{"id":2159,"date":"2022-09-22T11:31:25","date_gmt":"2022-09-22T09:31:25","guid":{"rendered":"https:\/\/stratewave.com\/?p=2159"},"modified":"2022-09-22T12:47:49","modified_gmt":"2022-09-22T10:47:49","slug":"are-we-arriving-upon-the-death-of-influencer-marketing","status":"publish","type":"post","link":"https:\/\/stratewave.com\/de\/2022\/09\/22\/are-we-arriving-upon-the-death-of-influencer-marketing\/","title":{"rendered":"Stehen wir am Ende des Influencer-Marketings?"},"content":{"rendered":"
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The power of new social media algorithms means anyone can have influence, regardless of following. For brands, it requires a rethink of where they allocate budgets. For influencers, this could translate into the death of their jobs, the death of influencer marketing as we knew it. If influencers are not keen and fast to adapt to new trends, platforms, and formats, they might start to lose their power.<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Eine gro\u00dfe Anzahl von Prominenten bietet Marketing Dienste f\u00fcr viele beliebte Marken \u00fcber soziale Medien an. Aus diesem Grund arbeiten viele gr\u00f6\u00dfere Unternehmen mit ihnen zusammen \u2013 und werden folglich mit Bewerbungen von Menschen \u00fcberflutet, die von ihrer Popularit\u00e4t profitieren wollen.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Neue Studien haben herausgefunden, dass nur 3% der Verbraucher von prominenten Influencern beeinflusst werden, bestimmte Produkte zu kaufen. Dar\u00fcber hinaus haben neuere Studien ergeben, dass traditionelles Top-Down-Influencer-Marketing an Einfluss verliert.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Kunden interagieren anders mit Marken als fr\u00fcher. Anstatt Marken und Verbraucher passiv zu beobachten, interagieren sie aktiv miteinander und bilden gemeinsame Werten und Interessen. Dies wird als \u201eauthentisches, bedeutungsvolles Engagement\u201c bezeichnet und ist eine enorme Ver\u00e4nderung gegen\u00fcber dem traditionellen Zeitalter des passiven Publikums.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"tiktok-1-influencer-death-marketing\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t
Beispiel 1<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"tiktok-2-influencer-death-marketing\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t
Beispiel 1<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Warum haben die Leute genug von Influencern?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Die steigende Nachfrage nach sinnvollen Interaktionen ist der wichtigste Grund f\u00fcr die Abkehr von Influencern.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Die Leute in den sozialen Medien haben es satt, dass Prominente generische Posts \u00fcber das Tragen von Boutique-Kleidung oder die Verwendung von appetitz\u00fcgelnden Lutschern ver\u00f6ffentlichen. Stattdessen suchen Nutzer nach unver\u00e4nderten, echten Inhalten, mit denen sie interagieren k\u00f6nnen.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Dann gibt es das Problem, dass falsche Influencer Engagement auf Plattformen wie Instagram und Twitter kaufen. Wenn es um Follower, Likes und Kommentare geht, stehen Influencer vor enormen Anreizen, ihre Anzahl zu erh\u00f6hen, was zu Problemen mit Bots, bezahlten Followern und anderen Abk\u00fcrzungen f\u00fchrt. Tats\u00e4chlich haben Untersuchungen ergeben, dass von gro\u00dfen Marken angeheuerte Influencer sch\u00e4tzungsweise 70% der Followerbasis gef\u00e4lscht haben. Das bereitet nicht nur Marken Kopfzerbrechen, sondern ist auch ein weiterer Grund f\u00fcr die allgemeine Entt\u00e4uschung \u00fcber Influencer.