No, Gen Z doesn’t Equal “Gen TikTok”

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

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

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

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

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

Source: Forbes, 2021

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

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

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

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

TikTok Plays a Role in The Lives of Gen Zers

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

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

Different Generations Use TikTok Differently

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

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

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

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

TikTok is About Communities & Connection

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

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

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

Building a Strong TikTok Presence

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

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

Author: Megan Bozman, Owner @Boz Content Marketing

Fake Followers and How to Deal With Them

Fake Followers and How to Deal With Them

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

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

What are fake followers anyway?

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

 

 

When appearances are deceptive

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

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

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

How do I recognize fake followers?

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

 

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

 

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

 

A creator’s case study

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

Kingfluencers case

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

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

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

Statement from Meta

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

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

So how do I get rid of fake followers?

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

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

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

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

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

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

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

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

Tips to avoid fake followers

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

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

Kingfluencers recommends:

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

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

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

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

Author: Tijana Simic, Marketing Support @Kingfluencers

Influencer Marketing: The Certain Marketing Solution Especially in Uncertain Times

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

1. Affordable

Influencer marketing campaigns can be launched without huge budgets.

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

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

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

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

2. Fast

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

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

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

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

3. Agile

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

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

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

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

4. Effective

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

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

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

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

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

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

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

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

Build more trust, and ultimately brand love

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

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

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

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

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

Maximize ROI with Efficient Use of Content

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

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

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

Combine the Power of Video, TV & Influencer Marketing

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

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

In Uncertain Times, Influencer Marketing is a Certain Solution

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

Author: Megan Bozman, Owner @Boz Content Marketing

How Can We Fix Toxic Beauty Standards on Social Media?

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

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

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

Well, we have some ideas.

Growing Recognition of Social Media’s Mental Health Impacts 

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

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

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

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

Does Low Self-Confidence Drive Increased Beauty Purchases? 

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

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

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

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

Where Does the Responsibility Lie?

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

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

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

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

Government Efforts to Combat Toxic Beauty Ideals

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

A well-intentioned goal, to be sure.

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

Brands Promoting Healthy Beauty Ideals

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

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

Influencers Embodying Natural Beauty

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

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

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

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

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

A Code of Conduct to Guide Responsible Influence

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

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

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

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

Top Tips for Brands to Promote Healthy Beauty Ideals

1. Work with influencers who vary in appearance.

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

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

2. Be transparent about your policies.

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

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

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

4. Actively encourage mental health & wellness.

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

Cultivate Positivity and Brand Love for Longterm Revenue

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

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

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

Next Steps for Brands?

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

Author: Megan Bozman, Owner @Boz Content Marketing

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

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

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

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

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

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

Wendy Holdener

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

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

Nico Capone Comedy

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

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

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

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

Loredana und Kilian

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

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

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

Zeki Bulgurcu

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

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

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

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

Olivia Faeh

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

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

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

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

Antonella Patitucci

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

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

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

Stefan Büsser

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

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

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

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

Martina Bisaz

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

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

Cabaret DivertiMento

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

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

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

You can read more about their background here.

Cristina Gheiceanu

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

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

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

Steven Epprecht

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

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

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

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

Andri Ragettli

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

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

Mergime & Xhem

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

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

Michèle Krüsi

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

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

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

Sandra Rodrigues Pinto

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

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

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

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

Mimoza Lekaj

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

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

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

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

Loredana Zefi

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

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

Joung Gustav

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

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

Joung Gustav has released several rap songs as well.

Mia Madisson Rocco

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

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

Aditotoro

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

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

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

Pat Burgener

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

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

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

Nathistyle

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

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

Leo Monferini

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

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

Kris Grippo

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

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

Taulant Gashnjani

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

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

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

Lana Bante

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

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

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

How to Work with Popular Swiss Influencers

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

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

3 Steps to Make Your Influencer Collaboration a Huge Success

Okay, so you’ve chosen the right influencers to work with. That was a crucial first step and the necessary foundation for your campaign. 

But obviously your job isn’t done yet. 

What comes next determines whether your brand succeeds or fails with influencer marketing: 

How you actually work with your influencers on your campaign.

Now you want to make sure that your collaboration with them will meet your expectations or even go above and beyond.

You can work together with your influencers to create something specialcampaigns that bring massive reach and new growth to your brand. 

Follow the three steps outlined in this guide and you’ll be well on your way to a highly successful collaboration with your influencers. 

Let’s dive in.

Step #1: Establish a Measurable Framework for The Ultimate Win-Win Collaboration with Goals, Deadlines, & Compensation

The first step is to set the stage for successful work on your campaign with your influencers. 

Build the framework in which the collaboration takes place. Create a great working relationship – which is vital for your campaign to go smoothly and the relationship to last long enough to get the results you’re after.

Set reasonable goals & expectations 

Before any content is created, talk about which KPIs (key performance indicators) are important in the campaign, your goals for improving them, and how much content will have to be created to realistically achieve those goals.

Different KPIs for your collaboration could be:

  • Brand mentions
  • Engagement rates
  • Website traffic
  • Leads generated
  • Improved conversion rates
  • Sales
  • Financial ROI

Be realistic about predicting these outcomes. Base it on historical influencer marketing data, results from past campaigns your influencers have taken part in, and even competitor results. 

You want to err on the side of being conservative in your predictions, so you’re not putting too much pressure on your influencers (and yourself), and are not setting yourself up for disappointment. If the campaign performs above expectation, that’s just an amazing bonus on top!

Have deadlines, but don’t rush your influencers

Establishing a timeframe for your campaign is important. It provides structure and incentivizes focused work. But a deadline should never be a threat to your influencers

They need to know they have enough freedom to let their creative juices flow and create the best content they can for you. Putting them under added time pressure will not help that outcome – on the contrary, it can potentially prevent it.

Compensate your influencers well for working with you

How much and in which way (there are many) you’ll pay your influencers depends on numerous factors. For example, when charging per post, it’s usually between CHF200-1000 in today’s influencer marketing landscape.

There are other ways they can get paid:
  • A monthly salary for the duration of your campaign
  • A percentage of sales
  • Free products
  • A combination of these options

Whichever way you decide to pay your influencers, make sure it’s enough for them to actually feel incentivized – so they’re motivated to give their best when creating content for you and working with you in general.

Be open-minded: Let your influencers do what they do best

Influencers are more than just a number on their profile. Use the expertise and creativity that content creators are willing and able to bring to the table. 

Yes, you do want to set expectations and brief them on your goals – but you also want to give them a good amount of creative freedom.

Sure, influencers are your vehicle for connecting to your audience (an effective one). But if you acknowledge their status as subject matter experts and authorities in their niche, they can contribute a lot of that expertise to your campaign. They can help you develop even more creative ideas – ideas that are specific to their audience (which they know inside and out), and are likely to hit the mark.

They’re uniquely qualified to help your brand be more creative, bringing fresh ideas no one else inside your organization may have thought of before. 

Creative ideation can be done either independently by an influencer or together with you as the brand.

Influencer marketing has massive potential to sell complicated brands and experiences. If you think about the story you want to tell with your brand, influencers can offer you a targeted, personal, and credible voice to tell that story.

As mentioned, influencers know their community very well. Give them a precise briefing, but as much freedom as you can. 

