Last week our first KF Movie Night in cooperation with Pathé Spreitenbach took place.
The movie The Batman, which was shown, revolves around good and evil and the blurred line in between, just like in reality. In view of current world events and the processing of this in the medium of film, we have put together a guide for films on the subject of Ukraine and Russia.
In this sense we hope for more “Batmans” & *Catwomen” and less “Riddlers” in this world.
Winter on Fire: Ukraine’s Fight for Freedom (2015)
Winter on Fire: Ukraine’s Fight for Freedomis a 2015 documentary film about the Euromaidan protests in Ukraine from 21 November 2013 to 23 February 2014.
In just 93 days, what started as peaceful student demonstrations became a violent revolution. Netflix original documentary Winter on Fire brings you the story of Ukraine’s fight for freedom from the frontlines of the 2014 uprising.
Invisible Battalion (2017)
Invisible Battalion consists of six stories of servicewomen told by three Ukrainian film directors. The film protagonists are different by their life experience, age, military, and civil professions, but all of them were united by the war. Their stories create a panoramic picture of the woman’s status in the Armed Forces in Ukraine.
Lyuba works at a pastry shop. Her son is in the war zone and out of communication. The mother goes in search of her son in a territory unknown to her. A heartbreaking short film depicting the love of a mother for her son.
NO OBVIOUS SIGNS (2018)
This documentary tells the story of a woman who returns from war. Talking to psychologists, battling her PTSD and panic attacks, she tries hard to get back to normal life. The documentary shows her path from the beginning of her rehabilitation till her going back to work.
THE EARTH IS BLUE AS AN ORANGE (2020)
To cope with the daily trauma of living in a war zone, Anna and her children make a film together about their life among surreal surroundings. This documentary shows the contrast of both explosive trauma and the mundane peripheral existence in everyday life in war.
Leto (translated from Russain: Summer) is a Russian musical film that depicts the underground rock scene of the early 1980s in repressive Leningrad. Mike and his girlfriend Natascha get to know the charismatic musician Viktor Tsoi. United in their untamed passion for music they get caught up in a love triangle.
Train Kyiv-War (2020)
A train journey from Kyiv to Kostiantynivka, a small industrial city near the war zone, is only 12 hours long. People with different political views, beliefs, and social backgrounds are traveling to and from the war every day. And, of course, some conversations between passengers during that ride tend to get heated.
We are looking forward to your impressions and further movie suggestions.
When building strategy and tactics for influencer marketing campaigns, it’s important to be aware of common pitfalls and to have plans in place if disaster should strike. After all, forewarned is forearmed. Knowledge is power. In this article, we’ll dive deeper into how to analyze and build an approach for success, to both achieve your goals and avoid stumbles.
Metrics to Monitor
There are many metrics you can review in order to assess the efficacy of your social media efforts. Building upon that foundation, we’ll address what to monitor specifically to look for red flags, so you can pull a circuit breaker and stop any campaigns that may be ineffective at best or damaging at worst.
Fake Followers: A high quantity of followers on social media means access to a large audience. Of course, not if that “high quantity” consists of fake bot followers. Unfortunately, fake followers, like spam, are inevitable. A few signs to help determine if followers are potentially bots include:
Globally dispersed followers
Lack of engagement
Comments that consist entirely of emojis
Generic comments such as, “I like this post”
However, don’t let the presence of some bot followers eliminate an influencer from your consideration. There’s no precise way to know with certainty if followers are bots, and there’s no specific formula to measure how many bots you should tolerate before rejecting an influencer.
Selected Influencers: Avoid IM landmines by making influencer matches as perfect as possible. Influencer choice must align with your brand’s message and values, as well as your campaign objectives. When you conduct due diligence, also be on the lookout for influencers who might have the potential to offend your audience, or who are prone to impulsive or deliberately shocking actions. Working with an influencer marketing agency can also help avoid disasters, since agencies conduct extensive research prior to doing business with any brand or influencer.
Target Audience: If you’re a Swiss business working to earn Swiss customers, it might go without saying that you need to reach a Swiss audience. Examine the followers of influencers you’re considering, and don’t just assume all influencers based in Switzerland have many Swiss followers. Additionally, look for an overlap between your target customer audience and the influencer’s followers, for demographics such as age group, background, and interests.
Languages: Swiss brands often need coverage of French, Italian, and German, depending on their objectives and focus. This creates important questions and decisions to be made for brands in terms of which languages to communicate in, where and when. What is crucial is to address your audiences in a way that they feel personally addressed and maintain a consistent approach over time. Even when there’s shared language, there are still colloquialisms to consider. For example, “getting pissed,” has quite different connotations for Americans versus Brits, (angry versus drunk.)
Regionalization of Messaging: Knowledge of the local culture and history can help you be more impactful and successful, as well as avoid potential disasters. In most cases above points can be addressed to a degree by working with the right mix of influencers who have a focus on specific regions – perhaps because they are from or live in the region – and languages.
Avoid Cultural Missteps
As described by Fast Company, “Say the words ‘Kendall Jenner’ and ‘Pepsi’ and people know… This is at the top of just about every Worst Ad list and will be for a long, long time.” Such catastrophes should be avoidable with a hearty dose of common sense, combined with a diversity of perspectives. Those perspectives should include plenty of local insight, both fluency in the local language and knowledge of local customs.
In May of 2020, Volkswagen posted a clip on Instagram of a black man who is pushed around by a white hand and finally flicked into a shop called “Petit Colon,” which translates to “Little Colonist.” The car maker was reluctant at first to recognize the error, but ultimately described the video as tasteless and promised to clarify the situation.
Swiss organic bratbutter Migros produced containers with the Italian text, “Burro per arrostire svizzeri,” which means something like “butter to fry the Swiss.” A tasty chop was depicted directly above this cannibalistic sentence.
Conduct Due Diligence
Making ideal influencer matches is an important step in avoiding trouble. Influencer choice must align with your brand’s message and values, as well as your campaign objectives. There must be a clear link between your brand and the person in order to keep your IM campaigns real. Authenticity is always a good best practice, and by working with credible influencers who use and genuinely like your products, you can drive engagement while avoiding backlash due to compromised trust.
When you conduct due diligence, also be on the lookout for influencers who might have the potential to offend your audience, or who are prone to impulsive or deliberately shocking actions. An agency can be particularly helpful in making influencer matches, as well as negotiating terms, executing contracts, and managing projects over time to ensure high quality and brand reputation.
In addition to the fit between your brand and an influencer, consider brands they’ve promoted in the past. A sustainability brand such as Greenpeace might want to avoid influencers who’ve previously collaborated with non-sustainable brands.
Give Influencers a Precise Briefing, But as Much Freedom as You Can
To make influencer marketing effective, it must align with your key brand messages. For your influencer partners to accomplish this, they must understand those messages. Success begins with giving influencers and content creators a clear briefing. Not only must they understand the messages, but the entire scope of the project, including the processes for approval prior to posting, and details such as hashtags and URLs to include.
Let influencers do what they do best. Give direction without putting them in a box. While influencers are an effective vehicle for connecting to your audience, they can also contribute their subject matter expertise and collaborate with you to develop creative campaign ideas. As subject matter experts, they’re uniquely qualified to help your brand be more creative, bringing fresh, creative ideas.
Many Swiss brands tend to keep their marketing efforts centered on traditional initiatives. Influencer marketing can help serve as a catalyst to breathe fresh air into your marketing mix. Even those brands that already have a unique, creative approach have found influencer marketing to be a particularly successful addition.
