Trends Guide 2024 Q1

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

Influencer marketing and beyond

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

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

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

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

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

Greenpeace Case Study

Check out our latest Case Study we did with Greenpeace. To navigate the case study, simply click on the arrows in the document and enjoy!


Greenpeace repair Success Story EN

Check out more of Kingfluencers case studies and build your own success story with us.

Kingfluencers presents an engaging series of “Case Study” articles, exploring successful collaborations with diverse brands from different sectors and industries. Consumer Goods, Beauty, Finance, Tech, Gaming, Retail, Fashion, Insurance or NGOs, we’ve got it covered. Explore these articles to discover how Kingfluencers helps companies achieve impressive outcomes in the realms of influence – from influencer marketing on Instagram, TikTok, Facebook, LinkedIn or beyond.

The success stories with Mondelez for Oreo Batman, V6 or Philadelphia, as well as Nestlé for Cini Minis Churros, Paramount Pictures’ Babylon case study, Garden Gourmet, or hohes C Super Shots unveil the secrets of creating viral content and attracting new customers and follower growth while generating buzz for new product launches.

Our cases with L’Oréal on Instagram and TikTok demonstrate how Kingfluencers blends creative strategies with influence to promote a brand – from yearly campaigns to get-ready events.

Ever heard of our Influencer TV Spot and ready to make use an omni-channel marketing approach thanks to a brand new advertising format? Check out our yearly campaign highlights of our success story with Ochsner, that also includes our premieres of the Influencer TV Spot on SRF 2 with Alison Liaudat & Whiteny Toyloy and SRF 1 with Christa Rigozzi.

If you would like to learn more about specific sectors your brand is present in, make sure to check our our sector-specific case studies – covering:

Your brand is not only home in Switzerland but present in DACH? We’ve got you covered. Dive into one of our first cases for Germany with Neoperl and Miele Deutschland.

We’ve got even more news. Influencer marketing only works for B2C brands? Not for us. We assure you that B2B brands can benefit from influencer marketing and brand ambassador programs even more, see for yourself in our first B2B case with a Swiss Telecommunications brand.

Together, these case studies provide a comprehensive view of Kingfluencer’s ability to achieve successful results in various industries and sectors.

How to Become An Influencer in 2024 [Success Roadmap]


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

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

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

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

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

Table of Contents

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

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

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

Are you excited about making a difference?

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

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

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

Would you like the financial freedom of working for yourself? 

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

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

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

But…

Ask these questions before you decide to become an influencer

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

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

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

Are you willing to do what it takes?

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

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

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

Food Influencer

Are you willing to make that investment?

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

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

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

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

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

Ask yourself: Is that you?

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

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

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

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

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

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

In influencer marketing, bigger isn’t always better. 

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

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

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

The different sizes of influencer you could become are:

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

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

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

Mega-influencer:
Over 1 million followers. 

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

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

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

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

Then you’re ready to get started!

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

How to get started as an influencer

Travel Influencer

Find your niche

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

What does that mean? 

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

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

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

Now, what niche should you pick?

Passion & Knowledge

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

Popularity and Monetizability

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

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

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

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

Choose the right platform to start

Which platform should you become an influencer on? 

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

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

Try to understand who your audience is first:

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

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

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

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

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

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

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

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

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

Social Media Platforms

Prepare your profile

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

Switch to a business account

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

Create a fantastic bio

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

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

Add a profile pic and banner/cover photo

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

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

How to brand yourself as an influencer

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

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

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

Simply go more into what already makes you special naturally.

Your personal brand

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

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

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

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

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

How to establish authority as an influencer

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

How are you going to build your authority?

Study your niche

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

Establish your web presence

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

Start networking in your industry

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

How to work when you’re an influencer

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

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

Your content strategy

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

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

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

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

Study your analytics

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

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

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

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

How do you do that?

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

“It’s easy to get blinded by vanity metrics such as big numbers of views and followers. It’s not about the number of followers you have. What matters is the quality of the connection you make with your audience.” – Marvin Sangines, Personal Branding Advisor at Kingfluencers

How to get paid as an influencer

We saved the most exciting part for last: 

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

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

How are you going to find those brands? 

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

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

How much will you make? 

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

How many followers do you need to start getting paid? 

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

Let’s do it!

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

We wish you good luck on that journey!

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

Author: Megan Bozman, Owner @Boz Content Marketing

How To Choose The Right Influencer Marketing Agency In 2024

So, you’ve decided to use influencer marketing to grow your business, and you want the support of an agency. Influencer marketing is a wise choice. 89% of companies say their ROI from influencer marketing is comparable to or better than other marketing channels.

