Although the term “storytelling” is (over)used non-stop in marketing circles, it sometimes feels like a mythical creature many talk about but few ever really see. One thing we know is that stories work.
In our Ebook about Omnichannel Storytelling, you will find every important aspect to step up your storytelling game to connect even more with your audience.
Click here to find out more about our influencer marketing and here for our social media services.
Switzerland is filled with innovative, fascinating influencers who create informative and entertaining content every day. Kingfluencers has had the pleasure of working with all of the following, and we’d like to highlight some particularly fantastic examples for you to keep an eye on.
Kingfluencers recently published, “13 Social Media & Influencer Marketing Trends to Look For Now,” and we’re categorizing our top Swiss Influencers according to who’s excelling at a few of selected trends. Download the eBook for an in depth look at all the trends.
For influencer marketing campaigns, brands focus more and more on engagement rates than other metrics, such as total followers. According to a report from Later and Fohr, nano and micro influencers (<25K followers) have the highest engagement rate, averaging 7%, which is more than double the benchmark of 3.21%.
Professional soccer player for FC Basel Alayah Pilgrim is a micro influencer who posts about fashion, fitness, and soccer, of course. She also shares a TikTok account with her boyfriend.
Picture: Alayah Pilgrim
Over the next 18 months, video content will continue to increase in relevance and importance. As video becomes the dominant medium, other formats are even less likely to be noticed and brands will have to produce more video content to share.
Alessandra Spataro is well known for her professional and creative videos on TikTok. She often shows ‘behind the scenes’ how she created her videos, and also shares ‘fails’ when things go wrong. Alessandra’s videos have great variety and stunning visual appeal, such as the popping of water balloons with different color dyes.
The success of TikTok is accelerating the move towards video. TikToker Julie Riess frequently posts a variety of videos and is relatable in exhibiting authenticity. In addition to TikToks about food and thrift store shopping, Julie posts “Get Ready With Me” videos and shares with followers her decision-making process putting together outfits.
Picture: Alessandra Spataro
The growth of the value of content is driving numerous trends. In particular, more people will try to capitalize on their content, opinion, and voice, making everything more crowded. Brands as well as social media platforms will be actively seeking and soliciting content creators.
Kingfluencers has frequently worked with Fabio Zerzuben, a creator who puts a lot of emphasis on his content and creativity. Fabio is famous for his creative and captivating reels.
As influencers are pressured to create more content even faster, they’re also staying active on multiple social media platforms, as well as traditional media. One of Switzerland’s biggest influencers, Xenia Tchoumi, posts on Instagram about beauty, fashion, and travel. In addition to social media content creation, Xenia wrote the book, “Empower Yourself,” and has given 4 TEDx talks. Swiss comedian Aditotoro is active on TikTok as well as Twitch and YouTube. This prolific content creator has recently become more well known outside of Switzerland.
Leo Monferini created a character with funny glasses which went viral on TikTok. As one of the biggest TikTokers from Romandie, he is very popular and Kingfluencers’ clients like working with him. His humorous content is what people are looking for on TikTok.
The influencer marketing industry will experience increasing consolidation in technologies, agencies, and service providers. More influencers are teaming up to form clans to promote their services to brands.
Founder of the “SKRR SQUAD,” Dario Scheurmann is known for portraying a wide variety of Gen Z situations in a fun way. His TikToks exhibit a sense of childlike whimsy and humorously portray the different ways women and men do things like answering the phone and getting into the car to drive.
Jean Carly Réveil posts humorous videos on TikTok, often collaborating with numerous other TikTokers. Frequent themes include interactions between couples and friends. Laura Bante creates comedy TikTok videos, with themes such as beauty and fitness, and often collaborates with her friend Margaux Seydoux.
The Headz Agency represents numerous influencers who put a lot of effort into constant content creation, including Simo Bonito who makes funny videos, some of which feature his Italian “Nonno,” whom he plays himself. Ericwdrae also creates comedy content on his own or with his friend T-Ronimo, where they often present two female characters, Bresha and Selina, in funny situations. T-Ronimo posts about soccer, cars, and work, in addition to humor, and sells merchandise such as t-shirts and hats.
To retain credibility, it’s important for influencers to work only with brands they genuinely love and ideally, engage in long-term collaborations, which benefit both brand and influencer. Many of Kingfluencers’ brands conduct year-long campaigns with influencers. For example, we’ve done many campaigns with Minea Jud, who we view as “our sunshine.” She is always smiling and creates high quality lifestyle, fashion, and beauty content.
Kingfluencers has also worked with the following influencers on an ongoing basis to build successful long-term collaborations for L’Oréal: Dilara Tortumlu & Fatjona Muji, Margaux Seydoux, and Jean Carly Réveil, who has also had a long term collaboration with skincare brand CeraVe, plus Lina Senn, who is known for creating humorous lifestyle content and funny relationship situations with her boyfriend, Leonard Stucki, also an influencer. Additionally, Lina hosts the TV show, “First Dates Switzerland.”
The existing focus on Gen Z as a coveted demographic will continue, particularly as they’re entering the workforce. Beyond their status as a significant spending group, Gen Z will set new cultural trends in multiple areas such as music, art, work, and ethics.
Also represented by The Headz Agency, Zimmi is a popular Gen Z TikToker who often posts funny skits involving interactions with teachers. The majority of Gen Z are still students, making the education settings highly relatable.
Gen Z TikToker Emma makes funny posts about relationships, school, beauty, and caring for her horses.
Brands and influencers alike are benefiting from increased opportunities to connect with audiences and generate revenue. Unfortunately, these opportunities are accompanied by the challenges of increased complexity and competition. Subscribe to our newsletter to stay up to date on trends and news, and contact Kingfluencers for help building coordinated campaigns.
Author: Megan Bozman, Owner @Boz Content Marketing
Check out Kingfluencers’ TikTok marketing services here.
