximize your reach by utilizing various platforms. In addition to social media channels like Instagram, TikTok, YouTube, and X (formerly Twitter), consider incorporating OOH advertising options and TV. Partnering with Kingfluencers makes it easy to expand your campaigns. Kingfluencers’ TV Spots combine the power of video, TV, and influencer marketing. With our newest partnership and creation of a joint influence media network with Goldbach, we can extend any social media campaign to the content network – including online advertising in networks like 20 Minuten, TV, and even out-of-home, which covers a wide array of advertising options in Switzerland, such as billboards, digital displays, and megaposters.

The Link Between Your Brands & Creators

By working with athlete influencers, you can fuse the excitement of sporting events with authentic brand advocacy. With the proper strategy, the result is a synergy, with the whole being greater than the sum of its parts. Kingfluencers serves as a link between brands and creators. Reach out to us to explore how we can help you team up with influencers and creators  – ATHLETES or not –  to build campaigns that amplify your brand messages before, during, or after sports events, ensuring a seamless connection.

Kingfluencers’ 10 Best Swiss Athlete Influencers (no particular order)

  1. Member of the Swiss national women’s football team Alayah Pilgrim has also promoted Garnier skincare and Coca-Cola. With Kingfluencers, she has implemented almost 60 influencer campaigns, including L’Oréal as brand ambassador for CeraVe.
  2. Swiss snowboarder Nicolas Huber shares his global adventures, occasionally made up like The Joker – purple suit included. He works with brands including Oneskee ski apparel, health drinks, and the Hürlimannbad & Spa in Zürich. For Kingfluencers, he will be part of the new MSD campaign that goes live in summer, promoting the importance about HPV knowledge.
  3. Swiss sprinter Sarah Atcho-Jaquierr took part in the 4 × 100 meter relay at the 2015 World Championships in Beijing, the 2016 Olympic Games, and the 2017 World Championships in London and partnered with Kingfluencers for the Gatorade campaign or Soda Stream. She also partners with adidas, Maurice Lacroix or Raiffeisen.
  4. David Hablützel is also a snowboarder and three-time Swiss Olympian and shares his athletic adventures along with humorous content. Dave promotes the Samsung Galaxy Z Flip6 phone and Chiefs’ vitamin milk. For Kingfluencers, he did a cool brand activation for the Dry Migros Campaign. 
  5. Professional footballer Ana Markovic is also an entrepreneur who is launching her own brand of innovative vegan protein water, RELOADZ. For Kingfluencers, Ana is part of the Ochsner Shoes annual campaign. 

6. Kickboxing champion Janosch Nietlispach shares fitness routines, adventures with his family, and promotes different brands from BMW to Nivea personal care products. With Kingfluencers he has implemented over 70 campaigns, including as Samsung ambassador, also for the Youth Olympic Games, for comparis, Gatorade, and Migros.

7. Swimmer Noam Yaron uses world records in swimming to draw attention to the environmental pollution of the oceans. He has been collaborating with Kingfluencers for many years, including in the yallo campaign or Emmi Caffè Latte.

8. Tennis player and Olympic gold and silver medalist Belinda Bencic has worked with Mercedes and Bongenie Grieder. For Kingfluencers, she was part of multiple L’Oréal Paris campaigns.

9. Pat Burgener is a snowboarder and two-time Olympian as well as musician and actor. He has worked with brands such as Swatch, FOCUSWATER, and Visa.

10. Artistic gymnast and three-time Olympian Giulia Steingruber partners with Zak, the first real Swiss bank on your smartphone. With Kingfluencers, she was part of the Granini Hohes C campaign.

Finance Influencers Provide Education Consumers Are Clamoring For

Posted on by Yoeri Callebaut

Brands in industries like fashion, beauty, and travel have worked with influencers for years now to give their brands a real face that people relate to, stand out from the noise, and connect to consumers. People are increasingly turning to social media for guidance on a wide variety of topics, including finance. A “finfluencer” is an influencer who creates finance-related content that advises consumers on topics such as personal finance, stock market trading, and mutual funds.

Rise in Self-Directed Investing

“DIY” is an increasingly popular approach to investing. Inyova conducted one of the largest Swiss research projects on investment habits to date. When asked, “Who manages your investments?” 55% selected, “I manage it myself.”

Unfortunately, self-directed investing isn’t always conducted with a solid data-based strategy. According to a survey commissioned by the German financial regulator BaFin, 30% of people under 40 had invested money using “copy trading” in the past two years (copying the trading strategies of supposedly successful investors.)

There has been very little financial education geared toward helping the average consumer get up to speed, leaving people struggling with a lack of financial literacy. Finfluencers have been stepping in to fill this need. The Financial Times writes, “A jump in self-directed investing has been partly propelled by a surge in the sway of financial influencers.

Cynthia Hofmann, Senior Marketing Manager at PostFinance: We have noticed a growing interest in financial topics at PostFinance. This has been particularly evident in recent years with the increased focus on “women and finance”. At the same time, the crypto boom has also awakened young people’s interest in financial matters. The availability of numerous neobanks, which are primarily accessible via apps, has made banking simpler and cheaper. For example, pension accounts or funds can be opened with just a few clicks, often on more favorable terms than with traditional banks. The rising cost of living is also forcing many people to take a closer look at financial matters.

