FAQ's Frequently Asked Questions.

What is influencer marketing?

Influencer marketing describes a form of advertising aimed at a digital target audience. The advertising is mediated by a trustworthy person, also known as an influencer. Product advertising is typically played out on social media. Popular influencer accounts spread sponsored posts to their followers, and in return, they receive products of the advertised brand and/or financial compensation. The postings can be played out organically, or in the form of influencer ads. A product in combination with a suitable message from a person who is perceived as credible and authentic by the followers - that's what influencer marketing is all about.

An influencer, is "someone (or something) with the power to influence the buying habits or quantifiable actions of others by posting some form of original - often sponsored - content on social media platforms".

Influencers are close to their followers and appear authentic and trustworthy to them, precisely because their actions are so similar to them. It is not for nothing that influencers and followers often belong to the same generation. They have the same interests and a similar way of expressing themselves. Naturally, brands cannot offer that, especially since the decision-makers in the company are often too far away from the desired target group. Influencing marketing closes the gap between companies and customers.

Engagement is a measured consumer response to digital content such as influencer posts. In influencer marketing, engagement typically includes likes, shares or comments. The engagement rate measures these metrics in relation to the overall following.

Influencers are “at home” on Instagram. While bloggers often have a “second home” on social media platforms, they generally have a website or blog and post personal or informative content on selected topics there. Influencers, on the other hand, tend to be digital opinion leaders and work on social media platforms – regardless of whether they also run a blog on the side.

Nano and micro influencers are closely networked with their followers and have a strong connection with their community. Working with them can be beneficial for brands, as they tend to have higher engagement rates than big influencers and seem very authentic to their audience. While nano influencers can have 1,000 to 10,000 followers, micro influencers have somewhere between 10,000 to 50,000 followers. In contrast to influencers with a larger reach, they reach a specific audience.

The term social media describes websites and apps through which users can create, share and network content. The central feature of social media is the interactivity between companies and users, or between the users themselves.