The right agency will certainly be able to get you impressive results with influencer marketing. Now in 2024, there are numerous agencies to choose from. All of them are promising to be the perfect fit for you. Many claim they can help you achieve your goals – guaranteed!

Unfortunately, it’s not that easy. Not every agency is equally professional and effective. Even some that are excellent still might not be a good fit for your business, for different reasons.

Influencer Marketing Agency Red Flags

No brand wants to work with a service provider that isn’t capable of getting beneficial results. You obviously don’t want to risk launching campaigns not backed by a proven process, with a high risk of failure.

If an agency is focused more on their own revenue streams than understanding your business’ unique situation and needs, the campaigns they run for you might fall flat.

Another issue to consider is chemistry. If the process of collaborating with the agency is unpleasant and filled with friction, you can end up very frustrated. You want to be working with humans who are open, who care, and who you can talk to and contact with your concerns at any time.

Likewise, you don’t want to end up working with someone who doesn’t use the latest technology and is unable to capture all the analytics that are required for running effective social media marketing campaigns.

After all, when you hire an influencer marketing agency, you are making an investment that’s supposed to pay off – you don’t want to be burning money and time on something that ends up being ineffective. Learn more about effective influencer marketing campaigns here. It’s worth putting the work in up front to evaluate influencer marketing agencies, so you can pick exactly the right fit out of the high-quality agencies out there.

We have created this guide to help you in that process, so you can make the right choice and experience the amazing results that influencer marketing can create for your business, while avoiding pitfalls.

Let’s dive in.

1. Get clear on what exactly you need from them

If you know what you are looking for, the chance of finding it increases significantly. This saying holds true for influencer marketing agencies too!

Every influencer marketing agency has different specialties, budget, and project size requirements. This is exactly why you should know your marketing goals and the goals you want to achieve together with the agency.

Once you have defined your goals, you can evaluate agencies through that framework, see how well they fulfill your criteria, and rank them accordingly.


The right agency will also be able to show you exactly how they are going to help you achieve your goals and do so convincingly. Find tips from Universal how to make influencer marketing work here.

2. Get to know their team

You can learn more about a company’s team by visiting the team section on agency websites, and viewing agency staff on LinkedIn.

During the consultation, you can ask who exactly would be working on your project.

Do they have the experience? And the ‘people skills’?


Look for team members who have relevant experience in running the types of influencer marketing campaigns you will be requesting. The goal here is to find an agency whose team is both qualified and pleasant to work with – this includes the human aspect of the relationship.

Team Meeting

3. Examine their process

Now, you want to have a deeper look at exactly how the influencer marketing agency you’re looking conducts their work. Their approach to any new project will tell you a lot about how successful they will be once they’re working for your brand.

How do influencer marketing agencies evaluate a project?

Find out how the agency treats any new customer’s project. Look for signs that you will get a strategy that’s not cookie-cutter, but uniquely tailored to your brand. A good agency is supposed to be very creative in adapting their process to you in a way that makes sense.

How are agencies kept accountable?

An important piece of information to know is if the agency has senior professionals supervise your project. It’s fine if some newer people are going to also work on your campaign – as long as they are being checked by those with more experience. At Kingfluencers, every client is supported by at least one senior professional, with over five years of experience in social media and influencer marketing, to balance the diligent efforts of our newer marketers.

When and for how long are agencies available to you each week?

Also, you want them to be available and accountable to you directly. This means you can reach them easily and there’s always space in their schedule to discuss matters with you. At Kingfluencers, we respond to client emails within the same or the next day, the latest.

Are agencies readily sharing this info with you? Will they be able to make their process work for your needs?


If an agency is being very opaque about what working with them looks like, that could be a red flag. It probably means they will – in spite of their promises – not be able to take your unique needs into account and craft a strategy that will actually get you the results.

4. Study their strategies

The best influencer marketing agencies use strategies that work.

What does that mean?
Are they planning for the long term?

Yes, a one-off influencer marketing initiative can be impactful. But the best agencies also specialize in running long-term campaigns that get your brand to the next level, and make sure it stays there sustainably. Obviously this depends on your goals and budget. 

But brand strategists who have experience creating more comprehensive strategies are always at least considering the long-term impact of any campaign they’re involved in, which is definitely a plus. 

Do they consider the big picture, or is your campaign going to be working in isolation?

Influencer marketing should not be a stand-alone measure. Social media touchpoints should lead to specific actions taken in the context of your campaign. 

A holistic, or integrated, approach is key and vastly superior to isolated strategies.

