What actually makes an Influencer Agency?

The tasks of an Influencer agency consist mainly of promoting the talents of young bloggers and bringing them together with the right customers. For each blogger the authenticity of his or her channel on Instagram, YouTube or Facebook is particularly important. Therefore the selection of the right projects and customers for the respective influencer is one of the absolute main tasks of agencies and management in Germany and worldwide. Conversely, the needs and requirements of the customers must be combined with the perfect bloggers. This mediation work and the connection from the art management as well as the aspects of advertising and marketing make a good influencer agency. In particular, the promotion of young talents takes a lot of time from agencies. First of all it is about developing a channel, as well as the personality behind the channel. Because the work of bloggers from social media to live events is becoming more and more common.

Stephan M. Czaja, Owner & Founder

Influencer Marketing: Your Agency

Influencer Marketing – Wow! For real? The word “influencer” is not a modern invention of marketing, but a business model that has worked for thousands of years, also known as “recommendation marketing”. A recommendation means that people (with influence) affect other persons through positive opinion. Persons who receive the recommendation will usually stick to it as well, once they are ready to buy. Many people also know the term “ambassador”, which represents a brand opposite to customers.

  1. Long-term support in development and development
  2. Customer management and contract negotiations
  3. Conception of authentic sponsorship
  4. Personality development

Bloggers are very popular brand ambassadors and are therefore increasingly booked for events and events with increasing reach. At these events, they are primarily responsible for generating the necessary range in advance or on the day of the event. The generation of this reach has increased to a completely different level, as with classic print campaigns. Young bloggers already reach up to a million people. Only established media have such high reach. At the same time, the scattering effects and / or losses for the bloggers are very low. The fact that their fans and their followers mostly consist of a very well definable target group, messages on their channels are all the more successful in relation to the classical marketing strategies and methods in agencies.

Top Influencer – Selection

For you compiled, our Influencer Selection 2019 for Germany.

Q&A – Questions and Answers

There are thousands of questions about Influencer Marketing! Here are the answers:

What is an influencer?

Influencers are people with a large reach in social networks. Because they have a high number of followers, that is, people who follow them, they naturally also have a high weight when it comes to recommendation marketing. Recommendation marketing has been one of the central topics since the beginning of marketing and advertising. Who would you rather trust? The trading company, or a private person who does not directly have anything to do with the sale of the products? The recommendation of friends, but also of acquaintances, or of persons we value, besides influencers and of course also athletes, musicians, or actors, has a great weight when making the purchase decision.

Influencers achieve such a high range because the people experience something from their everyday lives, they build up a certain closeness. Through the regular publication of content, usually several times a day on social networks such as Instagram, the followers are thus 24 hours, 7 days a week recorded. No classical advertising campaign could build up such a high reach, apart from classical TV advertising. But even with TV advertising, you don’t reach people as directly and directly as in the apps of the social media network. In addition, the target groups of influencers are very precise and usually include only one specific age group. Through this precise selection, advertising measures or marketing campaigns can be planned very precisely. The scatter loss of the campaign is therefore very low. Influencers are the new stars and thus also the brand ambassadors of the future.

What is a Micro Influencer?

Micro Influencers differ in different categories. There is no precise definition of the topic of influencer categorisation. However, one speaks very gladly of Micro and Nano Influencern. Influencers are people with ranges of over 100,000 people. In theory, you can reach 100,000 different people with a single posting. Of course, the algorithm of new postings does not play to all people, but usually between 5 to 15%, depending on the interactions of fans. Nevertheless, a high number of people can be reached. As a rule, large trade magazines reach 10,000 to 50,000 people with each circulation. Influencers reach the same amount of people with a single click on your smartphone. That’s what makes Influencer so successful.

In addition to the large influencers, there are of course also smaller categories, including micro influencers. They don’t reach 100,000, or a million fans, but still have a reach of high relevance. Because even if a posting is only played out to 50,000 people, it can still be 50,000 potential interested parties, or even potential customers for the product or service. A micro-fluencer usually takes place between 50 and 100,000 people. However, there are also downward gradations, depending on how exactly a subject area is covered. Here is a small example of best practice:

  • Micro influencers from the field of fashion have usually between 20,000 and 50,000 followers
  • Micro-Influencer in the field of E-Scooter, a very new topic, already catch at 3,000, 4,000 followers

As you can see, the definition of micro influencers is not exactly measurable, it is merely a relation to the people who currently make up the peak of influenza. Read more about the classification into categories here:

What is Influencer on the Internet?