Significant Need for Financial Guidance

Income, assets, and savings rates have increased in Switzerland in recent years. According to a ZHAW study, three-quarters of Swiss people also feel comfortable with their financial situation. However, a staggering 44% of Swiss people have never made financial investment, despite 86% of Swiss people being willing to save and plan. 70% state their reason for not investing is a lack of financial literacy. 

Brands can fill this gap by serving as that trusted source of knowledge, which can empower consumers to feel comfortable making investments. By partnering with an established finfluencer, brands can benefit from their accessibility, trust, and reach to educate their target audience and turn them into customers.

Significant Need for Financial Guidance

Income, assets, and savings rates have increased in Switzerland in recent years. According to a ZHAW study, three-quarters of Swiss people also feel comfortable with their financial situation. However, a staggering 44% of Swiss people have never made financial investment, despite 86% of Swiss people being willing to save and plan. 70% state their reason for not investing is a lack of financial literacy. 

Brands can fill this gap by serving as that trusted source of knowledge, which can empower consumers to feel comfortable making investments. By partnering with an established finfluencer, brands can benefit from their accessibility, trust, and reach to educate their target audience and turn them into customers.

Finance Chat is Taboo

How to manage and grow your personal wealth can be a complex topic, one which many people are uncomfortable discussing. Only 26% of respondents to the ZHAW study would like to talk about finance, even with good acquaintances.These substantial gaps in both investments, finance knowledge, and trusted sources of advice represent huge opportunities for brands that can help educate consumers. Influencers who provide easily digestible pieces of content can help audiences gradually climb the learning curve.

Finfluencers Provide Needed Advice

Many influencers are already supporting their followers’ journeys to financial wellness for free. According to an October 2021 Bloomberg article, “Wall Street ‘finfluencers’ are earning more than bankers.” For example, UK-based “Self-made millionaire” Mark Tilbury provides “money and success tips” to 7.1M followers on TikTok and 2.25M subscribers on YouTube.

With people hungry for insights and guidance, finfluencers such as Faares Quadri can grow large followings. Quadri has over 2.7M followers on TikTok where he breaks common financial concepts and instruments down and walks his audience through the specifics. 

ellexx founder Patrizia Laeri shared her views on the advantage of finfluencers compared to traditional financial education: “At ellexx, we comprehensively empower women financially and guide them without any financial jargon, always at eye level with lovingly designed, appealing, and stirring articles, research, checklists, and tools.”

The SIX Group, which operates the infrastructure for Swiss financial centers including the Swiss exchange, has recognized the value of finfluencers. SIX asked Swiss financial bloggers, Stefan Huser, Melina Scheuber, Reto Stalder and Fabio Marchesin to participate in a panel discussion at the 2022 BörsenTalk Flagship Event with the mission of introducing the audience to their “infotainment” work. The group shared origin stories and discussed various, sometimes controversial, topics such as the tension between independence and commerce, and why the most important blog articles are not the most successful.

Cynthia Hofmann, Senior Marketing Manager at PostFinance: Finfluencers have become a central figure in the field of financial education. With information flooding the internet, they differentiate themselves through their independence and reputation for neutral opinion. This makes them a valued resource for many individuals. In contrast to traditional banks, which are often perceived as distant, finfluencers communicate in a way that is familiar to their followers.

Financial Feminism

The Inyova survey found that 65% of Swiss women have never invested, compared to just 20% of men – a fact that numerous finfluencers are working to rectify. This social shift inspired the establishment of companies like ellexx universe AG, who are focusing on closing the gender investment gap by encouraging women to learn to invest. The fintech company offers coaching, money hacks courses, checklists, financial products, and daily articles. 

Kingfluencers asked Patrizia Laeri about the increasing public interest in finance. “When we launched our platform two and a half years ago, ‘women and finance’ were hardly a topic in Switzerland. Now, more and more traditional banks are jumping on the bandwagon, trying to appeal to women. However, their executive boards and boards of directors remain predominantly male. This is ‘pinkwashing’ and not credible. In Western Europe and North America, women control 75 percent of purchasing decisions. Consumption means influence. And investing means even greater influence. Nonetheless, a lot has changed. The topic is present and the offerings for women are increasing. ”

Finfluencers Must be Credible

All influencers must disclose when posts are paid brand promotions, but financial content brings added complexity. Stylish influencers can recommend products such as eyeglasses, food, and makeup, sharing their photos and recipes. Exaltations that a product is comfortable, delicious, or beautiful are all personal opinions, but finfluencers are making statements which could be factually incorrect, particularly if they run afoul of investing laws.

Sortlist surveyed 1,000 users who follow health and financial influencers to understand their impact on purchasing decisions compared to the recommendations of experts from those sectors. 

1 in 5 users trust influencers more than their doctors and financial advisors. 46.51% of German respondents said that the help of financial influencers had a positive impact on their investment decisions.