First off, know that while older generations are starting to adopt the platform, a quarter of TikTok’s users are under 20 years old – only 11% are over 50. TikTok is a great marketing channel, and we recommend you get into it. Just be aware that most of its users are Gen Z and Millennials – so if your product or service caters to an older population, TikTok might not be the best platform to market your brand. (Exploding Topics, 2023)
You’ll want to know what your competitors are already doing on the platform so you can come up with the best strategy for your own TikTok marketing. If you see they’re investing into TikTok content, this validates that you’re about to tap into a receptive market. You can start by checking out what kind of videos the big players in your industry are creating.
Search for industry terms
TikTok’s search function also lets you find lesser-known brands trying to break out. By searching for different terms around your brand’s niche, you can gain insights and find inspiration from these competitors – who can often be more creative with their content than the big players.
Learn from their popular posts and hashtags
What makes your competitor’s top TikToks more popular than others? If you can find out their winning elements, you’ll know you can be successful with similar content. This doesn’t mean copy their videos – but you can get learnings from which formats are working, put your own spin on them, and then implement them for yourself.
Check competitors’ comments
By monitoring how people are responding to your competitors’ content, you can get valuable information as to what works for them – and where they might be falling short. You can then make your own TikToks better in the areas their audience thought could be improved. Their followers’ comments also often give you new ideas for different styles or content angles you could try.
If you can join an emerging trend on TikTok, it increases the chance of your content going viral, which can be a big win in your marketing efforts. With TikTok’s algorithm, it’s possible for you to get hundreds of thousands views on a single one of your videos, even if you just started your account – simply by riding the wave of a current trend.
Research trending audio
On TikTok, sounds are part of the fun, and there’s always certain sounds going viral. Figure out which those are, add them to your videos, and TikTok’s algorithm is likely to show your content to a wide audience.
Caveat: As a business, you’re only allowed to use the copyright-free music from TikTok’s ‘Commercial Library’ – unless you purchase rights from the publisher. But even free sounds can go viral!
Hop on hashtag challenges
Hashtag challenges are huge on TikTok. People love to participate in them, and a good hashtag can spread quickly. If your brand can hop on that train, you’ll benefit from the organic exposure.
To stay up to date on popular hashtags, make sure to frequently browse the app: Go to the For You page and look for trending videos and their corresponding hashtags.
You do want to be creative in your TikTok marketing. But – it’s okay to draw inspiration from what’s working for others. In fact, if you have some great creative input to work with, it’ll raise the quality of your own work.
Fun is #1 on TikTok. Find fun angles to your content that show your sense of humor, making your brand appear relatable to your followers. It’s good to push the boundaries a bit. But in general, choose an approach that fits with your brand image.
Mondelez and Warner Bros. promoted the new Batman movie and Oreo’s cookies by creating the ‘Batman x Oreo’ campaign. It became popular and users joined the challenge, making their own Batman & Oreo themed TikToks.
Start your own hashtag challenge: Release a TikTok video that shows you doing a specific action involving your product or tying back to the service you’re marketing. This could be a dance, sports movement, conversation, style of make-up.. there’s many possibilities for creating a viral hashtag challenge.
Now, encourage your followers to take part in the challenge. If it resonates, you’ll reach a large new audience and gain brand awareness – which will convert to more sales down the line.
A great way to create loyal fans and brand advocates while marketing your business on TikTok is to intimately involve your followers in your own content. TikTok’s app makes this easy for you with two unique features: Duets and Stitch.
Duets
With Duets, your fans can choose to play their own video next to yours in the same frame – like a real-life duet. This is exciting for them, because they can appear next to you or your brand ambassadors. And it gives you free organic reach to their followers.
StitchIf you enable TikTok’s Stitch feature, users can use up to 5 seconds of your video in their own TikTok, and then add their own content before or/and after it. By encouraging fans to get creative while using your branded content, you’re creating a more loyal audience for yourself and helping spread the word about your business.
Influencers are the cornerstone of TikTok marketing: They’re experienced at creating high quality TikToks, people look up to them, and they’re in a unique position to promote your products and services to a receptive audience.
There’s different ways you can use influencers in your TikTok marketing:
Send your product
Showing your product yourself vs. having a trusted influencer creatively involve your product in their content makes a difference. Striking a deal with an influencer where you send them your product for free and make them an affiliate so they earn a percentage of each sale can both be profitable and give a boost to your brand awareness.
Collaborate on a video
You can also come up with ideas you can act on together with your influencers. For example, them working in your business for a day, you appearing in one of their videos, or simply showcasing your product together in a creative way.
Partner on a new product line
How do you get many relevant eyeballs on your new product as possible? By picking an influencer whose followers match your target audience, and having them introduce it to their TikTok fans. The reach, status and trust they’ve built up will help drive awareness and sales for your new product or service.
Ready to get started with TikTok influencer marketing? Check out TikTok services by Kingfluencers and contact us.
Once you’ve done your research and created your strategy, it’s time to make your TikTok videos. To do this, you can choose between different formats for your content:
Dance challenges. If your team is up for it, joining or even starting a dance challenge is one of the most fun and creative ways to gain brand awareness. Should your challenge catch on and go viral, you’ll have generated hundreds of thousands of free impressions on your brand’s content – while having fun creating it.
TikTok is the fastest-moving social media app. To stay top of mind, you should consider posting somewhat often. You can start with 1-3 TikToks per day – this should already grow your following at a good rate.
Bigger brands who are investing more heavily into TikTok marketing are posting up to ten times per day. You don’t need to do that at first – but do aim to up your game as you go, because TikTok is such a valuable marketing channel right now.
Engagement is key for TikTok’s demographics – and it’s expected. But don’t think of this as a chore to be checked off: Going back and forth with your followers can be fun, build a deeper connection, and most importantly teach you invaluable lessons about what your target audience wants.