Resist the urge to simply tell them how to do their job. You might be able to pay them to say a specific slogan into the camera, but communities can be very harsh with content creators who do that. If they tell you that won’t work, listen to them. They may have a better idea in mind.

Create an influencer agreement (contract)

Creating an influencer contract is in the best interests of both you and the collaborating influencers. It clarifies all expectations for both sides so everybody knows what exactly will be part of the campaign. And having a contract in place will simply give both of you peace of mind. In case things don’t work out, or the other party does something unexpected, there will at least be potential legal recourse.

Here’s what you influencer agreement should include:
  • What type of content they’ll be asked to create
  • How many pieces of content will be created during the collaboration 
  • Which metrics they should aim to hit (awareness, traffic, sales) – and how (mentioning your brand, linking to your website, showing your product)
  • What compensation they’ll receive in return – which amount, for which time frame, in how many payments
  • Asking them to adhere to FTC/GDPR guidelines and guard your brand safety
  • Confidentiality agreement about the terms of the contract and other details of the campaign
  • What constitutes a breach of contract

Creating the influencer contract is boring work – but should any problems arise during your campaign, you’ll be glad to have done it. In almost all cases, it’s not a good idea to just wing it when working with influencers.

Be someone they like working with

How do you achieve that, other than being a good person and a friendly higher-up? 

Help your influencers do their work better and more easily, by sharing everything you can with them

  • Relevant media (photos, videos, audio recordings, screenshots)
  • Create templates for some of the content formats
  • Consider building a media kit for the influencers to use with checklists, guidelines, examples, etc.

They’ll surely appreciate your help in this way and it’s bound to improve your working relationship … and speed up content creation.

Step #2: Build and Launch a Beautiful Campaign Together

Now that you’ve created the perfect framework for successfully collaborating with your influencers, it’s time to start working on your actual campaign.

Craft a campaign that’s guaranteed to make an impact on your audience, and be a win-win situation for both you and the influencers you’re working with.

Martina Klieber, Publicity Manager at Universal Pictures Switzerland put it this way: “Universal’s success shows that you can have great success when the influencer and community are a good match for your brand, and the influencer is excited about your brand and tells the story properly.”

Here’s how to do it:

Make sure to stay “on brand”

Stay consistent with your brand values. Influencer marketing, like all marketing initiatives, must be consistently aligned with your brand identity. While you should – as we’ve talked about above – leverage your brand advocates’ unique personality and creative ideas, they must not conflict with your key brand messages.

The content they put out for your campaign should fit what your brand stands for and the image your audience has formed of your brand in their heads. If the messages are too inventive, too different, too off-the-rails, it’ll go against the associations your fans have with your brand and might hurt your connection. 

So, as long as you’re abundantly clear about what your brand identity and brand values are, and you determine that the messages put out during the campaign fit your identity and values, you can rest assured. Your influencer marketing efforts will only serve to strengthen your brand’s perception in the eyes of your fans – not damage it.

Be creative: experiment with different formats

Don’t assume you know which type of content will resonate with your audience. Instead, you could test and vary different attributes during your influencer collaboration – such as using multiple social media channels, hitting various themes, and creating different kinds of media.

While keeping in mind not to be too inventive as mentioned above, and staying consistent with your brand identity – allow yourself to step out of the box of bland, copycat content

The goal should be to create fresh, organic content together with the influencers.

What could this creative approach look like in reality?

  • Vary your themes: Tailor the influencer content to current events, holidays, or popular leisure activities and trends
  • Hit different topics: Home or public life, hobbies, relationships, sports, celebrities
  • Change up the people: Have a mix of different influencers and brand advocates put out your messages

Finally, use several social media formats to make your campaign unique and engaging:

Go live

Live-streaming offers your audience a more personal experience with your creators and will create a more authentic connection.

Make IG stories

In IG stories, the influencers can be even more creative because stories don’t have to be as polished as your usual curated social media posts. This provides the opportunity to deliver your message in a different, more down-to-earth way.

Make longer-form videos

YouTube and IGTV are the ideal platforms for this. In a longer-form video, influencers can teach the audience how to use your product, show the impact of your services over a longer time period, or offer in-depth explanations of some of your brand features.

TikToks & Reels

The most popular form of modern social media content, these short-form videos can go viral if they are creative, done well, and hit a nerve.

Interactive polls

Polls are a way to gain insights from your audience and involve them more in your brand, instead of relying only on one-way communication. This shows your fans that you care about their opinion!

Forum posts

This is a more old-school option, but it’s still applicable in some niches. Forums often have a user base that’s incredibly dedicated to their topic of choice. If you manage to connect with them using well-made influencer content, you could win over some real power consumers to your brand.

Sponsored posts

Image or video posts that draw attention to and/or link to your brand are still effective – if the content is something that resonates with the audience.

Guest blogs

If your brand appears on a high-authority blog in your niche, its authority will rub off on you – which could work wonders for how you’re perceived in the marketplace and prime readers to buy from you. Collaborating with the right kinds of influencers who can deliver this type of quality post is what will make this work for you.

Account takeovers

Have one of your influencers take over your company’s social media accounts for a day. This can be a really entertaining and bonding experience for your audience.

Contests

Contests are a great way to drive impressive engagement! Contests can mobilize the influencers’ followers from being mere content consumers to taking part in the story. As we all know, actively engaged prospects are much more likely to buy.

Launch a new product & unboxing videos

You can coordinate your influencer marketing campaign such that they will launch your new product for you in front of the eyes of their thousands of followers. One cool way to show off the products is to have them make a video of receiving the product, unboxing it, and starting to use it.

Run live events

Creating a live event that followers can take part in is a creative and very engaging way to educate people about your company, display services, and showcase features … but above all: Create a strong, loyal community around your brand – which is massively valuable.

Make your campaigns interactive – think about community engagement

Social influence marketing provides an agile, real-time communication channel with consumers. When doing influencer marketing, like social media in general, brands should engage with consumers and aim for effective two-way communication. 

Too often brands push out a stream of content to their audiences without bothering to also listen. But interactive campaigns lead to increased engagement, brand advocacy and likability, as well as more conversions and better customer loyalty.

Social media provides brands with the unique opportunity to make campaigns interactive and collaborative. You can turn campaigns from brand monologues into conversations by encouraging participation and interaction, as well as incorporating user-generated

content.

What are some examples of interactive influencer content?
  • Challenges
  • Contests
  • Polls
  • Q&A sessions
  • Debates

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

Be authentic and forge emotional connections

A successful brand is one that’s able to truly connect with consumers and create a real relationship. 

If you manage to create this connection, it will lead to people converting into customers. Customers who are loyal to you for the long term, and will even go out to advocate for your brand and your products or services.

The best way to stand out from the crowd and connect is with emotion, empathy, storytelling, and authenticity. People are craving authentic and real content as well as advice, and look for people and brands they believe in to provide this. 

Authenticity is vital to connecting, and consumers notice it immediately. 

As consumers strive for purpose, they seek out brands that demonstrate shared values. These values must be communicated clearly, while consistently remaining authentic. Additionally, brands can boost their emotional appeal by engaging in people-driven, creative storytelling and advertising that unlocks emotion

Leverage your influencer campaigns to tell stories and you’ll give your brand a face people can relate to. You’ll create more emotional connections and make your social media presence much more appealing.