Does the influencer marketing agency in question commit to combining different outlets and marketing strategies in order to serve you best, or is there no mention of such an approach? Read about Kingfluencers focus on holistic, omnichannel storytelling.

Are they creative, hip to trends, and versatile in their tactics?

Influencer marketing is evolving quickly. New trends are popping up all the time. Anyone playing in this field must be highly creative and adaptive. The best agencies show they can capitalize on these trends, and are always finding the right kinds of messages and campaigns that fit the times. Constant reinvention is the name of the game in influencer marketing. 

You can gauge which agency possesses these qualities by reading their marketing materials and looking into their history and portfolio. For example, the best influencer marketing agencies are creating influencer partnerships that are even more interactive and collaborative than typical social media content – they are encouraging the audience to participate in new and fun ways.

Are they using the power of storytelling to full effect?

Again, you can tell by looking at how an influencer marketing agency talks about what they do. Do they grasp the vital importance of good, creative storytelling?
Effective influencer marketing evokes the right emotions and creates a special connection with the audience, which is best done through telling captivating stories. In order to do that, the content produced for you must be both creative and authentic – not feeling disingenuous in the slightest. The right influencer marketing agency is doing just that, and creating a precious opportunity for your brand to be connected with an engaged audience, leading to the result that you came for.

5. Screen their technology

What is their campaign management like?

Starting a campaign for you is one thing – managing it successfully is another. Check out how the agency in question is going to handle managing your project. If they are doing it right, they will be using sophisticated technology in order to keep up with and manage your influencer campaign.

They should have the latest technologies and best practices at their fingertips. Digital marketing agencies need to be familiar with the latest software, because tools such as Upfluence, Modash or Creator IQ, for example, are useful to achieve faster results through deep insights. At Kingfluencers, we have our own developed tools with which we can simplify our work, because we do everything within the system, from influencer research and sourcing, to campaign reporting and beyond predicting ROI. Thanks to the advantage that our system is based on data truth – e.g., through creating automated briefings and analysis – both, influencers and clients, share and get insights, so every process and crucial step is happening within our system based on the included real-time data.

Are they performance driven?

This means they are paying attention to and tracking the correct metrics – and have processes and strategies in place to learn from these analytics and use their learnings to adjust and improve your initiative.

Familiarity with other third-party data sources and creative tools is also helpful. Ultimately, this helps your brand gain more popularity through better campaigns – both in terms of creativity and effectiveness.

Reporting von KPIs

6. Learn about their network of influencers

Technology, team, and tactics aside, what can really make or break your influencer marketing campaign is what kind of influencers you end up working with.

Of course, picking the right influencers for you should be a core competency of an influencer marketing agency!

But there is a little more to it.

Here’s how you can evaluate whether they will be able to connect you with the best people for the job, or whether there is a chance they’ll leave you with a mismatch that’ll end up hurting your marketing efforts:

How large of a network do they have?

While this does not directly ensure the quality of those contacts, a decent-sized network at least means that the agency has put in the work of creating many connections and has been working in this field for a good amount of time already. If the network they are working with isn’t large, they won’t have as many choices of influencers to find exactly the right ones for you. 

Are all the influencers carefully vetted? What’s their vetting process like?

It’s true, people trust influencers – but only those who have shown to actually be deserving of their trust. It’s the agency’s job to filter for influencers with integrity and who are not just out to make a quick buck while carelessly disrespecting their audience and the brands they represent.

A good influencer marketing agency will take the time to get to know each and every one of their content creators. They might accomplish that task with personal onboardings, influencer trainings, and co-creation workshops. That way they’ll make sure to connect you only with quality, committed, and authentic people to represent your brand.

Will they be able to pick the right type of influencer for the job?

Do they have access to nano-, micro- and macro-influencers and can they offer the type of channel that is right for your goals? For example, while nano- and micro-influencers have a much smaller following, they are able to create a much closer connection between your brand and their community, because they are highly trusted and their audience engagement is typically much higher.

When an influencer and their following are a great fit for your brand, you have the chance to create amazing content that leads to extraordinary results.

How do they ensure quality control and accountability for their influencers?

This requires functional working relationships with their network, as well as processes for managing the workflow. See if you can find out about their process for ensuring influencer accountability.

7. Review their portfolio & skills

The influencer marketing agency you hire should have the skills you need to achieve your goals, whether it’s generating more quality leads, increasing online sales, increasing store visits, or getting more website visitors.

Do they demonstrate a deep understanding of the relevant platforms and what good content looks like?

The only way to get results is to hire an agency that has mastered the art of creating engaging and targeted influencer marketing campaigns.

