Jonas Holzer: "TikTok and Instagram are very different in terms of content"
Refluenced is a new key player in influencer marketing. Jonas Holzer, co-founder, shares insights into the latest developments and the added value for customers. The interview was conducted on Founders Day 2024 and is available in both video and written formats.
Werbewoche.ch: Jonas Holzer, co-founder of Refluenced. We conducted an interview about Refluenced a few months ago. How are things going for you?
Jonas Holzer: Thank you for asking. We are still in expansion mode, especially in Germany, where we can now attend the OMR conference in Hamburg. We are holding two masterclasses there, running a large stand and thus strengthening our presence in the scene. We have exciting agency partners both in Germany and Switzerland. Agencies show great interest in us and benefit from this. Shortly before Christmas, we completed a second round of investment, which strengthens our position and paves the way to profitability.
We are at Founders Day 2024, an event organized by the Swiss Startup Association. In addition to funding, an innovative product also plays a decisive role. For those who don't know Refluenced yet: What is your core offering?
Let me explain. Refluenced connects small influencers, so-called micro-influencers, with companies. We offer a two-sided marketplace where companies can create campaigns within 10 minutes. Our app allows influencers to apply to it.
What other added value do you offer?
Thanks to our direct interfaces to Instagram and TikTok, we can offer live reporting and enable a standardized buy-out process. This makes content acquisition much easier and solves the problem of the required content power.
You recently introduced a new feature to give posts more power. What has changed?
We now make it possible for brands to integrate their own existing influencers into our platform. Campaign management includes the selection of influencers, content production and reporting.
What benefits do you see for your customers?
Jonas Holzer: Our customers can use organic reach and increase it with Partnership Ads or TikTok Spark Ads. The combination of authentic content and paid advertising budget offers enormous potential.
How does this affect the KPIs, i.e. the performance of the campaigns?
Jonas Holzer: We help companies achieve a lower CPM and significantly higher click-through rates. In some cases, we have seen click-through rates seven times higher than the industry average.
Authenticity and proximity to the target group are key aspects of Refluenced. Are there any other trends that you are observing?
TikTok and Instagram differ in terms of content. TikTok campaigns require a separate approach. Personal recommendations and opinions from influencers are particularly effective.
Do you have an example?
With pleasure. We were recently in Barcelona. My colleague used TikTok for restaurant recommendations, which is a completely new way of searching for information.
You have also been offering influencers on TikTok since the beginning of the year. What works particularly well there?
TikTok places more emphasis on the algorithm and therefore reaches a broader target group. Instagram is more community-based.
Finally, what budget range do you offer?
We offer a self-service model with prices between 500 and 1000 francs per month. We have special offers for larger companies.
Thank you very much for the interview and good luck for the future.