Step #3: Monitor your Campaigns, Improve ROI, Be Agile, & Know When to Stop

Track your performance – Manage your campaigns thoroughly

Successful collaboration means giving your brand advocates clear briefings at the start of your campaign and following up thoroughly. This is so you have a check on what influencers are actually doing for you. Does it match the brief? Does it meet your quality standards? Only then will it positively reinforce your brand.

With a distributed team of different influencers, mistakes can obviously happen. This is why you must monitor your campaign on an ongoing basis. The good news is that if you spot an error promptly, it can be corrected. The bad news is that you must invest the time to monitor if you want to spot errors promptly.

Improve ROI

Fortunately, it’s becoming increasingly easy to measure attribution of social media investments to accurately calculate your ROI. If you’re experimenting among multiple parameters, as recommended, you can then alter future campaigns by increasing investments in the most successful tactics – and thus improve your ROI.

You can also combine the power of influencer marketing with innovative campaign management technology. This can substantially increase the efficiency of your campaign and improve outcomes. Some influencer marketing platforms can accurately predict campaign outcomes such as estimated impressions, reach, engagement, interactions, and conversion, based on unique campaign parameters.

Stay agile

Armed with these metrics, don’t be afraid to make shifts if something is not working as it’s supposed to. Influencer marketing can be a very agile tool, and you should make use of that fact! 

Be encouraged to pivot if you identify a direction that’s more fruitful than the current path. 

Fortunately, the personality traits of influencers and the nature of social media, coupled with your campaign insights, will make it easy for you to course-correct and put your campaign on the path to greater success.

Know when to stop collaborating

After you’ve done all the work of identifying good influencers, setting expectations and guidelines, and signing a contract with the specifics, you’ve done all you can to eliminate the risk of your collaboration failing.

But, of course, things can always still go wrong, and a bad or fake influencer could reveal themselves only after you’ve hired them

Stop your collaboration if:

  • Communication is continually poor
  • Their values turn out to be misaligned with yours
  • They’re not getting the results you wanted

If the relationship still seems salvageable, you can try to renegotiate. 

If it is indeed hopeless, maybe it’s best to tell them, “Our goals don’t seem to be aligned. This isn’t working.” To maintain your brand’s reputation, always be kind in these situations. You could even offer the influencers in question a parting gift to soothe the disappointment or make them an affiliate (if it was just the scope of the campaign that didn’t work). Never just ignore them or react unprofessionally.

What to do after the event?

Again, be agile, revisit your campaign, and focus on the best way forward.

As mentioned, almost all of these incidents can be prevented by vetting and recruiting your influencers in the right way. And each of these little setbacks will teach you more about what to look out for in the future.

Conclusion

Now you know how you can make your next influencer collaboration a great success! Check out our other blog posts and some of our case studies for more influencer marketing content and inspiration for your next campaigns. We’re glad that you’ll be using the power of influencer marketing to take your brand to the next level!

How to Find the Right Influencers for Your Campaign in 2022

We can only estimate how many influencers there are today – it’s probably somewhere between 3.2 and 37.8 MILLION.

And it’s safe to say that only a tiny fraction of them will be exactly right for your brand and your campaign.

Then how do you separate the wheat from the chaff? How do you find those influencers who can help propel your business forward?

It’s important to answer this question. While we firmly believe in the power of this booming branch of marketing – and the data proves it – we do acknowledge that a lot can go wrong in influencer marketing as well.

So, we created this guide to help you avoid common pitfalls and hire exactly the right influencers for the job. We want you to create awareness for your brand, grow your business, and create great experiences for your fans with influencer marketing – reliably and safely

You do this by choosing the best influencers to represent you.

Here’s how to do it, step-by-step.

To Find the Right Influencers, Do These 3 Important Steps First

If you want to find the best influencer for your campaign, you have to build your foundation properly first. This will help you clarify what kind of influencer (or influencers) you are actually looking for. 

If you then come across the right one, you will know, and that will do wonders for the success of your campaign. Fail to build your foundation and you risk not getting the results you seek.

The three steps below will help you lay a great foundation for your influencer marketing campaign

1. Set exact goals for your campaign

Not all campaigns must have the same goal. Each campaign can aim to achieve different metrics, and each can feed into different parts of your brand’s funnel.

The main goals that businesses usually have for their influencer marketing efforts are:

  • Improve the general visibility of your brand and create awareness
  • Gain social media followers and boost engagement
  • Generate leads for your business
  • Increase traffic to your company website or/and build backlinks
  • Conversions, such as email sign-ups
  • Improve your brand’s reputation
  • Generate revenue and social selling

Determining your main goals is an important prerequisite to developing a strategy for your campaign. It will then be much easier for you to pick the influencers who best fit into that strategy.

2. Determine your target platforms & campaign formats 

Establishing goals in step one will help you determine which platforms make the most sense for you to have influencers make content for. This step will help you find those influencers who are most aligned with your planned campaign – because they’re naturals at the platform you’ll be using.

Here’s a quick breakdown of which type of audience you will find on each of the social media platforms:

TikTok: Particularly popular with Gen Z (other age groups are definitely on the rise though)

Instagram: A high percentage of Millenials are on IG

Facebook: Great if you want to target the older, wealthier Gen X population

The right influencer for your campaign will already be successful on the platform you’re targeting. If your brand appeals to a wider, more diverse audience, it might make sense to seek influencers who are active on multiple platforms – or hire one for each.

Also consider how you’d like to collaborate with and incentivize your chosen influencers. There are many ways of working with an influencer. Let’s look at a few different ones:

  • The influencer becomes an affiliate marketer for your brand, often combined with giving out discount codes to their followers
  • They host giveaways of your products for their audience
  • They present products that you’ve given them for free
  • They make their usual posts advertised as “sponsored by” your brand
  • They take over your company’s account for a day
  • They enter into a long-term contract with you and become ambassadors for your brand

The right kind of influencer will be able to accommodate you in the exact formats you choose.

3. Establish your messages & themes

Next, get clear on what kinds of messages you want to send in your influencer campaign and what themes they will fall under.

We divide these into four different content pillars which will make your messaging diverse and impactful.

  1. The Brand Pillar

Your brand is the focus. This pillar has content that revolves around your brand, whether the posts are high level, informative, funny, or inspirational.

  1. The Product Pillar

This type of content features a specific product – or line of products – such as a fashion brand’s new spring line. This could be done in an interactive Q&A or tutorial, for example.

  1. The Experience Pillar

This is where you highlight people experiencing your brand, such as influencers shopping in the store or cooking with your cookware.

  1. The Moment Pillar

Celebrating special dates, from birthdays to holidays and anniversaries. You could feature a virtual and/or physical Easter egg hunt, or show influencers receiving customized birthday packages.

You need someone who can make these messages and themes come to life in the way that you want – and once you’re crystal clear on them, you’re much more likely to pick the right influencer for the job!

Now that you know your strategy for your campaign that the influencer must be able to carry out… 

Let’s dive into relevancy: How much does the influencer align with the niche and the topics surrounding your brand?

 

How to Pick the Most Relevant Influencers for Your Campaign

To do this, it’s helpful if you’ve already created your ideal influencer persona: The perfect person who would be the best fit for your audience and your campaign. 