The Sortlist study described the role specialists and influencers can both play in helping communities. “Overall, the easy access to influencers makes them the ideal source of inspiration, sparking the first desire to change lifestyle or develop a routine.” People turn to professionals for more details as well as the personalized service they can provide.

Money expert Tori Dunlap is a successful, inspiring finfluencer who doesn’t have a traditional financial background. Tori founded Her First $100K with a mission of leading the financial feminist movement. With a best-selling book, popular podcast, social media campaigns, and live speaking engagements, Tori and her team guide audiences through making more, spending less, and feeling financially confident.

Tips for Working with Finfluencers

Kingfluencers recently wrote about how to select and work with an expert influencer. When considering partnering with any influencer, it’s important to view their track record. With experts, including finfluencers, you should additionally evaluate their formal credentials. Do they have the requisite education?

Formal certifications give a finfluencer more credibility. However, a variety of laws cover what financial advice finance professionals are permitted to give publicly. Many finfluencers are simply individuals proficient in personal finance. In this landscape, it’s difficult for brands to determine who would be a good potential partner. Working with an experienced influencer marketing agency like Kingfluencers substantially lowers your risk of collaborating with someone short on credibility and ending up in a PR disaster.Brands may also want to consider providing some compliance training for finfluencers prior to campaign kick-off. CFA advises, “Investment companies that use finfluencers should provide them with compliance training if not already doing so and ensure that finfluencers clearly disclose when they are promoting content or are sponsored.”

Brands Succeed Partnering with Finfluencers

CFA took a deep dive into the world of finfluencers and wrote that some financial firms are hiring finfluencers to engage with young investors (those aged 18–25). The NAGA platform, a German fintech company, says it cooperates with up to a hundred finfluencers.

In India, the top finfluencers have more YouTube subscribers than new-age broking firms. Considering India’s low financial literacy rate of 27%, these content creators play a vital role in educating citizens. Leading broking firms are engaging popular finfluencers to reach out to potential investors.

A Swiss Success Story

Credit Suisse is a recent Kingfluencers success story with CSX App, a secure remote banking solution

  • Impressions: More than 2.2 M
  • Reach: More than 1.3 M
  • Engagement-Rate: 3.2%
  • The campaign reached 3.7k link clicks

Mobiliar with combining a creative contest with Influencer Marketing.

  • Impressions: More than 500 K
  • Reach: +26% vs forecasted
  • The inclusion of the creative contest generated more than 80k website visits.

Generali insurance’s podcast episode about women and pension.

  • Impressions: More than 240 K
  • Reach: More than 130 K
  • The campaign reached +70% vs forecasted on link clicks.

 View the case study to see successful campaigns from numerous Kingfluencers’ clients in the banking and insurance sectors.

Trends Guide 2024 Q2

Posted on by Yoeri Callebaut

Top 5 digital marketing trends for Q2 2024 and how to quickly join in

Influencer marketing and beyond

Welcome back to the second installment of our quarterly Digital Marketing Trends Guide. We’ve investigated the latest trends and shared how you can leverage them to engage with our audiences and build digital brand equity.

Here are our top 5 digital marketing trends for Q2 2024 you need to know about:

  1. SOCIAL MEDIA AS SEARCH ENGINE
  2. TRADITIONAL SECTORS EVOLVE THEIR MARKETING
  3. VIRTUAL EVENTS AND EXPERIENCES
  4. BACK TO BASICS WITH RAW CONTENT
  5. SHORT FORM SERIES

Eager to learn more? Check out the full digital marketing trends for 2024 Q2 and download our Trends Guide below!

Trends Guide 2024 Q2

Questions? Reach out to us anytime. Click here to find out more about our Digital Influence Programs and our expertise within the field and beyond.

Expert Influencers Raise Your Brand’s Credibility: Why & How to Work with Them

Posted on by Yoeri Callebaut

We’ve written often about the importance of authenticity and credibility. Expert influencers are uniquely suited to help elevate your brand’s credibility. We’ll explain what expert influencers are, how they differ from their traditional counterparts, and how to select and work with them.

What are Expert Influencers?

Experts are people with extensive knowledge and/or skills in one particular area. They’re viewed as authorities, but may not always have the largest social media following. With extensive professional acumen, experts are typically informative more than aspirational.

Focused on their primary area of study or practice, they may not often engage in activities that build an audience on purpose, such as posting new content frequently and following trends. Even experts with a smaller following can be valuable partners, as they lend their credibility to your brand, helping you gain trust from your audience.

Fabio A. Marchesin, better known as Finanzfabio, said, “As an expert financial planner, I feel a certain pressure to create more added value and, above all, to provide correct information. My aim is to create a clean basis and then go into more depth to provide thought processes that no one else can offer. While my work is intended to serve non-professionals, my colleagues in the financial sector also find it useful for further training or exam preparation.”

Quality Over Quantity – Expertise is More Important Than Follower Count

Many brands partner with celebrity influencers in order to reach millions while gaining the personal endorsement of a popular individual. However, some consumers have become disillusioned with outmoded influencers who can be artificial and unrelatable while excessively pushing products. According to Trustpilot, celebrity influencers have the lowest level of trust among consumers – two-thirds (67% in the US and 65% in the UK) describe their level of trust in this source of information as ‘low’.