You can make sure this is the case by checking out the content they’ve produced in the past.

8. Check their social proof

The best way for you to check if the agency is reputable and gets results is to look at their history and portfolio of past work. Finished work, after all, is the best demonstration of skills – far superior to any marketing promises.

Do they have a high-caliber, diverse portfolio?

The portfolio is the ideal way for the agency to showcase their best work. This will help you get an idea of ​​what type of work they do and what type of clients they select.

What do their testimonials say?

Over 90% of clients look at testimonials before hiring an agency. Social proof is therefore an effective tactic for agencies to convert prospects into buyers. If you can’t find any testimonials on websites, it likely means:

  • The company may not have any previous customers
  • They are not the experts they claim to be

Good testimonials indicate that future customers may have a similar experience. Plus, agencies with happy clients shouldn’t have a hard time getting testimonials.

Be aware that testimonials on online review sites are easy to fake. Look for testimonials of past clients prominently featured on the agency’s website – they can’t afford to fake those!

Social proofs like testimonials and previous client reviews can be a great way to gain insight into an influencer agency’s work ethic.

Another great way to further vet an agency and ensure good collaboration is to get an idea of ​​the agency’s past customers. Get in touch with them and ask them about their experience working with the agency. In addition to helping you choose the right agency, these discussions could also give you insight into best practices to copy.

9. Discuss their prices

Finally, be sure to discuss prices and deliverables. This is the final piece of information that will tell you if an influencer agency can give you what you are looking for, in the right way, and at the right price.

It’s crucial to find the target groups that are most likely to be interested in your offer in order to keep the advertising costs per new customer as low as possible and thus win the most new customers for your budget.

Will they be able to align with your expectations regarding budget and deliverables?

Conclusion

Starting influencer marketing in your business can be a daunting task. If you don’t first get to really know the influencer marketing agency you’re going to work with, your efforts could end up being in vain and losses could occur.

It pays to hire the best, most experienced influencer marketing experts to help you achieve your goals. You need someone who can create exciting influencer campaigns and deliver them accurately to convert your audience into customers.

To keep up in a dynamic field like social media marketing and successfully work with third parties influencers, it’s best to work with an agency with proven expertise.

Check out our blog and follow Kingfluencers for our upcoming articles.

Author: Megan Bozman, Owner @Boz Content Marketing

How to Find the Right Influencers for Your Campaign in 2024

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. 

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. 

Vlog von Influencerin

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.

Social Media Content

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.

Looking for Hashtags

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.

What is a Social Media Influencer? Full Definition 2024

Table of Contents of a Social Media Influencers Definition article

  • The definition of “Social Media Influencer”
  • 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 on TikTok stands out with over 168k followers. Zeki also focuses on comedy with his Instagram account Swissmeme. On it, he shares typical Swiss situations as memes, causing many laughs among his Swiss community. But other areas are also represented by great Swiss influencers, such as Mimoza in the fashion/beauty category or Martina Bisaz in travel. If you want to get to know more exciting Swiss influencers, you can find an exciting article here.

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

Content that is published as a collaboration between brands and influencers must be declared as a sponsored post for the transparency. The brand tells influencers which products/services they should talk about and how they should present their product. To ensure that the content is received by the target group, it is important that the influencer is given enough freedom in the creative design so that they can ensure that the posts fit into their feed and come across as authentic. The influencer is paid for the published content, which has been created in collaboration with a brand. How much an influencer earns depends on various factors, e.g. reach, Swiss Reach, content format, etc.

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

Lifestyle Influencerin mit Kaffee

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 2024 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

How Influencer Marketing Supports the B2B Buyer’s Journey (Part 3)

The buyer’s journey is often classified into 3 stages: awareness, consideration, and decision. These can be visualized as a funnel or flow chart, progressing from one stage to the next. However, according to Gartner’s B2B Buying Journey, “Buying jobs don’t happen sequentially but more or less simultaneously. And if we were to map out a real B2B buying journey, it would look a lot less like a step-by-step linear process and a lot more like a big bowl of spaghetti.”

HubSpot describes a “flywheel” cycle in which customers become advocates and promoters who feed growth as they move through the phases of attract, engage, and delight.No matter how you visualize it, navigating this spaghetti wheel is challenging for buyers. B2B influencer marketing adds value, supporting buyers throughout this complex process.

Working with Influencers Solves B2B Sales & Marketing Challenges

Influencer marketing is often viewed as a way to get in front of an audience, similar to traditional television advertising. In reality, IM can deliver a much broader scope of benefits for all types of brands. (We’ll cover this and other myths in our upcoming article, “Top 5 B2B Influencer Marketing Myths BUSTED.”) For B2B brands in particular, IM can solve many pressing, current challenges.