To know what’s working in your marketing strategy, be sure to track engagement metrics on your TikToks. Your TikTok business account shows you a wide range of different metrics, from likes, comments and shares to average watchtime and trending video growth.
Discard or change the content ideas that didn’t work. Identify the winners. Then you can double down on what your audience wants, to grow your following most effectively.
TikTok ads are a new feature of the platform. It lets you display your own videos or your influencers’ videos as sponsored content in the feeds of users identified by the algorithms as your target audience.
Creative content that surprises the viewer – and is also being fun and nice to look at – wins on TikTok.
So don’t worry about following any formula or marketing template to a T. Be guided by your natural creativity, go after what’s exciting to you, while keeping in mind current trends and what your target audience likes, of course.
As you get more experienced creating TikTok content, you’ll carve out your unique style, zeroing in on content that works for your audience and your business goals.
That’s a wrap on TikTok marketing you can use to grow your brand! You can now have your team follow these strategies and use your TikTok presence as a profitable marketing channel for your brand.
If you’d rather spend your time and energy on other high-level tasks in your business, you could also consider hiring an experienced TikTok agency to do the work for you.
You then gain access to their proven processes for creating sound strategies, content creation, tracking metrics, and collaborating with influencers.
At Kingfluencers, we’re pioneers in influencer marketing since 2016. If you choose to work with us, you’ll benefit from our 3000+ strong network of vetted influencers, as well as our expertise that has gotten great results for prominent brands using TikTok marketing.
Check out our TikTok services and contact us here.
Author: Yoeri Callebaut, @Kingfluencers
Looking at the title of this guide, you might be thinking: trends come and go as fast as Instagram Stories. Why should my brand keep up with social media/influencer marketing trends?
As Facebook (now Meta) founder Mark Zuckerberg once said, “If we can figure out what the next big trends are, we’ll know what to focus on.” Predicting upcoming trends can be one of the most important factors in planning your next digital marketing campaigns. Kingfluencers experts and their content creators have selected the top 13 social media trends brands should pay attention to.
Click here to find out more about our influencer marketing and here for our social media services.
We all want to be part of a community where we treat each other with consideration and communicate transparently. As an influencer, you have a special role in this. Because with your reach and influence on social media, you are a role model for others and inspire your community with your content every day. In this article, we’ll show you what that means and how you can consciously use your role, your work and your influence in times of crisis.
Responsibility
If you have followers, you have responsibility. You influence others with what you post and share. Your comments and contributions to discussions also have an impact. Social media is used by many to get information and find a community. Be aware of your influence and use it for good.
(Excerpts from the Conscious Influence Hub Code of Conduct)
Check then post
Credibility is your greatest asset. When you post or comment, stay factual and be
critical of your sources. If you are not sure, wait and ask someone whose opinion you
trust or contact the author.
.
(Excerpts from the Conscious Influence Hub Code of Conduct)
Protect privacy
Before posting pictures and content of other people, make sure you have their consent. Therefore, please do not share images of victims and injured people.
(Excerpts from the Conscious Influence Hub Code of Conduct)
(Advertising) Break
Take time off if you need it. It’s okay to not post anything and take the time to reflect. You can also ask your collaborations to postpone or take a break if you want to use the time for yourself or current topics. Also, consider donating your fee.
Full attention
Our attention span is very short. Therefore, use the attention of your community on your feed consciously. When you report on sensitive and current topics on your feed, do it with 100% conviction and willingness. This means that you dedicate that day completely to the topic and don’t switch back to Daily Business and Life in the next slide. This weakens the message and makes it fall into oblivion faster.
We are human beings
People have feelings and make mistakes. Whether you’re sad, overwhelmed, scared, or feeling powerless, your feelings are okay to show or share. It’s even better if you have someone you can talk to about it in person.
For more valuable tips on how you can promote respect, empathy and transparency in influencer marketing on social media, visit the Conscious Influence Hub.
Finally, we’d like to share this illustration from @krikelakrak.
Author: Anja Lapčević, Co-CEO Kingfluencers
There seems to be a lack of effective guardrails to prevent the spread of negativity and misinformation on social media. But who is – or who should be – keeping tabs on the quality and reliability of social media info? We’ll explore this complex issue.
Preventing dissemination of dangerous misinformation seems a laudable goal, and one that social media platforms are working towards. On September 29, 2021, YouTube announced they will be banning all content that spreads vaccine misinformation. “Our Community Guidelines already prohibit certain types of medical misinformation. We’ve long removed content that promotes harmful remedies, such as saying drinking turpentine can cure diseases.”
However, executing these objectives at scale is problematic. For example, YouTube videos focused on debunking prevalent misinformation have ended up being removed. It’s difficult to debunk misinformation without restating the claims, and algorithms haven’t proven effective at differentiating between criticism and advocacy.
Social media platforms have also struggled to maintain the necessary speed as guidance changes quickly. Twitter warnings have been applied to factual tweets from prominent public health experts that align with WHO guidance. For example, Martin Kulldorff, PhD, professor of medicine at Harvard Medical School, tweeted that those with prior natural infection and children do not need COVID vaccines. The tweet was labeled as “misleading,” and can’t be replied to, shared, or liked.
On June 21, he followed up by stating, “For not following WHO guidelines, Twitter put a misleading warning on a March 15 tweet when I wrote that children do not need the COVID vaccine. Since WHO now reached the same conclusion, maybe Twitter can remove the warning.” (Spoiler alert: they haven’t removed it.)
Although misinformation has been a big focus lately, other social media challenges include hate speech and increasing polarization, which threatens democracy. As written on SWI swissinfo.ch, different countries are trying to deal with the problems by adopting new laws and regulations. Germany has taken a pioneering role with its Network Enforcement Act (NetzDG). Multiple countries enacted legislation inspired by the NetzDG, but the underlying concept can easily be misused by less democratic governments.
