RTL Interview with Stephan Czaja: Virtual Avatars

The article features two German avatar creators, CM Models from Cologne / Berlin with Ella and Zoe, and Noonoouri from Hamburg.

Today on GMD (Frühstücksfernsehn), on Mittagsjournal and on RTL Explosiv at 18:00.

Now stream again in the RTL Mediathek:

• Virtual influencers on the rise

Excerpts (Screenshot rtl.de)

Virtual Avatar Ella.

Spectators puzzle: Real or not? Example fashion show (MarcCain).

Virtual Avatar Zoe.

Social Media One owner Stephan M. Czaja (also CM Models VR).

Virtual Kiss: Miquela x Bella Hadid

OMR Interview with Stephan Czaja

Now with Online Marketing Rockstars! Very few of our customers know that we have been quietly working on a new project for months, now even more than a year: Virtual Avatars! Virtual Avatars?

If you still have no idea what digital avatars are, in the new interview on Online Marketing Rockstars (OMR), you can now find the answers to many questions about virtual reality, the changes it brings to the media industry but also other areas of business and industry, from our agency owner Stephan Czaja.

Read now, the interview:

• OMR Interview

TV, newspaper and magazine – excerpts

Here you can see a few current excerpts from TV interviews, including with Deutsche Welle, Sat 1 and ZDF. He was also an expert on Pro 7 taff and RTL explosiv. On the radio at DF (Deutschlandfunk) and DF Kultur. In addition, he gives answers in magazines such as Business Insider (Axel Springer), Rheinische Post, FIV Magazine, Internet World Business, and many more.

His companies have also been featured in prestigious international magazines such as El Pais (Spain), the Huffington Post (UK) and Rolling Stone Magazine (USA).

Book now as Keynote Speaker: Stephan M. Czaja

Stephan M. Czaja (Owner, Speaker) at Deutsche Welle TV

Stephan M. Czaja (Owner, Speaker) on breakfast television

Stephan M. Czaja (Owner, Speaker) at Endlich Feierabend

Stephan M. Czaja (owner, speaker) with Mona-Lisa, ZDF

Collage of the past year

In addition to media appearances, we are also on the road as social media speakers and give workshops for staff training. We are looking forward to your request!

Fashion is where the music plays: Influencer Marketing meets Music

Social Media One as a recommendation for influencer marketing

1 Live radio interview on the trend: Petfluencer

You can find another little article on Petfluencer on the Social Media Blog.

Stylight interview about the new ASOS models

Looking for models? Check out our model agency.

The rise of the influencers

What is changing, what do companies need to react to? We take a look at the trends and developments in social media marketing.

Social media and fashion: Fashion in focus

ZDF with Mona Lisa visiting our client in the showroom on the topic: Instagram!

Referral marketing as a strategy for companies on the social web

Especially recommendations from friends and role models make social media marketing so successful.

TV contribution to the “Business Model Influencer” in the Mediathek

• Now at the DW media library: Influencer Marketing [1:15 – 3:15 minutes]
• More about singer & songwriter Luna Farina
• More from Press & Media

Thanks to the whole team!

Many thanks to my team:

• CM Models / Natascha Windgaße
• DW / Miltiades Schmidt (Editor Office Economy and Science)

Luna Farina – TikTok Channel

Source: DW TV / Mediathek

Natascha Windgaße – Artist Management / CM Models x Social Media One

Stephan M. Czaja – media expert and speaker

Source: DW TV / Mediathek

TikTok?

Source: DW TV / Mediathek

Have you ever heard of Tik Tok? Tik Tok is one of the latest social networks and perhaps the successor to Instagram and Facebook. Tik Tok is the trend, especially among young people between the ages of 8 and 18, they are mainly present on TikTok. Already today, the app for Android and iOS is number 1 in the download charts in over 30 countries. There is now also a strong investment in Europe.

Thus, TikTok is establishing itself as a brand and is accordingly becoming more relevant for brands from other areas. This is understandable, since today’s youth is tomorrow’s affluent target group. The platform’s target group is very, very young. A target group that becomes increasingly relevant with age, however, for us as advertisers. That is why we also arrange contacts with influencers from the next generation network.