They:

  • Are of the right age to fit your target audience
  • Possess the correct kind and amount of knowledge around your brand’s niche
  • Are the right size for your budget and for maximum impact
  • Have the right personality and level of charisma for what you want to communicate
  • Dress and behave in ways that fit your brand
  • Make content that’s already in line with your brand values

In short, they should represent your brand identity very well – as if they were a natural part of it!

How to Guarantee That You’ll Find the Best Influencers

As vital as the issue of how relevant the influencer is to your brand, is the question: Do they have authority? Both online and in your company’s niche.

Pick an authority in their field and your campaign will have a great impact. But if you fail to vet their authority first, you can run into all sorts of potential problems.

How do you pick the most authoritative influencers?

By taking the following steps, you can rest assured you’ve made a good choice working with this person and your campaign will be successful.

They have a quality audience

A quality audience is committed to the creator – they engage readily with each of their posts, and their content is a part of their life that they take quite seriously! Also, a quality audience is not composed of people who are just there for entertainment and would never support the influencer financially … but they’re actually in a position to buy the products that he or she might recommend, and would do so happily.

Social media manager Jason Francis, of Social Media Samurai, says that “Quality trumps all. I know people with 30,000 followers struggling to raise $500 in a GoFundMe campaign, while people with 2,000 to 3,000 followers can move and influence them to the tune of $25,000.”

They make quality content

In today’s day and age on social media, it’s not enough to only post selfies with some meaningless text. A “sponsored post” shouldn’t consist of just a random shout-out to your brand or the mindless placement of your product. 

In fact, it’s quite the opposite – the best influencers are consistently creating content that’s captivating, creative, and authentic

What does this mean?

It means they care enough about their audience to craft pieces of media and messages that really resonate. The content hits on their followers’ dreams and desires, addresses things they’ve recently had on their minds often, it can even shock, fascinate, and pull them out of boredom or sadness.

Making creative content means finding new connections, inventing new ways to get a message across, combining different forms of media, and injecting novelty by collaborating with different people in their niche.

Above all, they have to stay authentic while doing it. Their loyal followers want to feel like they’re “one of them” – that they’re a close, trusted friend. A good influencer will achieve this by speaking in a common tone of voice, keeping their content relatable, caring about and engaging with the audience, and generally staying humble in spite of their success, fame, and status.

How do you vet these things?

First of all, you can obviously check out their social media profiles and study the posts they’ve been publishing so far. 

Secondly, see if they have a media kit available that shows off their best work and gives a good impression of both the “vibe” and the quality of their content.

Their influence is real

Fake followers are a real problem on social media. What good is it if the influencer you’re working with has 100k followers, but most of them have been bought from some shady service? Not much good at all, apart from having a nice big number in their profile.

Yes, social media outlets have been cracking down on these things, but fake followers are still common on all platforms.

How do you spot fake followers?
1. Manually go through their list of followers

Potential red flags you should look for are profiles with weird or unrealistic-sounding names, many profiles that are not followed by anyone, and profiles with no user image or something that looks like a stock photo.

Additionally, if the majority of their followers appear to be from non-English-speaking countries, although their content is English, that might be a sign that the followers are not real.

2. Check the engagement on their posts

A real engagement rate for social media is between 2-3.5%. So if you see a profile with an audience of 100k, but their engagement is consistently low, their followers may have been bought. They should realistically be getting thousands of likes per post and hundreds of comments.

3. Use a tool to check for fake followers

In addition to doing the “common sense check” we outlined above, you can use one of many influencer credibility tools such as grin.co, inbeat.co, and modash.io to let a fraud-finding algorithm confirm what you’ve observed by looking through their profiles yourself.

Their reputation and background are flawless

You want to carefully vet the influencer’s background. Make sure they’ve had no reputation-destroying scandals, shady business connections, or even a criminal history.

A simple way to do this is to search for “influencer name + scandal,” “name + controversy,” or “name + convicted” on Google.

Could they be damaging to your brand?

Do they have business dealings that might interfere with your campaign or potentially damage your brand’s reputation?

It’s important to check for this because the costs of falling for a fraudulent influencer could be very high.

Obviously, these things are unacceptable and any sign of these issues will quickly make you rule out ever working with that particular influencer. 

Ideally you’ll want to find someone whose ethics and values are impeccable – in line with your brand.

Where to Find the Right Influencers – Platforms & Tools

Look for influencers in-house and among your fans

Most likely, many of your employees are already publicly advocating for your brand. You should look to channel and grow that enthusiasm! After all, who better to showcase what your brand stands for and be the credible faces of it than the people who built it?

Also, your leadership team is part of the face of your brand. Their role as social influencers is becoming increasingly important. One way to help senior executives successfully pick up this role is through personal branding.

Finally, your consumers can become a form of influencers as well. User-generated content (UGC) from brand fans and advocates can be very valuable and boost community engagement.

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

Manually search on web platforms

Who’s already interacting with your brand?

Some of your top followers might have sizable, related audiences themselves. If they’re already liking, commenting on, and sharing your brand’s posts, they might be a perfect fit for a collaboration. If you see your brand mentioned without it being sponsored content, that’s a great initial sign!

Think about your industry’s icons

It could be a good idea to check out the most well-known influential people in your niche – yes, they’re more expensive to work with than others, but they also have the biggest reach and authority.

Set up a Google Alert

It’s possible to create an alert in Google so that anytime your brand, a topic related to your niche, or the industry in general is mentioned, you get notified. This is a valuable option for finding those people who are immersed in your field, are always talking about it, and are ‘hip’ to the latest trends. These might be influencers you’d want to work with.

Hashtags

By searching hashtags on different social media platforms, especially Instagram, you can find people in your niche and those who are already working as influencers. 

Do this by searching trending hashtags, hashtags about aspects of your field, and hashtags like #sponsored or #ad that tell you someone is working with brands.

Speakers at events

Usually, the most influential and authoritative people in your industry are paid to speak at industry events. Become familiar with the speakers on the list at conventions and other events and see who you could imagine working with for an influencer marketing campaign.

Look for blogs and niche authority sites

Search for websites and blogs that are written by influencers in your niche. Do this by typing in keywords related to your brand into Google and adding the word “blog.” There are also tools that automate this task, as we’ll address later.

Followers of other brands in your space

By doing a bit of competitive analysis, you can also find good influencers for your brand. Check out who is most engaged on other brand’s profiles and who has a good audience themselves. These influencers show they are invested in and proactive about marketing – which will be great if they’re working with you!

Find influencers with a similar audience as you

If you know your target audience, you know what other topics they’re interested in and which influencers in those niches they follow. For example, if your company sells popcorn, your audience might be interested in other related things, like watching movies. It might make sense to partner up with influencers in the movie space, so you can reach your audience in another sphere.

Set up a contact page for prospective influencers on your company’s website

If any influencers are browsing your website, they will see that you’re open to working with them and contact you. You just need to create the page on your site and provide a contact form – and they’ll do the outreach themselves!

Browse LinkedIn 

Some influencers also have active LinkedIn profiles. To find them, look for the job description of “content creator.”