Expert influencers can serve as an antidote. 41% of consumers trust expert reviews, whereas only 13% trust advertising.

Veronica Kiriak, Doctor and Content Creator, shared her views on how brands and followers have different expectations of experts as compared to classic creators. “As a doctor and influencer at the same time, you have to act a little differently than classic creators. I choose my collaboration partners very carefully and always pay attention to legal and medical principles. Brands often place particular value on the authenticity of my medical expertise, while my followers are primarily looking for reliable information. It requires a balance to meet the expectations of both sides.”

How Do Expert Influencers Help Brands?

Collaborating with people who bring the credibility of formal education and expert credentials can help brands stand out, and can be particularly advantageous in the beauty industry. As marketer Polly Petrova writes “the beauty sector has become more cautious when it comes to collaborating with influencers. It seems the industry is trying to lessen the ‘influence’ of influencers.”

Many beauty influencers post their personal daily skincare routines and preferred brands. However, a dermatologist brings exceptional credibility, with a trustworthiness that’s hard to beat. Dr. Liv Kraemer shares best and easy #skincare routine tips with her more than 243K TikTok followers. Dr. Liv also sells products made in Switzerland that she developed inspired by decades of dermatology insight.

When partnering with an expert, your brand benefits from their credibility in addition to gaining access to their audience. Experts can be especially skilled at explaining complex concepts and bringing clarity to technical jargon. “Finanz Fabio” provides financial education on his podcast and shares podcast snippets on TikTok, along with street interviews he conducts.

Expert influencers also fulfill the need for industry-specific knowledge that B2B buyers have throughout lengthy, complex sales processes.

Experts Influencers Continue Working in Their Profession

For many traditional influencers, social media content creation and brand partnerships are their primary sources of income. OTOH, experts make a living with careers distinct from social media. For example, dermatologist Dr. Liv still sees patients in her clinic and Fabio provides personal financial consulting services.

Continuing to work in their profession means expert influencers:

  • Keep their knowledge current
  • Have new real-world experiences
  • Must maintain a positive reputation

The need to maintain their reputation prevents experts from promoting brands they don’t believe in, further strengthening their trustworthiness with audiences. Regardless of what percentage of their income is generated by content creation, their influencer career relies on their professional credibility. It’s not worth risking any threat to that credibility for a questionable brand partnership.

Veronica Kiriak said, “My content creation process requires more research to ensure my medical statements are accurate. At the same time, I try to present the information in an entertaining and accessible way to keep my community’s attention. I have high expectations of myself, especially in terms of the quality and accuracy of my medical advice. It’s important to be transparent when it comes to the boundaries of my expertise and to always create a safe space for questions from my followers.”

How to Select and Work with an Expert Influencer

1. Start with your Marketing Goals

We’ve discussed how expert influencers differ from their traditional counterparts, but when partnering with any influencer, your goal is still to build digital brand equity. While some aspects may differ, it’s important not to abandon your existing processes for building successful campaigns.

Alter your Influencer Evaluation Criteria & Examine Their Credentials

When considering partnering with any influencer, it’s important to view their track record. With experts, you should additionally evaluate their formal credentials. Do they have the requisite education? Are they certified with the relevant board, such as with surgeons and architects? Can you confirm that after obtaining both the education and credentials, they also have real-world experience working in the field? 

2. Pitch Your Brand to the Expert

Considering their need to carefully guard their reputation, experts can be particularly discerning about the brands they work with. You may have to invest time in selling your brand to the expert. This could involve a more detailed, technical analysis of your product, such as examining ingredients or production processes.

3. Be Flexible with Payment Structure & Recognize Added Value

Again, brand promotions aren’t their primary focus, so you may need to compensate experts with a different type of payment structure. Scrunch advises, “…they might be more expensive as you are really purchasing their time, experience, and credibility. Almost think of it as paying a consultant, rather than an influencer.” The value you receive from working with an expert extends beyond access to their community. Your brand earns a seal of approval from a knowledgeable expert. These engagements might also be longer term.

4. Maximize Use of Their Expertise

Instead of asking them to merely promote your product, think of additional ways their expertise can benefit your brand. Ask them to sit for an interview, speak at a conference or webinar, write a blog with their top tips, or provide feedback on your new product innovations.

5. Make the Content Keep Working for you

Increase the value of these collaborations with performance marketing (boosting content to reach even higher KPIs). Consider multi-touch attribution models and use every channel strategically.

Get Started with the Best Expert Influencer Matches for Your Brand

As the leading full-service influencer marketing agency in Switzerland and beyond, Kingfluencers can help you select and collaborate with influencers of all types, whether B2C, B2B, expert, or traditional. We help give brands a real face that people relate to, stand out from the noise, and connect to consumers. 

Trends Guide 2024 Q1

Posted on by Yoeri Callebaut

Top 5 digital marketing trends for Q1 2024 and how to adopt to build brand equity.