Plan for Contingencies
Finally, make sure your influencers know your contingency plans if things go wrong. The only thing worse than bad news is bad news late. Influencers should know to immediately inform the brand of backlash so you can proceed with your existing crisis management plans.
As a Swiss company, we also wanted to share some tips that are unique to Switzerland.
Remain Politically Neutral. Of course, this is safest since there’s no risk of alienating those with differing views, but it’s also considered polite to keep political views private. This is in stark contrast to the US, where all influencers and celebrities are expected to be left-oriented.
Express a Sense of Community. Many influencers are proud of the canton/area they’re from and freely express it. Such pride is common and also helps influencers connect with fellow canton residents.
Consider Varying Platform Popularity. The relative popularity of platforms in Switzerland doesn’t always align directly with global usage. For example, while Twitter is one of the “established giants,” it’s not widely used in Switzerland. Additionally, Twitch doesn’t have many Swiss users, although you may want to consider it to reach a niche audience.
Manage Expectations. The total population of Germany is nearly 10 times larger than that of Switzerland, and France is almost 8 times larger. It’s important to keep these numbers in mind, since the community size of Swiss influencers is therefore smaller. Fortunately, Swiss communities are very responsive and engaging, especially if the influencer speaks in their native dialect. The smaller quantity of Swiss influencers who offer high-quality content helps their audience remain engaged and loyal.
Keep your Eyes on Performance at all Times
Too often brands measure the wrong metrics or measure the right ones but from the wrong point of view. Often absolute numbers or topline metrics like ‘followers’ or ‘website visitors’ tell you very little about how you are really performing. A more nuanced measurement is required involving qualitative and quantitative angles combined. The most common social media metrics that are worth monitoring include:
Total followers and audience growth
Impressions & reach per post or campaign
Engagement (Likes, shares, comments, etc.)
Share of voice: volume and sentiment
Through it all, stay focused on how your metrics are trending, and how they compare to your individual goals. Pay close attention to engagement, which is one of the most important metrics. When a person has actually engaged with your content, they have absorbed your message and the content created a moment for them. Those moments matter because the more positive moments you achieve, the more people will feel connected to your brand. Click here to find out more about our influencer marketing services.
Full disclosure: we’re a marketing services firm specializing in social media and influencer marketing. As such, we are convinced that influencer marketing is an authentic, innovative, and forward-looking form of advertising which suits many brands. More than advertising, it is a storytelling approach that generates real impact.
Avoid IM Landmines by Making Influencer Matches as Perfect as Possible
The ability to select specific influencers provides exceptional targeting capabilities. Influencer choice must align with your brand’s message and values, as well as your campaign objectives. When you conduct due diligence, also be on the lookout for influencers who might have the potential to offend your audience, or who are prone to impulsive or deliberately shocking actions.
Authenticity is always a good best practice, and by working with credible influencers who use and genuinely like your products, you can avoid backlash due to compromised trust. Many questioned the fit and authenticity of the 2005 Carl’s Jr ad featuring the very thin Paris Hilton eating a huge hamburger for example. Makes sense! Often common sense already goes a long way as well. There must be a clear link between your brand and the person in order to keep your IM campaigns real. People connect with people, not logos. So the more the audience can relate to the person, the higher the engagement factor.
Snack brand BiFi worked with Donna Adrienne in what was considered one of the most embarrassing influencer campaigns of the year 2018. One Instagram post featured the Heidelberg medical student naked in a bathtub, covered in bubbles, smiling while eating a mini salami. A Horizont article satirically stated, “Because it is so obvious and convenient to tear open a sausage pack during a relaxing bath and eat an oily salami.” While this is an example of influencer marketing gone wrong, it was not a paid promotion. BiFi sent Donna Adrienne free samples in response to her inquiry, but the promotion wasn’t discussed with BiFi and therefore didn’t align with their marketing strategy. Nevertheless as the audience and critics did not know this BiFi and Donna Adrienne were criticized for not indicating that the content was advertising and thus in violation of the guidelines surrounding influencer marketing. The lesson is to be very careful and apply the rules correctly at any time. When in doubt, rather take the road of caution and indicate that a post is part of a collaboration – independent of the exchange behind it.
Additionally, with long-term collaborations, you establish an enduring relationship of trust between your brand and selected influencers. This creates real value by giving a credible face to your brand, such as Mujinga Kambundji, the fastest woman in Switzerland and Nike. By associating liked people to the brand, people feel closer to the brand and connect more to it, ultimately building positive brand preference.
As your relationship with the influencers grows stronger and they come to know the brand in detail, the risk of mistakes gets lower. Be aware however that at the same time these influencers become such a part of your brand that missteps can cause little shockwaves. It is thus important to continuously keep managing the relationship with your brand ambassadors and assure that they are aware of what is happening with the brand as well as the role they play in your success and how to play that role to their best abilities.
The closer you work with them the more positive the outcomes of your collaboration will be over time. Get the most out of these relationships by investing the time and effort, because it’s worth it.
Fit with Former Collaborations
In addition to the fit between a brand and an influencer, problems can arise when a single influencer promotes multiple brands with contradictory values.
For example, a health-conscious influencer might be a good fit for a campaign against alcohol, but make sure their feed doesn’t have a previous promotion of beer. A sustainability app such as Greenpeace might want to avoid influencers who’ve previously collaborated with non-sustainable brands.
An Experiment to Determine if Influencers Will Do Anything for Money
Recently, Marvin Wildhage, a German Youtuber, created a fake skincare product, Hydrohype, complete with a fake PR firm and attempted to convince influencers to promote it. The face cream was actually made out of personal lubricant and listed with fake ingredients, like uranium, asbestos, and “pipikaka seed oil.”
Spoiler alert – he succeeded, and a few well-known German influencers promoted Hydrohype in their Instagram stories. Martin told the story in a series of videos, with more to come.
It’s easy to dismiss these influencers as gullible and greedy, but we shouldn’t be too quick to condemn them for accepting payment in exchange for promoting a product. One solution is for influencers to work with an agency, that can protect them from this type of scam since professional influencer marketing agencies conduct extensive research prior to doing business with any brand. Rest assured the vast majority of influencers are highly trustworthy professionals adhering to clear ethical standards and taking their job very seriously. But for the few ‘rotten apples’ in the basket you can rest assure that industry professionals will shield you from those. Top agencies know exactly who is who in the influencer ecosystem and have a tested working relationships with influencers they engage with.
Negotiate & Write Contracts Carefully
Like service agreements with any vendor, contracts with influencers must be written carefully. Of course, contracts must include details like payment terms and content rights. To help avoid disaster, also include clauses within the statement of work, such as:
Process for approving posts for quality control before go live
Steps to take if they make mistakes, resulting in a negative backlash
Provisions and pricing for any re-work needed
An ounce of prevention is worth a pound of cure, but still include crisis management procedures in your contracts in case the sickness should strike.
Give Influencers Creative Freedom, but Monitor Campaign Details Carefully
Kingfluencers consistently advises letting influencers do what they do best. Don’t use influencers strictly as a vehicle for connecting to your audience, but instead leverage their subject matter expertise and collaborate to develop creative campaign ideas. Give them a precise briefing and direction (including a creative concept for consistency and guidance), but as much freedom as you can at the same time.
That being said, once they bring fresh, creative ideas to the table, approve those posts prior to going live. While we encourage brands to resist the urge to simply tell influencers how to do their job, we do encourage you to supervise and grant final approval before messages are communicated out to your audience, at least for influencers you do not have a long standing relationship with yet.
Invest the time to monitor if you want to spot errors. Influencers must include many things in each post such as hashtags, swipe up links, tags, and tracking links. It’s a lot of work to check it all. Careful campaign management is another way in which an agency can be particularly helpful, such as providing quality control for posts and approval of content before it goes live.
