Influencer Marketing Marketing Social Media Marketing

Influencer Marketing 20.22

“Influencer Marketing in the last and next 2000 years” – would that have been a good headline for this article? “Don’t think so,” you’re probably thinking now. “Especially the thing about the 2000 years in the past is incorrect, there was no internet back then.”

Right! But hey. Since when do influencers need the Internet? After all, influencers have always existed. And the trend to use influencers to promote your own Amazon brand or drop shipping business instead of traditional online marketing is unbroken and unstoppable.

Doubters do not change that either. Since I make money for other people with (direct) marketing, people have been trying to tell me that megatrends are overtaking themselves and that zeitgeist phenomena are completely disappearing. That’s nonsense. When it comes to influencer marketing, people get inspired by people. People also want to interact digitally with people. Influencer marketing is past and future at the same time. Direct marketing, direct sales, D2C – Direct to Customer.

Growth rates around the world speak for themselves. You were wrong, doubters! Wrong with Jesus (in my view a key opinion leader par excellence), with the Internet bubble – and nowadays with the relevance of influencers. “Vin Mariani” was one of the first examples of industrial influencer marketing. It was strong in the 19th century, a predecessor of Coca Cola. The leading “coked” red wine, which was then admixed with extract of coca leafs (0,6 milligram per 300 milliliters), was finally banned. Images and quotations of the pope and other dazzling personalities can still be seen. Mouth-to-mouth propaganda, the use of testimonials and influences lives on!

By now, every small retailer, every CEO, every association and NGO leader should be aware of it and therefore undisputed: Influencer marketing has more impact for people under 35. More impact is currently not possible with any other online tool. The buzz is increasing because it’s fun to be entertained by influencers – and people are still attracted by the fame that comes with it. In the future, influencer marketing will be further boosted by the Metaverse phenomenon. In this way, halfway democratically, more awareness becomes affordable for small, large, young and old brands; better staff can be recruited, more direct sales and appealing content for the social media channels of companies is formed.

That’s why good companies today fish for the best influencer marketing managers, influencer relations managers and influencers. For them, it is entirely logical that establishing relationships with influencers is part of the toolset in marketing departments.

And what do our kids think? It’s simply very attractive! So fast and without TV as a gatekeeper no one could build a massive fanbase and client base 10 years ago. Watch Huang Wai, 35 years young and the Chinese livestream queen. She recently had to pay 186 million Euros due to tax offenses. The supplier site of influencer marketing will never dry out. It’s about independence and about early wealth. 186 million Euros, an enormous amount of taxes that usually top league footballers pay in their entire lives.

Let’s talk about young customers: Generations Y and Z, whose eldest have just turned thirty-five, they like to enjoy lively and approachable icons instead of partying with the average people, which wobbles around in the inflationary background noise of public TV stations and streaming platforms. It’s just not as easy as it was in the good old 80’s Christmas series to set up tomorrow’s stars in sequentially programmable media. Two clicks in Tik Tok, Snapchat, Instagram, YouTube, LinkedIn, Pinterest, Twitch or Facebook – and your own crowd is there. Yes, I’m a Super Fan, and as such I dedicate part of my life to interacting, which in turn translates into monetary benefits with my online role models. Why not! Super Fans are the most valuable “commodity” for marketers, saving thousands of hours of paperwork, group mentoring and podcast creation.

And what drives marketing managers? The rules of the game for this discipline are internationally accepted, influencers can be commissioned directly by anyone. In the influencer business the middleman was dead before he really developed. Maybe that’s why influencer marketing isn’t a favorite of the agency scene everywhere. In the past, anyone who wanted to get the magic “Barbie Girl” singer excited about his graffiti shirt had to hang it on her door in the hotel; one had to know the manager to get past security. Today a private message to Sorelle Amore via Instagram is enough. She has 512,000 followers, Lene Nystrom from Aqua “only” 67.9k.

But stop! Are we actively searching on social media? No, not that much, we mainly find inspiration on IG & Co. People still search on Google, and sometimes on one of the few other search engines. With influencer marketing, we can easily build the bridge between social media optimization (MEO) and search engine optimization (SEO). Web SEO, shop SEO, social media as an SEO booster and if we want to sell, then Amazon SEO too.

How do we do it? SEO-optimized video descriptions and captions, use Facebook intensively – and with online PR. New products, services, artists, and online shops can be launched with high-quality media releases to bloggers and online editors. Skillfully written online press releases lead to journalistic contributions in portals and blog posts (which in turn improve SEO), or to a premium place in the press portal of News Aktuell and other reputable sources.

What is that supposed to tell us? We must not leave the power of influencer marketing in concert with proven online marketing tools to others. We should not underestimate the potential that can be leveraged globally, nationally, and locally in the combination of influencers and social media in 2022 either. If we are responsible for the marketing and future success of a company today, if we (still) own an advertising agency or if we want to break new ground as founders who think and act sustainably, we need an influencer marketing strategy. What can we achieve with influencers? Where can we find the right influencers? Which business models and budgets have proven themselves? Which tools help with planning and implementation? The author answers these questions in his publications, lectures, seminars and coaching sessions.

Advertising Branding DIY - Do it Yourself Marketing

Better first impression? Design your own masks!

