Benedikt
What makes influencer marketing the absolute powerhouse?
In a world of information overload and dwindling attention spans, consumers long for authenticity and entertainment. Brands must succeed in constantly and reliably creating added value for their target groups. Many brands often fall into the discount trap and believe that they can entice customers with low prices. However, companies such as air up, Purelei and HOLY clearly show that a strategy that relies heavily on creators can also successfully sell products in the medium to high price segment. How? By focusing on emotions, entertainment and personalities that are more authentic than generic advertising campaigns.
We'll show you how to take your first steps in influencer marketing or optimize your approach. Instead of relying on gut feeling, our platform uses data-based decisions - GDPR-compliant, with servers in the EU. With one of the largest databases for Instagram, TikTok and YouTube, we support agencies and brands worldwide with research, analysis, campaign management and tracking.
Step 1: Planning and strategy
Without a clear strategy, success is difficult to measure. Objectives and KPI selection are crucial:
- Branding campaigns focus on reach and impressions, for example.
- Performance campaigns focus on engagement, conversions and sales, for example.
The content must be geared precisely to this: stories and creative formats for awareness or targeted product placements for conversions. These questions should be clarified from the outset in order to manage the campaign efficiently and achieve maximum impact. Remember: influencer marketing is not a sprint, but a marathon - a long-term partnership based on trust and strategy. Those who only hope for quick success will be disappointed. Those who think medium to long-term, on the other hand, build sustainable relationships and create real added value.
Step 2: Data-based research & selection
Choosing the right influencers determines the success of a campaign - but follower numbers alone say little. Those who allow themselves to be blinded by this risk wastage and ineffective campaigns. Real insights are crucial:
- Real reach instead of just follower numbers: How many followers really see the content?
- Engagement rate as a quality feature: We recommend at least 3% on Instagram and 8% on TikTok as a guide. The values can be lower, especially in niches or with a strongly male target group.
- Demographic match: In Germany, at least 70% of followers should come from Germany; for Austria and Switzerland, 20% is often sufficient due to the size of the markets and competition with Germany.
This data is not immediately obvious - a detailed analysis is essential. Data-based tools can be used to specifically identify influencers that really fit the brand and target group - for maximum efficiency and impact.
From tomorrow, our software will also enable content searches. A targeted search for content, which makes the process much easier and optimizes the identification of relevant posts. The way in which influencers are discovered has changed fundamentally. The focus is no longer just on profiles, but increasingly on the content itself. This methodology is part of our "Holy Trinity", which includes the influencer search, the content search and the soon to follow relations search.
Step 3: Negotiations, contracts, briefing & legal matters
A precise briefing is essential for a successful influencer campaign. Clearly communicate which content, dos and don'ts, terms and hashtags are relevant. Clarify exclusivities and rights of use. But also give your influencers room for creative interpretation, as they know your target group best.
Contractual framework conditions:
- Number of posts, posting date
- Exclusivity & non-compete clauses
- Correction loops (1 - 2 before publication)
- Advertising labeling ("advertising" in caption, reference in stories)
- Remuneration & KSK (from 2025: 5% of the net remuneration)
Step 4: Implementation of the campaign
Three aspects are crucial when implementing the campaign:
- Content check: Have the posts submitted for approval before publication to ensure that the message and requirements are correct without compromising authenticity.
- Performance tracking: Continuously monitor key figures such as engagement, reach and conversions to identify optimization potential at an early stage.
- Dynamic adjustments: If the campaign is not running optimally, adjust the formats, story additions or message during the runtime.
Systematic management is crucial for efficient budget and campaign management.
Step 5: Measuring success, analysis and optimization for the next campaign
After the campaign comes the crucial phase: measuring and analyzing success. A thorough evaluation shows whether the objectives have been achieved and provides valuable insights for future campaigns. It is important to consider quantitative KPIs (reach, engagement, conversions) and qualitative aspects (collaboration with influencers, creativity of the content, brand conformity, authenticity, target group appeal).
Only the combination of both perspectives provides a complete picture. Meaningful reporting helps to derive optimization potential and learnings. Instead of pure Excel spreadsheets, an "influencer CRM" is recommended in order to secure knowledge in the long term and continuously improve.
Just do it, learn and scale!
Influencer marketing is more than just a trend and will continue to be an important part of the marketing mix for all companies that not only want to reach their target groups, but also retain them. The important thing is not to act blindly without data, but to proceed strategically and with bold analysis from research to campaign evaluation. The longer you wait, the more of a head start your competitors will have!