When Precautious Fail & You’re Facing Backlash
Expect the best, but plan for the worst. While no brand begins an IM campaign expecting a crisis, it’s important to make plans and be prepared. Working with people always means mistakes can be made. No one is perfect, don’t forget that. Crisis management plans should include:
Type of crisis
Designated crisis communicator
Who to contact
Procedures, including reach out, remove the post, and apologize (if relevant)
Outline steps influencers must take if any content generates negative backlash, such as for example apologizing and engaging in activities necessary to remedy the damage, such as making additional posts.
Delete the offending content
Don’t pretend it was never online. Denial can lead to additional backlash!
Own up to it and apologize where needed
A statement from the influencer can also go a long way in smoothing things over
Determine the necessary actions and take them, this might include separating the influencer and terminating the working relationship
Post an update letting your audience know the status
Even if the mistake was entirely on the influencer side, know that as a brand you always should pick up responsibility. That also means that trashing the influencer will not help in times of a crisis and might actually make you look bad. Keeping a positive and constructive posture always works best. Never go low as it could affect the way your brand is perceived.
Based in Switzerland, the Conscious Influence Hub (CIH) is a non-profit NGO that encourages conscious behavior in influencer marketing. Working together, Kingfluencers and the new CIH recently launched a new Code of Conduct for influencers which supports them in acting with respect, empathy and transparency.
Some of the guidance which can help both brands and influencers avoid problems includes, “Stay factual and check your sources. Credibility is your greatest asset. Be honest and transparent. Respect the rules of the analogue world online.”
Mistakes are Opportunities to Learn
It’s important to remember that mistakes are also opportunities to learn and grow as an influencer and a brand. It can help you challenge yourself and your business, and make improvements. It is harmful to not learn from one’s own mistakes and those of others and simply carry on as nothing happened. Instead, one should draw lessons, define actions, and share the results. This is how one remains credible and human.
Work with Experts to Navigate and Remediate Safely
An agency like Kingfluencers has the expertise to help you navigate influencer marketing, work to avoid problems, and react quickly and effectively to mitigate damage in the event of an issue.
Having experts to rely on is always helpful, but particularly in a stressful crisis situation.
Zeki, one of the largest influencers in Switzerland, made fun of an attack on LGBTQ TikTokers which occurred earlier this year at a train station. Due to Kingfluencer’s reaction, he realized his mockery was wrong, and responded by apologizing and creating content for the CIH to raise awareness. This showcases how professionals can help guide the industry to its maximum potential and assure that social influence remains a source of information and information and a force for good and positive outcomes for brands and consumers alike.
First, we asked our influencers what the most important requirements are to being an influencer, which included, being passionate as well as putting the work in. Steven noted that it looks easier than it is. Be passionate about your main topic on your account and let your community be part of that.
Carly said,“The magic formula is determination. You should not go there at random, but know the trends and your community.”
Younes’ recipe for being a successful influencer is, “Just be yourself, be open and it’s better to be funny than arrogant because this leaves a better impression. There are many who are trying to be serious and professional but sometimes people prefer if you are not that serious. It seems much more authentic.”
For Loredana and Kilian, not seeing yourself as an influencer is important for success. “We are just a normal family, with the small difference that we share our lives with a lot of people online.
At Kingfluencers, we’ve noticed that successful influencers are genuinely passionate about their topic. Letting that enthusiasm shine through attracts audiences, contributing to their success.
Pick the Right Platforms
Kingfluencer’s recommends selecting which channels to be active on, taking into consideration different media types, then having a strategy to be present there. “I speak a lot and I know my community likes to listen,” said Antonella.
Loredana and Kilian use TikTok because it’s a hugely creative video platform.
“We both graduated with a bachelor’s degree in multimedia production, so we find this platform one of the most exciting. Meanwhile, however, Instagram has also introduced Reels (copy of TikTok), which we also love to do. We love the Stories on Instagram and our viewers like being so close to everyday life.”
Create Value for Brands
Influencer marketing has proven to be an efficient way for brands to reach target audiences while achieving best-in-class ROI figures. Kingfluencers supports brands in leveraging this powerful tool to get even closer to consumers. We asked our influencers about their specific approaches to creating value for brands.
In creating value for brands, the first and most important is that it’s a match. You have to use the product. I believe all the people in my community could feel if I just did it because someone offered me money or if I really use the product.
The value is in telling your own story and putting emotion behind it. Give the product a face and 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.
Also, have longer-term collaborations rather than making just 1 or 2 posts. Brands get the most out of campaigns when they’re a longer-term partnership instead of one-offs.
The most important benefit an influencer has for brands is that we can reach our community on an emotional level, which can be difficult for brands with traditional media campaigns.“Influencer stories are a credible way for brands to communicate, and influencers can serve as real brand ambassadors. We give the brand a different approach, rather than copying and pasting the media and marketing strategy to another channel. The influencer is in touch with the brand and products and makes up their own story on implementing it in their daily life.
“Influencer stories are a credible way for brands to communicate, and influencers can serve as real brand ambassadors. We give the brand a different approach, rather than copying and pasting the media and marketing strategy to another channel.”
Loredana and Kilian recommend, “Talk about goals with the partner. To make campaigns interactive and gripping, we think first and foremost about the expectations and wishes of our viewers. The focus is on the added value for viewers.”
Safeguard Authenticity and Engage with Your Community
Another commonality of successful influencers that Kingfluencer’s has observed is building a relationship with their community. Your community wants to somehow be part of your life, so interact and engage with them, which also helps build trust and credibility.
All of our influencers recognize the importance of staying authentic, which includes only doing campaigns for products they actually use.
Antonella added, “Be yourself, stick to your opinion. If you make a mistake, apologize, and change your opinion. I was against TikTok at the beginning and I made an official statement that it’s shit and just for kids, and I made fun of it. But TikTok approached me and wanted me to do it. I looked at the statistics and saw that the audience is older than I thought. I researched and changed my opinion, I wrote in the caption, ‘First I hated it, then I laughed, now I’m copying.’ Then you stay authentic, but you have to be honest, and share with the community, even your mistakes and ups and downs.”
Younes advises, “You should not forget that you earn your money because of your followers. So always interact with them.”
What Responsibilities Do Influencers Have?
Younes suggests influencers make the internet a better place by supporting one another. “Also, be aware that you are a role model, whether you like it or not. You have to be aware of the consequences when you don’t act correctly.
“Now, when I see especially young kids follow me and see me as their role model, it’s like a wake-up call for me to be conscious of what I post and how I act. Especially now, for the younger generation, influencers are the new stars.”Always think before you post something. You don’t know what people are going through at the moment. Always be open in general and open for new things/ideas, especially if someone has a different opinion than you.”
Steven added, “If I collaborate with a brand, it’s crucial that I can stand behind the product, and it’s not just for the money. There are people doing it like that, which contributes to the negativity about influencer marketing.
“I have a responsibility towards my community. It’s like a relationship with a friend. I consider if I’d recommend this to my mom or a friend. They trust you and you have credibility and shouldn’t play with that, otherwise it won’t work out in the long run. Only do what is you.”
The Conscious Influence Hub (CIH) is a non-profit NGO that encourages conscious behavior in influencer marketing. Working together, Kingfluencers and the new CIH recently launched a new Code of Conduct for influencers which supports them in acting with respect, empathy and transparency.
The Concern of Fake Followers
Most influencers don’t consider fake followers to be a problem. Loredana and Kilian said, “I think you can recognize the real online personalities very quickly if you take a closer look at the profiles.” Younes agreed that it’s easy to tell if someone has many fake followers.
