What does the future of influencer marketing look like?

[:en]An influencer reaches a specific group of people daily through social networks and blogs on a selected topic. These followers follow the influencer because they focus on an area of interest where they are a specialist and publish content or motion pictures accordingly. This provides followers with valuable information, which they reward not only with trust and channel loyalty but, in the best case, also share within their own network. Thus, the influencer becomes an important brand ambassador with enormous reach, convincing their followers, for example, of the positive qualities of selected services or products.

How exactly does influencer marketing work?

The principle of influencer marketing, as a component of social media marketing, is basically quite simple. An influencer is able to authentically present services and products based on their own experiences. This way, the target audience feels genuinely individually and personally addressed by the brand message, without the feeling of crude, conventional advertising. An essential competitive advantage, especially in today’s world, where we are overwhelmed daily by an unfiltered flood of generic advertising.

How has influencer marketing evolved over the past years?

Influencer marketing has flourished in recent years. In particular, a very high conversion rate plays a central role. However, changes have also become noticeable, as the authenticity of influencers has sometimes suffered due to a multitude of companies hiring opinion leaders. From this, new trends have developed that make influencer marketing interesting and successful for the future as well.

Does influencer marketing have a future?

Definitely, because with influencer marketing, you will reach your target audience precisely at the right touchpoints and within the scope of their individual and very personal interests. This is an unbeatable argument for generating significantly higher sales, for example, than with conventional marketing measures, which the target audience is increasingly becoming desensitized to in a certain way.

Increasingly, companies are not only interested in prominent influencers with millions of followers, but also in micro influencers with up to 100,000 and nano influencers with up to 10,000 followers, who have established themselves as experts in specific topics and niches.

How do you find the right influencer for your company? What specific aspects should you pay attention to?

The foremost credo for a suitable influencer is: Only choose a brand ambassador who truly fits your company and your brand, thereby gaining full credibility.

It is important that it actually deals with specific topics that are solved with your services or products, for example. Research not only requires keywords, but also a certain professionalism and regularity in social networks.

But what specific aspects should be considered? One focus should be on the engagement rate. This reflects that an influencer not only has a high number of followers but also interacts with them. If the target audience communicates with the influencer through the published content, it shows that the marketing messages are reaching them and generating interest.

Conclusion - Perfect match?

In practice, it is a challenge for companies to find a suitable influencer who meets all the necessary criteria, identifies with their company, and thus truly enriches the online marketing strategy in the long term.

We at Media Beats GmbH, as a full-service agency, have the necessary know-how and an influencer network and act as an interface between companies and influencers. You can easily receive free and non-binding advice from our team: contact. We are happy to answer your questions about influencer marketing for your company.