{"id":13535,"date":"2024-09-27T15:36:56","date_gmt":"2024-09-27T13:36:56","guid":{"rendered":"https:\/\/agcommtech.de\/2024\/09\/27\/working-with-influencers-is-like-a-blind-date\/"},"modified":"2024-09-27T15:37:08","modified_gmt":"2024-09-27T13:37:08","slug":"working-with-influencers-is-like-a-blind-date","status":"publish","type":"post","link":"https:\/\/agcommtech.de\/en\/2024\/09\/27\/working-with-influencers-is-like-a-blind-date\/","title":{"rendered":"Working with influencers is like a blind date"},"content":{"rendered":"\n
Interview with Katharina Brunsendorf Head of Content – Scalable Capital<\/strong> <\/h5>\n\n

Working with influencers is like a blind date<\/strong><\/strong><\/strong><\/h2>\n\n

It is becoming increasingly difficult for companies to get their messages across to their target groups.\nAccording to the Reuters Digital Institute, almost 40% now actively avoid consuming news.\nThis is why influencers are increasingly coming into play to effectively address target groups.\nWe talk to Katharina Brunsendorf, Head of Content at Scalable Capital, a digital investment platform, about the opportunities and limitations as well as the use of technology in influencer marketing. <\/strong><\/p>\n\n

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AG CommTech<\/span>: Katharina <\/strong>, why is working with influencers important for Scalable Capital?\nHow are you set up for this? <\/p>\n\n

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Katharina<\/span>: We <\/strong>attach great importance to collaborations with influencers.\nThat’s why we explicitly have a team that takes care of and handles the relevant collaborations directly.\nWe have deliberately built up the expertise internally and have not used an agency as an intermediary.\nThis is also due to the fact that we are part of a very top group in the investment sector and pay particular attention to personal relationships. <\/p>\n\n

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AG CommTech<\/span><\/strong>: In your opinion, what <\/strong>is the biggest challenge in identifying influencers?<\/p>\n\n

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Katharina<\/span>: The <\/strong>point is complex.\nTo make the selection easier, however, it is important to have a clear objective and also to know what the account’s community should look like so that it suits us and our goals.\nWhen making the selection, we must not forget that the profile is the vehicle through which we reach our desired target group.But risk analysis is also a big issue.\nInternal rules need to be defined here, if they do not already exist.\nCompanies often already have guidelines or values according to which they operate, but regulatory requirements must also be observed.\nThis is why the analysis and selection part is extremely important and should always be reviewed through personal contact and collaboration.\nIt is essential to analyze the postings and the reaction of the followers. <\/p>\n\n

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AG CommTech<\/span>: What <\/strong>role do digital tools and AI play in influencer management?\nWhat are the most important tools & fields of application?\nDoes artificial intelligence already play a role? <\/p>\n\n

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Katharina<\/span><\/strong>: With the wide range of accounts available, digital <\/strong>tools have become an integral part of our daily work.\nYou get suggestions, the most important key data and initial analyses at the touch of a button.\nThey help in the influencer search to make a data-based and, if necessary, AI-supported (pre-)selection and to check whether the influencer’s community actually corresponds to the desired target group in terms of age, interests and brand affinity.\nThis significantly speeds up the search for the right influencers.\nIn my opinion, the use of AI will, on the one hand, make it more interesting for smaller companies to operate in this field, as they can outsource tasks.\nOn the other hand, larger companies or agencies can benefit from even more detailed insights, analyses and forecasts. <\/p>\n\n

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AG CommTech<\/span>: How <\/strong>is the success of collaboration ensured?\nAccording to a survey by Statista, 76% of respondents say it is difficult to measure the ROI of a campaign.\nHow do you ensure this? <\/p>\n\n

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Katharina<\/span><\/strong>: We set clear targets that are measurable and track them accordingly using our own tools.\nWe also put together performance packages that have a fixed and variable performance component.\nThis makes it possible to measure success in purely numerical terms.\nNevertheless, for me there is always an aspect of the success of collaboration on a personal level.\nNo matter how good the planning and analysis is.\nWhat you experience in the end is just like a blind date – sparks can fly immediately and everything fits or go in a completely different direction. <\/p>\n\n

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AG CommTech<\/span>: What <\/strong>advice would <\/strong>you give to communications teams that do not yet have any resources for influencer marketing but still want to get involved?\nIs working with a specialized agency an option from your point of view? <\/p>\n\n

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Katharina<\/span><\/strong>: Absolutely!\nI myself had great experiences working with an agency in the past.\nSo regardless of the size of your internal teams, I would advise you to think about what you want to do yourself and what you want to outsource.\nWhether directly or with a partner, using influencer tools is a good way to identify suitable cooperation partners and get a feel for the market and target group. <\/p>\n\n

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READ MORE INTERVIEWS<\/strong><\/a><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

It is becoming increasingly difficult for companies to get their messages across to their target groups.
\nAccording to the Reuters Digital Institute, almost 40% now actively avoid consuming news. <\/p>\n","protected":false},"author":2,"featured_media":13532,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[97],"tags":[],"ppma_author":[123],"class_list":["post-13535","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-best-practices-en"],"yoast_head":"\nWorking with influencers is like a blind date - AG CommTech<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/agcommtech.de\/en\/2024\/09\/27\/working-with-influencers-is-like-a-blind-date\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Working with influencers is like a blind date - AG CommTech\" \/>\n<meta property=\"og:description\" content=\"It is becoming increasingly difficult for companies to get their messages across to their target groups. 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