Search forums in your niche

In some niches, there are good online forums where the latest in your industry is being discussed. Look for those people who are constantly discussing and providing value, and who seem to have authority and influence within the community. Reach out to those people to become part of your influencer marketing campaign.

If you’ve gone the manual route and are not yet satisfied with your results – or if you’d rather not do all that work yourself – there are two other ways to find the right influencers for your campaign:

You can use influencer-finding tools or hire an influencer marketing agency.

Use influencer-finding tools

Alexa’s Audience Overlap Tool

This is a tool to find competitor sites that your audience also likes to visit. These could be run by influencers you could potentially hire.

Influencity

Influencity is an “Influencer Relationship Management” tool. It allows you to find, analyze, and organize influencers, as well as manage campaigns and forecast and measure the results of those campaigns.

Upfluence

Another full-scale influencer marketing platform, Upfluence offers campaign management, product placement outreach, influencer event management, and payment and transaction services. 

Post For Rent

Post For Rent call themselves the “one-stop-shop for influencer marketing.” Their services include influencer search, an influencer marketplace, the NEXT business manager, and managed service.

Hype Auditor

With Hype Auditor, you get influencer analytics, influencer discovery, campaign management, media plans, trends and rankings, and analysis of competitors and the market landscape on social media.

Followerwonk

Created for finding influencers specifically on Twitter, Followerwonk lets you connect with those authoritative power users on the platform. It can not only search Twitter bios globally, but also analyze and compare accounts to find the right influencers.

Respona

Respona lets you find bloggers who are active in your niche. They will monitor for brand and competitor mentions and automate your influencer outreach.

Hire an influencer marketing agency

If this whole process of finding influencers, vetting them, and reaching out is something you’d rather not do yourself right now – influencer marketing agencies do all of it for you.

A good influencer marketing agency will have:
  • A built-up network and database of relevant and trustworthy influencers
  • A streamlined process for collaborating with brands and influencers
  • A creative eye for which campaigns will have the most impact
  • Proven experience with effective storytelling
  • Seamless campaign management 
  • The expertise and tools to properly analyze campaign metrics
  • An impressive portfolio and positive testimonials from past clients
  • An influencer marketing strategy tailored to your demands and your budget

Obviously, working with an agency will cost more than doing the work yourself. On the other hand, you are free to focus on other tasks in your business and can trust that their proven process will give you a good return on your investment in your influencer marketing campaign.

Conclusion

There you have it: Your guide to finding the right influencers for your campaign this year. If you follow the steps outlined above, we are confident that you will be able to use the proven power of influencer marketing to bring measurable growth to your business.

The Top 50+ Social Media Agencies in Europe in 2022

Social media marketing is a great way to grow your business by targeting the right people. But it’s not always easy for an average person to do so. Here’s where social media agencies such as Kingfluencers come into play. These agencies are equipped with the right tools to market your brand effectively. This article covers the 50 best social media agencies across Europe.

Table of Contents

Directory of Social Media Agencies in Europe

Are you looking to improve your brand image through good marketing? Is it important that your social media agency is local so they understand your audience, and you can have in-person meetings? 

Everyone has different sets of requirements. Some are willing to spend a great amount on a media team whereas others would like to hire local freelancers for a cheaper alternative. You should ask yourself these questions and if you’re interested to know more about social media agencies in central Europe, here are the 50 best ones you can find!

How to choose the best social media agency

Choosing the right social media agency can be a life-changing choice for your brand. That’s why  we’ve curated a checklist for you to look through when making such a decision.

  1. Experience: You want someone who has an impressive client portfolio, success stories, and a few years of experience in the marketing industry.
  2. Strategic resources: How specialized is the agency in your specific niche? Do you think that the strategies they offer are properly customized first?
  3. Tools: An agency should be equipped with the latest tools such as good analytics, planning and scheduling tools, as well as design tools. 
  4. Communication: It’s key to ensure clear and effective communication regarding prices, plans, and expectations.
  5. Agency culture: People are crucial. You should be able to get along and be understood by them.
  6. Tracking and reporting: Agencies should constantly track statistical data and create reports to monitor progress.

Social Media Agencies in Switzerland

If you’re looking for a good social media agency in Switzerland, you’ll find many based in Zurich. We from Kingfluencers are one of the popular names with a big portfolio, also based in Zurich. Here are the top 9 social media agencies based in Switzerland.

Top social media agencies in Switzerland

Kingfluencers

We are the new creative digital company, where real people, creativity, and authentic stories are at the center of everything we do. Having been in business since 2016, we have worked with top brands across all sectors. We are a full-service digital storytelling agency with expertise in social media, influencer marketing, and performance marketing.

R17 Ventures AG

R17 are “a performance marketing agency for entrepreneurs.” They specialize in paid advertising, creating images and videos in their own studio, and creating e-com applications. They are based in Herbrugg, Switzerland.

Webstages

Webstages focuses in particular on the topics of influencer and social media marketing and supports brands here with selective campaigns, as well as with the overall appearance and the entire coordination of marketing activities. 

Hutter Consult

Hutter Consult are an established Swiss social media marketing agency. Offering a multitude of services across many platforms, they are liked for their professional work. They’ve worked with WEF, AXA, and Zeiss, among others.

Buzz Factory

Buzz Factory offer social media marketing, PPC advertising, and branding services. They are based in Vevey, Switzerland. Their portfolio boasts work for the World Health Organization and several small-to-mid-sized Swiss and international brands. 

3z digital

3z digital out of St. Gallen, Switzerland are specialists in paid digital advertising.

3z digital GmbH is a digital agency founded in St. Gallen, Switzerland in 2018 with about 10 professionals. They specialize in social media marketing and digital strategy services for small and mid-market businesses alike.

Highway 61

Operating out of Zurich, Highway 61 call themselves, “a top-rated world-class marketing and design agency.” They offer branding strategy, visual identity, design, social media strategy and management, digital marketing, and advertising. In the past, they have worked with clients such as Bono Pizza and Eat To Live.

Xeit

The digital marketing agency xeit GmbH describes itself as a full-service online agency and advises on everything from consulting and creation to the implementation of digital marketing activities. 

Social Media Agencies in Germany

German social media agencies are generally more pocket-friendly than Swiss companies but that doesn’t necessarily mean a compromise on quality. Some of the German agencies listed below have years of experience, impressive clientele, and get the job done professionally. 

Top social media agencies in Germany

Monsoon

Monsoon call themselves, “a natural force like a monsoon” for your digital marketing needs. Based in Berlin, they have worked with German start-ups such as Mieter Engel and EinguterPlan.

Admiral Media

Admiral Media offer a wide range of social media services. Their case studies include the companies TIER and kaufDA. Admiral Media are a German company working out of Spain.

MartonMedia

MartonMedia from Berlin specialize in Facebook and Instagram Ads and working with Shopify store sellers. They have worked with Nextdoor and Everjump.

MediaBoostr

MediaBoostr are a German digital performance marketing agency, but based out of Cyprus. They work mainly with fashion and luxury brands on paid social media advertising campaigns. MediaBoostr have worked with the brand tigha in the past.

KlickPiloten GmbH

KlickPiloten are an online marketing agency from Germany. They have worked with over 50 clients including Eberspächer, TÜV Süd, and Märklin. KlickPiloten are based out of Stuttgart, Germany.

