How To Boost Your Influencer Marketing With Social Media Retargeting Ads

Re-using the content from your Influencer Marketing campaigns as retargeting ads on social media is an efficient way to enhance your campaign performance. Influencers are creative experts, producing engaging content for your brand and products. So it would be a shame if that content would be used only once for a single campaign.

In this blog post we will explain you why retargeting can enhance the performance of your Influencer Marketing campaigns, and how you can also do it.

Retargeting vs. remarketing

Before we go further, let’s agree on the terms. Remarketing and retargeting are often used to mean the same thing which is advertising or sending another type of a message to a target audience who have previously somehow been in contact with your brand.

The difference is sometimes varied depending on who do you ask. For example Neal Patel, an well-known digital marketing entrepreneur, sees retargeting as online remarketing, whereas remarketing is the umbrella term. However Rejoiner has described remarketing as being only targeting existing audiences via email.

For us retargeting means contacting existing audiences on social media, with the content from the influencers in your campaign.

The goal of retargeting can take many forms. You can use it to inform current customers of special offers or to convince past buyers to buy from you again. Or, in the case of Influencer Marketing, you can use it to retarget the influencer’s followers who did not convert.

Use retargeting in Influencer Marketing to catch people when they are ready to buy

Direct sales are of course the end goal of most advertising campaigns. Nobody wants to put money into marketing or advertising and not get anything tangible in return. 

However we marketer might sometimes think that whenever we do not generate immediate sales, the campaign has failed. But let’s face it: in most cases people are not ready or willing to buy immediately after seeing an ad. They might in general be interested in the offer and might even go and take a look at the website. But still they decide not to buy at this very moment.

When done right Influencer Marketing can be one of the most authentic promotional methods for your brand. Recommendations from other people have more power than pure advertising. People trust the opinions of others more than those of brands. And especially micro-influencers can generate a lot of trust.

However, even Influencer Marketing campaigns can’t guarantee a 100% conversion rate. For those cases when people just were not able or ready to buy from you, you need to retargeting them in order to convince them back to your site.

What differentiates Influencer Marketing from other marketing campaigns is that you don’t actually have to create any content for the retargeting ads. The influencers have already done it for you! They have taken the pictures and written the texts so technically the next step for you is to just set up the retargeting campaigns.

How does retargeting in Influencer Marketing work

You can use whichever ad network you have to reach the influencers’ target audience. Naturally the easiest way is to retarget them in the specific network where the campaign originally was set up.

On Instagram the retargeting funnel works as below:

Retargeting process in Influencer Marketing: 1st a feed post, 2nd a story with swipe up link, 3rd ad campaign with the content from the influencer.

The funnel starts from the feed post, which is more awareness generating in nature. The link to the specific landing page will also be put as the influencer’s bio link for a certain number of days. However people don’t often click it enough to truly generate enough traffic to the website. 

Most traffic to the website and thus most sales are generated via a story which contains the CTA or Swipe up -link. That’s why it is important to collaborate with influencers who have at least 10 000 followers, as the Swipe up is only possible from then on.

After the campaign has generated enough visits to the website from the influencer’s posts the retargeting campaigns can be started. 

Target non-converted and lookalike audiences

The most important audience for the retargeting campaign are the people who clicked to the campaign landing page but did not convert. These people have already expressed their interest but for some reason or another were not ready to buy yet.

Other audiences worth retargeting are lookalikes from the people who did purchase via the link. Lookalike audiences from your other buyers are a good option to try as well.

Of course you can also target your existing customers. People who have not bought from you for a while could do it again after seeing recommendation from an influencer. Think also if you could try to cross-sell this product to the buyers of other, complimenting products you have.

Use the best performing content from the influencers

The actual ads used in the retargeting campaign should be the best content from the influencers. They had worked before so the change that they work now is high.

