In the age of Instagram, YouTube, and Facebook, influencer marketing offers companies the opportunity to effectively reach their target audience online. "Influence" here means to exert influence or have an impact. Influencers enjoy the trust of their followers (fans) and thus represent an ideal opportunity for companies to spread their brand messages on social media. This technique can be used to increase the reach, brand image, and credibility of a brand or product. In the field of social media, influencer marketing therefore offers companies numerous opportunities to advertise their brands and products.

Who can be an "influencer"?

To effectively increase reach and authenticity, influencers who already have a certain number of followers are selected. A study commissioned by Influencer Intelligence and Econsultancy found that micro-influencers can be more beneficial to businesses than influencers with more followers. 61% of consumers stated that micro-influencers have the greatest authenticity in their content creation.

The target audience and budget ultimately determine which influencer is suitable. Influencers act as brand ambassadors throughout the campaign.

What different types of influencers are there?

• Mega influencers – stars and celebrities
• Macro influencers – between 50,000 and 1,000,000 followers
• Micro influencers – between 10,000 and 49,000 followers
• Nano influencers – fewer than 10,000 followers

Which social media platforms are most influencers active on?

When is it worthwhile to collaborate with influencers?

Influencer marketing offers a good opportunity for product launches and product placement . Influencers can also strengthen brand awareness or the image of a company and a product. Influencers are often hired for product testing and reviews, posting hauls or subjective reviews of a product on YouTube, for example. There are numerous areas of application for influencer marketing. Collaborations can be used to share product links, live events, discount codes, or competitions, for example. An account takeover by influencers can also be carried out to present the company in a new light. It is important to note that the greater the reach of an influencer, the greater their influence on the target group, but also the smaller the influence on the influencer themselves. Is it still worth collaborating? Yes, because according to a 2018 study by Statista, more than half of the companies surveyed in Germany (59%) already use influencer marketing to their advantage.

Challenges in using influencer marketing

On the one hand, finding the right influencers is a challenge. But so is the organizational implementation and how much freedom the company gives the influencer, or how much it wants to control and influence influencer marketing. The solution here lies in appropriate cooperation and communication with the influencer. In general, it is important to comply with legal requirements and to indicate advertisements in the respective posts.

What specific benefits does influencer marketing offer my company?

• Companies benefit from a content creator who knows the latest trends and produces content that is relevant to users.
• Fans follow influencers because they perceive them as authentic and credible, which in turn makes the product more authentic.
• An influencer reaches target groups that are specific or difficult to reach.
• The entire media campaign is measurable.

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