Hexiimmedia

Hexiimmedia are a website and marketing agency out of Munich. They also offer social media services. 

Digitalyze

An agency out of Düsseldorf, Digitalyze do branding, campaigns, and online marketing. Past projects include Woodpecker’s Roadhouse and USTA Soundsystem.

Elespacio

Elespacio are based in both Berlin and Barcelona (hence the Spanish name). They are an agency who combine marketing and creative strategies to make a complete social media marketing approach. Past clients include Concord and Zalando.

Ministry Group GmbH

Ministry Group offer social media consultations to create better strategies. Based in Hamburg, they have worked with prestigious clients such as Hapag-Lloyd and Gillette.

Aylab 

Founded by Ayla Hourani in Hamburg, Aylab is a “rebelliously creative design agency” who also offer social media management, media creation, and community building. They have worked with big brands like Nivea, as well as many smaller local brands.

ifenius media

ifenius media are digital marketing experts based in Düsseldorf, Germany. Their portfolio includes work for TÜV Rheinland and Zoo Duisburg.

Adrenalinsky Werbeagentur GmbH

Adrenalinsky are a younger social media marketing agency who are working out of Cologne and Berlin. They have worked with many local brands and government initiatives.

TechStrive

Based in Berlin, TechStrive offer social media management among other services, and boast 15 years of experience in the sector. Past clients include mentora gymnasium and Freibeutler.

Social Media Agencies in Austria

For those who want a social media agency in Austria, we’ve listed several below. These agencies have had good feedback and impressive portfolios.

Top social media agencies in Austria

Limesoda Interactive Marketing

Limesoda are a social media agency with more than 50 employees in Wien, St. Pöten, and Linz. They offer social media marketing services and have worked with well-known clients such as Red Bull and Hofer.

AN Digital

AN Digital are a social media agency from Bregenz, Austria. They have worked with Schiess & Schiess and BBS AG, among others. Their social media services include analysis and research, setting up accounts, content creation, and marketing campaigns.

WICKIE.

WICKIE. is an agency from Vorarlberg, Austria, who also offer social media services, for example building a social media strategy, creating relevant content, and interacting with the target audience, as well as regular reporting. Past clients include HEFEL Textil GmbH and Musikverein Gaissau.

The Ventury

The Ventury out of Vienna, Austria are helping small and big businesses with growth marketing strategies. They were founded in 2016 and have 46 employees. They have worked with Alfies and DasUmzugsTeam.

Loop

Loop are doing social media and performance marketing. They are an international agency with an office in Berlin. They frequently work with high-value brands such as Puma and Breitling.

Bacon & Bold

Bacon & Bold’s specialty are marketing strategies centered around social media. They have offices in Linz as well as Vienna, Austria. Bacon & Bold were founded in 2016.

PR International

PR International are a PR agency from Vienna, Austria who also offer digital PR on social media. They have been in business since 1985 and are one of the most well-known agencies in Austria. Their clients include high-end brands like Louis Vuitton and Breitling.

Press n relations

Press’n’relations are a PR company who can also act as your social media manager. They operate out of Vienna, Austria.

Slopelift

Slopelift is a full service agency with an office in Vienna, Austria. They offer social media management and social media advertising for brands such as Porsche, Renault, and Miele.

Promo Masters

Promo Masters is active in Salzburg and Vienna, and has been in business since 1999. Their 18-employee team does social media optimization, among other services. They have worked with many clients in industries ranging from tourism to medicine, law, finance, and web developement.

SESO

SESO media group are a social media marketing agency in Vienna, Austria who have worked with prestigious clients such as Volkswagen and A1 Telekom.


Social Media Agencies in France

Social media marketers are also available in France. We’ve listed some of the well-known ones below.

Top social media agencies in France

Aji Creative

Aji Creative are a French agency who do web and mobile development. They create digital strategies, plan and design user interfaces, and more. They have worked with big corporations such as Disney in the past.

Rosbeef

Rosbeef are a social media and design agency located in Paris, France. They are branding and design specialists and have worked with many big clients such as Adidas and Heineken.

Else & Bang

Founded in 2018, Else & Bang has won several awards. The agency is based in Boulogne-Billancourt, France. Their approach is to identify brand strategy, carry out social media campaigns, and make use of influencers and ambassadors. Previous clients include Verizon and Allianz.

Storyzee

“Storyzee combines marketing consulting and multimedia production to support your brand’s storytelling on the web and social networks.” In the past, they have worked with ValueQuest and Exodon. Storyzee are based in Paris, France.

Social Media Agencies in Spain

One of the best social media agencies in Spain is Appetite Creative. Whilst there are many more options for Spanish social media agencies than listed here, we focus on the ones mentioned below.

Top social media agencies in Spain

Appetite Creative

Appetite Creative are a multinational agency with an office in Madrid, Spain. Not only do they offer social media marketing, but also branding and video production services. Recently they have created campaigns for Tommy Hilfiger and Heinz Ketchup, among many other high profile clients.

GOSO

GOSO is a dedicated social media marketing agency offering Instagram, TikTok, and LinkedIn services with 37 full-time staff members located in Barcelona, Spain.

Elespacio

Elespacio are based in Barcelona. They are an agency who combine marketing and creative strategies to make a complete social media marketing strategy. Past clients include Concord and Zalando.

Admiral Media

Admiral Media, “founded in Spain, performing worldwide” offers social media services and have worked with the companies Tier and kaufDa.

Wild Wild Web

“We help you attract and conquer your customers through branding, web design and online advertising.” Wild Wild Web have worked with BBVA, Cartier, Santander, and Porsche. They are based out of Madrid, Spain.

Social Media Agencies in Italy

A few Italian social media marketing agencies are worth mentioning including Armando Testa, the largest Italian communication agency. 

Top social media agencies in Italy

Americanoize

Americanoize are an influencer marketing and social media agency with an office in Milan, Italy. Brands they’ve worked with are Diesel and Adidas, among other big names.

Instasamy

Based in Milan, Italy, Instasamy are an agency specializing in Instagram and TikTok marketing strategies.

Ekeria SRL 

Ekeria are offering SEO, SEM, social media, ADS, lead generation, content, website development, and ecommerce development. They’re working out of Milan, Italy, and have done social media campaigns for hotels and service companies.

Brandme

Brandme are a personal branding agency. They are professionals in social media management and winners of the Top Italian Branding Agency Award on clutch.com. Brandme are based out of Rimini, Italy.

New Media Adv

Founded in 2001, New Media Adv is “a structured digital agency specialized in performance digital advertising that uses refined, effective and measurable tools.” New Media Adv are located in Milan, Italy.

Armando Testa

Based in both Torino and Milan, Italy, Armando Testa is the largest Italian communications group in the world. They’ve been around since 1946. While they are not specialized in social media marketing, they have done a campaign for “Cuki Cofresco,” an Italian food packaging and containers brand.

Social Media Agencies in Poland

Social media agencies in Poland are also gaining traction due to the recent increases in both influencers and brands in the country. If you’re looking for Poland based agencies, here is the list of some of the best social media marketing agencies based in Poland.

Top social media agencies in Poland

Virtual People

Virtual People is a marketing agency made up of specialists in different fields. They call themselves a “360 degree agency.” Services offered include social media marketing and advertising. They’ve worked with many clients, most prominently the multinational corporation Decathlon. Their office is in Szczecin, Poland.

