Pinterest:
Pinterest is not a social network, but a kind of search engine. Influencers gather their conten on Pinterest which acts similar to a pinboard. The content is marked by pins, which allows users to go directly to the shops or the corresponding blog posts. The app now has 300 million users. Seven million of these come from Germany, who in turn save four million pieces of content on their own pinboards every day. Since Pinterest generates 33 percent more traffic to online shops than Facebook. This platform is considered a hidden champion and traffic supplier. In addition, Pinterest can also be used as a search engine for various products and problem solutions, similar to YouTube. The pins set are permanent and are displayed in a way that is adapted to the respective search.
Pinterest was originally designed as an app and is therefore perfect for use on smartphones. Topics such as DIY, fashion and home are usually very popular with female target groups between 20 and 35 years of age. A successful example of what influencer marketing on Pinterest can look like is shown by the account of Joy Cho. She deals primarily with topics such as home, decoration, DIY or even food .
Twitch:
Twitch, the life-streaming platform belonging to Amazon, functions as a way for users to broadcast their games and watch others play them. Some users have such a wide reach that a broadcast can sometimes have tens of thousands of live viewers and even millions on demand. According to Statista, there were 2.68 million unique users in July 2019. Worldwide, 15 million users are on the move on Twitch every day and up to three million unique users broadcast live videos every month. Unlike Pinterest, the target group is mostly male and between 18 and 34 years old. But Twitch is not all about gaming. Also popular are the sections “IRL” (In Real Life) or “Just Chatting”, which deal with everyday life. Twitch can be used to market products from technology, energy drinks or even games by including them in the content of the influencers. Twitch clearly functions as a platform for early adopters.
Tik Tok
The short video service TikTok from Asia is the successor of Musical.ly. With more than four million monthly active users in Germany, the app has also arrived in our country. The app became known through Lisa and Lena, who had more than 32 million followers, but are now active on Instagram. TikTok offers a special advantage: Especially in the USA, more than 60 percent of users are between 16 and 24 years old. Mostly not found in this broad mass by means of other platforms like Facebook or Instagram. For this reason, TikTok and associated influencer cooperations are particularly suitable for marketing products to young target groups.
The right format
Before choosing a platform for your own influencer marketing, the format should be determined. This is especially important with regard to the presentation. Not all media can be presented with the same social network. Also with regard to the target groups and your own campaign goals.
Text
One possibility of representation is by means of text. Most platforms work mainly via images, so text should not be ignored. Text is used to complete the posted article. Important information, the story behind the picture, the matching hashtags and the possibilities of acquisition are mentioned. Hashtags in particular make it possible to track where and how a particular product is discussed. In addition, the text can be used to place the required identification as an advertisement.
Advantages:
- high information density
- clickable links
Cons:
- visually unattractive
Audio format
Another format is the audio format. Podcasts in particular play an important role here. Podcasts are especially important for niches, as they are also available for a long time. They deal with specific topics for which expert knowledge is required. And users only listen to these podcasts if they are interested in a specific topic and want to learn more about it. This in turn increases trust in the expertise of the hosts. In addition, more than 80 percent of listeners will accept switched advertising and more than 75 percent will not even skip it. Furthermore, advertising in podcasts is significantly cheaper than TV advertising.
Advantages:
- high information density
- a great deal of attention
Cons:
- Audio only
Pictures
Images have a special meaning in influencer marketing. They do not only act as thumb-stoppers, but they are especially indispensable for storytelling. To prevent the picture from being lost while the user scrolls through it, it must have something special. With the help of pictures, products can be shown in a targeted manner and thus advertised. In addition, compared to stories, they can be viewed again at a later time. It is important that the creatives are attractively arranged in terms of colour and image composition so that they stand out from the crowd.
Advantages:
- great optical potential
- shows product
- Storytelling
- creates attention and curiosity
- Links (mentions) in the image possible
Cons:
- alone low information density
- no clickable links or hashtags in the image, only via text or mentions
Videos
Good storytelling is possible with the help of videos. Advertised products can be explained sufficiently and clearly. In addition, videos attract more attention from users than pictures. This format is particularly suitable for tutorials and the like.