“In Switzerland, there are as of yet no regulations specifically aimed at social media. Web activist Jolanda Spiess-Hegglin is spearheading efforts [to] change this, and to fight hatred on the internet, mainly with the organization Netzcourage.”
The Conscious Influence Hub Code of Conduct was developed for influencers and people who work on social media. The code supports them in acting with respect, empathy and transparency, and is an important tool to encourage the community to consciously use its influence. Such guidance can be particularly beneficial where rules fall short or are in short supply.
As written recently in The Washington Post, Facebook whistleblower Frances Haugen identified highly personalized, attention-seeking algorithms as the crux of the threat that social media poses to society. “And as lawmakers and advocates cast about for solutions, there’s growing interest in an approach that’s relatively new on the policy scene: regulating algorithms themselves, or at least making companies more responsible for their effects… Forcing tech companies to be more careful about what they amplify might sound straightforward. But it poses a challenge to tech companies because the ranking algorithms themselves, while sophisticated, generally aren’t smart enough yet to fully grasp the message of every post.”
Who is paying attention and moderating to ensure social media isn’t used for violence and hate? Currently, it seems mostly only the platforms themselves, but there are a few options:
Many are justifiably concerned about elected officials acting to stifle criticism of themselves and their party, or to stifle speech in accordance with the whims of their base. The focus should be on removing false information, not unpopular facts.
At least in the United States, where the majority of social media platforms are headquartered, freedom of speech is enshrined in the Constitution and vigorously protected by law, which inhibits government’s ability to censor. Of course, these businesses could relocate to other nations and make use of the lack of global alignment and various loopholes, changing what users see in different locations.
In 2019, Facebook created the Oversight Board to help, “answer some of the most difficult questions around freedom of expression online: what to take down, what to leave up, and why”. However, the platforms themselves haven’t proven to be up to this task alone. For one thing, their very business model conflicts with the objective of minimizing hate. Outrage drive clicks and clicks generate revenue.
Additionally, there are numerous difficulties in executing this colossal task. Nuance is ignored too often. In one lawsuit recently filed against Facebook, a journalist claims he was defamed by factcheckers labeling misrepresenting his content and labeling it “misleading.”
The platforms need to take a lot more responsibility in moderating and doing so accurately.
Like a jury of one’s peers, forums and panels could democratize the moderation of social media. A similar concept is in use on Reddit where both posts and comments are up or downvoted, impacting what users see in their feeds.
Unfortunately, people are inclined to vote against claims they dislike, regardless of the truth of the claims. Again, there are challenges in implementing this effectively with a diverse, unbiased group that won’t lead to echo chambers. Additionally, sometimes the most passionate advocates for an initiative are also the most vocal. When those who are neutral remain silent, this often results in a distorted perception of the actual public sentiment.
Building structures to safeguard against misinformation and hate speech requires multiple entities taking more responsibility. On their own, each of these various stakeholders are flawed, but combining them can result in checks and balances for a positive impact. Each should play their own role and serve to compensate for the shortcomings of the others.
A myriad of voices, including NGOs, specialists, influencers, and other thought leaders should set the tone for proper social media conduct. Additionally, governments and other organizations can collaborate with influencers to impact how people act on a daily basis. 87% of consumers made purchases based on influencer recommendations. Consumers seem to trust shopping recommendations more from influencers than from family and friends. This makes influencer marketing a lucrative channel for brands, as well as an important pillar in the effort to uphold truth and positivity on social media. In addition to battling hate speech, influencers can combat misinformation by encouraging followers to use reliable sources of information and promoting independent news verification services.
There’s no reason for a fashion brand to weigh in on election fraud. People don’t need to hear about abortion rights from their favorite bottled drink. While your brand may wish to take a stand on certain issues, it’s best not to fill your feed with frequent statements on numerous controversies.
If you are going to weigh in on a topic, such as vaccinations, refer to the public health authority in your nation and share their updated, official guidance along with direct links to their online resources.
When addressing a controversial topic, even indirectly, is not the time for sarcasm or ambiguity. Make certain your stance is obvious. Leave no room for misinterpretation.
When conducting due diligence, also be on the lookout for influencers who might have the potential to offend your audience, or who are prone to impulsive or deliberately shocking actions. Working with an influencer marketing agency can also help avoid disasters, since agencies conduct extensive research prior to doing business with any brand or influencer.
Of course, most brands don’t need to be reminded not to spread conspiracy theories such as that the Earth is flat. Still, misinformation could slip through accidentally, so, when in doubt, fact-check yourself.
While team efforts are needed, they’re still not the whole solution. The most important element is to be the change you want to see.
Individual responsibility is crucial. Brands should be sure to follow and promote responsible social media use, and work with influencers and leaders to promote constructive and positive messaging. The Conscious Influence Hub Code of Conduct can serve as a template. It’s always beneficial for brands to assert their commitment to truth and wellbeing. Be sure to stand in opposition to hate speech and negativity.
Author: Megan Bozman, Owner @Boz Content Marketing
As there are numerous social media platforms, one can notice that each platform attracts certain groups of people, for example TikTok is more popular amongst Gen-Zers, whereas Facebook is more popular with boomers and millennials. But which platform you love and use most – or not – does not have to do only with when you were born. We see more and more mothers on TikTok for example while IG remains popular with most age groups. It has much more to do with preferred communication styles, social preferences, lifestyle and overall mindset than anything else. So next time you want to figure out whether to ask that cute guy or girl from the gym on a date, don’t ask for their zodiac sign to check if you’re compatible, ask for their social media preferences instead. Because the platforms they actively use, the content they publish and who or what they follow says a whole lot more than you might think! And who knows, if you’re part of the same social media clan perhaps it’s a perfect match. So what does your social media activity say about you? Here’s a fun take on it.