• Read more about TikTok
• More about singer & songwriter Luna Farina
• More from Press & Media

VOGUE – Only the best known faces #1

Vogue is the world’s most famous fashion magazine. The first edition was published in 1892 by Arthur Baldwin Tumure. Vogue is known for showing elaborate photo series by famous photographers with the latest women’s fashion. Designers like Karl Lagerfeld, Man Ray or Irgving Penn already had such a photo series in the popular fashion magazine. In general, Vogue writes about celebrities, architecture, design and much more.

• Vogue: Instagram
• Vogue: Website

https://www.instagram.com/p/Bv3lZYiHEyN/

TEEN VOGUE – For the younger generation #2

• Teen Vogue: Instagram
• Teen Vogue: Website

Besides Vogue, Teenvogue is also one of the hottest magazines worldwide. The first edition was published in 2003 and is a sister edition of Vogue. This magazine also features a large number of articles about fashion and celebrities.https://www.instagram.com/p/BtlvJaRnH30/

HARPER’S BAZAAR – the new face of Germany’s next topmodel #3

This year’s winner of the Germany’s Next Topmodel Relay comes on the cover of the German Harper’s Bazaar. This is probably a dream come true, because Harper’s Bazaar is world-famous as well as Vogue and Elle and is represented in 29 countries worldwide. The first edition took place in 1867, and every month of the year artists, designers, photographers and authors are invited to make their statement about the world of fashion, beauty and pop culture.

• Haper’S Bazaar: Instagram
• Haper’s Bazaar: Website

https://www.instagram.com/p/Bvj3ttKg_yv/

COSMOPOLITAN – Glamour, Fashion and Beauty #4

The Cosmopolitan also comes from the fashion metropolis of New York. It is a lifestyle magazine founded in 1886 by Schlicht & Field. The magazine deals with fashion, beauty, partnership, profession and career.

• Cosmopolitan: Instagram
• Cosmopolitan: Website

https://www.instagram.com/p/Bv4BosZFdX7/

THE NEW YORK TIMES STYLE MAGAZINE – not only a newspaper from New York #5

Most people know the New York Times, an internationally known newspaper from New York City. However, this has expanded and has published an associated Style Magazine. The magazine was launched in August 2004. The magazine deals with fashion, living, beauty and travel.

• The New York Times Style Magazine: Website

https://www.instagram.com/p/BLrLmCWBHcf/

NYLON – not just a fashion magazine #6

The first issue of Nylon appeared in 1999 and its focus is on pop culture and fashion. Altogether, the magazine includes art, beauty, music, design and much more.

• Nylon: Instagram
• Nylon: Website

https://www.instagram.com/p/BsD5B3UHFoj/

V MAGAZINE – Karl Lagerfeld, Miley Cyrus, Lana del Rey and Co. #7

V Magazine is known to represent celebrities such as Lady Gaga, Miley Cyrus, Britney Spears, Selena Gomez and many more on their covers. The first issue was published in 1999 and reports on trends in fashion, film, music and art.

• V Magazine: Instagram
• V Magazine: Website

https://www.instagram.com/p/BuEC9QqgkFf/You can find more fashion magazines and highlights here!

ANNA WINTOUR #Special

Anna Wintour is the editor-in-chief of the US edition of Vogue and is one of the most influential women in the fashion industry. She can decide which designers and photographers will be presented in Vogue. Here you can see a 73 questions video with Anna Wintour and learn more about this incredible woman.And how is it to work with such an influential and successful woman? The former assistant of Anna Wintour, published a book with this experience, which was filmed in 2006. If you don’t know the film yet, you can watch the trailer here.

• Sat1 Media Library: Miss Germany (German)
• FIV Magazine responded Miss Germany

Many thanks for the interview!

Sat1 Breakfast TV interview: Tattoo Marketing

There are many examples which have earned good money by renting their skin as advertising space. One of the most famous examples comes naturally from the United States, in the middle of the forehead makes a young lady advertise a great online casino. How much money does it make, is it a smart business idea?

• The interview now in the Sat1 media library: Tattoo Marketing (German)

Advertising: It depends on the range

Reach is worth a lot for companies, therefore you book classical advertising, e.g. on posters or also in search engines. Clever viral campaign or not – at the end of the day any space can be used for advertising. What matters is the range achieved.