Mann mit blauem Anzug

Gartner identified six B2B buying “jobs” that customers must complete in order to finalize a complex purchase. Buyers, “use both digital and in-person channels with near equal frequency to complete each of the six B2B buying jobs more or less simultaneously.” “Every one of these moments is a potential driver of looping, revisiting or re-evaluation. As a result, customers are trapped repeating each job over and over until all six are locked in simultaneously.”

  • Problem identification
  • Solution exploration
  • Requirements building
  • Supplier selection
  • Validation
  • Consensus creation

In Winning The New B2B Buyer, Forrester writes, “Your job is no longer to convince customers to buy, but rather, to help them buy.” 

To help buyers throughout their journeys, B2B brands must deliver:

  1. Frictionless experiences with immediacy
  2. Open access to information
  3. The support of information connectors
  4. Peer validation
  5. Technical and industry knowledge

1. Frictionless Experience with Immediacy

Assisting buyers includes making the entire journey as frictionless as possible. Particularly once your prospects have begun evaluating vendors and are aware of your brand, they should be able to access the information needed both quickly and easily. 

Some ways you reduce friction and provide immediacy are with helpful chatbots, virtual assistants, and third-party marketplaces. Influencers can also serve to provide this vital assistance, even directly enabling transactions.

2. Open Access to Information

Forbes Business Council writes about the impacts of buyers conducting more independent research online. “This transition [between marketing and sales] has become fuzzier as more buyers are reliant on self-serve, online research. This often results in pressure placed on a company’s online presence to do the heavy lifting for both the marketing and sales teams.”

With this added pressure on your online presence, partnering with influencers provides additional ways to educate your audience on the value of your solution.

  • 70-90% of the B2B buyers’ journey is complete before engaging a vendor
  • Consumers engage with an average of 11.4 pieces of content prior to making a purchase

In Winning The New B2B Buyer, Forrester writes that B2B buyers “expect to be treated as equal partners, through experiences that are increasingly open, connected, intuitive, and immediate.” Empowering buyers with open access to information displays a respect for their preference for a self-guided experience… and a recognition of their ability to understand that info.Working with influencers to share information further demonstrates how your brand is open and transparent. Influencers who are well-informed about your solution can connect with your target audience, helping facilitate and develop connections to your brand.

Apple Macbook am Arbeitsplatz

3. The Support of Information Connectors

“Helping B2B buyers buy isn’t a sales problem, it’s an information problem,” as Gartner states.

It might appear that the solution to such a problem might simply be… more information! Not so fast.

Simply dumping yet even more information on buyers isn’t the solution. Rather, Gartner research shows that successful sales reps focus on “helping customers sort through information already available — acting as a kind of ‘information connector’ to provide the frameworks and tools customers desperately need to efficiently organize and align their thinking.”

To succeed, brands must drive purchase ease, which requires curating information.As subject matter experts, influencers can bring this crucial support to your buyers by curating information and providing their unique perspectives on your industry. In the, “B2B Buying Journey,” AIMultiple writes, “Customers desire adjustments that address the complexity of B2B buying, like obtaining a personalized account with modified catalogs and exclusive pricing along with consideration to product availability.”

4. Peer Validation

The reviews and insights of peers are vital components of the buying process, B2B included. “To demonstrate their empathy with and commitment to customers, organizations will need to ‘enable’ buyers, just as they currently enable their sellers, with new perspectives and tools, such as facilitating more peer-to-peer conversations.” 

Active online communities exist for every type of enthusiast – including buyers making purchase decisions. People can connect with peers to compare notes and gain insights. Forrester notes, “As the B2B buying ecosystem expands, third parties, not vendors, are becoming the buyer’s preferred sources of information.” The role of millennials in B2B buying continues to expand, and they also prefer peer insights and validation over vendor claims.

5. Technical and Industry Knowledge

Marketers of all kinds are accustomed to the challenge of capturing our audience’s attention. B2B brands are faced with additional complexities, including shortcomings in the capacity of sales staff. 

In, “Future of B2B sales: The big reframe,” McKinsey notes, “Talent needs to be reassessed as businesses face both the attrition brought on by the pandemic and hyper-informed customers expecting more.”While your employees should be the best subject matter experts on your product’s specifications, leveraging thought leaders outside of your company can help fill industry knowledge gaps. In particular, influencers can show how your solution fits in your customers’ organization within a broader solution scope.

