“Made in Germany” Influencer Marketing – Interview Deutsche Welle DW TV

Our Social Media Agency is today at Deutsche Welle DW TV as an expert on influencer marketing with owner Stephan M. Czaja and singer / songwriter Luna Farina. In particular, we are talking about Luna Farina (18), whom we accompany and support. Together we produce her own songs and support music videos. Luna is extremely diligent in everything she does. With 240k followers on TikTok, more than 100k on Instagram and 60k on Youtube (music videos). In the TV show “Influencer: The I as a business model” Luna gives some insights into her work and we also give some insights into the topic: “How much do influencers actually earn?

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

Thanks to the whole team!

Many thanks to my team:

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

Luna Farina – TikTok Channel

Source: DW TV / Mediathek

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

Stephan M. Czaja – media expert and speaker

Source: DW TV / Mediathek


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.

Find influencers: Search engine for Instagram

Find the right influencer quickly and easily with a tool for Instagram? That works! Especially the search for cities and conurbations is important for Influencer Marketing. This is where the buyers, who daily flow into the shops of the inner city and the suburbs, focus their attention. That’s why many are looking for an Influencer tool for Instagram that will help you find the right bloggers quickly and easily. Of course the search must not be complicated, especially for patches and offers the search has to be fast. Social media managers are therefore dependent on good software for analysis and detection of influencers.

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Influencer Search Engine: The Online Tool for Instagram

A simple Influencer search engine does not exist! Or is it? Instagram belongs to Facebook. Facebook’s business model is data about users. If Facebook or Instagram made this data available so easily, the business model would no longer be exclusive to them. Other companies could quickly settle down to steal their own programs from the data. Facebook or Instagram acts as an intermediary and therefore keeps all data to itself. If you remember the data scandal of the company Cambridge Analytica, you will see what you can do with large amounts of data. In the course of the data affair and after Mark Zuckerberg’s hearings with high-ranking US officials, access to the data was restricted even more. Instead of thousands of accesses again, now only a few hundred are possible per minute. Therefore companies, software in addition, most on-board systems cannot pull large quantities of data any more. Since Instagram has nearly one billion users, one would have to update all these profiles daily, in order to be able to supply really meaningful values. With only 200 requests per minute, you can’t get that far every day. That’s why there is no exact analytics software for Influencer on Instagram.

The best alternative to detecting Influencer on Instagram is therefore a small live hack on our part!

Finding influencers with Combin

Agency everyday life: Influencers are sought by hand on the smartphone. This takes a lot of time. It is better to have a smart tool work for you: Combin.

Search function and results

Combin stands in particular for increasing reach through interaction. The basic function is to find the right audience using parameters. These include, for example, the number of likes on a picture or the targeted search for media with a specific hash tag. If you are looking for influencers, you can use this function to track down people.

Combin analyses millions and billions of contents in the search and sorts itself according to search criteria and chronologically. You get a simple overview with media and the most important data (likes, comments, etc.). Now you have 50, 100, 250 or more influencers at a glance! So the selection is easy.

Search filter

The search can be further restricted by entering hashtags. For car manufacturers #mercedes or #bmw easy to find people who:

  1. Post the right content (with hashtag)
  2. A certain number of Likes have (correspondingly many followers)
  3. Associated number of comments
  4. Time factor
  5. Much more…

Specific search for influencers in regions? Whoever works internationally, for example in Europe, is confronted with many different languages. Our tip: Translate words with Translator (e.g. Google Translator) into national languages, then search. International search? When searching, it is particularly worthwhile to search for terms in the national languages.

If you search only for a #hashtag like #fashion, all postings (also with 0 Likes) appear, so you should set the filter directly to 5,000 + Likes. So the general search looks up with results, only filtered to one #hashtag.

Combin continues to evolve into Instagram marketing and content planning solutions.

Analyze channel

Here in Best Practice to see a new channel for a fashion magazine. This gives your own social media / influencer manager an immediate overview.

Instagram Analysis Online with a few clicks

Of course Combin can do much more! With our online tool you can perform the Instagram Analysis online. Very easy and convenient, from notebook, tablet, desktop PC and of course from smartphone. So you always have an overview of your current influencers, for different projects or campaigns.