Advertising means reach and therefore perception by potential end customers (target group). The more advertising you place, the more likely it is that a customer will fall back on the company’s product, for example the next time they visit Google or the supermarket. In short, the more range, the better. Let’s set up such a small calculation example to show how to calculate such a tattoo.

Calculation of advertising costs (digital): profitability

For our example, we are looking at a classic advertising campaign on Instagram.

1. For each impression (view by user) we pay a few cents and for each click (for example in the Insta Story to the online shop) maybe 40 or 50 cents.
2. For 1000 impressions we pay maybe 15 €.
3. For a brand tattoo you can take between 5.000 Euro and 6.000 Euro, for the neck area already 10.000 to 15.000 €.

As a company, we can now simply offset.

1. If 1000 impressions in the classic online advertising cost us 15 €, our tattoo on the neck would have to be (over the lifetime)
2. 1000 (so much cost 1000 impressions) x 1000 people reach
3. That is, for a compensation one must count as a marketing manager with altogether 1.000.000 humans and/or Impressions, so that the 15.000 € expenditures pay themselves.

Can an unknown “brand ambassador” do this?

Viral coup in the target group

Of course, it’s not just a question of mere reach, the target group is also decisive – that’s why brands for younger companies in particular book such crazy ideas. If our airline planned this viral coup, it did it very cleverly. After all, the tattoo was not only a viral topic in the social networks, even Sat 1 Finally the end of workday and Sat 1 breakfast television have reported about it today. This means that millions of contacts have been made for the airline. That means range and new impressions. The logo presence was over 10 seconds broadcast time!

Here in the screenshot to see:

Conclusion: Doubtful trend

As you can see here in the video, cash plays a big role and leads to decisions you will regret.

….

Social media marketing for small and medium-sized enterprises

Why is presence on social media channels helpful for SMEs, what can they achieve?

The presence of small and medium-sized enterprises on social channels is so important because they save a lot of money! In the past, every small company had to print flyers and waste a lot of time trying to convince people to buy new products.

Today, as a small company, even in the countryside or without large financial resources, you can reach the whole world. Social networks offer 1:1 communication, as if you had a local business in every city in the world. Nuremberg, Munich, Berlin, Hamburg, no distance is far and every communication is only a mouse click away.

You can contact your fans, ask questions or give us suggestions. Otherwise complex and expensive Internet sites can be considerably slimmer, since a lot of brand communication can be covered via the social networks.

Social media is not only an excellent tool for marketing, but also for PR: We often reach our customers faster than any press article could do. New products, announcements and job postings for personnel recruitment – free of charge. Social media channels bundle different marketing tools, because they are much more extensive than many might think.

As an online shop we can e.g. connect our Facebook page with Instagram. We can set up an online shop on Facebook, link the products to Instagram and our followers can shop on Instagram. As an online shop you can even work across networks.

Which platform is the best?

What small and medium-sized enterprises should pay attention to is the choice of social network. Because the support costs time and should be regular, preferably daily. New postings, comments, small and large graphics, who wants to make his social media management profitable, has to invest work every day and give the employees the necessary resources for it.

In the past you could say you were on Facebook, that’s enough. Today the right social network is no longer so easy to define. In short, however, Facebook is and remains the classic and with the largest number of users, even top dog. Conversely, on Facebook you also have to invest advertising budget, organic reach is only difficult to achieve.

Instagram is easier to achieve organic reach, but lacks some of the features you have on Facebook, the social network. This includes direct links, e.g. to our onlinee shop via https://www.onlineshop.com/xy. Without links, we can sell less. Instagram is a must for companies in the fashion and lifestyle industries in particular.

Companies with the necessary capacities and in particular sufficient interest can support a YouTube channel. However, creating content for YouTube is much more time consuming and requires good concepts that work on YouTube. Most medium-sized and large companies cover this area through their social media agency.

The investment is worthwhile! Because the reach that small and medium-sized companies are building up here is permanently available. Our business grows with each new follower by one potential visitor per day.

