Page 18 - AeM_Feb_2019

BEST PRACTICES & STRATEGIES

Which KPIs are important in influencer

marketing?

Social media stars, so-called influencers, show us how audience; the search for like-minded people in order
easy it is to create content and distribute it through social to exchange views on interests and hobbies plays a
media today. With hundreds of thousands or even central role.
millions of followers, these people have a larger
community than most newspaper publishers. Therefore, 2. The "friendship-driven-participation”: here, the
it is understandable that the advertising industry sees in motivation goes beyond pure exchange; it is about
it a potential to reach a specific target group, especially the desire of young people to always be up to date
since the usage behavior of teens plays a key role here. and there is even more fear of being excluded from a
communication process of a group - a phenomenon
Almost every teenager over the age of 10 has a also referred to as FOMO (Fear of Missing Out).
smartphone and access to the Internet, using it to chat
over the Internet, listen to music and learn about world Actually, the adolescents make their own social media
events. The fact is that besides musicians, athletes and stars by following them permanently on a variety of
actors, more than every third influencer is a YouTube channels, because the reach of the accounts ultimately
star. Social media is part of a teenager’s identity determines the high profile, in which the key figures are
formation, whether adults like it or not. Through the likes, followers or subscribers.
interactive possibilities of Web 2.0, adolescents can test
their identity designs, they can present themselves to the In order to build reach, the social media stars must deal
public and thus present themselves, which helps them in with issues that get a lot of attention and approval in
the development of self-reflection and perception. They the community, therefore focusing often on fashion,
find role models and idols in the use of social media, beauty, lifestyle, fitness, general useful tips and tricks
which they can use to orient themselves, too. or just entertainment and comedy. Typical forms of
presentation are DIY tips, instructions or tutorials and
A study by Digital Youth Research revealed two basic the setting is usually an everyday situation in order to
applications for social media: maintain authenticity and proximity to the recipient. The
most successful influencers have even managed to
1. The "interest-driven-participation": here, young people launch their own product lines, be it cosmetics or
take advantage of the interactive technical possibilities fashion. If then even the press reports on the social
of social media and create their own content; they media stars, the step to be seen as a “super” influencer
care about making new contacts and reaching a broad is in reach.

18 February 2019 - Strategic Social Media, Influencer Marketing & Paid Media