A popular social media strategy. Brands partner with people who have a large social media presence. This includes bloggers, special characters, public figures, in short: anyone who is relevant!

In May 2020, a study in the US revealed that 61% of respondents rely on recommendations when making purchases. Primarily from friends, family and influencers.

86% of German consumers reveal the following at the end of 2021: They have already bought a product that they previously saw on social media.

Link para study: https://www.businesswire.com/news/home/20200526005058/en/Matter-Survey-Reveals-Consumers-Find-Influencers-More-Helpful-and-Trustworthy-than-Brands-During-the-pandemic

Link for 86%: https://www.statista.com/statistics/1275520/purchases-due-to-social-mediapromoted-content-worldwide/

It is essential for companies to meet potential consumers where they spend most of their time. Mobile devices play a key role here. At the beginning of 2020 it was 3.7 hours a day on average. The use of social networks is increasing every year.

While there were around 1.48 billion users worldwide in 2012, by 2021/22 there will already be 4.62 billion. tendency further increasing. On average, Germans spend 89 minutes a day on social media.

Recommendations in social media play an immense role in purchasing decisions. This is mainly about ads or recommendations from influencers. On Instagram alone, more than 130 million users click on shopping posts every month to find out more about a product.

Link para on average: https://www.faz.net/aktuell/wirtschaft/digitec/user-verbringen-im-schnitt-3-7-stunden-am-smartphone-16582432.html

Link para worldwide: https://de.statista.com/Statistics/data/studie/739881/umfrage/monatlich-aktivesocial-media-user-worldwide/

Link for 130 million: https://business.instagram.com/shopping

Let’s talk concrete numbers: In January 2022, the number of users of social networks was around 4.62 billion worldwide – and the trend is rising. Advertising expenditure in this segment will be around 2.81 billion euros in Germany in 2022.

With annual growth of almost 10%, this expenditure will reach 4.12 billion euros by 2026, according to a Statista forecast.

Social media advertising is an essential part. Due to the efficiency no longer only as a supplement, but more and more as a main component of many corporate strategies.

Link for Statista: https://de.statista.com/outlook/dmo/digitale-werbung/social-media-werbung/deutschland

Influencers promote the company or its products on their most relevant social media channel. In return, they receive products or payment for the referral. Depending on the product and channel, there are: unboxing, tutorials, review/test videos, fashion haul, competitions and much more.

It is important for the success of the advertising measure that the product fits the influencer and the community. If the influencer does not credibly represent the product, this is reflected in the success of the cooperation.

We measure the success of a campaign against the set goals. We determine this in advance with the customer. We use criteria such as impressions, interaction rates (engagement rates), total media value, number of content elements or sales lift.

Viewers accept sponsored content. There is now a relationship of trust between influencers and consumers. The advantage of advertising placed by large corporations is obvious: Influencers offer a personal connection to the product! Comparable to a recommendation from a friend.

Extending the reach of the marketing message is one of the primary goals when offering products and services. Instagram has a global reach of over 1.4 billion users (constantly growing).