Carly, on the other hand, replied, “I am very afraid of fake followers. It messes up the stats. I prefer few real subscribers rather than several fakes.”
Kingfluencers advocates that influencers and agencies work together to keep the industry clean, for example, by establishing guidelines, monitoring stats, and only engaging in legitimate organic growth strategies.
Move with Marketing Trends
It’s important for influencers to move with the trends, including interactivity. Social media enables consumers to get more involved and interact, resulting in trends like brands hosting polls or soliciting consumer feedback on issues such as new product development. Employees using social media can also serve as brand ambassadors.
Social media platforms are continually releasing new features like live emissions during which consumers can make purchases. Kingfluencers recommends that brands and influencers alike consider using these cool new features to engage audiences and provide what they like.
What Not to Do
Loredana and Kilian suggest not to:
Cooperate with a partner just because they pay a lot of money
Only post advertising content
Constantly change partners. E.g., a new car every month. No one has a new car every month, that’s not real. That doesn’t do anything for the partner or their own channels.
Younes finds it very annoying when influencers flood their stories with discount codes.
Influencer Best Practices Checklist
Be passionate about your main topic
Find out what kind of influencer, select your channels, and stick to your decisions (as long as they make sense)
Interact and engage to build a relationship with your community
You have a responsibility to your community. Treat it like a relationship with a friend.
Remember you are a role model, whether you like it or not
When promoting brands, tell your own story and put emotion behind it
Don’t just copy and paste the brand’s marketing strategy
Keep the focus on the added value for viewers
Be authentic, maintain trust and credibility – only promote brands you truly stand behind
We don’t advocate working nonstop. Vacations are healthy and beneficial, and all workers need a break. But that doesn’t mean your brand should stop your efforts in social media and influencer marketing over the summer. Brands can continue to stay active during vacation times with some advance planning, staggering of employee vacations, and support from outside agencies or specialists.
In this article we’ll address why it’s so important along with top tips for summertime success.
Users Connect and Engage More During Holiday Travel and Leisure
Social media engagement can be cumulative, and often builds on on-going momentum. The more you invest in good social media content, the more followers you earn, and the more engagement your brand can achieve. Unfortunately, it can also work in the opposite direction. If you stop engaging with your audience while your entire team takes a break, the other brands will fill the gap you’ve left in your audience’s feeds. Building your brand’s reputation is a long-term continuous effort and interruptions can make it harder to pick up again later and remain at the same level of impact.
It’s also worth remembering that, for those of us who are B2C marketing professionals, social media marketing is part of our work. But your audience engages when they’re shopping or enjoying themselves, in their free time.
Your work efforts = your customers’ leisure time.
A study from Sprout Social suggests that during holidays, consumers are significantly more likely to connect with brands through social media.
Don’t Miss Opportunities to Inspire
If you’re in the hospitality industry, we assume you don’t need us to tell you that your summer holidays aren’t a time to pause your social media efforts. In addition to researching and planning vacations, consumers use social media for inspiration on a variety of purchases, from travel and hospitality services to fashion, accessories and even certain electronics.
Opportunities abound. According to Facebook insights, social posts increase by almost 30% in summer time. In fact, posts including the word ‘travel’ have been shown to spike by 46%.
Our always-on society never closes for business. And while overall technology use may decline in the summer, smartphone use increases, as does user social media activity. July and August are a good time to capture customers’ attention with compelling offers or simply to reinforce your brand image or boost product / service awareness. We think it’s also pretty safe to assume that there’s a good reason Amazon’s Prime Days are in late July. Consumers are more apt to purchase when they are relaxed and don’t feel stressed or rushed. For brands in most sectors it pays off to take advantage of these opportunities.
Top 10 Tips to Developing Summer Campaigns
Now that we’ve covered the why of summertime campaigns, here are some tips for success.
Get Consumers Engaged Before Summer Travel and Leisure Time
For many brands, it can be advantageous to develop a summer journey campaign, with the payoff either near-term during summer months, or building momentum towards fall. Not doing so or dropping the ball can lead to loss of business over summer and the rest of the year. This is obvious in sectors like travel, leisure, and hospitality. It’s also important for businesses like homeware and gardening, fashion, and many others to get ahead of the curve in order not to lose out. If you want to push this a little further you could also start a new loyalty program to get consumers excited for the foreseeable future. A continuous communication and nurturing effort often pays off most.
Run Summer-Themed Social Media Contests
Create contests like “share your best summer experiences,” and give consumers reasons to follow you throughout the summer. Austen at SocialToaster shared some great contest ideas:
“Captioning an image or video
Posting a fun word puzzle (scramble or anagram)
Asking your customers to fill-in-the-blank
Have your audience guess the context around an image”
Make It Relevant to Your Audience
First, take the time to understand your audiences’ summer cadence. Consider how your product or service benefits them during this time and provide them with specific ideas and actions.
Video tutorials featuring recipes and home decor ideas for outdoor entertaining
Demonstrate the use of your product while traveling, such as a fashion brand that can be hand washed, then dry quickly on a hanger in a hotel room
Show how time spent in a rental car, plane, or train traveling to a vacation destination is more fun with unlimited, commercial-free streaming music, podcasts, or audio books
Another very effective way to make content and campaigns more relevant and appealing is the use of user generated content (UGC). UGC humanizes your brand and creates a sense of fun. It’s also proven to perform much better than brand created content. Consumers are 2.4 times more likely to say user-generated content (UGC) is authentic compared to brand-created content for example and they engage a lot more with it. One way to achieve this is for example by stimulating people to share their experiences or favorite purchases in the format of images, short videos and reviews in a fun and creative way. Contests, challenges, and rewards can help to get people to share more.
Focus on Influencer Marketing
With more leisure time, consumers spend even more time on social media and, in turn, engage more with influencers. Summer is the perfect time to experiment with IM if you haven’t done so before. Influencers are also inspired during summer, and IM lets brands leverage that excitement around holidays, events, food & drink, seasonal trends, and travel destinations.
Audiences are ready to consume more social content and are consequently more receptive of marketing and sponsored posts. This means that not only do creators have even more reason to keep up a steady stream of posts, brands do too.
In Switzerland 65% of consumer follow influencers with the vast majority of consumers stating that they seek for influencer posts for inspiration on what to purchase.
Are your products targeted to specific audiences? Then don’t forget to include micro-influencers in your influencer strategy as they have dedicated, niche audiences who are specifically interested in their content and lifestyle. Typically, their followers are highly engaged, dedicated and ready to act on their recommendations, basically providing access to a pre-activated pool of potential customers for your brand.
Create Seasonal Content for Travel, Leisure, etc.
Encourage ongoing engagement by “summer-izing” your content. Use fresh themes related to fun summer topics such as swimming, travel, and cooking and eating outdoors. For the hospitality industry, current photos will naturally show people eating outdoors in warm weather, but services like car rentals can make a point of featuring happy families en route to leisure destinations.
Give your content engaging summer visuals and consider updating your cover photo as well. Seasonal summer-themed content will also make people connect more with the content during those months as it will seem more on-point and time-relevant.
Switch on Shopping Functionality
After creating beautiful seasonal product imagery, make it even easier for your customers to buy by promoting on social media, such as through shoppable posts. For example, on Instagram, you can tag products the same way you can tag people, so users can tap a post they like and see the product name and price pop up. They are able to click through to the product page on your online store, and purchase via the shopping cart in the usual way.
