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- Title
The Art of Social-Media-Influence: Was es für eine erfolgreiche Kampagne zu berücksichtigen gilt und welche Fauxpas man besser vermeiden sollte.
- Authors
Gasser, Florian
- Abstract
The article examines the current status and trends of social media influencer marketing. Companies want to benefit from the opinions and trust of influencers, which is why the market volume for influencer marketing is expected to reach 18 billion US dollars by 2022. Niche influencers with smaller follower numbers can reach their target audience more efficiently than celebrity influencers. Depending on the budget, target audience, and advertising message, different types of influencers are suitable as advertising partners. Family influencers and "momfluencers" are still underrepresented in the field of family and travel topics but are gaining importance. Long-term influencer relationships are more successful than one-time placements. Marketers should consider the boundaries and values of influencers and respect their privacy. It is recommended to set clear boundaries and maintain open communication with influencers to avoid negative effects.
- Subjects
INFLUENCER marketing; SOCIAL status; PRIMARY audience; U.S. dollar; FAMILY travel; SOCIAL marketing
- Publication
Marketing Review St. Gallen, 2022, Issue 4, p64
- ISSN
1865-6544
- Publication type
Article