The engagement
Also in influencer marketing, quantity comes before quality. Countless followers who do not or hardly interact with the content of the influencer are not interesting for successful influencer marketing. However, if followers actively interact with the content of an influencer by commenting and linking, this is particularly valuable. Since the followers also deal with paid influencer cooperations. Influencer DB has been observing since 2016 that the involvement with private and sponsored content is similar. At 2.4 percent, the like-follower rate (LFR) in Germany is above the global average. A considerable amount of content is now presented in stories that are not included in the statistics. The statistics show in particular that smaller accounts in particular show a high level of commitment. This means that niche influencers in particular have great potential. This should be taken into account when making your choice.
Different classes of influencers
The Nano Influencer has fewer than 1000 followers and is characterized by high commitment, high credibility and authority. Admittedly, a nano influencer only has a small range, which in turn results in a low CPM and low scattering losses.
A micro-influencer is a person who has less than 10,000 followers. Positive features are the engagement rates, conversion rates and high credibility. In most cases the followers consist of a homogeneous and organically grown audience. The costs for a dedicated micro-influencer are clear.
Macro-influencers already have a number of followers of up to 50,000. The larger range causes an increased scattering loss compared to smaller accounts. Macro-influencers are well established in their community and have mostly grown in the market over a longer period of time. They also have some experience with cooperations, but are less of a niche expert.
Megastars are well-known influencers who have hundreds of thousands or even millions of followers. The special strengths of megastars are their reach and professionalism. However, the audience is very heterogeneous and the engagement rates are low. The trust is also less pronounced compared to smaller accounts. The costs of working with a megastar are very high.
Finally, there is the Rising Star, which is not yet very well known, but has a lot of potential. The growth of the account is crucial. A big advantage is that Rising Stars have a high level of commitment. It also makes sense to enter into early and sometimes favourable cooperations in order to strive for a long-term partnership.
Influencer types
Together with the market research institute concept m, the OSK team has classified Influencer into six different ones. Of course there are not always rigid boundaries between the individual types. Rather, the classifications are fluid and can merge into one another. Nevertheless, the classification into different types of influencers is a good orientation aid within your own campaign planning. Influencers have been classified into the types of revelling style-inspirators, coaches, experts, explainers, self-promoters and entertainers as well as missionaries.
Inspirational style inspirers
Revolting style inspirers are the archetype of Instagrammer and mostly deal with topics such as beauty, fashion/living, food, travel or cars. The contributions are often reflected in the luxury segment and are particularly high-quality and professional. At the same time, the influencers, which are becoming style icons, remain accessible to the followers and convince with emotional content. This allows them to escape reality for a moment. Although it is a purely staged reality, these Instagrammer come across as authentic. Nevertheless, revelling style inspirers are by no means suitable for every campaign, as numerous followers are now questioning this almost perfect reality.
Coach
The coach is particularly useful for longer-term campaigns. Because he builds long-lasting relationships with his followers and accompanies them over a longer period of time. Among other things, topics such as life advice, sports, fitness, nutrition or even DIY up to special niche topics are served. The coach offers his followers a certain orientation and guidance and appears credible. A coach uses the following platforms: YouTube, Instagram, Facebook, Podcasts, Snapchat and Twitch.
Experts
For experts, the name says it all. They are distinguished by their specialist knowledge in all conceivable niche topics. This gives them great confidence from their followers. Even though the experts usually do not have a large reach, they can shine with little wastage. Experts can be used effectively, especially for campaigns that deal with complex topics that require explanation. The influencer type can be found primarily on YouTube, LinkedIn, your own blogs or to some extent on Instagram.
Explanator
Another influencer type is the explainer, who acts as a mentor and educator and enjoys the trust of his followers. He offers his followers guidance, support and added value when it comes to “doing” something. Explanators can be found on platforms such as YouTube, blogs, Twitch, LinkedIn or they can be heard in podcasts. Explanators are particularly well suited for problem-solving content and tutorials.
Self-promoters and entertainers
The self-promoter and entertainer is often associated with reality TV. His content is professionally produced and especially in the entertainment sector it is well positioned. The self-promoter and entertainer is well suited for campaigns where it is important to draw attention to a certain product. He acts as a self-confident role model and as a pause clown, but has to struggle with large wastage. In influencer marketing, it should be noted that the self-promoter and entertainer not only provides entertainment for his followers. However he also convinces them in terms of content and expertise. Platforms such as YouTube, Instagram, Snapchat, Twitter or TikTok are particularly popular.
Missionary
The last Influencer guy is the missionary. He is especially at home on platforms like Twitter, YouTube or blogs. Missionaries mainly deal with topics like nutrition, alternative medicine, politics, sustainability and other lifestyle issues. He usually acts as a pioneer and idealized role model, as he shares particular truths with his followers. This enables him to influence the attitudes of the target group. The Influencer Marketing Agency Switzerland should make sure that the messages are neither instructive nor derogatory.
The budget
For the Influencer Marketing Agency Switzerland the budget plays a special role. Marketing only works if the costs and the composition of the fees are known from the beginning. In most cases, the price is determined by means of CPM. Costs for travel, production, etc. can also be added. Also a certain exclusivity is usually more expensive. Regardless of this, the price is always a matter of negotiation. For the Influencer Marketing Agency Switzerland the budget plays a special role.
The CPM depends on the platform, the number of followers or views and even on the topic at hand. With Instagram, the CPM is between two and ten euros. For Stories, the CPM is around CHF 25. The CPM is also influenced by the brand fit and the potential risk that both the influencer and the company are taking.
If the content to be created is also to be used beyond the campaign, this is associated with additional costs. This should be discussed with the Influencer Marketing Agency Switzerland. This possibility, also known as a media buyout, should also be contractually agreed. Since the content was primarily created for only one campaign. However, it does make sense to use the media buyout for yourself. The content on fast-moving platforms such as Instagram quickly disappears again. This means that even after the end of the campaign, you can continue to benefit from the produced content.
Further costs that can arise in influencer marketing are incurred in the context of exclusivity and blacklists. This means that higher costs are incurred if the influencer is contractually obliged to work for only one company for a certain period of time. A blacklist, which for example excludes certain brands, also constitutes an exclusive deal.
In principle, approvals from the client are required before a post is published. The costs for such release loops are usually included in the CPM. However, repeated interactions between the influencer and the company may incur additional costs. This should definitely be contractually regulated in advance.