The most downloaded app since the pandemic in 2020 has attracted numerous personalities around the globe. Also in the year 2021, the downloading figures have once again skyrocket! Here, we will focus on Gen-Z and millennial creators and users of the short-video platform.
Your dance moves and lipsync skills are already pure show but will continue to get better as you keep fighting the good cause and challenging others to build a better world. You will have friends from all walks of life, and what a fun life it will be, filled with music and walking side by side with your global TikTok community. The blast will never end because one day you will be transformed into a digital avatar of yourself and live on forever in the TikTok universe.
Also called the vanity platform, Instagram, seems to be rather popular amongst millennials. Not so much Gen-Zers. Furthermore, posts on Instagram don’t just include “food porn”, holiday pictures and thirst traps anymore: Creators have become more connected with their audiences by providing more information, emotion and story-telling in the picture and video sharing platform.
You will have Instagram for the rest of your life, even if it turns out to be the next MySpace. You will still post thirst-traps for the people in your retirement home with the captions “lit” or “mood” as a joke. Instagram will be the one platform for everything: messaging your friends, recipes, makeup tutorials, outfit inspirations, in-app shopping and even dating!
Gamers and wannabe-gamers, be aware. We are coming for you too.
You will get over Twitch as soon as your first child is born. Not before. Unfortunately. Until then you will continue to simp on gamer girls or thirst-trap your fans.
The seemingly number one communication medium for Gen-Zers is definitely Snapchat.
One day you might get over your commitment issues but not now. And you’ll photograph your kids with the dog filter on. To protect their privacy, of course. And no, even in the future, it will still not be socially acceptable to make the duckface in public, so go deal with your selfie addiction elsewhere. 😛
Aesthetics, mood boards and inspos: That’s Pinterest! You have an eye for design. And another for perfection.
You’ll have kids with unusual “aesthetic” names. Like Antiquity or Lucius Artorius. Or you’ll be 18 in 4 years. Maybe you will also bring your creative ideas to life and be founding your very own start up, then according to Pinterest stats, more than 65% of all users visit Pinterest when they want to get started on a new project anytime soon. If you’re not a future founder, you’ll probably only try to compensate for your boring everyday job (or school days, if you’re 14) by adding some creativity to your life.
How can we do a post about users of social media platforms without including the one with the most users: 2.23 billion. It’s safe to assume that everyone of our readers either still has or has had Facebook, as well as their parents, aunts, uncles, their neighbour’s cats and their primary school crush. However, it seems that those who still have and use Facebook, tend to be more outspoken and have “alternative” beliefs.
You will play Facebook games forever because there will not be any more profiles to stalk. Even your high school crush deleted their account. You will soon realize that Facebook is the new MySpace and move on to newer platforms.
— Find out more about our Social Media Services and TikTok Services —
Author: Sherriene Redha, Junior Social Media and Community Manager
It’s no secret that the pandemic and lockdowns have had far-reaching, long-term, devastating consequences worldwide. From damaged mental health, delayed cancer treatments, and weight gain, to economic devastation and loss of education. As the world moves toward recovery, influencers and influencer marketing can play a variety of helpful roles.
Influencers are important community voices in society, and they function as role models whether they want to or not. In particular, influencers are often voices of the young community and an effective means for connecting with young people.
Influencers’ behavior reflects their community. Throughout the pandemic, they’ve been able to set a positive example by being careful to obey the rules and restrictions and taking care of their own health.
Many influencers are focused on healthy living, and exemplifying such behavior is particularly important during and after the pandemic. Exercise, a healthy diet, and adequate sleep all help strengthen people’s immune systems to fight off a variety of infections when needed.
The term “active lifestyle” typically refers to fitness, but influencers can also support post-pandemic recovery by leading active social lives. As communities see them engaging in travel, dining, social happenings, and more, influencers can provide inspiration and reassurance of the safety of such activities – taking into account the official safety guidelines to do so responsibly, of course.
As people ease back into active social lives and attend increasingly large gatherings, influencers can serve as trail blazers and help ‘new’ normality seem less scary and intimidating. By exhibiting these behaviors, influencers can help socializing to become more relatable and a good path for people to follow.
The economic devastation of lockdowns hit some industries much harder than others. The global economy could lose over $4 trillion due to COVID-19’s impact on tourism alone. Travel has always been a popular theme on many social media platforms. Influencers can set a positive example by actively traveling and enjoying hotels, restaurants, and tourist destinations while still respecting the countries’ guidelines and regulations for the pandemic.
Additionally, while many jobs were eliminated by lockdowns, labor shortages exist in some regions. Influencers could also serve to inform young people of openings in various jobs they might not have considered, further driving recruitment and economic recovery.
People enjoy using social media to stay in touch with activities in their local community. By bringing awareness to local businesses, influencers can direct their support to the businesses most in need that they have personal connections with. For example, the Family of 5 (F05) Travel Blog offered support to the many small businesses impacted by the pandemic.
These numbers change rapidly, but currently 52.51% of the population of Switzerland is fully vaccinated. In the US the percentage stands at 53.55%. While more people continue to get vaccinated, the rates in the US and Europe have slowed, and public health organizations are working to encourage continued uptake.
While some influencers are hesitant to engage on an issue that has become political, plenty have made the choice to publicly share their support for vaccination. Health has often been a private matter, but now we must recognize the change as many choose to make certain facets of their health status public. In particular, influencers can serve as effective touch points with young
Influencer marketing is the right tool because young people take it seriously and see it often more than other media and ads. Many people are more trusting of influencers than traditional marketing. For example, 84% of millennials don’t trust traditional advertising. The Swiss government hired a marketing agency to help educate the public about the pandemic. The agency first invested in traditional ads and, fortunately, they’ve recently started to work with influencers as well.
We’ve seen a variety of effective campaigns with influencers, such as Aditotoro’s TikTok interview with Swiss politician Alain Berset, which was shared on TikTok and YouTube. Berset answered questions and clarified the importance of the existing lockdowns and restrictions.