When assessing the quality of the reach on the individual networks, it can be said that the more time it takes to create the content, the better the number of fans. On Facebook, content is relatively easy to create, you can even share links or other websites without having to create content yourself. However, the organic range is very small. If your Facebook account has 10,000 fans, a single organic posting may reach only 100 or 200 people. Practically nothing.

On Instagram, you usually have to take much more time for interesting content, photos and videos. The content must also be interesting and always new to generate followers for your Instagram account. With a channel of 10,000 fans you can reach about 1,000 people. YouTube is currently the top class, with about 10,000 fans you can actually reach 7,000 or 8,000 people here. But the creation of the contents is very complex, because it needs not only a video production, but also the moderation, as well as a good storyboard.

How to estimate the three big social networks in 2018

YouTube and Pinterest are considered an insider tip, especially as a source for backlinks in the field of search engine optimization. YouTube is therefore also the most expensive source for influencers and bloggers on social networks in terms of overall reach. Those who can place their links in the descriptions of well-running videos, e.g. by influencer marketing or by creating their own content.

On Pinterest you create different galeries with photos. The photos then have individual titles and descriptions. But also the galeries have individual titles and descriptions. Whoever collects a large number of galeries here and meets an interesting and not too overcrowded industry can collect good links for their own project.

Twitter is only of interest to large corporations and public figures. For small and medium-sized businesses, Twitter is generally irrelevant. In relation to success and effort you should not waste time with Twitter. Unless it is a large corporation or a public figure, since tweets are often included in the media.

In short, Facebook with the right advertising budget, Instagram with a creative person and enough time and YouTube if you are a leader and have a lot of commitment of your own! YouTube costs a lot of time and, unlike Facebook and Instagram, is not so easy to check, simply because of the time-consuming content production and the resulting rare postings. But YouTube offers a strong and above all lasting tool, since good videos are placed still after years highly by the algorithm of the video search machine. So anyone who creates an evergreen in a theme, e.g. also for videos such as “How to repair your toilet seat” or “Winter tyres – making cars winterproof”, can market their product absolutely free of charge for many years. Here lies the great magic of YouTube.

How much time / manpower does a small company need if it wants to become active in social media?

When working in social media networks, a daily time window should be taken into account. A big secret trick of social media agencies is the use of online tools to plan content in advance. So a social media manager can plan the content in advance every 14 days and can concentrate on other things in everyday life, e.g. designs, shootings, interaction with the fans, depending on how big one’s own social media marketing is built up. For small companies, time can of course also be used for other work processes. Therefore, the A&O for your Social Media Manager, use an online tool to plan your postings in advance.

If you are in social media marketing, you have to leave yourself or your employee 2 hours a day. Depending on the company, one can create simple content, from everyday life or may have to have higher quality things made, e.g. through photo shootings with models and products.

Depending on this, of course, there are also a few more working hours or even days. Who can afford it, should take a full time Social Media Manager, because in the end it concerns more than only the support. There are so many other functions that a social media manager can perform in the company, only advertisements are so effective that the investment is worth the time for the first optimization.

With a full-time social media manager relationship, a medium-sized company has already done a great job. On top would come then of course still medium-size enterprises, which want more than only support and a little advertisements. This is about brand cooperations, collaboration with influencers and bloggers, but also more extensive social media campaigns that require additional budgets. In the ratio of two hours a day to full time, is the optimal time management for social media marketing in small to medium-sized companies.

What to look out for when interviewing your new Social Media Manager?

It is important to show sufficient references during the job interview and in particular to have a few details of the project explained. Your new social media manager should have channel management skills. He or she should also have looked after at least one channel with over 10,000 fans. He or she should be familiar with designs but also with the creation of creative content. He or she should master the creation of advertisements and the targeting of target groups contained therein while asleep.

You are also welcome to ask for one or the other detail, especially advertisements, as an online shop: What was the best click price and how did you reach it? This is specifically about split testing of different advertisements, so that the most effective one can be filtered out according to a certain amount of advertising budget. Who can answer all these topics in the job interview as Social Media Manager sovereign and in detail, should be able to help you!

And last but not least: Which tools do you recommend and why is it generally helpful to use which tools? (I was thinking about Hootsuite, Canva, Buffer, Pablo, Google Alerts and Fanpage Karma, but maybe you still have a great idea?)