Find influencers: Database for exact search

Most influencer agencies as well as social media agencies still work in Excel lists. Here the individual influencers are collected, with their channel ID, the individual URL but also the current follower and the current news. The data must be constantly updated, this costs a lot of time from employees and therefore a lot of money! Finding influencers is definitely not free of charge. For some campaigns it is 97.98 % time saving. The tool offers so many advantages to your company. Also in our consultations we see how much time can be saved in some agencies. Especially if one or two employees update data every day. After the online tool for the influencer search was integrated into the everyday life of the agency, these people were able to focus directly on more effective work.

amit you not only have a huge selection of influencers to find in Germany, but also in Europe and worldwide. So far, the search is focused on Germany, but you have protection access to many countries and cities in the world.

How to categorize influencers?

More about this topic: Influencer categorization.

Infographic: Classification of influencers

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2 hours Influencer Marketing: Free Video Course – Keys of Cooperation

New! Fresh! And 100% free! My new video tutorial about Influencer Marketing. With our new tool Social Analytics we make Influencer Marketing possible for every agency, every company, every online shop and every startup! To make sure everyone knows exactly how to do it and where the important adjustments are, I spent one week, every evening in the studio and recorded this two-hour video course with all the important facts about basics, definition, KPIs, campaign, planning, analysis, monitoring and much more.

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Free online course! Influencer Marketing Basics

Here is an overview of the different topics and focuses of the two-hour tutorial.

Introduction to Influencer Marketing


Development of social networks / social value

Social Network Ranking, Values of the networks

Classification and categories

Advantages Influencer Marketing


Software support in social media marketing on Instagram

Hootsuite / Screencast

Social Analytics / Screencast

Instazood / Screencast

Planning and implementation of an Influencer concept

Definition of the objectives

Applications / SA Hashtag Analyser

Qualitative and quantitative attributes of the influencer

Influencer Search / SA Research / SA Manager

Briefing for the Influencer




Offers for agencies / SA campaign planner

Monitoring / SA Monitoring


Introductionstrong> into influencer marketing

Definition: Influencer Marketing


Especially young people

Recommendation, Evaluation Opinion

High credibility


92% trust recommendations from people
(even if they don’t know her)
also PR:

95% of editors use search engines for their research

development of social networks / social value

Forums and pioneers like Ebay

First communities ( Myspace) and data transfers (Napster)

The Web 2.0: Permanent networking
Social networks have revolutionized the entire world

Bloggers and opinion leaders

Social Commerce: Referral purchases

Social Network Ranking, Values of the networks

Facebook: The giant for paid advertising

31 million users
19 million now active day

Overlay of news, groups, pages

Viral groups as an alternative

Advertising as a must
Even advertising slowly played out, overlay

youtube: Organic traffic with value

4 – 8 million frequently / regularly depending on survey

Long-term placement / calls

high involvement

SEO aspect

Instagram: Trends in seconds

15 million users active every month

People under 15 years over 30 min daily

Daily entertainment

Favourably compare Youtube / FB Ads

Classification and categorization of bloggers


5-10k are micro


100k+ can become idols

1M+ Stars

are the most popular:

Top Germany (Football, Youtuber, Lisa and Lena)

Normal influencers (fashion, lifestyle, sports)


Fashion, biggest topic







Animals, Pets

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w3> advantages Influencer Marketing

advantages in marketing

Desired target group
No Adblock
No control
Exact target group (data influencers)

Influencer marketing is credible
Bridging the distance to the consumer

High ranges
Pamela Reif 3.3 million
Vogue 200K, < 10%
Paola Maria 5.4 million

In 2017, 50% of 14-19 year olds bought a product by recommendation of an influencer

Purchase decision by age group

50% – 14-19 years

33% – 20-29 years

24% – 30-39 years

10% – 40-49 years

7% – 50-59 years or 3% 60 years +

Risks that arise

Offensive advertising does not work
Solution: product placement or storytelling

Vertigo with reach
Solution: Engagement / Interaction as hard currency

Software support Basics

hotsuite / screencast

Forward planning of content for different networks

Streams facilitate access to posts, scheduled posts, fans, interactions, etc.