Build Digital Influence to Support Your Buyers’ Journeys with Kingfluencers’ Full-Service Approach

To learn more B2B IM, check out our 2-part series, “4 Reasons Why You Should Do B2B Influencer Marketing (Part 1)” and “How.” Contact us if you’d like to explore how we can help you build your brand voice with B2B Influencer Marketing and beyond. Kingfluencers pulls it all together in a way that’s impactful for your brand.

Author: Megan Bozman, Owner @Boz Content Marketing

How to successfully implement B2B influencer marketing (part 2)

In Part 1, we examined the reasons digital influence is a powerful tool for B2B brands, including the measurable impact of B2B influencer marketing, how it addresses difficult business challenges, and integrates with your existing marketing initiatives. B2B audiences are highly engaged and working with influencers can bring your brand’s core messages to life and create stronger connections with your communities.

The reasons why B2B brands should do influencer marketing are clear – but how to do it successfully requires knowledge and skill. We’ll dive into the key components of successful B2B influencer marketing campaigns to give your brand a personality and voice and generate digital influence to positively impact your business. Just as influencer marketing continues to grow and rise, so will B2B influencer marketing experience its growth. Globally, spending in the influencer advertising segment is estimated at around €24.59 billion in 2022. Experts suggest B2B influencer marketing could account for 40-50% of the influencer marketing sector revenue over the next 3 years.

The Potential Power of Your Digital Influence

Establishing digital influence means communicating information, ideas, and viewpoints to target audiences with the potential to impact their views and preferences. Digital influence can benefit not only your brand but ultimately your audience – by helping them in their information searches and decision-making.

The Demand Gen 2022 B2B Buyer Behavior Survey describes how, “Buyers are taking the responsibility into their own hands by conducting independent, anonymous research, reaching out to peers for advice, and keeping an eye on social media.” Gartner reports that B2B buying groups spend 27% of their time conducting independent online research.

Developing your true potential digital influence requires building on every element that defines the true impact of your brand and message.

  • Discover your brand’s voice
  • Establish trust and a closer connection with customers and prospects
  • Create a cornerstone for your organizational and commercial success

So now we’ll dive into the “how” part.

The Building Blocks of B2B Influencer Marketing

Progressively build your brand’s digital influence with a well-structured process from preparation, through execution and optimization, starting with the following building blocks:

  • Purpose & Values
    Define your brand’s purpose, the foundation for your brand’s voice and influence
  • Clear Goals
    A key component of successful influencer marketing campaigns is to first of all set clear objectives and overarching goals
  • Credible Advocates
    Identify your internal and external brand advocates and storytellers who can effectively communicate and credibly amplify your messages and boost your credibility
  • Storylines
    Build purpose-centric storylines that allow your audiences to gain insight into your brand, become informed, and feel part of your brand’s journey
  • Message
    Craft the different messages you want to convey to your target audiences 
  • Digital Presence
    Map the right channels and formats to reach your audiences and establish digital influence
  • Verify
    Conduct due diligence to verify that potential ambassadors reach the right audience
  • Consistency & Continuity
    Establish continuous learning and improvement, generating ever more benefits and growing positive outcomes for your brand
  • Analyze & Optimize
    Measure outcomes and track KPIs

Support Complex Purchase Decisions with Knowledgeable, Credible Advocates

Let knowledgeable people speak for your brand in an authentic and credible way, boosting awareness and visibility and generating tangible returns.

B2B buyers are increasingly relying on guidance from peers throughout decision-making processes that are growing longer. The Demand Gen 2022 B2B Buyer Behavior Survey respondents indicated that the newly added processes to their buyers’ journeys include:

  • Using more sources to research and evaluate purchases (32%)
  • Spending more time using social media to research vendors and solutions (31%)
  • Relying more on peer recommendations/review websites (29%)

Partnering with B2B influencers who can provide guidance to your prospects can alleviate some of the burdens of the purchase process. 

Having the right partner is even more crucial when credibility is the key to success. Kingfluencers’ well-structured process delivers B2B Influencer Marketing in a synchronized way. 

  • Strong In-house B2B Community
    With our extensive creators’ network, we can help you find and onboard your right influencers
  • Exclusive Collaboration with Kcore Analytics
    We use AI and social network structures to identify influencers from massive real-time online data
  • Quality and Performance-Driven Outcomes
    We assure great outcomes with rock-solid procedures and a proprietary campaign management platform with innovative AI forecasting
  • Distinct Storytelling & Narrative Tracks
    Working with various advocates, we can build multiple storylines and establish different storytelling tracks
  • Use of Direct & Indirect Channels
    Our B2B services leverage both direct (corporate channels) and indirect (via employees and others) networks on social media channels like LinkedIn and Twitter.