There are many good recommendations in the area of online tools for social media activities. Definitely there should always be a tool to plan content in advance. Like hootsuite or buffer. With this you can plan your social media postings in advance. This not only helps to save time every day, because every process has to be repeated daily, but also possible sick days of the Social Media Manager as well as holidays can be cleverly avoided.

In addition, there are even more special tools for the individual social networks, e.g. monitoring tasks for Facebook YouTube or Instagram. There are several good recommendations for this, too; one of these tools should definitely be used if you want to evaluate the success of activities in social networks. For Facebook and YouTube there are programs like Radrly or Echbot, for Instagram and Influencer programs like Social Analytics One.

Why is the data scandal so big?

Previously, it was always possible to retrieve information from friends’ friends. So if resourceful developers develop a tool that people use, they sign up for, and also authorize their personal data to be forwarded, you’ll receive large data packets (many people) – from just one person. If a Facebook user has an average of 500 friends, you can already cover 50,000 people with just 100 participants (50,000 data packets). We all know postings in our timeline titled “So you would look like an actor.” or “What is your zodiac sign?” These applications are written solely to collect data, the more data you have collected, the better it is possible to evaluate user profiles and target them with advertising. As far as the current data security scandal is concerned, this is about two points:

1. Advertising can also contain political content

Advertising does not necessarily have to be run by companies, advertising can also contain messages of political opinion. So data packets can influence elections, as is currently being debated, about the US election and the decision to “Brexit”. If you want to read more about it, you will find all relevant links in the press review below!

2. Analysis of persons for loans, loans and more

Who owns names and geodata, can connect people with more information. Let’s just say – a database about credit card information and a second one with Facebook data packets. From this new conclusions can be drawn. The more data a large company collects, the more accurately it can create profiles of individuals, but also of streets or neighborhoods. In the end, for inquiries, for example, for loans for houses, resorted to many data. As a result, our “private behavior” in social networks has an influence on our “public reputation”. Once the data has been created, it can be copied many times, very simply. If a person is thinking for a company, he can become it for other companies as well (data sales).

Not only Facebook was considered critical this week, but also influencer marketing.

Criticism of Influencer Marketing: Disadvantages of Hypes – Contribution to WDR (German TV)

We met with WDR this week to look at the critical aspects of influencer marketing. The reason was the new sugar tax in the UK, it is levied on food that has a particularly high sugar content. At the same time the big soft drink manufacturers advertise with young bloggers. It creates interesting videos for young target groups that work well on YouTube. For the adolescent user it is not easy to differentiate that these videos are ads. For the user, at first, only the connection of their own favorite blogger and the soft drink brand is: positive brand image! But that the coveted fashion blogger hardly ever drinks soft drinks because he or she is actually eating healthily and paying attention to the figure, as well as doing sports, does not become clear. What stays in the head is the linkage between the brand and the blogger. What other risks are there in influencer marketing? We have taken a critical look together with the WDR.

• Criticism of Influencer Marketing: Disadvantages of Hypes

Advertising marking in influencer marketing

How do you characterize advertising in social media networks properly? Many companies rarely know the legal aspects of their daily work with bloggers. There are general guidelines of social networks and advertising must be featured in some social networks. When working with young bloggers, you should point them to this aspect. Also, the advertising tag was one of the topics this week.

Change of topic, today a new “sugar law” was adopted in the UK, which taxed products with high sugar content additionally. As a social media expert, WDR wanted to ask us about this sensitive issue for the current hour this evening at 18:45. Soft drink manufacturers are increasingly relying on the marketing strategy influencers. Influencers reach young target groups, very precisely and very specifically, with a high degree of commitment. Especially on YouTube, videos are consumed not just for a few seconds, but intensively over several minutes.