Use the ones which have gotten the most sales or most clicks from the bio link or the Story Swipe Up -link. And if there are not that many of the aforementioned, then use the engagement metrics. So choose the images which generated the most likes and comments. 

Remember that you need to have the consent from the influencers in order to use their images as retargeting ads. You might need to pay a bit more in order to receive such usage rights to the images, but it is worth it.

The agreement on the usage rights can always be a part of the initial campaign. Or you it can be negotiated case by case if you see that a certain content is performing especially well.

Make variations to the ad texts

After you have the consent from the influencer it is ok to use the images. However we don’t recommend that you use exactly the same texts as the influencer did.

Depending on the chosen target audience they might have already seen the texts but did not react as hoped. So repeating the same message most likely won’t bring a different result.

Besides it feels a lot more personalised when the ad texts indicate that the person has already seen them. Just don’t get too creepy. People are already rather used to being followed by ads but still nobody likes to be reminded of it.

Also most likely what the influencer has said does not turn into an ad text without modification. Most likely the text is too long to fit requirements of the social media sites. So some editing is needed in any case.

Thus, the ads should be a mix of what was in the best-performed posts and a new, improved CTA.

Best practises for retargeting ads

Remember to exclude the people who converted from the original Influencer Marketing campaigns. Might be obvious but we will remind you of it anyway. If people bought from you, better leave them alone. At least for now.

Also if you are retargeting other existing customers you might also want to exclude the most recent buyers. Same note of needing to sometimes leave the customers alone applies.

Always have a few different variations of headlines and ad texts to A/B test which works the best. And don’t forget to do both story- and normal feed ads.

However, don’t just copy the feed ad as a story ad. First of all the formats are different (square versus a vertical). Second the people are also using the formats differently by either scrolling down the feed or swiping between stories. So the same ads in both placements doesn’t necessarily work.


People are not ready to buy immediately, even when getting product recommendations from the people they trust. Retargeting the individuals who saw your Influencer Marketing campaign helps to catch the people who need more time before a purchase.

You shouldn’t see Influencer Marketing as a one-off campaign where influencers just post a couple of times and that’s it. The content can easily be reused further across your marketing mix.

How To Automate Your Influencer Marketing Process

Traditionally the Influencer Marketing process has been a manual one. Influencers have been researched and contacted individually, and the campaign metrics have been needed to manually collect into one place. 

Thus, Influencer Marketing has often been an inefficient, time- and resources-consuming effort based largely on gut-feeling. Something, which we marketers can’t afford. Therefore, to truly generate results and make marketing at a scale we need the help from machines and automation.

However, like any marketing effort also Influencer Marketing shouldn’t be automated completely. Its effectiveness is based on the authenticity of the influencer and the trust the audience has for the influencer. As of yet no machine can 100% make sure that the paid collaborations the influencer is taking part in do not break that trust and authenticity.

In this article we’ll guide you through how to automate your Influencer Marketing process without damaging the relationship between the influencer and their audience. We will show you what steps in the process you should automate, why you should automate them and how to do it.

What steps belong to an Influencer Marketing process?

In order to know what to automatise and what not, we need to determine the steps in the Influencer Marketing process. 

We at INFLURY break down the process into the following steps:

The traditional Influencer Marketing process is manual.
Traditionally the Influencer Marketing process has a lot of manual steps

As stated before, traditionally all these steps have been done manually, making Influencer Marketing hard to scale. Automation can thus bring a lot of benefits, which will be covered next.

Automation saves time and helps to make data-driven decisions

By using automation as a tool, it can make a lot of the Influencer Marketing steps easier to manage.

Research and book the influencers fast and based on data

Automation brings the most benefits in the influencer research and booking phase. Based on the target audience criteria such as location, gender, age and interest, a software can find dozens or even hundreds of fitting influencers in minutes. 

A software can use millions of data points to analyze the target audience of an influencer. It can thus deliver a greater precision for the suitability of an influencer than a manual analysis.