Advantages:
- great visual potential
- shows product
- Storytelling
- creates attention and curiosity
- Product declarations possible
Cons:
- User needs more time
- mobile use without sound restricted
- higher production costs
Stories
The stories are a mixture of different formats, because they can be a combination of text, pictures and videos. In addition, the corresponding shop can be stored behind the swipe-up. Another advantage is that the stories take up the entire display, thus increasing the user’s attention. The stories are also a very popular format.
Advantages:
- great visual potential
- shows product
- Storytelling
- creates attention and curiosity
- Product declarations possible
- Sales possible
Cons:
- only 24 hours online
Livestream
Livestreams play a subordinate role in influencer marketing, since most creators focus on stories. Livestreams are often used in the event sector, for example at store openings, and are especially used at Twitch. A particular advantage is that the influencer can communicate directly with his community.
Advantages:
- good for events
- direct interaction possible
- explanations possible
Cons:
- no processing possible
Augmented reality
Augmented reality, i.e. extended and computer-aided reality, goes one step further. Here it is about Influencer directly supporting the visitors of a shop with their purchases. The Influencer is replaced by an avatar. There are almost no limits here. In the meantime, it is already possible to try out try-on products virtually on YouTube, for example.
Advantages:
- high attention
- really creative
Cons:
- elaborate technology and production
The choice of platform in Influencer Marketing
Every Influencer Marketing is individual. A model has been developed to provide guidance in choosing the best possible platform that fits the marketing. This model can be found at bit.ly/2lmA4Ds. Information is provided on topics, target groups, KPIs, media and formats. By means of various criteria, it is thus possible to find out which platform is most suitable for your own influencer marketing. It is also important that the product to be advertised also fits the platform. For products, which must be explained in more detail, YouTube is suitable for example. Others are more suitable for stories on Instagram.
The Community Management
An important component of influencer marketing is community management. An influencer is paid to advertise products and communicate with followers. But the company should also be active under the corresponding posts. On all social media platforms it is important to react to comments of followers, because this can increase sales. Furthermore, there is the possibility to be reactive instead of active. An influencer presents a product from time to time until the followers ask directly where to buy it. The company can then react directly or have the influencer refer to the shop.
Interview with Florian Heisen, craftsman and influencer (The painter)
Florian Heisen has been present on YouTube for three years and has dedicated himself to a niche topic with which he is now very successful. His videos deal with the painter’s craft. He shows his followers everything about painting, plastering, wallpapering and painting. Meanwhile he is so successful that he runs his channel full-time. Among other things he tests products that companies provide him with free of charge. Florian Heisen’s main target group is men between the ages of 25 and 35. Mostly do-it-yourselfers who want to create something themselves, for example when moving house or renovating. But also apprentices or others from the painting trade watch his videos.
Florian Heisen says that he only works with products that he personally likes. He is interested in the story behind an idea that he has to realize for a company. For this reason he only works with companies that have products that fit his channel. The interpersonal level is also very important to him, which is often neglected. For example, communication with larger companies is time-consuming, as every question and remark must be approved by the supervisor. It can take several weeks before an appointment is made. In Florian Heisen’s opinion, companies should make significant improvements here. In addition, it is no longer enough nowadays for companies to simply provide free products that the influencer is supposed to promote. For him, long-term cooperations and specially developed advertising videos are particularly suitable.
Expenses for an influencer marketing campaign
In his opinion, videos that have not been produced authentically do not have the effect that should have been achieved. Moreover, they are often not accepted by followers, so that the advertising campaign does not bring the desired success. Florian Heisen charges between CHF 3´000.- and CHF 10´000.- for the videos he produces, depending on the effort involved and also the size of the company. In addition, the company for which an advertising video is to be produced has a certain say. However, this only refers to content and not to Florian Heisen’s personal opinion of a product. Furthermore, he declares that he cannot be dictated about which topics he will produce a video. He decides independently on topics and goes according to his followers’ own interests and wishes.