1. Youtube home pages algorithm and subconscious advertising
2. How does the YouTube algorithm work?
3. Differentiation: How easily is advertising for young people recognizable?
4. This is how sugar gets healthy through marketing messages
5. Difference between classic advertising and influencer marketing
6. Advantages and disadvantages in influencer marketing

Youtube home pages algorithm and subconscious advertising

In the algorithm of YouTube, recommendations for us appear on the start page, whether they were shot privately out of the living room or produced commercially, that is to say in the real sense of advertising are not immediately apparent to us. More and more large companies and companies use this direct contact, the immediate recommendation, to convince young target groups of their product and to make new brands fans for the coming decades. Then we take a critical look! If you want to see the full article on Influencer Marketing and influencing target groups, you can find it here in the WDR (German TV) media library (from tomorrow).

How does the YouTube homepage work? How does the YouTube algorithm work?

Each time you visit the YouTube homepage, you’ll see videos that you’re probably interested in. The YouTube algorithm responds in particular to which video titles we choose and which video lengths. Here are the videos filtered. This gives me z.B. in the interest of “football” videos from the field of football. Especially from channels, which I already follow as a user anyway, I get permanent recommendations. This ensures that YouTube can always access material that I like. The disadvantage of this is that discovering new video footage is very difficult, because the material that we see is always what I want to see.

Differentiation: How easily is advertising for young people recognizable?

At first glance, advertising on YouTube is difficult to see. As in all influencer marketing campaigns, personal character plays an important role in blogger videos. The secret of success: Authentic, honest postings submitted by private individuals. A commercial aspect, (should) not be recognized.

When large companies and corporations book bloggers for their marketing campaigns, fans will see a video of their favorite blogger, not a commercial, but an authentic clip. As we get older, we learn the differentiation between advertising and authentic content. Especially for a young target group, however, a separation between authentic content and commercialized advertising is difficult to recognize. Especially through skilful marketing methods of older people who use the knowledge of their own youth to reach today’s youth.

Active Responsibility also plays a role in advertising

In particular, when it comes to advertising in young target groups, that is the address of young people, sometimes even children, everyone is required to take special care in their own work. Which contents are taught and which values? All these questions I have to ask any media maker, self-critical in his work. The very idea of ​​maximizing profits should not be in the focus when advertising with young people. Especially when marketing products, care must be taken that the protection of this particular target group is always maintained. Critical is therefore to be considered if wrong incentives are set.

This is how sugar becomes healthy through marketing messages

Targeted marketing messages in advertising are by no means new and a true classic in advertising. Already 10 or 20 years ago there was criticism z.B. to a fruit yoghurt for children. We suggest “healthy fruits, delicious fruits and vitamins”. In the end, however, the content consists of quark, dyes and above all: sugar.

• In what way should one promote (positive) for such, particularly sugary product?
• How healthy is a commercial appearance for such a product?

All of these questions have been asked by creative people many years ago.

Difference between classic advertising and influencer marketing

The difference between classic advertising and influencer marketing: Back then, advertising was labeled as what it is, advertising. In influencer marketing and product placement in videos, such a differentiation is no longer given. If the Youtube homepage recommends us this clip, or if it just starts in the video after being seen, the user’s influence is low. However, we perceive ourselves as authentically pre-given video that probably fits our interests. Exactly here is the sticking point, advertising is no longer recognizable as such. This results in a discourse that we should lead as a media maker. The WDR has done some of today’s critical reporting on the new sugar law in the UK and how do influencer marketing campaigns of large soft drink corporations collide with the aspirations that young people live healthily (and that we teach them this lifestyle) ?

Influencer marketing in the future: criticism persists

Influencer marketing had not reached zenith by a long shot, and criticism of strategies and methods will increase in the future. Even bloggers and influencers will eventually have to face the responsibility. They are still young, but at some point they will not be 18 or 19 years old and will themselves recognize and accept their social responsibility. This will create a new generation that will lead the discourse with future influencers. How this controversial topic will develop, we will of course accompany you in detail as a social media agency.

Advantages and disadvantages in influencer marketing

There are several pros and cons that are emerging in Influencer Marketing. Basically, as a social media agency, we always talk about reach. For campaigns, specific reach and demographics are posted. For the right bloggers are sought. The current possibility of having “everyone” become a station has given rise to various stations: in the past there were few media houses, today there are countless stations all over the world, in every country and in every city. They influence people with their content, which was initially produced privately and increasingly commercialized. This results in not only opportunities but also risks, as described in the WDR contribution.