A faster influencer booking also allows different A/B tests to personalize their campaigns or to book different types of influencers.

Fight against influencer fraud

Automation can also help in the quality control of the influencers by checking the follower growth rate and engagement rate for potential fraud cases. When the system already knows what is a suspicious behaviour, it can already flag these individuals and thus leave them out from the results.

Communicate more efficiently

You can also communicate with the influencers faster and more coordinated when automation is used. In a platform or with a software one can create predefined message templates which are easy to modify given any campaign type. These are then fast to send to a bunch of influencers.

A platform or a software also makes it easy to store all the communications in once place where multiple Influencer Managers can access it.

Keep a coherent brand image with predefined post templates and campaign briefs

Keeping a coherent brand image is also one of the challenges in Influencer Marketing. This is especially true when dealing with a lot of influencers.  Automation can help with it by offering post and campaign brief templates.

Set templates give the influencers very detailed instructions in what and how to post. They make sure that there are no misunderstandings and limits excess communications back and forth. Thus, the influencers are on the clear what and how to post and can thus concentrate on the content creation part.

Analyse the campaign results from one place

Needless to say, automation is key in the analysis phase. From a platform all the metrics from different posts and different campaigns can be found in one place.

This not only makes the analysis and thus campaign optimization easier, it also makes the data more transparent. No more guessing how many engagements or clicks to the website were actually generated.

Don’t forget the human touch in Influencer Marketing

However, as stated at the beginning, Influencer Marketing can’t be automatised completely. If one takes a look at the steps described above, it is apparent that every single one of them still demands some human involvement. 

Somebody has to come up with the campaign plan and content strategy, which is the basis for the whole campaign. This basis determines the criteria with which to search for the influencers. 

Same goes for communication with the influencers and writing all the contracts and briefs. When dealing with other humans, another human being is still the best communicator.

Also one of the most important tasks for humans in Influencer Marketing is the content review. Just as you wouldn’t approve advertising from an agency without seeing it first, you need to proof the content from the influencers.

Analysis of the campaign metrics and the decisions based on those metrics also still needs to be done by a human. A software can show you a lot of suggestions, but the final decision is yours to make. Or the Influencer Manager’s.

Thus, automation in Influencer Marketing can assist throughout the campaign process. It’s job is to leave the people more time on the things which a machine can’t do. 

But what if you don’t have the time or the people but would still like to get started with Influencer Marketing? Or maybe you have tried Influencer Marketing manually but were not really happy with the results? If those were your cases, then we should talk.

Influencer Marketing Automation With INFLURY

INFLURY was founded because our CEO Levin realised automation can make Influencer Marketing so much more efficient and profitable. So our own platform of micro-influencers based on our own software was created, to make more better performing campaigns for our clients.

We at INFLURY take care of all of the Influencer Marketing needs for our clients. Therefore, when collaborating with us, the advertiser’s Influencer Marketing process will look as followed:

The Influencer Marketing process with INFLURY

With us our clients can concentrate solely on the creative idea and the overall strategy of the campaign. Our experts will take care of the rest with the software and the micro-influencers from our platform. All the campaign results will also be found in one place, making the analysis and optimization easy.

And if needed, our clients get expert assistance in the concept and strategy phase as well.

If there are any questions you have regarding getting started with Influencer Marketing, you can send an email anytime at

Or if you want to receive a personalised consultation regarding automatising your Influencer Marketing or even starting your first campaign, book a call with one of our experts! They are more than happy to help you.

How To Get Started With Micro-Influencer Marketing

10 minute read

In the past couple of years one term in the Influencer Marketing landscape has been rising steadily: micro influencers or Micro Influencer Marketing.

In this article we will shine light on what is meant by the term “micro influencers”, why brands should collaborate with them and how to do Micro-Influencer Marketing efficiently. We are confident that you will find inspiration to take to your next marketing campaign meeting. 

What is a micro influencer? 