Whites Agency

Whites Agency out of Warsaw, Poland were founded over a decade ago, and offer “a strategic approach to social media” with “deep analysis of every action and effect.” They list brand communication strategies, influencer marketing, and social media management as part of their services. They’ve worked with well-known brands such as Tefal, Henkel, and Krups.

Neon Shake

Neon Shake do digital marketing and branding. They build strategies and conduct comprehensive brand communication on social media based on consumer insights. “We create attractive content, cooperate with influencers, run contests, manage promotion budgets and report the results.” Based in Wroclaw, Poland, they’ve worked with clients such as Spotify, ASUS, and Western Union.

Tribe47

Tribe47 create social media campaigns for e-commerce, subscription, online education and B2B service businesses. Their office is located in Warsaw, Poland.

Conclusion

With the increasing impact of social media on brands and businesses, there are thousands of options when it comes to social media agencies. This guide mentioned 50+ of those based in Central Europe which hold appropriate portfolios and qualifications to do their jobs. We hope that you have found this directory helpful in your search for the perfect social media agency.

It is worth noting that every business has different needs that can be catered to differently across social media agencies. So, reach out to a professional for the best advice on how to maximize results within your budget.
If you consider hiring a Swiss-based social media agency, make sure to also check our website and learn about the social media marketing services that we offer.

What is a Social Media Influencer? Full Definition 2022

Table of Contents

  • The definition of “influential”
  • Who we could define as the first paid influencer
  • The definition of the modern influencer on social media
  • What qualifies someone as an influencer?
  • What is an example of a social media influencer?
  • The power of social media influencers – defined
  • What exactly does a social media influencer do?
  • Is being a social media influencer defined as a job?
  • Do influencers make a lot of money?
  • How influencers wield their influence: A definition
  • Defining the different categories of influencers
  • Influencers as defined by social media platform
  • Defining the most popular fields influencers work in
  • Conclusion

The term “influencer” is everywhere now, and it seems like every kid (even many adults!) wants to “work as an influencer” today.

But, is there any substance behind that term?

Or is “influencer” just another buzzword from the young generation? 

Let’s get rid of the ambiguity surrounding that word.

We’ll take a deep dive into the definition, what an influencer is, what they do, and how it all works.

Diving in… 

Who is an influencer? Broadly speaking, you’re considered an influencer if you have authority on a given topic. People listen to you and they’ll even emulate you because they respect and look up to you.

The definition of “influential”

What you do when you influence someone is “to cause someone to adopt or change a behavior, belief, or opinion.” 

When you’re an influential person, you can have this effect on a considerable number of people. You could call them your followers.

This influence can be used for many purposes. An influencer can steer his or her followers to take certain actions, start thinking in a certain way, or start taking out their wallets.

You can use influence for good or bad. While many influential people are ethical and responsible, some are not, and they can lead their followers to make bad decisions

Who we could define as the first paid influencer

While influencer marketing has been booming in recent years – its market size shot up from CHF1.7 Billion in 2016 to CHF13.8 Billion in 2021, the concept has been around for a very long time. The first recorded paid celebrity endorsement, what we could call the first case of influencer marketing in modern times, was Roscoe “Fatty” Arbuckle, who got hired to publicly endorse the Turkish cigarette brand Murad, in the year 1905.

The definition of the modern influencer on social media

The nature of media and celebrity has since transformed – but influencer marketing is going stronger than ever.

Nowadays, it’s no longer just celebrities who are acting as influencers endorsing products to their fans. Today influencers come in all shapes and sizes (as we’ll talk about later). Anyone with a sizable audience on social media who is trusted for their expertise, or even just liked for entertainment value, holds the power to change minds and should be considered an influencer. 

They can steer people’s opinions and buying decisions – because they are liked, and/or have authority in their niche. 

Brands love influencers, because their endorsements are a great way to generate awareness and build trust with an audience they might not otherwise be able to reach as easily and convincingly.

This has opened up great opportunities for those willing to put in the work to become social media influencers. Today, many have the goal of working in this unique type of “job.”

What qualifies someone as an influencer?

Anyone with at least a few hundred followers on social media, whose posts get good engagement from their audience, can be considered an influencer. Also, their content should be focused on a specific topic which they build authority around. 

This way, their audience knows to trust their opinion on this specific topic.

What is an example of a social media influencer?

Every niche has influencers. For example, Taulant aka T-Ronimo is doing comedy and entertainment with passion on Instagram.

The power of social media influencers – defined

Influencers can do for a brand what a regular ad can’t do as easily. They can give an authentic endorsement that their audience will actually trust and follow.

“We want to do business with people or brands that we like and have forged a bond with over the years.” – Robert B. Cialdini, author of Influence: The Psychology of Persuasion.

This is why more and more brands are realizing the power of influencer marketing.

Alex Bolen, the chief executive of Oscar De La Renta, said: “It would not be an exaggeration to say that our handbag business has taken off through our engagement with the influencer community. Our production has doubled.”

Influencers get people to act – namely, to pull out their wallets in good faith. And that makes them very powerful. Even if they only have a modest-sized following.

What exactly does a social media influencer do?

It might look easy from the outside. Just take selfies with some products and rake in the money! Right? 

But there’s a lot that has to happen behind the scenes when you’re an influencer:

  • They create and manage their personal brand and their accounts
  • They craft their strategy and plan content
  • They prepare for shooting video and images – clothes, make-up, lighting, choosing the right locations and angles
  • They’re constantly engaging with their audience
  • They deal with existing brand partners and acquire new ones
  • In short: They run a legitimate, full-time business, often with multiple employees

Is being a social media influencer defined as a job?

If we’re being precise, influencers are not employees, but rather entrepreneurs. They are their own small, or in some cases, mid-sized, business. They themselves are responsible for creating everything surrounding their brand, managing it, and growing it. 

Even if they’re working with an agency or in a long-term contract with a brand, they have more responsibilities than many traditional employees. 

In this case, they are acting as a business that is contracting with another. 

Do influencers make a lot of money?

In many cases, yes. Typically, different-sized influencers make between CHF 200 and CHF 100,000 per post. A-list celebrities can even make up to CHF1 Million for one social media post! 

How much exactly they make depends on the niche, audience size, the influencer’s likeability and ability to sell, content quality and frequency, and what kinds of contracts they manage to get from brands.

Four ways influencers can make money

1. Doing affiliate marketing

The influencer endorses a product in their content, and they receive a percentage of any resulting sales.

This type of commission-based marketing is also performance-based.

The more sales the influencer drives, the more they earn for themselves. This is often done through giving out promo codes to their followers that they can enter to get a discount with a brand. The sale is then tied to the influencer’s affiliate account. 

Another way to do this is by providing a special link for the audience, but this works better on some social media platforms than others.

2. Getting money for each post

You can also come to an agreement where the brand is paying for each “sponsored post” published on your account. The difficulty here is to settle on a price beforehand. This depends on the size of the influencer’s reach, their ability to negotiate and the brand’s budget.

3. Entering into long-term contracts with brands

These relationships can last a year or more. 

The influencer agrees on a certain number of campaigns, pieces of content, mentions etc. and receives payments in return for the duration of the contract

This can be a nice stable income, which in many cases is quite welcome for the influencer who has to always be hustling for next week’s deal.