Influencer marketing and beyond

At Kingfluencers, we’re fortunate to work in a dynamic industry that’s constantly evolving. We often leverage new approaches to help our clients engage with their audiences and build digital brand equity. In this new, quarterly trends guide, we’ll investigate the latest trends and – most importantly – how you can adopt them.

Here are our top 5 digital marketing trends for Q1 2024 you need to know about:

  1. AR MARKETING IS MERGING DIGITAL EXPERIENCES WITH REAL-LIFE
  2. ART INSTALLATION ADVERTISING: LEVERAGE THE CREATIVE EDGE OF ART INSTALLATIONS FOR ORGANIC PR
  3. THE POTENTIAL OF VIRTUAL INFLUENCERS
  4. BRANDS ENGAGING AND BUILDING CONNECTIONS: COMPANY MASCOT TURNED INFLUENCER
  5. LEARNING NEW WAYS TO WORK THROUGH ARTIFICIAL INTELLIGENCE

Eager to learn more? Check out the full digital marketing trends for 2024 Q1 and download our Trends Guide below!

Questions? Reach out to us anytime. Click here to find out more about our Digital Influence Programs and our expertise within the field and beyond.

Beyond Influence: The Powerful Opportunities within Digital Influence

Posted on by Yoeri Callebaut

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

What is Digital Brand Equity?

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

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

digital brand equity

What is Digital Influence?

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

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

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

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

Digital Influence = Huge Component of Overall Brand Equity

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

Beyond Social Media

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

Great! 

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

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

How Can Brands Build a Foundation of Digital Influence?

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

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

Consumer checking out a brand on social media

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

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

consumer browsing on social media

The Amplification Effect

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

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

Key Components of Building Digital Brand Equity

A strong foundation must run deep and wide. 

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

  • Use your existing brand equity

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

  • Be consistent

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

  • Run people-centric campaigns

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

  • Harness the power of advocacy & word of mouth

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

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

How to Become An Influencer in 2024 [Success Roadmap]

Posted on by Yoeri Callebaut


Influencer marketing is an important marketing strategy that continues to grow. It is no longer limited to a select few businesses or agencies, but has become a marketing channel accessible to all brands.

As of 2021, the global influencer marketing market value had more than doubled since 2019, standing at around 13.8 billion U.S. dollars.

More brands recognize the power of influencer marketing and seek out influencers who can help them generate meaningful connections with their target audience. 

That means more opportunities for influencers – for you – to make money!

If you’re looking to become an influencer, you’ve come to the right place. In this article, we’ll go over the steps of becoming an influencer one by one. Keep reading to begin your journey to becoming an influencer.

Table of Contents

  • Is becoming a social media influencer the right choice for you?
  • Ask these questions before you decide to become an influencer
  • How to get started as an influencer
  • How to brand yourself as an influencer
  • How to establish authority as an influencer
  • How to work as an influencer
  • How to grow and remain popular after you’ve become an influencer
  • How to get paid as an influencer
  • Conclusion

Is becoming a social media influencer the right choice for you?

Becoming a social media influencer sounds like a great career choice – let’s find out if it’s really the right one for you.

Are you excited about making a difference?

If you become an influencer, you have an opportunity to leave your imprint on the world. You decide which causes to support, be it sustainable brands or charitable businesses. You can use your influence to spread your positive values to the world.

Would you love to have a community of people who rally around you?

If you have no problem standing in the spotlight and taking responsibility for your loyal followers, becoming a professional influencer could be perfect for you. 

Would you like the financial freedom of working for yourself? 

To not be tied down by rigid work hours or office dress codes, or having to stay in one place all the time?

Becoming an influencer can allow you to turn something you are passionate about into a career, basically getting paid to make content about something you enjoy.

Sounds like a good plan! That’s the promise that becoming an influencer holds. 

But…

Ask these questions before you decide to become an influencer

Of course, all these benefits do not simply appear because you’ve decided that you’re going to do this. 

Understand that if you become an influencer, you are turning yourself into a business. If you are serious about earning the benefits, you have to be serious about the work, too!

So, before you start, please ask yourself the following questions:

Are you willing to do what it takes?

As an influencer, you’re going to have to do a lot of tasks: 

  • Creating your strategy
  • Dressing up 
  • Filming your content 
  • Editing 
  • Writing captions 
  • Scheduling your content
  • Publishing 
  • Engaging with your audience
  • Promoting and managing your brand
  • Networking and reaching out

and much more. All this will take you a lot of time! 

Food Influencer

Are you willing to make that investment?

Will you have the patience that’s required to grow your brand?

Again, it will take time to grow your followers and build up an empire – your piece of the web – as an influencer. That’s where you’ll need the patience to keep executing your strategy and keep publishing, even when your audience is not yet as big as you want it to be.

Do you have the passion and motivation to keep serving your audience?

If you want to be an influencer who is successful long-term, you need to find a way to stay motivated – you owe it to your followers. 

You can do this if you have passion for the topic you’re making content about and you genuinely want to help and entertain the audience. 

Ask yourself: Is that you?