Who is a micro influencer differs a bit depending on who you ask. Some say it is anyone who has between 10 000 and 500 000 followers, others say between 1000 and 1 000 000 followers. In any case when one talks about micro influencers one does not talk about individuals who count their followers in the millions. 

Micro influencers are not that widely followed, often because they are not such famous people or are operating in a niche. Thus, they attract a smaller audience, or smaller than what the Influencer Marketing branch has been used to. 

The why are the companies now started to move away from these mega-stars and the possibility to reach millions? Why can a person with 40 000 followers on Instagram be a better choice than an individual with four million followers? 

Why are micro influencers more effective than larger influencers? 

1. Micro influencers have a higher engagement rate

According to many studies, when the amount of followers rises, the engagement rate starts to go down. For example a study by Influencer Marketing Hub states that one can expect a person with less than a 5000 followers to have an engagement rate of around 5,7%. Compared to that a person with up to 100 000 followers can only expect to have an engagement rate of around 2,4%.

The more followers a person has, the harder it is to engage a significant amount of followers. Millions of people have very varied interests which can’t be addressed in one post or story. This means that the brand collaborating with a big influencer is also paying for followers who might not even be interested in the offering.

With micro-influencers however the situation is different. They most often work in a tight niche by posting mainly only about one topic, let’s say fitness or beer brewing. This in turn means that almost all their followers share the same passion and interest. So when a micro-influencer is promoting a product which fits their lifestyle, it will also fit rather perfectly to the lifestyle of their followers.

Plus, an individual who has not yet risen to such an influencer stardom might also feel a lot more closer than a megastar. The deeper the relationship between the influencer and their followers, the more influential the person actually is.

2. Micro influencers are not as expensive

Bigger influencers have traditionally been receiving a lot of brand collaboration offers in their channels. Therefore, they know their value and will charge brands accordingly.

Smaller influencers do not yet have such a big follower base to be able to justify high prices. Thus, with micro-influencers brands can not only reach a more engaged audience but also with a fraction of the price associated with larger-scale influencers.

Of course as micro influencers get more popular, they will realise that they can also charge more. But at least for now they are a very cost-efficient choice.

3. Micro-influencers do less advertisement

More brand collaborations also mean more competition among the companies. Smaller-scale influencers who don’t yet do such a large number of promotions have not yet saturated their audience with advertisement. Thus, every brand collaboration can have more impact.

With bigger influencers there might even be a sign of promoted product fatigue. This can make the person not really care about what they are promoting, let alone bother to check what they are posting

Thus, the more advertisement an influencer does the less authentic they can seem to become. As stated previously: the power of micro-influencers is based on higher engagement which is a result from high trust and authenticity. So they also need to pay attention that they don’t engage in too many brand collaborations which might turn off their followers.

How to find the right micro influencers?

Let’s say you have decided that the smaller-scale is the way to go. Let us therefore guide you with a few tips on how to find the right influencer. Just keep in mind that when it comes to micro-influencers, both the quality and quantity matter.

1. Look for influencers whose lifestyle fit with your brand and product

The main thing is of course to find a micro-influencers whose interests fit with your brand and product. That’ll make sure that the influencer’s audience will also be interested in your offering.

Be specific. For example if your beauty product is all-natural and vegan, you need to find micro-influencers who are all about vegan and natural products. Just any micro-influencer interested in beauty has already too broad an audience.

You can for example use hastags which are relevant for your product, to find influencers working in the same niche. Different influencer platforms also help the search, as they provide a pool of influencers from which to choose.

2. Calculate the engagement rate

The next step is to check how many followers the person has and calculate the engagement rate. 

As stated in the study by Influencer Marketing Hub, a person with 30 000 followers should on average have an engagement rate of 3-4%. So he or she should get around 1000 likes and comments per post. In smaller countries where there is less competition the percentages can be even higher. 

