- Advertising with opinion makers is considered as Influencer marketing instrument of the hour
- Many companies want to benefit from this, but only very few have any idea
- Those who just run after the hype, instead of questioning it, will fail
Influencers are the new stars of the advertising industry. Thanks to social media, their millions of followers generate ranges that are barely reachable for companies in traditional ways.
In focus: a primarily young target group, which is particularly receptive to the recommendations of their role models from the fitness, fashion and lifestyle scene. Not without reason more and more companies want to profit from this spectacle.
But what seems so enticingly easy to implement calls for just as much discussion of the subject as traditional advertising.
Because effortlessly it works when influencers hold their absolute favourite lipsticks or the latest sneakers in front of the camera lens, so much work and know-how is behind it – both by the influencers and by the companies themselves:
- Which product fits which influencer?
- Which target group is reached? And
- which legal regulations must be adhered to?
Anyone who handles these questions too carelessly will quickly fail and experience painfully how precarious simple-looking advertising can be.
Thus, the Higher Regional Court Celle recently condemned the drugstore chain Rossmann for surreptitious advertising of an Influencers with nearly 1.3 million followers.
The social media star had promoted the company’s products and only pointed out in the sub-row with the hashtag #ad that the split image was advertising for which Rossmann paid him if Rossmann commits a similar offence in the future, so the decision of the court, threaten a fine of up to 250,000 euros. Quite apart from the Shitstorm.
Influencer marketing – Anyone who works for sale is out
Despite dissuasive examples like this, there are still enough companies to throw carelessly about their budget for influencer marketing.
On relevant portals, companies can select available testimonials at the click of a mouse and automatically book a post in the channel of the influencer, without one of the sites have been more closely involved in the cooperation.
The small and big stars of the scene are paid generous, and the companies are aware of high ranges, which often seem questionable at a closer look. Because many followers are bought and the advertising effect of the partly inactive accounts thus usually zero.
For influencers, this type of advertising seemed to be a long way off. But since purchased posts have been labelled “Paid Partnership” and the competition for the best brands is hotly contested, they are starting to rethink, albeit slowly.
In the constant balancing act between authenticity and attention, they often weigh exactly which product they can credibly represent, without exceeding legal limits or for sale. After all, the whole existence of Instagram and Co., at least in the case of some prominent influencers, now depends.
Anyone who has no idea should give classic online marketing the lead
For companies, therefore, it must be clear: Who jumps for the sake of hypes and without expertise on the train to get at least a small piece of this promising Influencer marketing cake, will fail long term.
Automated post unrelated to the product or unmarked advertising can back free quickly – and ultimately harms the company financially more as if it had not even perceived the opportunity for advertising by influencers.
The traditional marketing through ads on Facebook, with Google AdWords or through search engine optimization remains the long-term successful advertising opportunity for the majority of companies. And influencer marketing is merely a short-lived, if successful, a trend for those who understand their trade.