Create social networks in seconds

Social Analytics / Screencast

Influencer Research (search by country, city, etc.) and the Influencer Report (profile and analysis)

Influencer List for management, grouping and always up-to-date data

Campaign Manager for fast processing of requests and offers (with forecasts)

Posting monitoring for success analysis and evaluation of campaigns and influencers

Hashtag Analyser examines millions of postings and shows you the most successful influencers and postings for a hashtag

Toplist Creator for trend content and search engine optimization as an extra for our customers!

Instazood / Screencast

Everyone talks about bots: What are bots?

How does a social bot work?

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Influencer concept: How do I create an advertising campaign with bloggers?>/h2>

Definition of objectives as a first step

Strategy at a glance

Definition of the target group / customer needs

Identification of topics, keywords and channels

Identification of the influencers

Goals and KPIs

Influencer analysis

Procedure of a campaign and important questions

What do you want to achieve with your campaign or influencers?

What should the influencers do for your brand?

What does the individual influencer get out of it / in return?

Who should contact the influencers, when and how?

Calculate range (impressions)

Calculate Impressions
Impressions of a posting = number of followers / 1.52
Impressions of a story = number of followers / 27.46

Assessing costs and success by means of ROI (Return of Invest)

ROI = Turnover achieved / investment for sponsored post
2.5 = 250 Turnover / 100 Invest

Heavy on Instagram, only one link

Tracking through codes

possibilities of the bloggers in the campaign

effect and emotionalisation

Reach and attention

Increase of brand awareness



forms of advertising from product presentation to unboxing

Product presentations

Product recommendations


Hashtag setting

Products (clothing) “wear

Direct sales (affiliate marketing)

Competition analysis and creativity process

Channels on IG

or Hashtag Analyser

Qualitative and quantitative attributes of the influencer

Qualitative characteristics of bloggers

Features from “Identification of influencers

Sex, age, look, interests, amount of influencers, min / max Follower

Its target group is A&O

Quantitative characteristics of bloggers

number of followers

Number of comments

Number of Likes and Shares

Focus: engagement and interactions
Engagement Rate = Number of followers / ( Likes + Comments * 2 )

Interactinosrates as a sign of quality and value

Up to 50,000 fans from 8-20% (top 25, 30%; average 8-12%)

50.000 – 100.000 fans from 6-14%

100.000 – 500.000 fans from 5-11%

500.000 – 1.000.000 fans from 4-9%

1,000,000 – 5,000,000 fans from 2 -6

5,000,000 – 10,000,000 fans from 1-4

fluencer search

Find influencers with the research tool from Social Analytics

Cities, countries, categories: Everything in one overview

Influencer Management and Groups

briefing for the influencer before contact

contact details
Company, contact person, e-mail, telephone

Campaign data
Customer, content

Tasks of the Influencer (Digital)
Postings, stories, videos, attendance

Tasks of the Influencer (Offline)
preparation, training, store visits

One-time, regular, duration / deletion?

Media usage
Countries, language regions, duration

Contents of the postings
Representation of the mark, marking, mention

influencer, client, PR / press, third party

contact: here we go!

General behaviour and guidelines

Via e-mail, short and sweet

Do not put pressure

take criticism seriously

personal dialog

Include content and ideas

Show interest in contributions

Link, comment on blogger posts

offer added value: exclusivity

exclusive offerings

unpublished information

for profiling in your own community

contract and framework agreement>/h3>
Basis: Briefing of the influencer

processing from booking to payment

Influencer posts photos / videos

Influencer stores media (posts, stories, etc.)

Send media data (monitoring)


offers for agencies in seconds

Campaign planning and prediction of reach, likes, comments

Price calculation of postings and stories

Monitoring to measure success

Influencer grouping for monitoring

Parameter input (mention, marker in image and hashtags)
Desired target group

Influencer marketing is credible

High ranges

In 2017, 50% of 14-19 year olds bought a product by recommendation of an influencer

Social Analytics supports the entire process

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Influencer Marketing on Instagram for Cosmetics / Make Up Studios – Interview

Instagram is the perfect site for influencers. With a wide variety of themes, you can attract your followers. Whether clothing, nutrition or cosmetics, influencers like to advertise for every industry. Cosmetics institutes in particular can use this opportunity to reach customers or expand their own followers. We have an exclusive interview for you with our expert for influencer marketing in the field of cosmetics and make-up.