Keep in mind that these numbers are just averages, but your target influencers should still preferably hitting at least these numbers. 

Search also for previous brand collaborations the influencer has been doing, and compare their engagement rate to the average engagement rate. If it is not significantly lower, then the audience seems to be okay with the influencer promoting products.

If however the sponsored posts always perform way worse than the non-promoted ones, then proceed with caution. The audience might not be into paid posts from this influencer. 

3. Stay on the lookout for fake followers

Fake followers in Influencer Marketing is still a big problem. However, there are a few ways to make sure that the followers are at least mostly real humans.

An individual with a lot of fake followers has often a suspiciously high amount of followers compared to the amount of posts. It takes time to generate a large following, so a sudden rush in the amount of followers indicates that they have been bought.

Also if the influencer’s engagement rate is significantly lower than what is average to that many followers, then it also can indicate a large number of fake followers. Bots don’t engage. 

In addition, you should make sure that the content the influencer posts are mostly their own. For example Instagram is full of accounts which have grown their follower base by just copying popular content from others. 

However as bot accounts also just follow people hoping for a follow back, people can gather bot followers even without buying them. Lot of people don’t check regularly what kind of followers they have. But it should be done on occasion, as bot accounts can be kicked off from the follower list.

Finding the right micro influencers for your products does take time and effort. Luckily there are nowadays many services on the market which make finding the right micro influencers very easy

How to make a micro-influencer marketing campaign successful? 

Micro-influencer marketing campaign does not differ a lot from a bigger influencer campaign. The success factors are similar, but it is never a bad idea to repeat them: 

1. Set tangible goals

Do you want to reach a new audience, make more sales or to strengthen your brand image? The goal setting will determine the whole campaign scope from the amount of the influencers and the tone of the posts all the way to the technical implementation. 

2. Collaborate with a large number of micro-influencers

Don’t settle for just a couple of micro-influencers. There is always strength in numbers, so you should always have your products in the hands of as many suitable influencers as possible. 

And if you are worried about not been able to develop a relationship with such many influencers, you don’t have to be. Micro-influencers can help you scale your Influencer Marketing efforts while at the same time you build a relationship with a few bigger key influencers.

3. Take care of all contract and legal issues

With micro-influencers you also need to create a contract regarding the collaboration. This is important for example regarding usage rights for the influencer’s content.

4. Write a specific brief

In order to avoid any misunderstandings or mistakes, create a very detailed brief for the influencers. Things like how to mention your company, which hastags to use and how the product should be present ensure that your brand will be presented the right way.

5. Set the technical aspects

You need to set up all the possible technical requirements like elements like discount codes and influencer-specific links. The links need to be added to the influencer’s bio or to their stories as CTAs. 

You might also need to create a separate landing page just for the campaign.

Also remember to set your Analytics or any third-party analytics provider to track the visitors coming through that link.

6. Let the influencer have some freedom

Not only does the product need to match the influencer and their audience, but the post needs to also match the style of the individual. If the post comes straight from your marketing department without any reference to what the influencer is used to posting, then most likely the audience will not respond well.

7. Measure and analyse your campaigns

The metrics need to be determined in the goal setting phase. In that way at the end of the campaign it is easy to look at the numbers and determine whether the goals were hit. 

If sales are your goal, then direct purchases and clicks from the bio link to your shop are the ones you need to measure. Don’t forget to dig into your attribution data to determine if the campaigns have been involved in the sales process indirectly. 

Metrics like reach and engagement rate, or cost-per-engagement, are important if your goal is more brand awareness and consideration. But even when sales are your goal those metrics can be important micro conversions.

8. Re-use the influencers’ content

The influencers are content creators, who have the skills to make great pictures and write compelling texts. You should always consider to pay also for the usage rights for the influencer’s posts after the campaign. In that way you can receive high-quality content to be used on your own social media channels or on your website as testimonials.

