Many companies, agencies and content creators took part in OMR 2022 and shared their insights on successful influencer marketing on stage. Rezo and Ann-Katrin Schmitz in particular had valuable tips for our daily business at ZUCKER. Three learnings that are worth keeping in mind:
Thinking about all eventualities
Guys, professionalize and integrate a paragraph on shitstorm management including official talking points into your cooperation agreements for influencer campaigns. A shitstorm can never be completely ruled out and if it is not discussed beforehand or if there is no coordination between the company and the content creator, the communication after the shitstorm can backfire. In general: Make sure you have clean, complete contracts that cover every eventuality.
From Content Creation to Co-Creation
Ann-Katrin Schmitz from Baby Got Business gave exciting insights into the topic of social media business. We had already discussed Creator Economy in a blog post, but especially promising at the moment are the so-called co-creations, i.e. long-term, far-reaching brand cooperations in which content creators are involved in the conception of new products, for example. However, co-creation often also becomes co-branding, in which brands buy creations from influencers. Either way, influencers are increasingly becoming brands themselves. In addition, the term “sense influencer” also emerged, with content creators increasingly producing purpose-driven content and entering into sustainable collaborations. The purpose of a collaboration must always be questioned.
What you see is not always what you get
It is well known that Rezo likes to polarize with his criticism. At OMR 2022, he devoted himself to influencers and explained manipulation through bots and fake coverage or faked screenshots. The fact that there are bots was nothing new for us, but the extent to which the botting business is taking on and how easy it is to gloss over one’s social insights in order to attract collaborations must be demonstrated again and again. It is worthwhile to work here with tools that recognize bots. Our new Influencer Management Tool can do that – be warned. 😉 But even the best tools can’t identify all bots right away. In addition, they usually only pay attention to the community, post-botting, i.e. purchased likes and reaches are hardly detected. We hold firm: don’t believe everything you see online. ALL KPIs like followers, reach, story clicks etc. can be easily faked. There are platforms, even real agencies, that can give each of you the social media reach you want. 15 thousand followers? 25,000 likes? Ok, give me 10,00 euros and we’re talking. Of course, platforms like Instagram could recognize such bots over time, but that can take a few weeks and as soon as it is discovered, new accounts are simply bought for another 10.00 euros – peanuts.
A post by Laura Dörling