![]() Trends: TikTok, stronger communities and longer-term partnerships In contrast, sustainability and diversity currently hardly play a role in practice and rank the lowest on the rating scale. ![]() Otherwise, the creators' credibility and advertising impact will suffer," adds Freitag. "It's therefore never been more relevant for creators to be totally behind the products they're promoting and to authentically present them to their community through long-term storytelling. It's time for it to get its meaning back," says Tobias Koppenhöfer, managing director of tkCommunications.Ĭlaudia Freitag, CEO of KABU Artist Management, also confirms the shift toward collaborating on an equal footing and says, "Consumers are becoming increasingly critical when it comes to influencer advertising." "While there are still purely performance-oriented activations, the industry is focusing more on content and values - and I think rightly so: the term 'authenticity' has been used a lot over recent years. That said, shared values between clients and influencers and the authenticity of the content creators definitely do enter the equation. When choosing suitable influencers, the advertisers (eight of 10 of the agencies) prioritise those who can identify with the product or service and can reach the right target group. That's where micro-influencers come in," says Raasch.Īccording to the survey, the biggest budgets are still being allocated to the beauty and fashion segments, but the influencer agencies predict that the fields of finance, health and pharmaceuticals will grow in the future.īeing a good product fit and having the right target group are more important than shared values "Last but not least, a lot of companies need to spend their media budgets even more wisely against the backdrop of inflation and weak consumer spending. As a result, product recommendations come across as authentic," adds Raasch. "What's more, the interaction between the target group and influencers is more private. Their group of followers is smaller and therefore more homogeneous, meaning that advertisers can reach their audience in a more targeted way." Josef Raasch, CEO of WLO.SOCIAL, says, "There are a range of reasons: These influencers focus more on communicating the relevant message than concerning themselves with the number of views. According to the experts surveyed, influencers with fewer than a million followers can expect to receive more business going forward. In influencer marketing, the content creators aren't just being differentiated by topic but also based on various size categories. The United States-based 'Influencer Marketing Hub' projects that USD$21-billion will be spent globally on influencer marketing in 2023.įewer followers, more homogeneous target groups and more targeted messages Gone are the days of simply quickly shooting a video." They're demanding greater quality and performance - from reliable projections to long-running implementation. Eight of the 10 agencies predict that the budget allocated to influencer marketing will grow by 20% on average.ījörn Wenzel, founder and CEO of Lucky Shareman, says, "The budgets are increasing, but so are clients' expectations. ![]() ![]() The agencies expect the positive trend to continue in 2024. Only one of the 10 agencies has received a smaller budget from its clients compared to 2022. Seven of the 10 agencies are seeing more demand for influencers in the advertising sector. The results of the expert survey are available as part of an influencer marketing special on the DMEXCO website and as a whitepaper. In addition to budget-related questions, the survey explored the growth potential of individual influencer size categories and segments, while also delivering insights into the collaboration between advertisers and influencers and both current and future trends. In June with the aim of gauging the current mood on the German market, DMEXCO asked 10 leading influencer agencies based in Germany for their perspectives on how influencer marketing is developing. In recent years, influencer marketing has evolved at breakneck speed to become a billion-figure business across the world - and has yet to unleash its full potential. What's more, TikTok is the platform expected to grow at the strongest rate. Beauty and fashion dominate the segment, but influencers in finance, health and pharmaceuticals in particular are projected to be in higher demand in the future.Īccording to the survey, influencers with up to a million followers will profit the most from this. ![]()
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