"GIF ME FIVE": five insider tips for influencer marketing.

Influencer marketing is the buzzword on everyone's lips - but not many people know what really matters. Five experts from the marketing and communications industry therefore provide information about their experiences.Markus Bucheli, CEO & Co-Founder of LikeMag Media House "Influencer marketing is only successful if it is authentic. We have found niche influencers to be particularly successful if they operate within a clearly defined thematic framework.Niche influencers are particularly exciting because their content for products or a service operates within a clearly defined thematic framework. This usually resulted in higher authenticity and engagement rates in our campaigns. Examples of this are Elay Neal Mosesa lifestyle influencer with a manageable reach but high engagement rates. With him, for example, we have a Collaboration for Pepe JeansNext we have with the comedian Zeki Bulgurcu good experience. He comes across as very authentic, especially in his young target group. Here is a Collaboration with him for chicory."Fabian Plüss, founder of Kingfluencers"The critical success factor of an IFM campaign is campaign-specific and data-based influencer sourcing. The first level is about creating a match between brand DNA and influencer interests. The next step is to focus on the followers or customersThe implementation takes place at different levels: In the first level, a match is made between the brand DNA and the influencer values and interests. Next, the focus moves to the followers. Their socio-demographic characteristics must match the campaign targets.The more precisely these criteria are taken into account, the more targeted the campaign will be. The result is authentic and qualified influencer recommendations. So make sure your agency or platform has solid influencer and follower data. Don't get too hung up on influencer rankings. And remember, in this business, it's not quantity that counts, but quality."Julian Freese, CMO & Co-Founder of www.reachbird.io"Influencer marketing and pure gut feeling was yesterday - The future of influencer marketing lies in the combination of creativity and data-based decisions.Holding products up to the camera is no longer enough. Influencer marketing must continually evolve on a creative and strategic level. It is important that influencer marketing is seen as a communication channel in the overall marketing mix and requires just as much creative groundwork as, for example, a TV spot. The creative concept stands and falls with the data-based influencer selection for a suitable brand fit and an exact analysis of the results in order to be able to iterate the process afterwards."David Hubacher, Influencer on Instagram (@davidhubacher) by www.witwinkel.ch"I get requests from watch brands all the time, but my favorite is the Apple Watch. My fans want to know what I stand for and be able to rely on it. Credibility is our capital, because people have built a connection with me and I don't want to drive them away with a zigzag course. Harmony in the feed is important to me. That means a brand must fit into the overall picture and the brands must also fit together. I work with a few brands, but they are great. That goes down well."Michèle Dell'Agnolo-Strässle, Head of Marketing & PR at Madison Clothing Ltd."Influencer marketing is significant in the fashion industry. Selected people have always been dressed and one hoped for a multiplier effect. With social networks like Instagram, the whole thing has taken on a whole new dimension."*Beat Hürlimann is a consultant, journalist and specialist lecturer. With his company Hürlimann Creative Communications he supports clients in the areas of social media, digital marketing, digital advertising and corporate communications.