Selecting Ideal Brand Ambassadors

B2B influencers deliver authority, focus, and purpose. Multiplying these key attributes delivers real impact for your business. B2B Influencer Marketing campaigns must combine ambassador categories, with platforms and formats.

Making perfect influencer matches is vital. Influencer choice must align with your brand’s message and values, as well as your campaign objectives. Consider working with numerous brand ambassadors from the following categories:

Internal

  • Brand leaders (C-level)
  • Internal voices (your employees)
  • Partners (suppliers and tech partners)
  • Clients/ customers

With comprehensive training, you can turn your potential advocates and ambassadors into brand power voices.

External

  • Credible category professionals
  • Topic specialists
  • Thought leaders with affinity
  • Content creators with specific focus

It’s also crucial to work with credible influencers who are respected experts in their field. There must be a clear link between your brand and the person in order to keep your influencer marketing campaigns real. Trust and authenticity cannot be compromised upon. People connect with people and trust stories, not logos.

Target those with deep industry knowledge, individuals who can influence corporate buyers and tap into business-to-business conversations. Be sure to conduct due diligence, and consider which influencers are the right match with your platforms of choice.

B2B Influencer Marketing Success Cases

Financial service provider American Express hired a design industry blogger and a lifestyle presenter to promote acceptance of Amex credit cards to small businesses. Global technology company the Voith Group provides equipment for hydroelectric power plants. The company traveled with several energy experts to power plants in Europe and documented the tour to share on four different social networks. Würth featured carpentry on YouTube with Manni Dirsch. The tone appealed to the craftsmen and women who work with the tools and materials from Künzelsau.

Turn Presence into Digital Influence with Kingfluencers’ Full-Service Approach

Building digital influence is achieved by developing a credible narrative and activating powerful brand advocates and supporters who help amplify your message and give it additional impact. Kingfluencers delivers a hassle-free approach, with a standard process to generate the best outcomes for your brand. Our team provides you with a full service including every aspect of social media.

Author: Megan Bozman, Owner @Boz Content Marketing

4 Reasons Why You Should Do B2B Influencer Marketing (Part 1)

While there are distinctions between the B2B and B2C decision-making processes, digital influence remains a powerful tool for both. Influencers can bring your brand’s values and core messages to life and create stronger connections with your audience, moving your brand from supplier to ‘friend.’ 

B2B Versus B2C Influencer Marketing

B2B Versus B2C Influencer Marketing

Although the core principles of influencer marketing are almost the same for B2C and B2B, there are some differences that warrant a distinct B2B approach.

  • B2B sales processes are often more complex and require more information on both sides
  • The sales funnel consists of multiple, distinguished stages
  • Numerous people are typically involved in the decision-making process
  • Building a trusting relationship with the vendor’s representative is much more important

1. B2B Influencer Marketing is Impactful for Business and Will Move the Needle

B2B influencers deliver credibility, focus, and purpose. Multiplying these key attributes delivers real impact for your business, making it an important addition to your toolkit.

  • Credibility: B2B content creators and thought leaders have recognized expertise in their field. Their opinions are highly valued by their peers.
  • Relevance: When a professional decides to follow a B2B influencer, there is usually a very high interest in that influencer’s content and opinions, so followers are attentive (often higher than B2C).
  • Focus: Their content is often very focused on a specific topic, with the aim of providing guidance to fellow professionals.
  • Reach: B2B influencers can connect with your target audience, particularly at crucial times when they’re actively seeking info about the solutions you offer.

Understanding the important role of content creators, the Amazon Web Services Heroes Program “recognizes a vibrant, worldwide group of AWS experts whose enthusiasm for knowledge-sharing has a real impact within the community.” As the Marketing Director at a serverless security startup, Kingfluencers’ writer Megan Bozman reached out to several Heroes, including Yan Cui and Forrest Brazeal, who participated in our podcast.

Named a LinkedIn Top Voice in 2020 and 2022, Zurich-based Selma Kuyas also works as a resume coach and LinkedIn learning instructor. Also based in Zurich, Bertrand Blancheton, currently works as Head of Marketing at Braavos Crypto Asset Management, and writes about the metaverse, Web 3.0, crypto, decentralized finance (DeFi), and NFTs, including participating in LinkedIn Audio.

B2B brand ambassadors bring a lot to the table, including a unique point of view that can resonate strongly with your target audience. Original thought leadership makes your brand more visible and more desirable, positively impacting your target customers’ decision-making process.