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Cosmetics, Make-Up and Influencer Marketing – Why it works

Question: Why is it important that cosmetic institutes rely on influencers, especially macro and nano influencers?

Many initially shy away when they hear terms like Social Media Marketing, Blogger Relations, Micro or Nano Influencer. The principle is very simple and everyone knows it!

The more flyers you distribute, the more people know about our cosmetic institute. Who then still supplies a convincing service with the customer, wins new regular customers and thus also humans, who pronounce a recommendation opposite friends or work colleagues.

They also use the same principle of reach and recommendation in social media marketing.

On Instagram and other social networks, there are many people who match your audience. For example, if you usually have 25 to 45 year old women as customers, you can find bloggers on Instagram who reach a larger number of people. For example, 1,000 to 10,000 people and are of the appropriate age. If these 1,000 people (or followers) also come from the immediate vicinity, all the better.

This is exactly why it is worthwhile to rely on smaller influencers, as their reach often still consists of regional relationships, e.g. friends and friends. Large influencers with channels for 100,000 people spread the reach throughout Germany and worldwide. Such influencers are only worthwhile for a supraregional Make Up Artist Agency. You need a local connection to your city or district.

So let’s get back to our micro or nano influencer. You could, for example, invite ten different influencers from your area to Instagram for a free make-up session or a consultation. In return, the blogger talks about you and your business in his Instagram Stories or makes a posting.

In the Instagram Stories bloggers take their fans into everyday life. From small videos for breakfast to the trip to the gym and lunch… Here one can talk perfectly about the day, e.g. that one is already looking forward to the visit in the studio. The next day, your influencer makes a video live from the consultation appointment or shows in photos, the before / after result.

The fans will have a look at the stories and postings and will also take notice of the recommendation. If you do such actions several times in a row, you can gain more reach and thus potential customers.

Budget and costs for your cosmetics business

Question: What is the budget like? How much should a beautician plan?

As far as nano and micro influencers are concerned and the terms are not exactly defined, cosmeticians do not need to plan a large budget. Time and commitment are important, also in the cover letter and in making contact.

Why do people want to work with this one influencer and what are the advantages of the influencer? Is there a free type consultation? Is there a free makeup? Is there perhaps a second free make-up if the influencer needs it e.g. for an event? Large budgets are not paid in this area, but rather a win-win situation for both sides.

Objectives for Your Influencer Marketing

Question: What results can the cosmetician expect from different influencers?

As with all marketing measures, the aim is always to test methods. The one will perhaps find a very good influencer, with great regional reference, through a girlfriend who delivers an excellent result. The other may first have to deal with two or three less effective influencers. At the end of the test action, e.g. with five to ten influencers, you can draw your own conclusions, who worked well, who was uncomplicated, who posted a lot?

Question: How is the cooperation with the influencers going? Do you have any tips?

Remember to create an added value as a package, e.g. with the second free make-up, for a date of your choice. So you have a posting or several stories from the first appointment that are positive for you. At a second, private appointment, he gets Influencer a make-up for an event, the second special for the Influencer. All in all you have a great and comprehensive package.

Budget you only need for your time and material. If you still want to pay something, you can calculate the prices with tools like this Instagram price calculator.

As a special goodie you can put a special product on top that you as a private person might not buy, e.g. because it is a little more expensive than the usual, common products. This gives you a great overall package for your first cooperation with which you can convince the first influencers of yourself.

Invite the influencer to your store and remember that the influencer may report about the visit in a story the day before. After that there is a story in the shop and a story with the results. Ideally a posting, with a satisfied customer!

Finding and contacting influencers

Question: How do I find influencers and how do I know who one is?

My recommendation is to ask friends or acquaintances in your area whether you know influencers from your own city. Request Influencer, with a size of 5,000 to 50,000 fans.

In addition: Use Hashtags for your search, use the #Düsseldorf for smaller cities, scroll through the results and click on the profiles of people you like. If these people have 5,000 fans, they’re ideal.

