Influencer Marketing

Influencer Marketing – What and How?

Our agency covers a broad spectrum of services: At Born This Way Relations, we combine influencer marketing, PR, and immersive experiences to give brands the competitive edge they need. A key area of our work, which seamlessly integrates with our other services, is influencer marketing. We handle every aspect of a brand’s influencer marketing – from A to Z. But what exactly is influencer marketing, why is it so essential today, and what value does it bring to brands?

18. November 2024 3 min read
Lessan-Siye Adkeme
Senior Influencer Marketing Manager
Picture by Lessan-Siye Adkeme, employee of Born This Way Relations
Influencer Marketing, Social Media, Person on Phone

Table of Contents

  1. 1. INFLUENCER MARKETING – AN INTRODUCTION
    1. 1.1. AUTHENTIC CAMPAIGNS THROUGH CO-CREATION
    2. 1.2. NUMBERS AT A GLANCE
    3. 1.3. WHAT DOES THIS MEAN IN PRACTICE?
  2. 2. OUR KEY TIPS FOR SUCCESSFUL INFLUENCER MARKETING

INFLUENCER MARKETING – AN INTRODUCTION

Influencer marketing allows brands to connect with audiences on a personal and authentic level. By leveraging the trust and credibility that influencers build with their communities, it creates meaningful touchpoints that traditional advertising often cannot achieve. For brands, this means not only wider reach but also a deeper and more emotional connection with their target audience – a benefit that directly impacts brand success.

However, successful influencer marketing is all about collaborating with authentic influencers who align with the brand’s identity. Selecting influencers with care helps not only in reaching the right audience but also in amplifying the brand’s message to a broader public. And the impact is clear – studies show that nearly 70% of consumers trust recommendations from content creators, boosting brand credibility and significantly increasing the likelihood of purchase.

AUTHENTIC CAMPAIGNS THROUGH CO-CREATION

Influencer marketing allows brands to design campaigns that are flexible and tailored to their unique goals and needs. One of the most exciting applications is “co-creation” with influencers, where brands and content creators work closely together to develop authentic and creative content. Co-creation is about brands and influencers sitting down together to brainstorm ideas and plan the best way to integrate content. A successful example of this approach was the launch of the Dyson Ontrac headphones in collaboration with content creator and “Elevator Boy” Jacob Rott. This partnership created a space where both the brand’s message and Jacob’s creative ideas could merge – a balance that resulted in authentic and engaging content.

The advantage of co-creation is that it allows influencers the creative freedom to produce content that they genuinely support and believe in. The more space brands give them to incorporate their own style and ideas, the more credible and effective the result. Overly restrictive briefs, on the other hand, can limit influencers’ freedom and make the content feel less authentic, weakening the impact of the recommendation. Co-creation combines the best of both worlds: the brand’s message remains clear and present, while the influencer’s creativity and personality bring the campaign to life in a genuine way.

NUMBERS AT A GLANCE

To illustrate the relevance of influencer marketing, here are some recent statistics (as of November 2024):

  • 50% of internet users in Germany follow influencers, offering brands the opportunity to reach a large audience and significantly boost brand awareness.
  • 69% of consumers trust influencer recommendations, meaning that collaborating with authentic influencers boosts credibility and promotes product purchases.
  • 61% of consumers value friendly personalities in influencers.
  • The average engagement rate for micro-influencers is 3.86%, while influencers with very large followings often reach only 1.21% (we’ll explain what these figures mean and how to interpret them in an upcoming blog post, stay tuned!).
  • 59% of German brands already invest in influencer marketing – and the number is growing.
  • By mid-2023, 79% of marketers had planned to maintain or increase their influencer marketing budgets.

WHAT DOES THIS MEAN IN PRACTICE?

Influencer marketing has proven to be a highly effective strategy, resonating with consumers through authentic and engaging content. Brands and marketers are increasingly investing in influencer collaborations, recognizing their effectiveness in reaching diverse target audiences. This trend highlights the growing preference for more authentic and personalized forms of marketing that foster long-term relationships with the audience and strengthen brand loyalty.

OUR KEY TIPS FOR SUCCESSFUL INFLUENCER MARKETING

For successful influencer marketing, brands should keep a few key points in mind:

  • Audience Analysis: Start with a clear understanding of your target audience and select influencers who resonate with that demographic.
  • Long-Term Partnerships: Long-term collaborations build greater credibility and trust. Influencers who consistently talk about a brand come across as more persuasive and authentic than one-off mentions.
  • Clear Goals and KPIs: Set clear campaign goals from the beginning. Measurable KPIs help to accurately evaluate and optimize the success of partnerships.
  • Authenticity: Give influencers the freedom to convey your brand message in their own way. Their unique voice and creativity resonate more authentically with their community.
  • Engaging Content: Content should be relevant and valuable to the audience. Experiment with different formats that align with community interests.
  • Transparency: Open communication is key. Briefings should clearly communicate brand values and campaign goals while respecting the influencers’ creative freedom.
  • Interaction: Encourage engagement! Respond to questions and comments, and involve the community to reinforce brand credibility.
  • Performance Analysis: Review campaign performance and adjust future campaigns accordingly. Identify top-performing influencers and understand which content types were most successful.

► Whether you need strategic consulting, campaign planning, or help with influencer marketing projects, we’re here to support you! Feel free to reach out to us or check out our social media channels to learn more!

The Born This Way Relations Team

Share