4. Receiving free products

One of the perks of the social media influencer lifestyle: 

You often get free products to try out and possibly recommend to your followers. In most cases, these products will be yours to keep.

How influencers wield their influence: A definition

Here’s how an influencer’s influence actually plays out in the real world:

Influencers are connectors

They are like nodes in a network that bring together their followers, fellow influencers, and brands.

Because they are experts and leaders in their industry, their power to connect others is immense

This comes with a lot of responsibility on the part of the influencer, by the way. If they start burning the people who trust them by repeatedly giving bad recommendations, their status as an influencer could become permanently damaged.

Influencers are informers

It’s what the internet has been all about since the beginning – efficiently spreading relevant information. 

Today, social media influencers play an important role in spreading information: They keep their fans up to date with new items, developments, and even breaking news. Usually the information being spread by individual influencers is organic and more trustworthy than corporate sources. 

According to a recent survey, influencers are the most trusted source of information and the most influential in the decision-making process, even more so than trade exhibitions or word-of-mouth recommendations.

Moreover, they curate information from different sources to make it more digestible for their audience.

And so, these influencers play a key role in spreading information and relevant messages!

Influencers shape opinions

While engaging and informing are vital aspects of an influencer’s job, ultimately wielding power is about influencing people’s opinions. And influencers are great at it. They’re charismatic, authoritative, and persuasive. 

Their influence on the audience’s opinions can be immense, particularly if they stay timely, knowledgeable and relevant, make good content, and are careful to not misuse their followers’ trust.

Defining the different categories of influencers

Nano-influencer: Under 5000 followers

You can be a nano-influencer with some hundred social media followers, without much celebrity status. 

These influencers are still a welcome business partner for certain brands, because they don’t command high payouts, or are happy just to receive free products in return for endorsements. This means they can hire many nano-influencers for the price of one macro-influencer.

More importantly, their audience, often made up of mostly their close friends and family, are extremely engaged and trust their opinion greatly. When they recommend something, it holds a lot of weight!

Micro-influencer: 5k-100k followers

We know that bigger isn’t better with influencer marketing, and working with a micro-influencer is a sweet spot between authenticity and affordability on one side and popularity and reach on the other. 

Also, these small types of influencers are usually more available. While most of them do get a fair number of offers, they are usually not overwhelmed with brand deals flooding their inboxes. 

Micro-influencers are the definition of niche authorities. They are experts in their topic of choice and educate their modest following on everything surrounding it. Again, engagement is very high with these micro-influencers, because their audience feels more like a family than a huge disjointed crowd, as big celebrity accounts often do.

Macro-influencer: 100k-1m followers

This is where we get into the territory of massive reach. If a macro-influencer recommends your product, you can be sure that it’ll hit hundreds of thousands of eyeballs. Accordingly, macro-influencers have higher prices, less availability, and higher standards than smaller accounts.

But, crafting the right campaign with a macro-influencer can drive serious awareness and sales, so – done right – it can be an amazing vehicle for business growth.

Mega-influencer: Over 1 million followers

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

Celebrities might have a huge audience, but often have less influence than smaller influencers: They appear less authentic and often don’t have as much authority and expertise in niche topics.

They are also picky, often difficult to work with, and very expensive. Many brands therefore prefer to work with multiple smaller influencers instead of one mega-influencer.

Influencers as defined by social media platform

Bloggers

The original online experts. Bloggers go deep on their chosen niche topic, and people rely on them for research and product reviews. Some blogs grow so authoritative that they turn into publishing companies rather than simple websites.

Yet, in the beginning, was the single influencer – the one you go to find out the latest and best information around the topic they’re an expert in.

YouTubers

YouTubers use the visual and auditory channel to do a similar thing to bloggers: Educate and inform their audience. But, YouTube videos also usually have more entertainment value than blogs – and influencers use that power to build huge, loyal followings. YouTube videos are usually longer than videos on TikTok and Instagram.

Brand sponsorship can take different forms: Brands can simply get a shoutout at the start and end of the video. In some cases, the influencer will make an entire video testing a product or incorporating a product into the story of the video. 

There are many opportunities for brands to appear – and they love it!

Podcasters

With podcasts being the longest form of online content, they draw a very interested and loyal audience. Hence, sponsoring a show can be very valuable for brands.

Instagrammers

The advent of Instagram’s platform for sharing images and short-form videos is when influencer marketing really blew up as a business.

Viral Instagram Reels are flashy, fancy, and engaging. A strategic product placement or endorsement by the influencer can do wonders for a brand’s marketing efforts

Sponsored Instagram posts are also a great way for influencers to get paid – often handsomely. 

So today most young people aspire to become influencers themselves because they see the cash and status it can bring.

TikTokers

This is the hot young platform, and home to a lot of up-and-coming social media influencers. While TikTok is a more fast-paced platform, people still grow to love and associate with their favorite creators. This opens the door to brand endorsements and influencer sponsorships, similar to other platforms.

Defining the most popular fields influencers work in

Here are some of the niches that influencers choose – most of these are trending, have a large audience, and can be very profitable to create content around.

1. The Business and Money-Making niche

Many people want to be an influencer in this niche, and their quality and ethics are on a spectrum. You can make a lot of money by teaching others about money. There are endless resources and tools to recommend that you can earn substantial commissions for.

2. The Beauty niche

One of the most popular niches for young, often female content creators to be an influencer in. But also becoming more and more important for male creators.  

3. The Fitness and Health niche

This niche is always going strong. It’s also competitive. Many different people have the goal of being health and fitness influencers. Fitness is also a very visual topic, so is well suited to social media.

4.The Cooking and Food niche

People love to look at recipes and cooking videos online – and influencers will provide! Some of these food and cooking accounts grow to millions of followers.

5. The Tech niche

There are always new and expensive products to review. This niche is quite competitive, but can offer great payouts to influencers.

6. The Travel niche

Travel seems to be an evergreen niche that is coming back in 2022 and beyond. Influencers can partner with tour companies, airlines, hotels, and car rental agencies to turn documenting their travels into a money-making activity.

7. The Fashion niche

Fashion modeling nowadays happens more on social media than it does at fashion shows or in print magazines. Consequently, there is good money to be made for influencers representing luxury clothing brands or as affiliates selling accessories, for example.

8. The Parenting niche

This niche is growing as more people get their information from trusted online influencers than from books or other traditional sources, even on topics such as parenting.

9. The Lifestyle niche

A broad, and popular niche. Creators can pick from a number of topics. Although it takes something special to stand out in this niche. An influencer has to be charismatic, successful, creative, or a combination of those in order to make it in this niche.

10. The Pet niche

It seems like cute kitten pictures and videos have always been the most popular thing on the internet. It now goes so much further. Pets have their own Instagram accounts, dog training gurus are everywhere. The growing pet niche is still a good niche to get into.

Conclusion

We hope this helped clear up the question of what an influencer really is! 
If you’re thinking about becoming an influencer yourself – or you’re a business curious about if using influencer marketing might be a good idea for your business – feel free to check out our other articles on these topics or join the email list to receive the latest news and trends around influencers and influencer marketing.

Author: Megan Bozman, Owner @Boz Content Marketing