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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47% der Verbraucher sind die sich wiederholenden Influencer-Inhalten satt. Tats\u00e4chlich hat diese kollektive Frustration zu einigen erstaunlichen Parodie-Accounts (wie Insta Repeat<\/a>) gef\u00fchrt, die darauf hinweisen, wie \u00e4hnlich viele Instagram-Inhalte sein k\u00f6nnen. Dies ist ein Hauptgrund daf\u00fcr, dass Instagram-Nutzer die klassische \u00c4sthetik der Plattform verlassen und nach etwas Realem suchen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Stattdessen hat eine neue Generation erfolgreicher Influencer wie Emma Chamberlain<\/a> und neuen Apps wie BeReal<\/a>gef\u00fchrt, in der du nur w\u00e4hrend eines zuf\u00e4llig festgelegten Zeitraums posten kannst, um gegen die gef\u00e4lschten und mit Photoshop bearbeiteten Bilder anderer zu k\u00e4mpfen Medienplattformen.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\"tiktok-3-influencer-death-marketing\"\t\t\t\t\t\t\t\t<\/a>\n\t\t\t\t\t\t\t\t\t\t\t
Beispiel 2<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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Beispiel 2<\/figcaption>\n\t\t\t\t\t\t\t\t\t\t<\/figure>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Es gibt auch einen weiteren wichtigen Trend, den viele Influencer und Marken in den letzten Jahren genutzt haben, n\u00e4mlich ihre Zeit und Reichweite f\u00fcr verschiedene wichtige soziale Zwecke auf der ganzen Welt zu widmen. Viele Marken und Influencer haben dies jedoch nur getan, um ins Rampenlicht zu r\u00fccken, und dies hat zu Misstrauen gegen\u00fcber ihrer Zielgruppe beigetragen und den Menschen einen gr\u00f6\u00dferen Grund gegeben, nach anderen Informationsquellen zu suchen, wenn es um so wichtige Themen wie Klimawandel, LGBTQ+-Rechte, Gleichberechtigung etc. geht.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Schlussfolgerungen<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Fr\u00fcher war es einfach, mit Influencern zusammenzuarbeiten. In der Vergangenheit mussten Marken nur eine Auswahlliste von Prominenten und Pers\u00f6nlichkeiten des \u00f6ffentlichen Lebens mit einem gro\u00dfen Publikum zusammenstellen, den Einfluss und das Profil jeder Person vergleichen und eine Auswahl treffen. Jetzt wollen die Verbraucher nicht mehr denselben Influencer sehen, der ihnen sagt, welche Di\u00e4t Tees sie trinken, welchen Lippenstift sie kaufen und zu welchem Hotel sie gehen sollen. Mit einer Nische-Mentalit\u00e4t hat jeder das Potenzial, ein Influencer (in seiner Nische) zu sein, wodurch der Pool an Influencern gr\u00f6\u00dfer wird. Sie m\u00fcssen die Relevanz und Authentizit\u00e4t des Influencers f\u00fcr das Thema ber\u00fccksichtigen, seinen Content-Fu\u00dfabdruck analysieren und feststellen, ob er gef\u00e4lschte Follower oder Engagements von Hunderten von Influencern auf mehreren Plattformen hat.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Marken sollen die gro\u00dfen Namen hinter sich lassen und auf Authentizit\u00e4t setzen. Es gibt einen guten Grund, warum sich so viele Instagram-Nutzer in den sozialen Medien vom durchschnittlichen gro\u00dfen Influencer abwenden. In einer Umgebung, in der Authentizit\u00e4t die gr\u00f6\u00dfte Online-W\u00e4hrung ist, m\u00fcssen Marken alles \u00fcber ihr Publikum wissen und verstehen, wie sie ihre Fangemeinde online finden und halten k\u00f6nnen.<\/h3>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Quellen<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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  1. Vogue Business<\/a><\/li>
  2. Buzzfeed<\/a><\/li>
  3. Metro UK<\/a><\/li>
  4. Linkfluence<\/a><\/li><\/ol>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

    The power of new social media algorithms means anyone can have influence, regardless of following. For brands, it requires a rethink of where they allocate budgets. For influencers, this could translate into the death of their jobs, the death of influencer marketing as we knew it. If influencers are not keen and fast to adapt […]<\/p>\n","protected":false},"author":203019801,"featured_media":2165,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_coblocks_attr":"","_coblocks_dimensions":"","_coblocks_responsive_height":"","_coblocks_accordion_ie_support":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center 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