The content from the influencers can also be used in other marketing campaigns you have. You can even use it to retarget your existing website visitors or the people who did not purchase immediately from the influencers.

Examples of successful micro-influencer campaigns 

You don’t have to take our word for it, as the internet is full of successful micro-influencer campaigns for you to get inspired by. There are also examples of influencer campaigns gone horribly wrong, for you to make sure not to repeat the same mistakes. 

You need to determine what success means to you, but whatever you do, let the individuality of the influencer shine through! Remember, they are the one who have the power over their audience, not you. 

We hope that our tips were useful to you and that you now feel more confident with micro-influencer marketing. However we also understand that the post most likely did not answer all our questions. So don’t hesitate to ask a question in the comments, call us or send us an email!

Employee interview: Influencer Marketing Manager

In our “Employee interview” series we want to show what working at INFLURY is like, and of course present our amazing employees!

The first person to start the series is Arianna, an Influencer Marketing Manager.

What made you apply for INFLURY? 

I didn’t actually apply here myself. I got a Linkedin message from the CEO Levin, asking me to have a call with him about a job opportunity. So I took a look at the website and thought that what they do is a very cool approach to Influencer Marketing. That’s why I decided to have a chat with him to see what he was offering.

Describe what you do on a daily basis

As an Influencer Marketing Manager I am responsible for the development and execution of various campaigns for our international clients. I lead a small team consisting of Junior Influencer Marketing Managers and interns, who support me in campaign management

My tasks include creating engaging and creative influencer campaign strategies for various brands who want to promote their products through influencers. I also manage and monitor all the phases of the campaigns – from choosing the influencers and shipping the products to the content review.

Besides campaign management I am also involved in improving the existing processes of the campaign team. So I do a lot of coordination and management in order to improve the team’s workflows.

How is it to work at INFLURY?

Everyone is friendly and there are no “labels” or hierarchy. As an employee you are free to communicate everything: every concern, every doubt, every idea. There is always someone willing to help or to listen.

What is that one thing you appreciate the most? 

The openness towards new ideas. INFLURY is a very open-minded place to work as there is no fear for new suggestions or chancing the status quo if that leads to improve the processes.

What is the most important thing you’ve learned so far?

To not be afraid to express myself. Communication is often a big pain point for companies as people are often unsure about what they can or can’t say. But at INFLURY is not like that all as communication is valued very high, whether it’s criticising or complimenting. 

If you could choose any brand or a person to do an Influencer Marketing campaign with, who would it be and why? 

It would be any humanitarian association or a company dedicated to a good cause! It’s amazing to see how well also influencers react when it comes to charity or to sensitive actions related to environmental issues, animal protection and similar topics.

It’s very gratifying to contribute to such causes with Influencer Marketing. It proofs that marketing can be a very powerful tool if applied the right way.

Can you tell a funny anecdote or a memory from the office? 

I have a lot of fun memories from Friday evenings at the office. We used to always stay long on a Friday, drink a beer and maybe go to grab a bite all together. For sure, INFLURY is not a boring office!

Alongside taking good care of our campaigns at work, what do you like to do on your free time? 

I really enjoy working out and practicing yoga. It clears my mind after a whole day sitting in front of the laptop.

If you got intrigued by what Arianna has to say about working at INFLURY, feel free to take a look at our open positions! We are always looking for motivated individuals to help us build the company.

DMEXCO 2019 Recap

How do the digital marketing people in Germany see Influencer Marketing? What are the most prominent questions and concerns that marketers have related to it? By talking with dozens of marketers from a variety of industries at DMEXCO, our sales team could pin-point a few of the most pressing themes in Influencer Marketing.

How to find the right influencers

The theme of the conference this year was “Trust In You”, and most of the questions our team received fit with it perfectly. Influencer Marketing means companies have to practically trust their brands in the hands of strangers, so they had a lot of questions regarding influencer quality.

