Influencer marketing

Influencer marketing

Influencer marketing (from English to influence: to influence), also known as multiplier marketing, is a discipline of online marketing in which companies specifically integrate opinion makers (influencers) and thus people with reputation, influence and reach into their brand communication. So-called influencers are actors in the social web who have built up a relevant number of social relationships and influence on their followers through content production, content distribution and interaction with their followers.[1] Organizations try to use influencers as part of their own communication activities based on their skills and characteristics. Successful influencers have social authority and trustworthiness. They show dedication, behave consistently, are committed and appear professionally competent. They are viewed by their followers as experts and are seen as trustworthy role models whose opinions and recommendations are taken into account. This allows them to influence the perception and sales of brands, goods and services.[2] Depending on the target group and category of content, a distinction is made between different types of influencers such as Kidfluencers[3], Petfluencers[4] and Sinnfluencers[5].

 Influencer marketing is a part of strategic influencer communication. Strategic influencer communication has established itself in research as a generic term for communication activities that are aimed directly at influencers or include them in communication activities in order to achieve organizational goals. These goals can be marketing goals as well as PR goals. The term strategic influencer communication highlights the influencer as an actor in strategic communication and is to be understood as an instrument of strategic communication.[6]

Influencers can take on five different roles for organizations and their communication activities: content creator, multiplier, protagonist (or testimonial), moderator and consultant.[7]

Table of contents

1 properties

2 criticism

3 Literature

4 web links

5 individual proofs

Characteristics

With influencer marketing, companies use the reputation of high-reach opinion leaders to achieve communication and brand goals.[8] As a rule, influencer marketing is aimed at sales, awareness or improving the image of a brand. Influencers make a brand or product a topic of conversation[9], recommend it to their target group and usually create content that matches the brands presented. The advantage of influencer marketing lies in the multiplier function, i.e. h. new target groups become aware of a brand (compare attention economy).

The next step is for the influencer’s subscribers to spread this message further. This recommendation behavior can happen online - via blogs, in forums or via social media[10] - as well as offline - at events and in private environments. Influencer marketing is therefore based on the effective and widespread mechanism of word of mouth, but as a special form of advertising it is also subject to regulatory requirements and certain labeling requirements. In order to better differentiate free recommendations from influencers[11] and to create legal certainty, the responsible Federal Ministry of Justice and Consumer Protection has also initiated regulatory changes.[12][13] Studies show that personal recommendations have a greater impact on consumer behavior and trust than all other forms of advertising.[14]

criticism

Although influencer marketing is an attractive and promising marketing tool for companies, especially those with very young target groups, it can also backfire. In this context, research by German journalist Marvin Wildhage sparked a shitstorm when he asked well-known influencers such as Enisa Bukvic and Leon Machère to promote a cream called Hydro Hype and therefore introduce it to their followers on their social media channels. The strange thing: Hydro Hype wasn't an innovative anti-aging cream at all, but rather a conventional lubricant with a few other additives. The criticism that some influencers do not deal at all or only insufficiently with the products they present is also reflected when they advertised the supposedly positive effects of the alleged ingredients such as “asbestos” and “Pipi Kaka Seedoil”.[ 15][16]

literature

Michael Terhaag; Christian Schwarz: Influencer Marketing Legal Handbook. Nomos Verlag, Baden-Baden 2021, ISBN 978-3-8487-7174-5

Nadia Enke; Nils. S. Borchers: From goals to implementation: planning, organization and evaluation of influencer communication. In: Influencer Relations. Springer Fachmedien Wiesbaden, Wiesbaden 2018, ISBN 978-3-658-21188-2, pp. 177–200.

Nadia Enke; Nils S. Borchers: Results report: Management of strategic influencer communication. DOI: 10.13140/rg.2.2.18761.24160

Harald Reil: Influencer Marketing – The fine art of influencing opinion makers. GBI-Genios, Munich 2014, ISBN 978-3-7379-5575-1.

Erwin Lammenett: Influencer Marketing - opportunities, potential, risks, mechanisms, structured entry, software overview. Roetgen 2017, ISBN 978-1-5486-3834-4.

Marlis Jahnke: Influencer Marketing: For companies and influencers: strategies, platforms, instruments, legal framework. With many examples. Ed.: Marlis Jahnke. 1st edition. Springer Gabler, Wiesbaden 2018, ISBN 978-3-658-20853-0.

literature

Michael Terhaag; Christian Schwarz: Influencer Marketing Legal Handbook. Nomos Verlag, Baden-Baden 2021, ISBN 978-3-8487-7174-5

Nadia Enke; Nils. S. Borchers: From goals to implementation: planning, organization and evaluation of influencer communication. In: Influencer Relations. Springer Fachmedien Wiesbaden, Wiesbaden 2018, ISBN 978-3-658-21188-2, pp. 177–200.

Nadia Enke; Nils S. Borchers: Results report: Management of strategic influencer communication. DOI: 10.13140/rg.2.2.18761.24160

Harald Reil: Influencer Marketing – The fine art of influencing opinion makers. GBI-Genios, Munich 2014, ISBN 978-3-7379-5575-1.

Erwin Lammenett: Influencer Marketing - opportunities, potential, risks, mechanisms, structured entry, software overview. Roetgen 2017, ISBN 978-1-5486-3834-4.

Marlis Jahnke: Influencer Marketing: For companies and influencers: strategies, platforms, instruments, legal framework. With many examples. Ed.: Marlis Jahnke. 1st edition. Springer Gabler, Wiesbaden 2018, ISBN 978-3-658-20853-0.