Influencers on Instagram are, in relation to influencers on other social networks, such as Facebook and YouTube, mainly active in the areas of fashion, lifestyle and beauty products. Over the years Instagram has proven itself as the network for fashion trends, novelties and of course daily inspiration, whether it’s about outfits or travel. Instagram is the best place to sell dreams. Dream destinations of this world, like beaches, or also cities, just as naturally marks, at the best high-priced and exclusive. Many companies naturally want to be present in this brand environment. This is why influencers are most frequently booked on Instagram, now according to YouTube. Instagram campaigns are fast-paced, and in relation to YouTube they need good planning or strategy in the background. Influencer agencies take over this job. Campaign planning then focuses in particular on which exact contents are published in which periods, in which regular intervals. In cooperation with the influencers, the individual postings are then published and later checked for their success in monitoring.

If you would like to find out more about this topic, you will find all the information you need here:

Influencer Marketing in the Bachelor Thesis and Homework?

Students of Social Media Management often come across the topic of influencer marketing at the end of their studies. Influencer marketing is currently one of the most attractive subject areas, along with other methods such as search engine optimization, in order to later make a career in the media and advertising sector. Anyone researching the subject of influencer marketing for their own bachelor thesis or for a smaller term paper will of course need a very good foundation to shed light on this topic from all sides. In order for the homework or the bachelor thesis to succeed, you need not only trustworthy sources, but of course books as well.

Which books are currently recommended in the field of influencer marketing? Especially since there are a lot of different points to consider when it comes to practical work. Many people see Influencer Marketing as a pure posting, but it’s about much more, e.g.

  • Research of relevant influencers
  • Profile analysis of bloggers on interactions and commitment of followers
  • campaign planning from concept to strategy and editorial plan
  • Contract negotiations with individual bloggers and management
  • Campaigns Organization and execution Reporting and monitoring for campaign optimization

For topics such as making contact and negotiating with influencers, it is of course sufficient to not only master the hard skills, soft skills also play a major role in negotiation management. Books about Influencer Marketing have to be very up-to-date, also because the social networks are constantly changing. New features on Instagram, such as linking in Instagram Stories, but also Instagram TV, YouTube allows live videos, a feature few use, just like YouTube Ads to push sponsored posts further up.

What are the central topics for the Bachelor thesis?

If you want to become a social media manager later on, you should prepare for it early on. Ideally already with the first term papers and of course also in the bachelor thesis. Influencer marketing today has a big part when it comes to marketing one’s own products. No matter if you study at a private university, college or public institution, if you are interested in the subject and if you are interested in the subject, regardless of your salary, this is the right place for you! Influencer marketing is just as much about creativity as the entire field of social networks. However, creativity has a different value here than in classical advertising, e.g. posters. A single motif is planned here for weeks and months. In social networks it is already completely different, here every day a new motive is needed. As a social media manager, the work is even more demanding, because every day a new motif is needed, for every single channel. So the work lies with the social media manager and his or her creativity. What happens on Youtube video? What matches our influencers on Instagram? How does an Instagram Posting differ from an Instagram Story?

In addition to the points we had already discussed in the previous question on the topic of homework and Bachelor’s, creativity is particularly important. But creativity also always has a limit, the customer’s budget, or the advertising budget of one’s own company. Not every idea can be implemented and must therefore be validated in advance. Planning and organizing influencer campaigns is just as much a part of this.

Recommendation for an Influencer Marketing Book?

For the optimal preparation for the job as Social Media Manager or for the bachelor and term paper on influencer marketing, it is worth taking a look at our book recommendations:

  • Influencer Marketing – from 10 May
  • YouTube Marketing – from 10 May
  • Instagram Marketing – from 10 May
  • Facebook Marketing – from 10 May
  • Social Media Marketing – from 10 May

Coming Up Influencer – Selection

For you compiled, our Influencer Selection 2019 for Germany.