When people need information about infectious disease, they don’t usually turn to comedians. However, comedians have played an interesting, helpful role in the pandemic. Zeki made many jokes about both COVID-19 and Swiss politician Alain Berset, and he did so in a good-natured, inoffensive way. Humor is a constructive way of coping with a variety of challenges. Zweiammorge, a comedy and meme channel, also brought much-needed brevity to social media.
In the first wave of the pandemic, podcasts served as one of the main sources of information and have continued to be a useful social media tool for scientists. For example, Stefan Besser spoke with politicians and government epidemiologists. Influencers serve as community voices and, by hosting interviews with experts, provide important info to their audiences.
While influencers generally put out messages that others may follow, they can also serve as an outlet for followers to express their views. Influencers can help communities work through difficult issues and provide a voice to younger people. Many Swiss influencers have interviewed and surveyed people on the street, generating interesting insights. For example, TikToker Joung Gustav met with people at Stadelhofen during the lockdown and made videos with them, revealing a closer look at their points of view. Such posts can provide an unfiltered platform for a broader group of people and expand beyond the voices featured on news media.
Anja Lapčević, Kingfluencers’ Chief Influence Officer and Co-CEO, recognizes that people active on social media have a degree of responsibility. Her vision to encourage conscious behavior in influencer marketing prompted her to co-found Conscious Influence Hub (CIH), a non-profit NGO.
Many of the top influencers are big superstars, but those with a smaller following can still serve as sources of inspiration, healing, and support. Often such micro-influencers have closer connections to their communities, leading to a greater impact. Unlike big stars, they are normal people living lives we can relate to, with the power to inspire by showing that we can all achieve great things. Influencers encourage people to not be shy in revealing their own creativity and imagination, whether in a funny way or serious way. We all deserve a platform and the opportunity to share our ideas with the world.
If you’d like to team up with influencers to support post-pandemic recovery, contact Kingfluencers for help making a perfect influencer match and structuring campaigns to meet your goals.
Author: Megan Bozman, Owner @Boz Content Marketing
Subscription-based social media sites are becoming increasingly popular. In 2021, for example, Twitter introduced Super Follows, which allows users to pay for access to additional content, and a Tip Jar, which makes it easier for users to send money to posters. Patreon is a platform that offers influencers and creators a way to generate income directly from fans or “patrons” rather than through sponsored posts.
But perhaps the best-known subscription-based platform is OnlyFans. OnlyFans was launched in 2016 with the vision of developing a website where creators could monetize their content free of advertising. Creators can set their own monthly subscription price, and unlike Instagram and YouTube, the platform allows sexually explicit content. OnlyFans grew steadily and then experienced explosive growth when the 2020 pandemic broke out and the number of content creators more than doubled.
Edit 8/26/2021: Subscription service OnlyFans announced last week it would block sexually explicit photos and videos starting in October, but suspended the policy change scheduled for Oct. 1 after receiving backlash from Creators.
OnlyFans is widely viewed as a portal specifically designed for “sex workers” to share adult content. The San Francisco Chronicle wrote about people working in the hospitality or entertainment industry whose jobs were completely eliminated due to the COVID-19 blocks, and OnlyFans enabled them to “monetize themselves.” One of the content creators interviewed stated, “I think OnlyFans has a lot of appeal because it feels very authentisc
The ability to generate income directly from followers offers influencers flexibility, as they don’t have to change their content to comply with brand or platform guidelines for sponsored posts.
Many brands may be hesitant to publish their content on a shared platform that includes pornography, but others recognize the opportunity and benefits of positioning their brand as a supporter of the OF hype and content creator.
Fly by Jing, the maker of Sichuan chili sauce, for example, has opened an OF account “to have a space to show you everything behind the scenes, answer your questions, and experiment with food and flavors. Less Not Safe For Instagram and More Not Right For Instagram.” In an admirable pun, the brand mentions sharing a “bowl of noodz.”
Das Konto ist kostenlos, und für jeden Abonnenten spendet die Marke monatlich 1 Dollar an eine Basisorganisation, die sich für die Rechte und die Sicherheit von “Sex Workers” einsetzt.
A recent Page Six article states, “OnlyFans is not just for porn stars.” The list of celebrities includes, in order of frequency:
Celebrities don’t just open OF accounts, they talk about them. In the track “Savage Remix (feat. Beyoncé)” by Megan Thee Stallion, Beyoncé raps, “Hips TikTok when I dance/ On that Demon Time, she might start an OnlyFans.” OnlyFans tweeted a response befitting the enormity of Beyoncé’s name recognition.
Some popular Swiss OF accounts are:
With the exception of Bastian Baker, all publish explicit content.
New York-based fast-casual restaurant Sticky’s Finger Joint has released a YouTube video announcing that it is featured on OnlyFans. The video implies that the content is intended for adults and features more people than chicken. That implication is repeated on the OnlyFans page, which says the goal is to “introduce you to a juicier side of the brand!” Subscriptions are free, and tips unlock secret menu items, with all proceeds donated to ROAR, a relief fund that helps restaurant workers affected by COVID-19.
Jon Sherman, founder of Sticky’s, told Modern Retail that the marketing decision was made to reach “hardcore fans” in an unconventional way. We see ourselves as a fun and quirky food brand,” Sherman said. “So we thought it would be a fun platform to post silly content… He cited millennials and Gen Z, who tend to engage with ‘food porn,’ as a big target audience.”
Some brands charge subscription fees. American fashion brand Rebecca Minkoff, for example, streamed its A/W 21 show on the platform. Fans of the brand could pay between $5 and $25 to access exclusive content and even chat with Minkoff herself.
There has been criticism that celebrities are taking subscribers away from “sex workers” who rely on the platform as their only reliable source of income. Fly by Jing has also acknowledged this problem, stating, “I want to be respectful to the people who use this platform to make a living. So you don’t have to cut back on your other subscriptions to join us.”
