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

Posted on March 11, 2021January 10, 2024 by Yoeri Callebaut

Based on the GFM — Kingfluencers webinar from 9.12.2020

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

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

Incorporate Influencer Marketing into the Marketing Mix

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

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

Campaigns to Enable Connections

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

Synchronize Influencer Marketing

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

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

A Second Life for Content

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

The Importance of Good Matches

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

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

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

Influencer Marketing Best Practices List

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

1. Make the Perfect Match

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

2. Access Expertise

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

3. See the Content Creator, Not the Platform

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

4. Influencers are Not a Media Buy

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

5. Let Influencers Do What They Do Best

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

6. Be Creative and Be Bold

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

Top 6 ways to make influencer marketing work.

Author: Megan Bozman, Owner @Boz Content Marketing

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

Posted on March 10, 2021January 10, 2024 by Yoeri Callebaut

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

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

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

DIY and hobbies

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

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

There is nothing better than freshly baked bread.

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

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

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

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

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

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

Netflix: Our influencers’ favourite binge-watching series

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

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

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

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

Carly Réveil and Younes Saggara’s exclusive TikTok tips

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

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

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

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

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

Younes Saggara’s TikTok top success tips: Be yourself and spontaneous!

Younes has further TikTok tips to add:

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

Steven Epprecht’s exclusive skin care tips for men

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

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

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

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

Mental health

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

“While the percentage of respondents with major depressive symptoms was 3 percent before the pandemic, 9 percent during the April lockdown, and 12 percent during the May lockdown, it rose to 18 percent in November.”

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

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

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

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

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

and putting things into perspective:

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

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

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

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

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

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

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

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

Takeaway message

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

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

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

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

The New Conscious Influence Hub: We Share the Responsibility

Posted on March 8, 2021January 10, 2024 by Yoeri Callebaut

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

The Growing Importance of Social Media as communication medium

Anja explains her vision,

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

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

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

Responsibilities of Influencers

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

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

Building an Influencer Code of Conduct

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

Anja explains,

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

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

Affecting Not Just Jobs, But Lives & Society

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

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

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

Selecting Advisors & Influencers

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

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

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

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

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

The Importance of Handling Mistakes

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

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

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

A united force for positive change

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

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

Author: Megan Bozman, Owner @Boz Content Marketing

Effective Marketing in COVID Times

Posted on March 4, 2021January 11, 2024 by Yoeri Callebaut

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

The New Life Online

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

The Challenge of Less Foot Traffic

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

Social Media, the Rising Storefronts

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

Connecting with Consumers is Key to Standing Out

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

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

Creating Connections in COVID Times With Fitting Content

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

Say It With Influencers for Increased Impact

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

92% of consumers trust an influencer more than any form of advertising
87% of consumers made purchases based on influencer recommendations

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

Aligning with Consumers’ Values

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

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

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

Stay Agile and Expand Your Reach

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

Holistic Approach to Influence Marketing

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

Employees

Most likely, many of your employees are already advocating your brand publicly. You should channel and grow that enthusiasm.

CEOs and other leaders

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

Consumers

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

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

Leverage Your Existing Advocates — Including Employees

Example of a real-life success story

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

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

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

What Are the Strengths of Social Influence Marketing?

Posted on March 4, 2021January 11, 2024 by Yoeri Callebaut

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

Earning Consumers’ Love, Respect, and Adoration

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

Social Media, The New Storefronts

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

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

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

Influence Marketing is Authentic and Impactful

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

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

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

Influence Marketing. Influence Marketing is Authentic and Impactful

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

Influence Marketing is Effective at Targeting Your Audience

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

IM is particularly effective at targeting Generation Z.

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

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

Influencer Marketing Captivates

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

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

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

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

Influence Marketing is Effective at Driving Sales and Brand Loyalty

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

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

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

Influence Marketing is Fast and Agile

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

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

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

Rich Choice of Formats

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

And with Kingfluencers, IM is Predictable!

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

Influence Marketing Fits Perfectly in Your Marketing Mix

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

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

The Magic of Creativity and Authenticity in Content

Posted on March 4, 2021January 14, 2024 by Yoeri Callebaut

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

Authenticity is Vital and Consumers Notice It

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

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

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

Experiment and Determine What’s Most Effective

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

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

Step outside the box.

Creativity and Authenticity. Experiment and Determine What’s Most Effective — @thefashionfraction for Samsung Switzerland Campaign

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

Highlight Sustainability

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

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

Make Campaigns Interactive and Collaborative

Brands that are more creative achieve better results, specifically:

Increased engagement
More conversions
Better customer loyalty

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

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

User Generated Content and Other Sources

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

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

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

User Generated Content and Other Sources

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

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

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

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

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

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

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

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

Helpfluencers — Social Media for Good Causes

Posted on March 4, 2021January 14, 2024 by Yoeri Callebaut

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

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

Positive Responses to the F05Support Campaign

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

What the couple has found most surprising is the diversity.

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

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

Unintentional Influencers

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

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

How to Convey Authenticity

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

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

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

Travelers Adjusting to Lockdown & Promoting Charities

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

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

Travelers Adjusting to Lockdown & Promoting Charities

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

Advice for Instagrammers?

Jean replied,

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

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

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

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

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

Posted on March 4, 2021January 11, 2024 by Yoeri Callebaut

Lockdown in Switzerland

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

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

Promote Other Income Sources

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

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

Tomorrow’s Winners. Promote Other Income Sources

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

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

Prepare for What Comes Next

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

As the rollout of vaccinations continues, the return of many previously risky activities is expected within a matter of months. The time to prepare is now. Taking steps now to fortify your brand will position you to come out stronger once the lockdown is over. For example, a leading Swiss insurance provider decided to run an end-of-year influencer marketing campaign to generate additional new leads and customers. The company provides health, property, and liability insurance, and serves over 261,000 private customers with over 1 Bn. in premium volume. Kingfluencers managed the entire project, which took 5 weeks from ideation to finish. 21 influencers across multiple social media platforms made posts consisting mostly of videos. The campaign achieved an engagement rate of 3.4%, exceeded the goal for reach by 145%, and generated 3,025 qualified leads.

Build Now for a Stronger Tomorrow

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

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

Say It with Influencers and Boosting Emotional Appeal

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

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

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

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

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

Say It with Influencers and Boosting Emotional Appeal

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

92% of consumers trust an influencer more than any form of advertising
87% of consumers made purchases based on influencer recommendations

Influence marketing provides an agile, real-time communication channel with consumers. Social influence marketing is also quick and agile. Such a campaign can be developed and launched in a matter of weeks to drive revenue promptly.

Social influence marketing delivers reach and real impact on consumer decisions fast and efficiently. Give your brand a face people can relate to, elevate your advertising spending by adding credibility and authenticity to your message. Social media channels also enable you to reach audiences that aren’t easily reached via traditional marketing.

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

Continue Your Investment in Social Influence Marketing

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

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

Recognizing the top brands of the future

Posted on December 17, 2020January 14, 2024 by Yoeri Callebaut

Brand Indicator Switzerland — the first brand survey to include influencers

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

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

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

The future will be more digital

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

Recommended actions for modern marketing

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

Top brands. Actions for modern marketing

Study reveals further important findings

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

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

Example telecommunications industry

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

The current BIS Power Brands among the population

The future BIS Power brands among Influencers

The current top 100 BIS Power Brands

Click here to find out more about our Social Media Services.

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

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