Warmer weather can bring about warm emotions and positivity in people, and according to the Journal of Consumer Psychology, summer positivity extends to consumers’ thoughts of products. Consumers who ignored or disregarded a product during the colder months may be more open to trying it during the summer, leading to increased consumer spending during the summer.
By using sponsored posts, you can get in front of more prospective new customers and bring some of that warmth to your own brand.
Offer a Limited-Time Promotion
Make use of FOMO by offering limited-time promotions such as two-for-one, 10% off new orders, or free shipping. You can create a discount code that can be shared in both organic and sponsored posts. Create a sense of urgency by highlighting the time limit.
Take Advantage of Social Media Retargeting
Retargeting allows you to serve ads to people who’ve previously visited your website or used your mobile app. It’s a handy strategy that enables marketers to reach an audience that has already shown some level of interest, making your ads more efficient.
According to Facebook summertime content sharing on the platform through mobile devices increases by 26% over other seasons. The increase for video content is even higher at 43%. With retargeting, you can take advantage of the increased time on social media.
Use a Content Calendar and Scheduling Tools
Having posts and promotions completed, approved, and scheduled in advance is a great objective, but we realize it’s difficult to consistently achieve. Now in the spring might be an ideal time to plan ahead, so you can simultaneously take advantage of summer opportunities while taking time off and relaxing.
Use tools like HubSpot, Hootsuite, Zoho, or even just spreadsheets to keep your team organized. That way when staffers go on holiday, an agency or their remaining colleagues can keep moving without missing a beat.
Bonus #11: Mix and Match
There is no one size fits all approach. Every organization, sector, and target community is different and for that reason it is important to find the ideal mix that works for your brand and yields the most benefits. The 10 tips above can easily be combined, for example in the following way:
Incorporate UGC into retargeting
Offer an incentive to promote social media shares of your limited-time promotion
Work with influencers to create seasonal content
Use retargeting to promote your contests
If you need assistance getting started with your summer social media activities or influencer marketing, expanding your existing campaigns, or just handing off the work so you can relax on the beach, you can always work with flexible full-service providers like Kingfluencers to make it happen successfully.
Zurich, 01.04.2021: Brands usually make the mistake on social media of not telling their products an authentic story with a face that the audience can identify with. The result: a lot of effort in the battle for attention that cannot be won. Not so with our 7 tips that show what it takes to not only use social media as a brand but to properly harness it.
Know target groups & know where to find them
There is no such thing as the “best” platform, influencer, or campaign format. Brands need to invest time in researching possible options and making a choice that will best help them achieve their goals. Accurately identifying the target audience is an important first step, followed by deciding the best platforms to reach them.
Read our blog posts about the evolution of social media platforms and different audiences here.
For younger dance enthusiasts, TikTok is a natural. 60% of users are Gen Zers and the two TikTok accounts with the most followers are young dancers
What most users do on a platform is very important to consider. The chances of brands being successful increase enormously if they provide the kind of content that the target groups on the platform actively seek out and consume, such as video games on Twitch. The platform has over 9 million active users and all of the top 5 are gamers.
Segmenting audiences within each platform can increase relevance even further. For example, on Facebook, brands can easily create a custom list of people who have previously messaged the company to re-engage potential customers.
Make campaigns interactive
Social influencer marketing offers an agile, real-time communication channel with consumers. In influencer marketing and social media in general, brands should interact with consumers and aim for effective two-way communication. Too often, however, brands playout content to their audience without bothering to listen to find out what they really want. Interactive campaigns, on the other hand, lead to more engagement, brand advocacy, and likeability, as well as more conversions and better customer retention.
Social media offers brands the unique opportunity to make campaigns interactive and collaborative. By encouraging participation and interaction and integrating user-generated content, brands can transform their campaigns from brand monologues into real conversations. The close connection influencers have with their communities is ideal for engaging audiences in conversations and making campaigns interactive. Influencers can generate interactions in a variety of ways, including:
Using the latest technologies
Actually, the concept of virtual reality (VR) is nothing new, but with the new release of the Oculus Quest in May 2019, it has become increasingly popular. VR allows people to share and interact with others around the world, which seems especially important given the ongoing need for social distancing. As such, Facebook is currently testing the Oculus VR platform to create a virtual world where people can connect and play games.
Augmented reality (AR), on the other hand, is even more accessible, as it requires no additional hardware other than a smartphone. AR filters can be used to promote fan interaction or new products.
The popular Kinder chocolate brand’s “Jump into Africa” campaign allowed its consumers to discover animated 3D safari animals while in Tesco supermarkets in the UK.
Staying up to date on the chosen social media platforms
Brands should always be aware of the various changes and new features on social media platforms, as circumstances change quickly. Twitter, for example, announced paid Super Follows on February 25, 2021, where users will have to pay for tweets. Furthermore, YouTube Shorts, which is considered a competitor to TikTok, entered the U.S. market on March 18, 2021.
“YouTube Shorts was first launched in September and has undergone various beta tests in India over the past few months, where adoption of the product has tripled since then.”
In addition, TikTok recently launched “TikTok For Business” to highlight tips such as information on various elements for building a brand, including insights on creative inputs, strategies for ads, and key trends. TikTok Ads Manager supports as a simple self-service tool that allows brands to create and post their ads directly to the TikTok feed.
Focus on people & use stories
Human interest stories help audiences identify with the brand and encourage interaction, for example, by showing people currently using the product rather than just posting photos or videos of the product itself. Social media stories can create a strong emotional connection with the brand and further its purpose. A study by SocialInsider also found that images in stories have a 5.65% higher tap-forward rate than videos. Images of people using a product in relatable situations can help users* connect. For example, these people could be hired actors, paid influencers, or satisfied customers – all are beneficial.
Consumers are 2.4 times more likely to say they find user-generated content (UGC) more authentic than brand-created content. In addition, many employees at all levels are likely already committed to their employer and its products or services. Brands should embrace and build on this enthusiasm because people who make their employer’s product are highly credible sources
MensPeople like to see other people. Research published in the Journal of Advertising Research shows, “Ads with people’s faces and ‘face-like’ (i.e., illusory) images attract more attention in a short time and are preferred over other ads.”
Represent authenticity and values
Consumers want to support brands that embody their own values. As noted in Inc, Gen-Zers “want to see authenticity in marketing, including evidence and a culture that backs up claims of strong company values.” Sixty-seven percent agreed that “staying true to yourself and your values and beliefs makes a person cool,” and they feel the same way about brands.
74% of respondents to a Twitter poll want brands to show acts of kindness, and 77% feel more positively about brands that try to help society during this crisis.
While it’s tempting to focus on stats like followers and likes, it’s important to remember that interactive exchange is a two-way street. Interacting with the community also helps build trust and credibility.
Based on the GFM — Kingfluencers webinar from 9.12.2020
Kingfluencers and gfm recently hosted a webinar, “Influencer Marketing – a Glance into The Future.” You can watch a recording of the webinar here and we’ve highlighted top tips from our speakers, along with an influencer best practices checklist. Our featured speakers are two successful Swiss influencers, Antonella Patitucci, Actress, Presenter, Coach, Content Creator, and Steven Epprecht, Founder @ Strategy Leaders, Consultant, Content Creator. More interested in the brand perspective? Check out our previous article here.
Put the Work in and Be Passionate
First, we asked our influencers what the most important requirements are to being an influencer, which included, put the work in and be passionate. Steven noted that it looks easier than it is. Be passionate about your main topic on your account and let your community be part of that.
Antonella recommended finding out what kind of influencer you are and what’s the best for you, then sticking with your decision. Select which channels to be active on, taking into consideration different media types, then have a strategy to be present there. “I speak a lot and I know my community likes to listen,” said Antonella.