OnlyFans boasts “the strongest engagement stats in social media!”. When a:e Creators posts something, over 60% of their fans see and interact with the content. Over 80% of direct messages sent by Creators are seen and opened.”
The percentage share is indeed impressive, but the total volume is low compared to other platforms. For expensive products and services with high revenue per customer, high customer acquisition costs are sustainable and appropriate. However, for many products, such as Fast-Moving Consumer Goods (FMCG), this may not be appropriate.
Influencer marketing on OnlyFans is a new territory. However, fans are paying for exclusive, ad-free content, so we should expect them to be rather averse to obvious sales pitches. While this doesn’t mean OF is off limits, it does mean a cautious approach is needed. After all, consumers:inside paid for “cable TV” years ago, which promised to be ad-free, unlike network TV. Commercials eventually caught on and were accepted. Working with an agency like Kingfluencers can help you maximize campaign success while avoiding mistakes.
A Patreon blog describes 6 business models, but the focus is on content creators. For example, the first is “Community model, defined as: Access to a community curated and moderated by the creator.” Other models include educational content and gated content, and the “Fan Relationship Model,” defined as increased interaction with, access to, or recognition by the creator.
Jack Conte, co-founder and CEO of Patreon, said, “This is a great time for creators. Creator:ins now have an incredible impact that they haven’t had in many years because these platforms have been so focused on driving content production rather than paying creator:ins…. We’re fully focused on providing the business infrastructure that allows creators to successfully grow and run their businesses.”
Competition for content creators is still very tough. Patreon offers content creators a way to receive payments directly from their fans. As a result, Patreon is under threat from a number of other technology platforms and services that could start offering competing solutions. According to TechCrunch, “A number of B2B software companies, blockchain projects, or even Hollywood agencies could decide to target Patreon’s core customers, creator:ins.”
The increasing earning opportunities for content creators should in turn contribute to additional growth in the number of influencers and the total amount of content. Brands will also benefit from this, as they will have a wider choice of influencers to effectively reach their target audiences.
Unlike Instagram and YouTube, OF allows sexually explicit content.
The thorny issue of charging subscription fees.
Engagement is high and the platform feels authentic.
Few brands are already on OF.
Klicken Sie hier, um mehr über unsere Influencer Marketing Services zu erfahren.
Author: Megan Bozman, Owner @Boz Content Marketing
Social media is used for more than posting holiday pictures or the outfit of the day. Many users, including influencers, are also bringing awareness to sociopolitical topics and encouraging their followers to take actions such as voting or participating in protests. What are the pros and cons of taking a stance, versus keeping politically neutral?
Whether you like it or not, politics is all around us and impacts our daily lives in many direct and indirect ways. It is a topic of discussion amongst family and friends. Compared to our neighboring countries, talking politics is still somewhat taboo in Switzerland. This phenomenon can be witnessed online as well, including in the behaviours of influencers. A good example is voting. Every few months, during initiative season, more and more creators and influencers are sharing information about the different initiatives. Many don’t share any pro or con information, but rather encourage their audience to vote. It is also clear to many, especially now, that politics does impact our daily lives. “Especially now, when the pandemic affected all of us, it is clear for all that politics has a huge impact on our personal lives,” according to Andri Silberschmidt, member of the Swiss National Council (FDP).
Influencers can have significant impacts on the outcomes of votes. For example, one might even say that the referendum for same-sex marriage and adoption rights, which was held on 26 September 2021, may have been overwhelmingly approved by Swiss voters thanks to the Komitee Ehe Für Alle’s marketing campaigns and social media. Many Swiss influencers, including those who normally don’t engage in sociopolitical dialogue, like Steven Epprecht, have stepped up and encouraged their community to vote “yes.” Also, content creators and casual social media users alike have voiced their opinions and shown their support. Even normally politically neutral brands like Ikea Switzerland have shown their support for the referendum both online and off.
On the one hand, just like many of us, most influencers are not political experts. On the other hand, influencers do have the power and an indirect responsibility to use their large reach and bring awareness to certain topics. This debate has gone on for years and was highlighted in last year’s Black Lives Matter movement where many influencers and content creators worldwide, with large and small communities, have spoken up. The fact is, whether influencers talk about political issues or choose not to, they get criticized.
Of course, influencers are not obligated to talk about political issues, just as politicians are not obligated to “run a lifestyle blog or write travelogues,” as Michael Walter put it nicely. As a rule of thumb, Andri Silberschmidt recommends that only those who are enthusiastic about it should get involved online. Everyone does have the right and privilege to form their own opinion and vote in Switzerland.
Influencers have a large reach and can influence the perception of thousands, if not hundreds of thousands of people. If they can influence their audiences to buy a product, why shouldn’t they influence their audience to make positive changes in the world and discuss political issues? As lifestyle blogger and digital entrepreneur, Slavia Karlen, said: “Not speaking out on political issues is a missed opportunity to engage in political dialogue.” Swiss politician and member of the Swiss National Council, Andri Silberschmidt, agrees with this statement: “I think it’s cool and I’m always happy when influencers participate in political discourse. Even if they don’t have the same opinion as I do, it’s still enriching because it encourages discussion.”
Another reason why influencers should be involved in sociopolitical issues, especially if they are passionate about certain topics, is that they can change the world in positive ways. As musician and outspoken influencer Moo Malika said in our Clubhouse talk in April 2021, “I actually always think to myself, angry people have changed the world. It wasn’t those who didn’t dare to say something, but those who spoke out and took to the streets. I am of the opinion that one must draw attention to wrongdoings.” Generation Z in particular, doesn’t necessarily listen to politicians or traditional celebrities, but they can be swayed by their favorite influencers.
Influencers have a unique position to inform and educate, and must act responsibly in wielding that power. Influencers can provide a platform to their communities and amplify their voices for causes that are near to their hearts.