94% of B2B marketers who’ve tried influencer marketing feel it’s highly effective. Swiss B2B marketers indicate that B2B IM is higher on the agenda for 2023 than webinars (55%).

2. B2B Influencer Marketing Audiences are Highly Engaged

Kingfluencers LinkedIn Profil

Marketers need to not only reach their target audience but engage so their messages are received and understood. 

Professionals decide to follow a B2B influencer due to an interest in that person’s opinions, making followers very attentive. This increases the impact of B2B IM content, making it particularly effective. This is especially the case when the thought leader’s content is sought after as part of the research phase in a decision-making process. You can overcome even more difficulties by working with an agency. 9 out of 10 B2B companies prefer to let an agency manage their B2B IM efforts with a main focus being on content creation (55%).

3. B2B Influencer Marketing Integrates Very Well With Your Existing Marketing Initiatives

62% of Swiss B2B marketers say IM is high on the agenda for coming years, higher than webinars for example. 57% of marketers plan to fully integrate influencer relations into their activities by 2023.

B2B influencers are also relatively more likely to have in-person contact with their communities by speaking at conferences, trade shows, and local business and networking events. Their authentic professional credibility can help provide answers to your audience’s pain points and boost consideration and conversion.

B2B IM can even result in synergies, boosting other marketing initiatives such as SEO. You can repurpose content you’ve already created with various storytellers to amplify outcomes. For example, the content generated by influencers from IM campaigns can provide additional value with secondary or tertiary goals, such as increasing awareness. 

IM content can enrich traditional content across various channels, such as owned communities or other advertising platforms such as webinars. Repurposing existing content enables you to achieve your goals while also saving money. 74% of B2B marketers agree that influencer marketing improves customer and prospect experience with the brand. Kingfluencers can help you tie it all together with a holistic approach.

4. B2B Influencer Marketing Can Generate Competitive Advantages

B2B IM may be on your agenda as a hypothetical future possibility, but now is a great time to start. As the leading full-service social influence agency in Switzerland, Kingfluencers has established the tools, processes, and resources to do B2B IM efficiently.

Partnering with influencers is a marketing tactic many of your competitors may not be leveraging yet. Getting started now can generate unique competitive advantages for early movers. Most B2B organizations (85% of respondents to a study with TopRank Marketing) are planning influencer marketing campaigns. Additionally, the professionals, platforms, tools, and processes for IM are already well-established, lowering barriers to entry for B2B brands. B2B brands should capitalize on this opportunity and take a page from the well-established B2C playbooks in order to achieve similar successes.

Kingfluencers Delivers a Hassle-Free, Full-Service Approach

Our services guide B2B IM in a synchronized way, from strategy to ongoing community management. We help you develop your true potential social influence, building on every element that defines the true impact of your brand and message. Contact us and we’ll take a holistic approach to develop your brand voice and give that voice a positive impact, generating digital influence that goes beyond (B2B) influencer marketing.

Author: Megan Bozman, Owner @Boz Content Marketing

Free Consumer Study Report – The Power of Digital Influence: What inspires and influences Swiss consumers

More than 85% of the Swiss population can be reached on social media and 40% follow influencers. Can they be influenced to make purchases through these channels? Our study on where and how Swiss consumers find inspiration and information about products and brands today, with an added focus on influencer marketing and the luxury industry, says yes. 

Influencer and advocacy marketing can nowadays be identified as Influence Marketing producing the pinnacle of purchase decision drivers, electronic Word of Mouth or eWOM. eWOM is impacting consumers through recommendations that feel as relevant as those of a friend or an expert. It’s therefore no surprise that, according to our data, every third inspiration via a social media channel or influencer leads to a purchase in Switzerland.

We address the ongoing debate about authenticity and marketing power of influencers – do consumers trust them? Can they really sell products? We found that in the lifestyle and luxury sector, 78% of Swiss consumers who noticed paid influencer ads were inspired by them, and 40% stated they’ve made a purchase because of them. In other words, influencer marketing is a powerful form of marketing in Switzerland where authenticity and commercial opportunity co-exist.

In our Consumer Study Report about “The Power of Digital Influence”, you will find profound insights into online channels, platforms, and content creators that inspire Swiss consumers and act as key decision-making levers in the purchasing process.

If you have missed our exclusive summary of the study in our public webinar with marketing.ch, where key results and insights have been presented by our CEO Yoeri Callebaut and Chief Strategy & Digital Influence Officer Eric Amstein, you can find the full recording here.

Free Consumer Study Report – The Power of Digital Influence: What inspires and influences Swiss consumers

Study Report

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