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BEST PRACTICES & STRATEGIES

Tips to get started in the world of social

media testimonials

How do they affect their followers? And do they reach
the right target group through their channels?" Often, a
closer look at the content that has already been pro-
duced is enough to get an overview", advises the ex-
pert.

Tip 2: Keep it real – pay attention to credibility

Once brands have found their dream partner, detailed
briefings and controls should make work easier for both
sides. In practice, however, meticulous guidelines often
lead to creative differences. "While companies pay at-
tention to a stringent brand identity, for content creators
Bloggers, YouTubers, Instagram personalities or the top priority is exercising their creative freedom,"
TikTok stars? Influencer marketing has been says Cia Kleffmann. On the one hand, if there are
gaining in importance for several years. many advertising messages in a post, the community
Companies have realized that authenticity and often reacts critically. If, on the other hand, the brand is
recommendations to the community are more not mentioned at all or the product is only held briefly in
popular with a young audience than elaborately front of the camera, this offers no added value from a
staged campaigns. As part of a well-thought-out company perspective. “In the best case, both sides
content marketing strategy, even small and meet in the middle. As a result, advertising gains more
medium-sized companies rely on the social diversity and the cooperation partner remains credible
media presence of influential advertisers to for followers. Storytelling with several influencers may
effectively reach and activate their own target also be worthwhile to get the message across”, adds
group. the marketing professional.

When used correctly as brand ambassadors, so-called Tip 3: Think micro – reach isn't everything
content creators increase the level of awareness of the Over a million subscribers and 30,000 likes per post?
company, improve its image and boost sales. However, This is an impressive range for an account, but the like
because there are apparently countless influencers, rate drops as the number of followers increases. The
campaign types and channels, Cia Kleffmann, manag- same applies to the number of comments. Accordingly,
ing director of the full-service agency Sixrooms, reveals user engagement remains low and potential wastage is
three tips for a successful entry into the world of digital enormous. “Sometimes it pays off to think in smaller
opinion makers.
dimensions”, recommends Cia Kleffmann. Micro influ-
encers with up to 50,000 subscribers play an important
Tip 1: It's a match – the influencer brand fit
role here, because unlike the international stars of the
As with all marketing activities, collaboration with a con- scene, they interact with their digital followers. They
tent creator should be based on the direction of your developed an organic reach and are often considered
own company. "In order to get a positive response, the experts in a specific topic. "Especially when certain
community of the respective influencer ideally fits the products are addressed directly to the right target
desired target group," explains Cia Kleffmann. Anyone group, cooperation with such micro influencers is usual-
who manufactures sustainable sportswear will find it ly more effective while also being more cost-effective",
difficult to convince new customers with a steak-loving adds the specialist. ◊
car fan. Accordingly, there are a few things that need to
be clarified when choosing cooperation partners. Do By MediaBUZZ
the digital opinion leaders represent the company's val-
ues? Are you addressing interested parties with your
stories, videos, and posts about your own product?

14 June 2021: Social Media & Influencer Marketing