For larger make-up artist studios with multiple locations, social media software such as Social Analytics is recommended for Instagram. Here you can filter influencers directly to Stetten.

If you like a person very much, 1,000 people may be enough. If these 1,000 people ultimately produce ten who make an appointment with you based on the positive recommendation of the influencer, you have already generated your added value!

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Influencer Marketing Strategies – Speaker Lecture @ ISM

What makes Influencer Marketing so special? In my last Influencer Marketing presentation for this year, we once again focused on the methods and strategies that social media managers need today. As a speaker this was my second appearance at the International School of Management. Here young students learn how media and marketing work. In the middle of the Mediapark Cologne, this is the best location for young talents. Today we met about Influencer Marketing on YouTube. Although Influencer Marketing does not only work on YouTube but also on social media platforms like Facebook or instagram, we still predict the greatest power for YouTube. Here URLs for online shops can be perfectly positioned, influencers achieve an incredibly high interaction rate and real involvement in their stories. Their fans, their community, follow them every step of the way. That’s why we wanted to look at the secrets of influencer marketing for the last time this year.

Lecture: Influencer Marketing & Blogger Relations 2019

In the lecture Influencer Marketing on more than 90 individual slides, the magic but also the mechanism behind the marketing strategy will be discussed. Social networks and the World Wide Web have changed our entire world forever. From stock markets that trade in real time today to real-time communication around the world. The friend calls his girlfriend from Australia, they have a first-class conversation, although she is in the USA. Accordingly, information spreads rapidly. Influencers therefore create large viral effects, viral effects that advertising agencies but also social media agencies want to use profitably for their customers. This is also a great business for the influencers, because they can concentrate fully on their biggest hobby and make it their profession.

Of course, my lecture also deals with the topic of earning money as an influencer. On which network do you earn the most money? How much does a marketing manager have to put aside for a good influencer campaign? Do you prefer to book the one big macro influencer or do you prefer to concentrate on micro influencers? Many questions that social media managers have to deal with, especially when they are studying. Therefore I am always happy to give the young students some input from the entrepreneurial world. Let’s take a look at a small selection of the slides presented in the lecture.

Example slides from the lecture – selection

If you are looking for an influencer marketing speaker, then I would like to give you a few insights into a selection of my slides.

Location: International School of Management (University)

The International School of Management has its headquarters in Cologne at Mediapark. Indirect with lake and close to the city. The perfect place for creativity but also for the classic buy human knowledge. More information about the International School of Management can be found here:

Influencer Marketing Online Course – now on Youtube (German)

My free online workshop is now available on Youtube. Whole 6 parts about Influencer Marketing. This is part one:

Speaker for Influencer & Social Media Marketing

If you are looking for a speaker for your next university event or your next employee training or further education, please feel free to contact us at any time. We look forward to your call or e-mail! If required, please also send us information about the event as well as the times and general conditions or general information directly.

Data scandal on Facebook / Cambridge Analytica and criticism of influencer marketing | Social Media Week

This week, the social media world was overshadowed by the data scandal around Facebook. The exact details are still about 300 million data packets, which were obtained by the social media analysis firm Cambridge Analytica by dubious methods. Quite simply explained:

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.

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.

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

Young bloggers and influencers today reach 10,000 fans, some 100,000 and some millions. If I’m allowed to cite one of the classic movies, Spiderman’s uncle said the moment he died, “out of great power, comes with great responsibility.” How is it in influencer marketing?

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?

City User
Shanghai 4.210.128
Beijing 3.734.422
Istanbul 2.434.247
Tokyo 2.345.509
Moscow 2.117.074
Seoul 1.769.946
London 1.525.269
New York 1.481.840
Rio de Janeiro 1.116.009
Singapore 960.682
Los Angeles 674.179
Cape Town 649.137
Yokohama 646.732
Berlin 610.501
Madrid 556.665
Rome 499.383
Dubai 497.361
Toronto 474.105
Taipei 469.488
Chicago 467.861
Paris 386.984
Montreal 286.299
Barcelona 278.494
Philadelphia 272.127
Kyoto 255.934
Munich 251.735
Milan 236.032
Dallas 228.746
Cologne 183.515

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