When influencers ( influence to influence) marketing are used specifically opinion makers with a wide-reaching community for marketing and communication purposes. The goal is to increase the value and credibility of one’s own brand message, based on the trust of the respective target group to the influencers.
Influencer marketing is primarily about winning brand or product advocates who are in demand as experts in specific topics. For example, influencers can influence the evaluation and assessment of products, services, brands, companies or employers.
Due to this influence on the decisions of the consumers already a majority of the German companies use influencers to spread their brand messages. Another reason for the companies’ interest is that the reach of some creators is enormously high, as subscriber numbers in the multi-digit million range show. The influence that is evident here with classic influencers with high follower numbers is nevertheless already given by so-called micro-influencers with up to 30,000 followers. The reasons for this are that they sometimes have higher engagement rates in campaigns and are, above all, more cost-effective for companies.
Basically, three different types of influencers can be differentiated:
- The Brand Lover: You have extensive experience with a brand as well as a strong, positive commitment to it.
- The brand critics: They are the companies generally critical of, or have a negative experience with a product or brand made. By expressing themselves negatively, they exert a negative influence on the purchase decision or the opinion of third parties.
- The brand experts: These are recognized as expert experts and are available to many people as advisers on specific topics. Brand experts basically have a neutral attitude towards a brand or a product and fall back on their expertise in the evaluation.
Influencers can be, for example, the following persons:
- Social media users with a high number of followers (especially Instagram and Snapchat)
- satisfied existing customers with special expertise
- Professionals and experts
- Board Operator
Influencer marketing explains in 60 seconds
Examples of influencers on YouTube
- Examples of influencer marketing on YouTube include Hauls. In a haul, products bought or also sent by companies are presented by the opinion makers. In doing so, the respective purchase decision for the product is often justified.
Another example of influencer marketing on YouTube is lookbooks. Different outfits are presented and compared to the current trends.
Another example of influencer marketing on YouTube is tutorials that promote products or companies. For example, Musikhaus Thomann works with creators offering music tutorials.
Great popularity on YouTube enjoy so-called Reviews , where YouTuber evaluate a product in detail. These reviews are often subjective and some are also critical of the products.
Ikea is also the first set-up chain to build on the popularity of YouTube stars, who have three hours to set up a living room as part of a challenge. Notably, the creators are AlexiBexi, Sara Desideria, Klein and Hannah, and Max Oberüber, who have each released a video on the subject.
Just like on YouTube, the influence of well-known personalities on the opinion of consumers can also be used via Instagram. For example, the above mentioned YouTube stars Ikea’s Instagram account took during the shooting and posteten the day about stories. Not least due to the approximately 700 million monthly active users worldwide, influencers are therefore being found on Instagram.
Examples of influencers on Instagram
- A classic example of an influencer is the German national player Thomas Müller (6.6m Follower), who conspicuously holds a product of Gillette in the camera here.
Accounts on fitness are a big market on Instagram. A famous example of a fitness-specialized Instagram account is provided by Pamela Reif. Today’s 22-year-old, with over 4 million followers, has an enormous reach with a specific target group.
Of course, influencer marketing campaigns can also be found in other social networks such as Twitter, Snapchat or Facebook. Most influencers use several channels in which they place the messages. However, the market situation has so far advanced on Instagram and YouTube.
With the increasing popularity of influencer marketing, there is also a growing legal eye on the posts of the influencers. For the purposes of the labeling obligation, posts for which the influencers have received money or have received free products must be labeled as such. A sponsored by is usually too vague. On the safe side is who marks his post as an “ad”, “advertising” or videos as “supported by product placement”. By contrast, anyone who has predominantly English-speaking followers should also have a clearly visible “ad” at their post office. Here, the German terms alone are not enough.
Companies wishing to take advantage of this business model should make precise agreements with the influencer and clarify that the advertising nature of the post must be made clear.