What will it take for you to make enough money to be able to make this a full time gig, or at least a solid side hustle?

Be realistic and set a sensible goal – and you won’t be caught off-guard later when the numbers don’t match what you were hoping for right away.

The influencers we’re working with are making on average at least CHF 200 per sponsored post. 

(This is if you have several thousand engaged followers who love you, and you manage to connect with brands who feel that your content is a good fit.)

Now you can do the math and see how much work it would take to make the income that you’re aiming for. Of course, as you grow your reach and your authority, you will be able to command higher rates.

What type of influencer do you want to be? Nano, Micro, Macro, or Mega?

In influencer marketing, bigger isn’t always better. 

Brands are starting to see the value of smaller influencers – they have higher engagement and the trust of their followers. 

This means that even as a smaller influencer, you will be able to get brand deals that make you good money.

“The findings of four experimental studies show that micro-influencers (those who have 10,000 to 100,000 followers) are more persuasive than mega-influencers (those who have more than 1 million followers) because endorsements by micro-influencers (versus mega-influencers) bestow higher perceptions of authenticity on the endorsed brand, which ‘rubs off’ from the perceptions regarding influencer authenticity.” https://www.tandfonline.com/doi/abs/10.1080/00913367.2021.1980470

The different sizes of influencer you could become are:

Nano-influencer:
Under 5k followers. 
This is where you will probably start out. 
Examples: Debora Sarai in the DIY and home niche. Alenis Lima in the beauty/fashion and lifestyle niche.

Micro-influencer:
5k-100k followers. 
Examples: Adela Smajic in the Beauty/fashion, lifestyle and travel niche. Alayah Pilgrim in the sports, health and fitness niche. Carlo Janka in the sports, outdoors and family niche. 

Macro-influencer:
100k-1m followers. 
As your following grows, more opportunities will come in, but it will also take more time and effort to manage your brand. 
Examples: Kevin Lütolf in the fashion and technology niche. Zoë Pastelle in the fashion and entertainment niche. Zeki aka Zekisworld in the comedy and automotive niche.

Mega-influencer:
Over 1 million followers. 

These are typically actors, musicians, and other A-list celebrities. 

Your content might never get you into this category (and maybe you don’t even want that), but if you do, hey, good luck! Also, you might make up to $1 million per sponsored post! 

Examples: Daniela Pintto in the lifestyle and mumlife niche. Marco aka swiss.beautiful_ in the landscape, outdoors, travel niche. Alisha Lehmann in the sports and travel niche.

Have you answered these questions to clarify what lies ahead on your path to becoming an influencer on social media? 

Then you’re ready to get started!

We’ve created this roadmap to help you on your way, and to get you to the point where you can call this your job! Maybe you’ll even end up working with us in the future. Let’s dive into your journey.

How to get started as an influencer

Travel Influencer

Find your niche

We recommend that when you start your career on social media, you pick a niche. It makes sense to narrow down quite a bit. 

What does that mean? 

Especially in the beginning, you want to be known for your work in a specific space. That way, your audience will associate you with this space as you post more about it.

People are more likely to follow you if they know what to expect from your content. 

Focus and fine-tune your niche, and it will be much easier to grow your followers and be seen as an expert in that niche.

Now, what niche should you pick?

Passion & Knowledge

If you have an existing passion – maybe even a good level of experience and skill – you could pick that to give yourself a head start and be more motivated to create content around that niche.

Popularity and Monetizability

From a business standpoint, it makes sense to find a niche that is trending or at least growing steadily and in which brands are willing to spend money to advertise. 

We have compiled ten of the most popular and profitable social media niches for you below:

  • 1. Technology
  • 2. Fashion
  • 3. Health & Fitness
  • 4. Food & Cooking
  • 5. Business & Making Money
  • 6. Lifestyle
  • 7. Beauty
  • 8. Parenting
  • 9. Pets
  • 10. Travel

Find the one that aligns with your interests and knowledge, is popular and monetizable, and has an audience that you could engage with long term.

Choose the right platform to start

Which platform should you become an influencer on? 

We recommend you start on just one platform – preferably the one where your audience spends the most time – so that you can focus and grow your following most effectively. 

Of course, you can expand your business later and join multiple other platforms!

Try to understand who your audience is first:

  • Which age group are you targeting with your influencing campaign?
  • What’s their average income level?
  • What’s their gender, percentage-wise?
  • What’s their family situation?
  • What are their hobbies and interests?
  • Which circles and communities are they in?

The answers to these will guide you towards the platform you could start out on. As an example, if you’re in the knitting niche, you could start posting on Pinterest. If you’re a gamer, start a Twitch account. Model trains, Facebook. Etc. This information changes over time, and there are many factors to consider in selecting the right platform. 

Following is a quick snapshot of which platforms make the most sense for you to be on as an influencer, depending on your niche:

Facebook:
Widest adoption among all demographics, but is trending older, and a wealthier audience. Good for niches that have a middle-aged audience.

Twitter:
Good for more intellectual niches such as writing, business, and self-improvement.

LinkedIn:
The #1 platform if you want to become an influencer in the world of business and money making.

