Jan Zipser, Raphael Shirazi Influencer Marketing Prof. Dr.

Christoph Mergard

Definition
- Influencer marketing is a type of social media marketing where brands partner with
influencers to promote their products.

What is an Influencer?
- An influencer is someone who publish content on a topic at a high frequency and thus
initiate social interaction.
- This is working through blogs and social networks like Youtube, Facebook, Instagram etc.
- Their strong networking on social media offers brands and companies the chance to create a
high degree of awareness for their product.

Why is influencer marketing so effective?

- High-quality content
- Influencers are getting around adblocker
- Consumers are obsessed with social media
- Consumers believe in what they here from friends and family

How to find the right influencer for your product?

- Determine your campaign goals.
- Define your campaign audience.
- Set your budget and choose your influencer type
- Develop your campaign message for your influencer
- Reward your influencer
- Measure your campaign results

Advertising platforms
- For influencers Instagram is the first choice. After that there is Facebook YouTube and
Snapchat.
- 79% of marketers identify Instagram as the most important channels for influencer
marketing.

Pros
- Products are being showcased to consumers in a natural and authentic way
- Companies profit from a close Influencer-Fan connection
- Follower boost brand engagement even more

Cons
- Market is getting more expensive and competitive
Jan Zipser, Raphael Shirazi Influencer Marketing Prof. Dr. Christoph Mergard

- Companies have to trust external people

- Ghost followers and bots