Build a relationship with the community. Your community wants to somehow be part of your life, so interact and engage with them, which also helps build trust and credibility.
Becoming an influencer is creating a personal brand, including all the factors of a brand. As a brand, you must have a strategy how to be present on the different channels.
Create Value for Brands
Antonella added, “In creating value for brands, the first and most important is that it’s a match. You have to use the product. I believe all the people in my community could feel if I just did it because someone offered me money or if I really use the product.
“The value is in telling your own story and putting emotion behind it. Give the product a face and 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.
“Also, have longer-term collaborations rather than making just 1 or 2 posts. Brands get the most out of campaigns when they’re a longer-term partnership instead of one-offs.”
Steven stated, “The most important benefit an influencer has for brands is that we can reach our community on an emotional level, which can be difficult for brands with traditional media campaigns.“Influencer stories are a credible way for brands to communicate, and influencers can serve as real brand ambassadors. We give the brand a different approach, rather than copying and pasting the media and marketing strategy to another channel. The influencer is in touch with the brand and products and makes up their own story on implementing it in their daily life.”
“The value is in telling your own story and putting emotion behind it. Give the product a face and 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.”
Recognizing that authenticity is a critical success factor, we asked our influencers how they maintain the trust of their audience.
Antonella advised, “Be yourself, stick to your opinion. If you make a mistake, apologize, and change your opinion. I was against TikTok at the beginning and I made an official statement that it’s shit and just for kids, and I made fun of it. But TikTok approached me and wanted me to do it. I looked at the statistics and saw that the audience is older than I thought. I researched and changed my opinion, I wrote in the caption, ‘First I hated it, then I laughed, now I’m copying.’ Then you stay authentic, but you have to be honest, and share with the community, even your mistakes and ups and downs.”
Steven added, “The most important thing is, if I collaborate with a brand, it’s crucial that I can stand behind the product, and it’s not just for the money. There are people doing it like that, which contributes to the negativity about influencer marketing.“I even differentiate the type of work that I do. I’m quicker to accept jobs as a model because it’s my face, not my name. But on my own channels, I’m saying I recommend it and I have a responsibility towards my community. It’s like a relationship with a friend. I consider if I’d recommend this to my mom or a friend. They trust you and you have credibility and shouldn’t play with that, otherwise it won’t work out in the long run. Only do what is you.”
“I even differentiate the type of work that I do. I’m quicker to accept jobs as a model because it’s my face, not my name. But on my own channels, I’m saying I recommend it and I have a responsibility towards my community. It’s like a relationship with a friend.”
Move with Marketing Trends
It’s important for influencers to move with the trends, including interactivity. Social media enables consumers to get more involved and interact, resulting in trends like brands hosting polls or soliciting consumer feedback on issues such as new product development. Employees using social media can also serve as brand ambassadors.
Influencer Best Practices Checklist
Be passionate about your main topic.
Find out what kind of influencer, select your channels, and stick to your decisions.
Interact and engage to build a relationship with your community.
You have a responsibility to your community. Treat it like a relationship with a friend.
When promoting brands, tell your own story and put emotion behind it – don’t just copy and paste the brand’s marketing strategy!
Maintain trust and credibility – only promote brands you truly stand behind.
On a recent webinar, Martina Klieber, Publicity Manager, Universal Pictures International Switzerland, GmbH, shared lessons learned on making influencer marketing work. You can watch a recording of the webinar here and following are the highlights.
Incorporate Influencer Marketing into the Marketing Mix
As Influencer marketing emerged as a distinct discipline, it was often isolated, although many attributes make it highly complementary to other components of the marketing mix. A holistic and integrated approach to marketing disciplines is ideal. More organizations are understanding this and therefore start connecting the dots, having IM interact with and impact other marketing initiatives. The result is efficiencies and increased impact, enabling brands to achieve more with the same resources. Especially when influencer marketing content is repurposed in other marketing areas, the ripple effect of this integration can be very fruitful.
Each brand has to find out where IM works best in your campaigns. Over the years, we’ve experimented with and implemented IM in our mix. It has proven to be a very effective and efficient way to reach out to what we call our ‘persuadable audience.’ This is usually a group that is harder to reach with linear TV or other advertising media, with maybe a shorter attention span, but with a great acceptance of personalized and targeted advertisement,” explained Martina.
Campaigns to Enable Connections
Universal Switzerland doesn’t promote Universal Pictures as a brand, but rather single titles or film franchises such as “Fast and Furious.” Martina, explains, “Social media and influencer marketing have replaced the common gatekeepers between brands and consumers. Recent studies have shown that IM can be a powerful tool. For us, this means IM as an integral part of our marketing campaign provides us with an opportunity to promote an experience rather than a product. IM is an emotional, personal, and credible approach that is widely accepted by a younger target audience.”
Synchronize Influencer Marketing
“Influencer marketing is never a standalone measure. For the best outcomes, it’s crucial to carefully sync timelines between media and IM campaigns. Each and every touchpoint ideally links to a campaign tentpole, picks up some hot new AV content, and supports a specific campaign goal.
“You have to be aware of the narration of the story you want to tell. You can’t just have gaps in it. Find the space where it fits in best,” said Martina.
A Second Life for Content
If done right, IM content can provide additional value and be used in a second lifecycle. It can culminate in another campaign by creating press coverage, being used in a brand platform in an owned community, or even as advertising or even communication material. Influencer marketing can enable you to succeed with secondary or tertiary goals. Using the content wisely bring a range of wins and advantages and boosts ROI even more.
The Importance of Good Matches
Martina described a campaign to promote the newest installment of a large franchise. “The campaign was particularly successful because of the perfect match we made. We challenged top influencers to create their own trailer, engaging their community and activating them to go see the film. The selected influencers were huge fans of the franchise and went above and beyond to create top content. Our confidence in their capability and creativity, combined with their enthusiasm for the project resulted in a massive overperformance,” Martina explained.
Universal’s success shows that you can have great success when the influencer and community are a good match for your brand, and the influencer is excited about your brand and tells the story properly.
Additionally, Martina noted that when creating marketing campaigns for local theatrical releases using local influencers makes sense for credibility and local language, especially in Switzerland. The influencer help bridge the gap that international stars cannot.
Influencer Marketing Best Practices List
Martina first stated, “Let me assure you, we’ve done it all wrong and right,” and then proceeded to state an exceptional list of IM best practices based on years of experience.
1. Make the Perfect Match
Make perfect matches with not only the influencers, but the community. It’s worthwhile to take a closer look into the statistics of influencers, their community, and their account. It’s nice if you can afford an A-list celebrity, but your money might be better spent by choosing a smaller or more homogenous community.
2. Access Expertise
There’s no way to tell who’s the “best” influencer, so invest time in making the perfect match for your brand. Agencies offer expertise and data to help you source. Hit lists aren’t a substitute for expertise.
3. See the Content Creator, Not the Platform
Influencers are more than just a number on their profile. Use the expertise and creativity that content creators are willing and able to bring to the table. They know their community very well. Give them a precise briefing, but as much freedom as you can.
4. Influencers are Not a Media Buy
You might be able to pay them to say a specific slogan into the camera, but communities can be very harsh with content creators who do that. If they tell you that won’t work, listen to them. Maybe they have a better idea, but maybe they’re not the perfect match.
5. Let Influencers Do What They Do Best
Don’t tell them how to do their job. IM has massive potential to sell complicated brands and experiences. If you think about the story you want to tell with your brand, influencers can offer you a targeted, personal, and credible voice to tell that story.