Advantages of Influencer Marketing

In particular, the direct approach of target groups and the high level of commitment within this process are worth a lot. While classic advertising is shown incidentally, on posters or distracting between films, this speech is very personal and direct. Referral marketing plays a big value here.

• Great trust between influencer and follower
• Reach exceeds classic advertising
• Followers are multipliers at the same time
• Direct and immediate feedback

Disadvantages of Influencer Marketing

As mentioned at the beginning of the article, great power also gives rise to a great responsibility. Large magazines like Vogue reach as a fashion magazine in Germany 126,000 people with each edition. 100,000 people, some of them are 15 or 16 year old kids. In doing so, you exert almost the same influence as an established media magazine, with a large journalistic or editorial team in the background. This imbalance not only creates opportunities, but also risks for target groups and consumers.

Bad campaigns without “attention to detail” take influencers and company reputation
Risk booking the wrong reach and overlapping bloggers (same reach, duplicate spend)
Advertising on Youtube is expensive

Youtube User Worldwide

Top 49 Cities of the World

Recently 1.481.840 people in New York (USA) are users of Youtube! Around 674.179 poeple in Los Angeles and 1.525.269 in London. How many Youtube useres does your city have?

Other articles and tips on the topic: Influencer Marketing

More about Influencer Marketing can be found here:

• Influencer marketing blog
• Influencer marketing agency

After the video and the excerpts from the magazine, here’s an in-depth interview on Instagram Stories: the new polls

Magazine Publication – Influencer Marketing and Polls on Instagram

German tutorial.

Excerpts from the magazine – Internet World Business

Many thanks for the article! In the coming issues, Stephan M. Czaja will also be active as an author himself: All about Insagram!

Here we have another more in-depth interview on Instagram and the new polls:

An interesting Instagram tool is the Story function. Since such a story only remains active for 24 hours, it can be assumed that the effect on users will probably remain manageable. What experiences have you had with this tool?

Instagram Stories: The new polls

With the principle of Stories, Instagram has expanded by an essential core feature. Stories give users the opportunity to get to know influencers even more closely and directly. Stories are posted four to five times as often as photos and videos. This gives influencers even more leeway to shape their channel, engage fans even more. Who are actually the best Instagrammers in Germany? Here you can find the biggest German Instagram stars.

Photos or videos in the stream, compared to the stories, are much more complex to produce. They have to be of higher quality and require longer planning and production times. A story, on the other hand, is very short, noncommittal and does not have to be perfect. Rather, it is about seeing your own idol outside of the perfect photos. Whether now Caroline Dauer in the morning, still sleepy from bed tells, without make-up, only half sentences or whether Lena and Lisa upload a new musical.ly.

Instagram Stories are the tabloids of the new age. Fans can be closer to their idol in Stories than would be possible in the usual postings. Influencers are “supposedly” delivering intimate glimpses into their own lives – free of charge. What really attracts most fans to Instagram Stories and “the view into other people’s living rooms”, the classic media sprinkling.

Our own experience shows that not every influencer has mastered the art of improvising and acting professionally in front of the camera. The stories require a lot of spontaneity and also very relaxed characters who don’t take themselves too seriously. Not every Instagrammer succeeds in this.

The production of stories is just as time-consuming and you constantly have to think about the next story. No matter if it’s at the breakfast table, at lunch in the university or in the evening in the club. Fans always want to be there and naturally react just as emotionally to successes as they do to post failures. That’s why Instagram Stories involve influencers much more in terms of time, but offer the potential to engage fans even more intensively.

The limited publication time of 24 hours gives the whole thing an additional appeal, of course. Information is only available to a limited extent and similar to online marketing, the shortage also works perfectly here.

Successful Influencer Marketing: With Surveys?

In which industries or in connection with which offers does this tool have the greatest success?

In terms of product placement opportunities, Instagram Stories are interesting for the same providers who also work with posts in the Timeline. Ultimately, however, the target groups or followers of the influencers and their interests are the same. Therefore, product placements are also successful in similar areas as they are in classic Instagram. These include fashion, beauty, fitness, nutrition and travel. Each individual industry can of course be subdivided into many again, in the fashion sector alone there are sunglasses, handbags, new trend brands but also the giants in the industry that are involved in influencer marketing.