Pinterest:
Mostly female audience. Perfect for arts & crafts, among others.

Instagram:
A very visual platform that is perfect for many niches, including fashion, travel, food, and pets. The audience is slightly younger.

TikTok:
Has the youngest audience. But the platform is now also becoming more interesting for older generations. Best if you are focused on your specific audience, and you are able to capitalize on trends. 

Social Media Platforms

Prepare your profile

After you’ve picked your niche and the platform you’re going to start out on, you’ll need to create and optimize your social media profile.

Switch to a business account

If you want to be an influencer, you should upgrade to a business account because it gives you a lot more possibilities – namely for analytics and monetization. You can create a business account in the profile settings of most networks, such as Instagram, Twitter, and Facebook. 

Create a fantastic bio

When someone visits your profile, the first thing they see is your bio. You want to make sure you’re making a great first impression! 

Your biography should explain your narrative in a compelling way. It should also include all relevant information about you, such as your full name, address, phone number, and areas of expertise.  

Add a profile pic and banner/cover photo

You should also include a profile photo and a cover photo, as these are crucial components of your own brand identification. 

People frequently recognize a social network profile by its profile photo, so choose one carefully. Also, make sure your face is visible, and the photo is high quality.

How to brand yourself as an influencer

What is your influencer personality? You should be able to pin-point the qualities and characteristics that set you apart from others in your niche on social media. People like to follow someone who has a strong and interesting personality.

It doesn’t mean you have to invent a new personality for yourself. 

Ideally, you authentically express what’s interesting and special about you. Of course, with social media, you will want to emphasize the most compelling aspects of your personality, but you should never be fake. 

Simply go more into what already makes you special naturally.

Your personal brand

You also want to be thinking about creating your personal brand. This means you take your influencer personality and your angle on content and turn it into a recognizable brand.

How do you create your personal brand and make it stand out?

  • Convey a similar vibe with images and videos: They are created in a similar way, use the same filters etc.
  • Purposely use your own, consistent color scheme in your profile and your marketing materials.
  • Have your own way of talking and addressing your followers in your content and captions – brand tone is consistent
  • Have a special name for your followers
  • Create a logo and slogan that people recognize instantly
  • And most importantly, your personal brand is telling a story – one that is compelling and resonates with the audience.

Here’s what Antonella Patitucci, Actress, Presenter, Coach and Content Creator, had to say about how important it is that you tell stories as an influencer:

“The value is in telling your own story and putting emotion behind it. Give the product a face so people can relate. Share your unique story and opinion. A product alone is a picture, but with you and your story, it’s like a movie.”
We couldn’t agree more. So start telling a unique story, and you will start creating a strong personal brand for yourself that people will want to follow.

How to establish authority as an influencer

You’ve picked your niche, you’ve thought about your branding… now it’s time to build your expertise! 
Your goal should be to become an authority on the topic you’re making content on. 
You want your audience to look up to you, trust what you’re saying about the topic, and follow your recommendations.

How are you going to build your authority?

Study your niche

Start by researching everything that’s out there on your niche on the internet to get a good overview of what you’re going to make content about. 
Subscribe to relevant podcasts. Read any available books and print publications around the topic. 

Establish your web presence

In addition to your social media profile, consider setting up your own website as well.
This will give you another chance to advertise your personal brand and show off your portfolio. 
It’s a signal that you are a professional and will give you even more authority as an influencer.

Start networking in your industry

Go to conferences. Reach out to other influencers in your niche. Communicate, find peers and mentors, and collaborate with others. 
Not only will this make you an insider with even more knowledge about your niche, it will also increase your status

How to work when you’re an influencer

Now, how do you go about your daily work as an influencer? How do you know what to post, when to post it, and how often to post?

To keep up with creating content and to make sure that you have an awesome social media profile that keeps growing, we recommend that you first create a content strategy.

Your content strategy

First, establish a posting schedule. Decide how often you’re going to post in order to keep your followers engaged – while not burning yourself out. Keep in mind how much time creating just one social media post can take!

Then, decide on the types of content you’re going to be posting regularly. This can, and maybe should, be different types of posts on different days. Depending on the platform, you have the choice between:

  • Videos (short-form, long-form, stories)
  • Pictures
  • Audio
  • Infographics
  • Text

Finally, the content topic: 
What topics are you going to cover? What angle are you going to take with your content?
Note all these things down in your strategy document. Now you know exactly what to post each week.

Study your analytics

Executing on the publishing strategy you just created is a great start – but it’s not everything. 
You should also learn from each post you make. Do this by studying your analytics. With a business account, you will have access to those statistics. 

  • Each week, look at how your posts have performed. 
  • How many people saw your post? 
  • How much did they engage with it? 
  • How many likes did it get? 
  • If it was a sponsored post, did it resonate with people?
  • What could you do to make even better content next time?

How to grow and remain popular after you’ve become an influencer

Apart from your short-term strategy, be prepared to stay on top of the game in the long term.

How do you do that?