Do we give up a piece of our individuality when we cover half of our face with disposable masks? Are there alternatives to the OR green or white of the standard paper versions that we get at every corner? And what is the subject of “mouth and nose mask” actually doing in my blog about digital lifestyle?

This week, the second Covid-19 wave has Europe firmly under control. Official requirements for wearing masks or protective shields that “glass in” the entire face are becoming more stringent. Even if we have been doing our coaching and consulting business more and more often via online conferences lately – Zoom & Co. does not go shopping for us, to the restaurant or even on the first date with the flirt.

As a co-founder of the Influencer Marketing Academy (IMA), I have a natural professional interest in the fields of beauty, style, personal care and travel. Even if we prepare a wide variety of business customers in our academy to make the best possible use of social media and influencers and of course not only cover B2C topics related to appearance and well-being – what we depict our customers in posts, stories, videos and live casts , should be as authentic as possible. This authenticity, and actually very practical “(self-) branding” options offered by masks, have moved me to write this article.

Standard disposable masks, designed to protect us and others, cover almost half of our face. This is the first time in our hemisphere that we are forced to adapt our appearance to a certain extent to comply with legal requirements. Masks become part of our outfits and tell others something about our style. How do masks change?

The influence of masks on the perception of others

“If the eye cannot convince, the mouth does not convince” – there seems to be something to this quote from Franz Grillparzer. As the editorial team of the “Brigitte” magazine sums up, there are six little things that others use to judge you without knowing you. The dress style comes first, according to “Psychology Today” especially the color choice. Then the eyes follows. Cobus market research confirms in a study that eyes are true “eye catchers”. Handshake, posture and voice occupy the rankings three to five. The mouth is listed #6 and was noticed by 22 percent of those surveyed. Studies have found that a smile, especially when you first get to know each other, “remembers us better and feels a little connected to us,” says Brigitte.

Make the obligation to create your own style with self-designed masks

Because masks will probably be with us for a long time, there are several aspects that stand for reusable mask products: If the functional quality and hygiene are ensured, high-quality fabric masks are certainly more sustainable than disposable ones. By far the most important aspect, however, is that designed masks – picked from artist collections or self-made – underline your own personality more strongly. Because everyone needs masks, the purchase is not only suitable for yourself, but also for family, friends, colleagues (employer branding!) And for customers, of course.

The possibility of applying individual prints to masks is a new way of adding fashionable accents to the face. DIY masks are as well suitable for abstract patterns, plain colors, but also for displaying the (own) brand, e.g. for social media personalities, influencers or “public figures”. As a small gift for customers in times when real social contacts are rare, mask presents are really meaningful and the opportunity to break new ground in marketing and advertising by connecting your own brand with something positive, useful and groundbreaking .

Where can I get individual masks?

Reusable masks are available from major sports and lifestyle labels such as Adidas and Nike. More exclusive fashion brands like Yoshi Zen offer design face masks from $ 89. Profound has a selection of colorful paper masks and more elaborate prints on washable fabrics.

In Europe, Vistaprint with its mask creator is certainly one of the pioneers when it comes to the quick and easy implementation of your own creations. In addition to the selection from artist collections, it is possible to upload your own graphic or photo here. There are self-designed masks for adults (in two sizes for 18 euros) and for children (14 euros). Part of this money goes back from Vistaprint to small businesses. The masks printed with your own motifs can be machine washed up to 25 times at 60 ° and then prepared in the dryer for reuse. The manufacturer writes about the product: “The new IF masks are equipped with an integrated filter so that you no longer have to worry about replacing them. By wearing a self-printed everyday mask, you can fashionably and creatively show attentiveness to your fellow human beings when you are out and about.” Order the individual, customizable masks from Vistaprint online here.

Ethical Notice: The creation and publication of this article is aided by product placements and affiliate links. Nevertheless, this potential remuneration in no way affects the editorial independence of the author.

Advertising Branding Influencer Marketing Marketing Social Media Marketing

Brewery: emotionally charge beer with influencer marketing

Few German beer producers exploit the opportunities that social media marketing offers. Instead of using the great potential of social media channels and (live) streaming platforms to promote products with cool videos, emotional photos, podcast, we often see indoor shots from the brewery or boring to embarrassing poses.

Even the biggest companies missing their chance to create more awareness, expansion of reach and, above all, conditioning a positive attitude towards life with beer consuming. As masters of classic communication, beer marketers seem to rarely understand how to exploit their potential digitally. This is the conclusion of a market analysis, to be read in a contribution in the GETRÄNKE ZEITUNG (issue 07/2020)

“Every day, German brewers miss valuable opportunities to position their product among consumers together with influencers,” says Sascha Schulz. “Coordinated influencer and blogger programs, which also involve sales partners and inns, are the absolute exception.”

More than 120,000 influencers and bloggers can be contracted locally, regionally and nationally for collaboration in Germany. There are millions of talented international influencers. Beer as a lifestyle drink is promoted not only by “beer experts” together with partners from breweries abroad, but also finds interesting approaches in the categories of sports, food, beauty and travel.

Sascha Schulz, co-founder of the Influencer Marketing Academy (IMA), describes how modern beer marketing can be implemented with bloggers, influencers and key opinion leaders in a contribution in issue 07/2020 of GETRÄNKE ZEITUNG.