6. Be Creative and Be Bold
Work with influencers that bring the right amount of creativity to the table, independent of their size. Make IM an integral part of your media mix to target audiences that are otherwise harder to reach. Carefully synch the timelines for the rest of your campaigns for the best results.
As the world grapples with a second (and in some cases even third) COVID-19 wave, many people feel stuck, defeated and hopeless due to the numerous lockdowns they have had to endure in the space of a year. Switzerland imposed a “semi-lockdown” on 18 January 2021, causing many shops to close their doors once again since the end of the first lockdown in March. Kingfluencers, therefore, asked a few Swiss influencers to share tips and tricks to not only cope better with the situation but also to grow personally in this lockdown.
Wednesday, January 13th 2021: The Swiss Federal Council has announced that from the next Monday on, the nation will set yet another semi-lockdown in place at least until the end of February. Millions of sighs of frustration from the first lockdown last March were exhaled at that moment. Here we go again, many thought. Within just a few hours, information spread like a digital wildfire and the nation knew what to do starting Monday and streets and malls were crowded nationwide over that “final weekend”.
Now it’s been four weeks since the semi-lockdown and we have survived the first lockdown back in March. Nevertheless, many are left feeling frustrated, confused and lost since the announcement of the semi-lockdown. To help you not only survive the lockdown but also thrive in it, we have asked our influencers to give us their survival tips and tricks in their areas of expertise.
DIY and hobbies
One of the few things many of us can make the best of is the extra free time. Even if you are lucky to be healthy and still employed, you may find yourself with nothing to do in the evenings whereas pre-pandemic you were normally out with your friends, colleagues, family or life partners. Take advantage of this and try out new things or reconsider your old hobbies that you never seem to have time for. Austrian-native food blogger and mother of three Doris Flury has made home-made bread during the pandemic:
There is nothing better than freshly baked bread.
Sustainability blogger and actress Anina Mutter also recommends “learning a new instrument or singing”.
Harmonie Matthey, Neuchâtel-native blogger and founder of decoration and interior online shop Au_numero_9, had a fun DIY idea. Her daughter wanted a stuffed two-sided, flippable octopus that would indicate one’s mood. One side would show a happy face and the other a sad or mad face. “I could order it in two clicks,” said Harmonie, “but we took the chance to produce it at home! Making your own is a great way to be active and avoid contributing to worldwide mass productions. We found a DIY guide on Etsy, re-created it and posted the result. We have a really cool octopus at home now.” She also values the experience in creating the toy: “Making it at home also was a fun experience. Not only is this a new, home-made toy for my daughter but is now also a great memory for us!”
You can also spend this lockdown to try out new hobbies or even re-discover old ones, like reading. Many of us have lost interest in reading over the years due to numerous reasons, including model, event host and blogger Steven Epprecht. He has grown fond of reading again since the first lockdown back in March 2020, especially since he was always out and about in the evenings pre-pandemic.
When you’re at home more often on the weekend, you get the chance to read. I also find it good for switching off.
Netflix: Our influencers’ favourite binge-watching series
For this article, we have asked our influencers which series they binge watch or are rewatching at the moment. If you are looking for new series to binge watch, see if you find something of interest for you. Two shows that came up multiple times as all-time favourites were Netflix originals Narcos and Lupin.
Moreover, most shows that influencers mentioned were ones that they either rewatched or finally were able to start watching even after they ended because they finally had enough time (especially in the evening) to catch up. The shows that were named were the following:
How To Get Away With Murder
The L-Word and The L-Word: Generation Q
If you are seeking on-going shows, beauty, health and lifestyle expert Frieda Hodel highly recommends Netflix Originals Ozark and The Queen’s Gambit. TikToker and Virgin Radio co-host Younes is also a fan of Riverdale. Geneva-native TikToker Carly Réveil also recommends The Queen’s Gambit and Umbrella Academy.
Carly Réveil and Younes Saggara’s exclusive TikTok tips
There is no doubt that TikTok has boomed globally since the first lockdown back in spring 2020. According to Sensor Tower, they crossed 2 billion downloads after the best quarter for any app ever. Nowadays, the viral short video social platform has over 1 billion active monthly viewers, as Wallaroo Media reported recently. Since the first worldwide lockdown, not only did TikTok’s users increase their average watch times, users of all ages also started posting their own TikTok videos. From participating in viral dances and challenges to posting their own cooking, financial, study or fashion tips, a TikTok user has access to many genres of short videos that can be either entertaining or informative.
When it came to tips for current or future TikTok creators, we reached out to two of Switzerland’s many popular Tiktokers, Geneva-native Carly Réveil and Virgin Radio Co-Host Younes Saggara.
Carly is especially fond of TikTok “because lots of people take pleasure and invent new trends as crazy as each other.” Here we list his exclusive tips:
“Be regular and post at least once a week, because people need to get into our universe.”
“Be effective in the dissemination of content. You don’t have to make long videos but they have to be dynamic and you also have to ask yourself: If I came across this video and it wasn’t me, would I still like it?”
“Have the urge. You don’t have to make content to want to be a star but to have fun and pleasure. If we don’t have fun, we can’t stay motivated and keep making quality content.”
Younes has further TikTok tips to add:
My biggest tip is to be yourself because there’s only one of you and that’s something nobody can ever take away from you.
When a cool idea comes up, just do it right then and there. As long as you don’t break any of TikTok’s rules, don’t think of what others might think. Just film and post it.
Let yourself be inspired by other TikTokers — That’s what TikTok is all about.
Steven Epprecht’s exclusive skin care tips for men
One conversation that we have seen come up often since the pandemic is of women worldwide agreeing that we finally have time to pamper ourselves and indulge ourselves in at-home spa days, whether solo or together with the people we live with. But what about men? Their skins need love too! We therefore asked Steven Epprecht for exclusive grooming and skin care tips for men.
“We have to start early with our skin care routines,” says the model and blogger/influencer. “Us men should definitely pay more attention to our skins to prevent premature aging”. He has repeatedly shared his daily skincare routine on Instagram and is happy to see comments and messages of male followers showing interest and asking for more tips. His own simple and quick routine which he follows every morning and every evening is as follows:
Wash face with a foaming cleanser
Apply serum and moisturizer
Gently apply eye cream
Occasionally: apply a mask (because why do only girls get to enjoy masks?)
Needless to say, we need to see our skin care beauty routines as complemential to drinking enough water, eating healthy, exercising regularly and reducing stress.
According to the Swiss Corona Stress Study which was conducted by a study team of the University of Basel, “the share of people reporting maximum stress was about 11 percent during the April lockdown,” which then “rose to 20 percent in the second wave in November.” Moreover, the percentage of respondents with major depressive symptoms has increased dramatically over both lockdowns:
“While the percentage of respondents with major depressive symptoms was 3 percent before the pandemic, 9 percent during the April lockdown, and 12 percent during the May lockdown, it rose to 18 percent in November.”
It is therefore important to not only keep our physical health but also mental health in check. This is also an especially crucial time to check on others. Frieda Hodel states the importance of looking after others in this difficult time:
Notice which people in the environment are strongly affected by the pandemic without perhaps disclosing it from themselves, be it from an economic or private point of view — and motivate and cheer them up with sensitivity!
Anina Mutter also recommends appreciating the little joys in life, going through these extraordinary times
step by step, with lots of self-love and acceptance for our own and everyone else’s human-ness
and putting things into perspective:
“Fresh air, exercise, cooking, reading a good book, a gentle and inspiring routine, playing guitar, gardening. All we really have is the now, so why destroy this present moment with too many worries & fears from the past or future?”
Younes also recommends meditating and writing in a diary. Not sure what to write in your diary? In his diary, Younes writes about how he is feeling, what is going on currently and his manifestations for the future.