  • Nurture your community. Do this by running special campaigns, like challenges, surveys, and giveaways; fun initiatives that keep your audience on their toes and excited about hearing from you.
  • Know your audience intimately. Keep studying your followers. What are their goals? Their deepest desires? What makes them tick? Know all this… then try to satisfy those desires with your content!
  • Stay ahead of trends. If you always keep your personal brand relevant to the times, you won’t have to worry about people becoming bored with your content and unfollowing. On the contrary, you will keep them engaged with fresh stuff and your following will only keep growing!
  • Always engage & be present. You should treat your followers like your tribe, maybe even like a second family. This means you’ll always be there to reply to their comments, answer their questions and offer support.

“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 connection you make with your audience.” – Marvin Sangines, Personal Branding Advisor at Kingfluencers

How to get paid as an influencer

We saved the most exciting part for last: 

How you’re going to get paid and hopefully at some point make a full-time income as a social media influencer! 

In most cases, this will mean that you’re going to be working with brands and promoting their products in your content.

How are you going to find those brands? 

The first option is to make a list of brands you would like to work with. Then research their marketing department and email them about working together.

The other option is to apply to an influencer marketing agency, who usually has a large network of brands they work with. They’ll take on the work of contacting the brands that are the right fit for you. This should be at no cost to you, because the agency will get paid by them and not you. It’s a good option if you want to spare yourself the extra stress of having to find and pitch brands, on top of all the other tasks you have to do as an influencer.

How much will you make? 

Anywhere between CHF 200 and CHF 10’000 per post. Obviously, expect to start on the low end of that scale if you just started your influencer career.

How many followers do you need to start getting paid? 

This differs, depending on your niche and other factors. We usually advise you to build your brand to at least 2500 followers and then apply for your first brand deals.

Let’s do it!

Is being an influencer worth it? 
We say absolutely yes – now that you know what goes into becoming one and how to do it, you can decide if it’s for you.
Keep in mind that getting results is a process that takes time and effort. As a result, you shouldn’t expect to become a social media influencer overnight.
However, if you continue to follow these guidelines, you will be able to become an influencer and earn money doing it. 

We wish you good luck on that journey!

To keep up to date on the newest influencer marketing information and trends, sign up for the Kingfluencers newsletter or reach out to us anytime.If you’re already over 2500 followers and think you have what it takes, you can apply with us as an influencer here!

Author: Megan Bozman, Owner @Boz Content Marketing

Boosting Conversions: Performance Marketing with Influencer Content

Posted on by Yoeri Callebaut

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

The Evolution of Performance Marketing with Influencer Content

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

Harnessing Influencers and content creators in the Digital Era

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

Crafting an Effective Creator-Based Performance Marketing Strategy

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

Empowering Campaigns with Influencer Creatives

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

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

A Seamless Path to Conversion

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

The Essence of Influencer Selection and Engagement

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

In Closing: Creator-Based Performance Marketing Unveiled

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

TikTok Influencer: The 20 Most Successful TikTok Influencers In Switzerland

Posted on by Yoeri Callebaut

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

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

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

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

1. TP (@thispronto) – 16.1M followers

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

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

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

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

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

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

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

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

4. Daniellapintto (@daniellapintto) – 4.5M followers

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

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

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

5. Leo (@leshautscommeleo) – 4.4M followers

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

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

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

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

6. Ales2ndro (@ales2ndro) – 3.1M followers

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

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

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

7. AdiTotoro (@aditotoro) – 2.4M followers

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

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

He’s not just about making videos, though. 

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

8. Chiaracastelli (@chiaracastelli) – 1.8M followers

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

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

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

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

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

10. raffasplasticlife (@raffasplastic) – 1M followers

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

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

11. Lanabante (@ Lanabante) – 714.5k followers

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

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

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

12. Margauxcedoux (@margauxseydouxx) – 664.8k followers

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

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

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

13. Nathii (@nathistyle) – 269.4k followers

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

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

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

14. Christabelle (@christabelle_8) – 253.5k followers

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

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

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

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

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

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

16. T_ronimo (@t_ronimo) – 198.5k followers

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

Conclusion

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

Granfluencers: Engage Young Audiences with Older Influencers

Posted on by Yoeri Callebaut

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

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

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

The Wealth of Older Generations

Brands have good reasons to target baby boomers.

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



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

Authenticity that Appeals to Old & Young Audiences Alike

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

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

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

said Sarah Schmid, Head of Marketing at Kingfluencers.

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

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

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

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

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

Pro-Aging, Pro-Living

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

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

“Stealing Ur Mans Since 1928.”

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

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

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

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

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

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

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

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

More Diversity and Inclusion

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

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

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

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

Capture Attention with a Distinct Approach

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

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

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

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

“Für Fitness ist es nie zu spät.”


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

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

Tips for Brands Working with Granfluencers

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

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

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

3. Remember that granfluencers are not digital natives.

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

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

Granfluencers as tech-savvy as any Gen Zer,

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

5. You can run campaigns such as:

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

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

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

“personal photographer and grandson of Gramps.”

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

Granfluencers Jaadiee

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

Author: Megan Bozman, Owner @Boz Content Marketing