How to spot influencers with fake followers was a big topic. Companies can’t of course have their products advertised by people whose audiences are not real humans. So being able to filter out those kinds of fake influencers is crucial.

Another popular discussion topic was influencer match. How to find the influencers who have the best brand fit? Or it should actually be asked this way: which influencers’ audience could be interested in the company’s offering? The answer has two sides: the influencer needs to talk about topics which match the company’s product or service and their audience needs to be engaged enough.

Many studies of influencer types and their engagement rates have shown, that when the amount of a person’s followers increases, the engagement rate decreases. So they are able to truly engage less and less people in relation to their followers.

This means that the company’s offering is seen by a large amount of people who are not really interested in it. Thus, the most engaged audience is the audience from so-called micro-influencers, who work in a tight niche.

How to drive sales with Influencer Marketing

Driving sales and revenue is in the end the main goal of all marketing efforts. However, people have been struggling to do it with Influencer Marketing, as it was discussed at DMEXCO. 

Many marketers seem to have difficulties seeing Influencer Marketing as a part of the customer journey. There is a lack of knowledge on how to use it to reach marketing goals, from growing brand awareness to advertising to existing customers. 

And based on the discussions, we can identify the problem as the following:

Influencer Marketing is not treated as Performance Marketing

There seems to be a misalignment with what marketers want to get out of Influencer Marketing and how it is done. It is often perceived as a performance-based effort which needs to be measured, but many people still act like they are doing brand marketing. This makes it hard to generate sales and revenue as the actions are not aligned with the desired outcome.

Marketers appear to think it is more important to have a good personal relationship with all their influencers instead of aiming for campaign results. Therefore it can be hard to scale Influencer Marketing efforts as one can only have a very deep relationship with a limited number of influencers. This in turn leads to a lack of measurement, as there just is not enough people to take care of it.

As Influencer Marketing is being balanced between brand and performance, it does not seem to have established metrics. Engagement metrics such as likes and comments are important, but they are soft, more brand-related metrics.

If Influencer Marketing is really seen as a part of Performance Marketing, its effect on revenue and sales needs to be measured accordingly. And with today’s technology there are ways of doing just that.

What kind of companies could do Influencer Marketing

Quite a few German digital marketers also seem to have a bit old-fashioned view of Influencer Marketing. They think it is something for beauty products or fashion companies only, and thus are hesitant to even get started with it. Our team also talked with companies who are offering a service and don’t quite realize that it can also be advertised as a product.

Also a few offline retails came to talk with us about how Influencer Marketing could work for them. So bridging the gap between online and offline worlds with carefully set KPIs is a growing theme.

Our sales team also talked with a lot of niche and DIY companies, who have already done Influencer Marketing successfully before, and were now looking for ways of scaling their efforts. So it seems that Influencer Marketing is not just for big companies anymore, and definitely not just for beauty and fashion brands.

B2B Influencer Marketing, meaning advertising products or services via online professionals, was also a topic that was discussed quote a lot. However, as professionals are not interested in growing their influence through paid efforts, there is nothing happening in that field yet. But the theme is already there, so we will wait and see how it will develop or if it will fade away. 


Influencer Marketing seems to be a new topic for many of the marketers at the conference, so they don’t know exactly how to approach it. The lack of a systematic, performance-oriented approach and clear metrics make it hard to scale.

Also, the market needs to move away from the relationship focus. A company does not need to have a deep relationship with all the influencers they are cooperating with, in order to successfully do Influencer Marketing. A shallower relationship with many smaller-scale influencers makes it possible to scale Influencer Marketing activities and at the same time nurture a deep relationship with a few brand ambassadors.

All in all, our team was happy to be able to discuss with so many German digital professionals get a better understanding of the questions a lot of companies have. If you happen to have any questions regarding Influencer Marketing, you can at any time shoot us an email at

Or if you want to have a consultation about whether or not Influencer Marketing could be something for your company, just schedule a call with one of our experts! They are more than happy to help you.