As described, products can be promoted much more effectively in stories because more time is available.

Stories can be linked so that each one tells a small story. If the influencer then publishes four or five posts in a row, a larger story develops. For the viewer or follower, this means a greater, more intensive connection to the topic than one post could create. We know the same effect from classic TV advertising. The more often we see a brand in a commercial, the more likely we are to have the product in mind. Whoever then buys a paper handkerchief knows what he will fall back on in the supermarket. We trust the recommendations of others, which is what makes Instagram and Stories so valuable for social promotion.

Instagram Campaigns: The new opportunities for companies

The story feature now gets the option to include “polls” or votes.

What new opportunities does this present for Instagram campaigns?

The new poll feature is a very interesting option as it gives the user another way to interact with the influencer besides the classic likes and comments.

A good best practice example came earlier this year when Shirin David, known from YouTube, Instagram and from the DSDS jury (RTL), called on her followers to help design and create her new perfume. Her fans were then able to take part in a multi-stage poll, the perfume was then titled “created by the community”. More than 300,000 young people took part in the survey, contributing to the new perfume and its creation.

This best practice shows the power behind surveys and user engagement. From a simple morning outfit question, “What shoes do you think go with my outfit?” To an in-depth marketing tool for product development.

When polls are included in Instagram Stories, they only remain anonymous for the users. Because whoever adds the poll option to Stories can not only see how many users have voted, but also who exactly voted for what.

Data evaluation: profitable or risky

How does this property of the poll function affect its usability in marketing?

The question, of course, takes us deep into technical development.

As we see from various analytics tools but also from simpler bots that exist for platforms like Instagram, the use of data is an absolute goldmine. For marketing companies and advertising agencies that accompany clients in the larger and international segment, the development of such programs is quite exciting and they will be invested in.

If, for example, you access Instagram via the interface and read out the channel of the influencer with authorization, you could create relatively simple targeting for the user groups. Whoever then makes a decision that is A, B or C, gets a corresponding ad played out, matching their own opinion. A simple example here would be the scattering of advertisements with individual name t-shirts in social networks. The trick: users see an ad, but with their own names printed on it. Direct address thanks to data utilization.

Of course, the chance of interaction is much higher with targeted ads, since the approach is individual and therefore less promotional. The own name immediately appeals to the users. The same principle can of course also be transferred to the new functions and options of the polls.

However, the evaluation of the data is very complex, if you look at the reach or the impressions of an average influencer, with a million followers, then a single story, for example, reaches over half a million people. If 10% of those still interact, there are 50,000 different people who participated. These can’t be easily exported in a CSV and even that would be too much of a good thing for most influencers. For larger and more complex projects, however, there is an extremely high potential in the analysis of the data. Especially when it comes to displaying ads that are based on the individual decisions of the user and thus significantly increase the probability of interaction. However, this requires complex software and the necessary background, as the data evaluation is not feasible as individual influencers and therefore hardly relevant.

Does this possibly rub off negatively on companies that make use of this function?

The use of the resulting data to improve products or create new ones is a positive signal for the users. Their own opinion is taken into account and their own wishes are also seen and perceived by the idol or influencer. If the communication strategy explains the model in a transparent way, no matter what the campaign looks like, it stands for customer wishes and the participation of the community. As we also see in politics, the desire for referendums, or the desire for consideration of one’s own opinion, is very important to many. So if users can help shape and influence things themselves, they will see this as a positive sign if all processes are presented transparently.

Beware of shitstorms! Topics must be well thought out

What survey categories should companies avoid?

Survey categories should of course always deal with the own thematic area, the own industry or the own environment. In general, as in the social networks, one should refrain from politics and religion. Clear positioning in one’s own market environment is recommended. Beauty brands should include thematically related content. E.g. fashion, fashion weeks or even stars.

The topics should be fun for people, social networks and of course Instagram work because they distract people, bring them joy, give them a little vacation from everyday life. In this environment, no one will deal with sad or highly emotional topics. People want fun and a little distraction. That’s how you should position yourself thematically.

Influencer Marketing from A-Z

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