It is certainly interesting when you read your diary entries 10 years later.
Moreover, spending time with loved ones has been a luxury for many but it still is crucial to stay connected in this lonely situation. With social-distance-friendly apps like Zoom, FaceTime, Whatsapp, Telegram and other social media platforms on the rise since the first lockdown, many have thought of and shared creative ways to stay connected with each other while still following social distancing guidelines. Online drinking games, Zoom Friday night drinks, simultaneous movie nights, live study sessions etc. were activities that we have only ever done together with long-distance friends, family and/or partners.
Now it seems like we are trying our best to overcome loneliness, one of the numerous secondary issues ensued from the pandemic and necessary measures implemented by our government officials. Remember that you are not alone and even though you feel lost because you have no control over what is happening currently, you can change your perspective of the situation. As Frieda said wisely: “Learn to distinguish between things that you can change in life and things that you cannot influence”. This gives you inner peace and a sense of security!
Contact your loved ones, “the how is only secondary”, said Anina.
This extraordinary situation also helps put things in perspective and perhaps also makes our pre-pandemic problems seem small. Many of us learnt to appreciate the things we took for granted. As Anina says, “happiness lies in the small things”. Here we list some takeaway messages from the influencers we have interviewed:
Harmonie: “We are privileged. This is a once-in-a-lifetime chance to be home and to see how lucky we are. All the rest is only detail. We all learned a lot about ecology and gratitude.”
Anina: “Use this time to rethink your lifestyle and integrate sustainable changes into everyday life in small steps. Also, small acts of kindness like trying to be there for others, or smiling at strangers while walking, etc. can be so fulfilling.”
Doris: “Support local businesses and shop seasonally.”
Share your unique tips to prevent going crazy during the lockdown. Stay healthy!
Author: Sherriene Redha, Marketing and Social Media Officer at Kingfluencers
The COVID-19 pandemic has, of course, raised many challenges, including some unforeseen issues, such as the coin shortage in the US and excess in the UK. We’ve probably all grown weary of hearing empty platitudes about “how we’re all in this together.” But some good news is that business hasn’t stopped, but rather shifted and marketers need to shift with it. In this article, we’re sharing some specific examples of a few marketing tactics, such as social influence marketing, which can help during “these challenging times” and give your brand an image and revenue boost.
The New Life Online
The pandemic drove people to move even more of their daily lives online, beyond shopping and work. A New York Times analysis of internet usage published on April 7, 2020, revealed that our behaviors shifted, sometimes starkly, as the virus spread and pushed us to our devices for work, play, and connecting as well as discovering novelties. Even prior to COVID, social media played a huge role in our lives With almost 4 billion users worldwide, the role of social media in our lives is constantly growing. Social networks have surpassed search engines as the go-to product research channel for Gen Z since 2019.
The Challenge of Less Foot Traffic
As stages of lockdown and reopening vary worldwide, businesses everywhere are challenged with less direct contact with their customers. As consumers shift to making purchases online via ecommerce and social commerce, the online space is becoming increasingly crowded. The shift to online eliminates geographic boundaries, which provides consumers with increased options, but also increases competition for businesses. These changes make it harder for brands to stand out and get their message across.
Social Media, the Rising Storefronts
Now more than ever a brand‘s social media profiles have become one of their most essential storefronts. Making sure the brand pops out and appeals on social channels is more important than ever, and not just to maintain and enhance the brand image. With the ongoing fast rise of social commerce especially among millennials, and even more so Gen Z, social media is becoming a prime sales channel. In the fashion sector, for example, social media in Germany already generated sales of EUR 3.4 billion in 2018. Social commerce usually takes place on the move, i.e. via smartphone or tablet, as social media offers are preferably used via mobile devices. Especially brands that target these consumer segments can win a lot by making sure their social media presence is optimized to cash in on the movement and avoid losing out to competitors. Revising one‘s social media strategy and tactics all the way to the inclusion of clever shoppable features and creative influencer marketing for example is bound to be a very rewarding exercise when done properly.
Connecting with Consumers is Key to Standing Out
Successful brands are those that are able to connect with consumers and create a relationship. Telling stories to create more emotional connections drives a stronger, more appealing social media presence.
Building such connections is crucial to standing out from the crowds. Connections lead to conversions short term, as well as long-term loyalty and even advocacy. This cycle of turning customers into advocates is described by Hubspot as the “flywheel,” a circular process from attract, to engage, to delight, where customers feed growth.
Creating Connections in COVID Times With Fitting Content
In hard times people look for hope, support, strength and leadership. Strong omni-channel (digital) content that captures people‘s emotions and showcases a brand‘s social engagement can be a powerful tool to make your brand stand out and win over the hearts and minds of consumers just that little bit more. Some marketing during COVID undeniably fell flat when a company’s message just wasn‘t credible. However, there were also admirable examples, such as Ford. The auto manufacturer created a series of ads to explain how they have met global-scale crises in the past, creating an image of solidity and reliability. Some of the new ads also beautifully conveyed how the brand is fighting COVID-19 by manufacturing medical equipment in short supply.
Say It With Influencers for Increased Impact
Influencer marketing can make people feel closer to your brand and develop a strong preference for it.
Influence marketing provides an agile, real time communication channel with consumers. Additionally, brands are mainly discovered online, through influencers, making this an important part of your marketing mix. Even more powerful is the combination of emotion-driven storytelling and content creation by influencers, adding authenticity and credibility to the mix. This successfully drives traffic to your social channels and website, generating valuable opportunities for lead generation and sales.
Aligning with Consumers’ Values
As consumers search for purpose, they’re increasingly looking for brands that align with their values. Like many challenges, this can also be an opportunity. Brands can use influencer marketing to get their purpose and value proposition better known and stand out, while successfully promoting new sales channels. By clearly demonstrating their unique values, brands can connect with an expanded group of consumers and build strong relationships with the potential to last.
For example, Kingfluencers worked with the oldest insurance company in Switzerland to create a campaign in which sympathetic influencers created their own damage sketches and included calls to actions for the community to participate. More than 500 sketches were created, resulting in over 550,000 impressions and 80,000 website visits in a short time-frame, along with a 3.01% engagement rate.
Social influence marketing is quick and agile. Such a campaign can be developed and launched in a matter of weeks to drive revenue prior to the end of the year.
Stay Agile and Expand Your Reach
Social influence marketing delivers reach and real impact on consumer decisions fast and efficiently. Give your brand a face people can relate to, elevate your advertising spending by adding credibility and authenticity to your message. Social media channels also enable you to reach audiences that aren’t easily reached via traditional marketing. The reach of Instagram is well known, and TikTok is particularly popular with Gen Z, the generation brands are struggling to connect with.
Holistic Approach to Influence Marketing
Social influence marketing is a broad area that includes more than professional influencers and content creators. A wide range of individuals can serve as effective influencers and contribute to your marketing efforts, such as:
Your leadership team is part of the face of your brand. Their role as social influencers is becoming increasingly important
User-Generated Content (UGC) from brand fans and advocates can be very valuable, and boost community engagement
Each of these groups can be powerful influencers, but, when effectively combined, the result is synergistic, delivering a massive impact.
Leverage Your Existing Advocates — Including Employees
Example of a real-life success story
One tech company chose Kingfluencers to run a workshop for selected employees who were passionate about their work and active on their own social media. Kingfluencers taught the 15 influencers how to optimally stage the products on social media and create emotional textual content to achieve the highest possible performance. The results included 89 content pieces posted with a 23.44% engagement rate and more than 62,000 direct impressions.