Of nearly 5.5 million Swiss residents who are eligible to vote, in the year 2020, 49.3% have participated in votes. According to the Department of Swiss Youth Parliaments, almost half of Swiss voters between the ages of 66 and 75 always vote, whereas nearly two-thirds of voters between the ages of 18 and 35 either never vote or seldomly. Younger voters tend to vote selectively, only participating in initiatives that they truly care about. As observed in recent Swiss initiatives, like the referendum for same-sex marriage and adoption rights in September 2021, social media has made a huge impact and significantly increased the participation of young voters. Influencers, content creators, and casual social media users alike have encouraged their communities to go to the ballot box and it worked: The participation rate of eligible Swiss voters has increased to 52.6% and 64.10% have voted yes.
On the other hand, if not carefully managed and properly communicated, voicing one’s opinion can lead to something that many influencers fear: being canceled. This happened, for example, with ex-freestyle skier Miriam Jäger, who still has her comments limited to this day due to her stories in June 2020 where she spoke critically about the Black Lives Matter demonstrations in numerous major Swiss cities. This also cost her an influencer deal with Swiss Post.
One plain reason why influencers should not be involved in political issues is the fact that they are not political experts. As beauty and lifestyle content creator Anastasia Casaluci said: “That’s what politicians are for. We can’t do it all. Many people simply don’t know enough about the subject, and I think that certain things should simply be left to the experts in the fields.”
Furthermore, influencers have more than their community watching their every move. Important stakeholders such as agencies, employers, and the press always stay up-to-date with their influencers’ online activities. One wrong move and an influencer’s career can be negatively impacted. This is why entrepreneur, model, and content creator Michael Walter usually keeps a distance when it comes to speaking out about sociopolitical issues: “I keep asking myself how far I should go on social media and to what extent I should express my opinion on sociopolitical issues.”
Another simple reason why influencers don’t get involved in political issues is the fact that they lead very busy lives with multiple jobs and the different hats they wear as influencers, i. e. administrator, bookkeeper, marketer, writer, photographer etc. Most influencers in Switzerland work part-time as influencers. Being an influencer consists of more than posting images and videos and answering comments on social media. There are a lot of hours of work that goes behind one post. “And with (a) job(s), family, dog, etc. — there is not much time left to politicize”, as digital creator Fabio Zerzuben has said frankly.
Talk quickly about the fact that one big question is: what is RIGHT? For example you might think that Donald Trump is a bad person and should not win elections because his program is bad but this is all very personal, universal values aside, and for someone else he might be the right choice. Or abortion might seem murder to you, but not to a rape victim … so one very crucial point to take into account is that before speaking up and influencing people you better be 100% certain you’re on the right side of history and if not or or if you don’t have all the info to make a very informed statement should you even be influencing people as someone with the power to do so ? ethical question to be considered !
Throughout history, powerful people have acted in ways that have been revealed to be misinformed and even dangerous, such as doctors promoting cigarette smoking. When influencers consider taking a stand on an issue, it’s important they’re well-informed. From an ethical standpoint, influencers wield power and must be certain they’re acting responsibly.
If you do choose to dialogue about sociopolitical issues, we have listed some tips for influencers as well as everyone engaging on social media. The following are exclusive tips from our influencers, as well as Andri Silberschmidt, along with guidance from the Conscious Influence Hub (CIH).
TikToker wemmse stated: “Online, I only comment on a topic when I feel well informed and confident in my position. But I often put enlightening posts in my story so that those who want to inform themselves can do so.”
Always fact check. Check your information sources and educate yourself before informing others.
Consider adding humor, particularly if you don’t usually post serious content. Satirist Hamza Raya says: “Indirectly, I participate by contributing to the formation of opinion as a satirist.”
As an influencer, your words could have consequences if you don’t watch out. Blogger and sustainability activist Anina Mutter has set some ground rules for herself from the beginning of her career as a blogger: “My basic rules are that I only express myself when I am actually sure that I can stand behind my statement and that I know what I am talking about (of course, I can be wrong there, too). I also seek advice from experts when I am unsure. Or I just allow myself (for the time being) not to say anything if I am not sure.” Slavia warns: “You have to be careful what you say, because if you have even a minimally different opinion, this can unfortunately very quickly end in a shitstorm.”
Educate and suggest, but don’t impose. Understand that what’s right for you might not be right for someone else irrespective of their motives.
Speak mostly with facts rather than emotion. Speak with emotion only when the objective facts support your claims.
Don’t aggressively attack or offen. While respecting everyone’s opinion, be constructive in finding common ground rather than fighting.
There is no such thing as a wrong opinion. Even when disagreeing, act with good manners and propriety.
Even if they don’t have the same opinions as you.
For example, if you are an influencer for an organic farmer and have a clear opinion for environmental protection, say so from the beginning instead of someone finding out later and not taking your opinion seriously afterward. It must be clear that you are expressing your opinion for ideological reasons and not for financial ones.
Don’t use the platforms to just announce your opinion, but to promote discussions and find solutions.
On 28 November, we will vote on the Judge initiative and the Nursing initiative, which many nurses and healthcare professionals are advocating on social media for people to vote YES. A vote will also be held on the amendment of the COVID-19 act. The act is highly controversial and widely discussed on social media, and even billboards.
There are many pros and cons to engaging in political debates, and it’s ultimately a personal decision. It’s reasonable for influencers to want to stay out of the fray, but for those who boldly enter, it’s vital to do so responsibly and ethically. They must be cognizant of the potential impact of their actions, and remain respectful of differing views.
And to all Swiss people out there – your vote is your voice, so go vote! Although it might feel like your vote won’t really matter, it will always make a difference.
Author: Sherriene Redha, Junior Social Media and Community Manager
Co-Author: Megan Bozman, Owner @Boz Content Marketing