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Swiss Influencer Marketing Report 2020

Marketingverantwortliche und Werbetreibende erreichen ihre Zielgruppen immer häufiger über Influencers auf Social-Media-Kanälen. Zu diesen und weiteren Ergebnissen kommt der heute veröffentlichte Swiss Influencer Marketing Report 2020. Die gross angelegte Studie liefert Erkenntnisse zum Influencer Marketing unter Berücksichtigung der wichtigsten Akteure: Millennials, Influencer/innen und Influencers und Marketingverantwortliche in Schweizer Unternehmen. Die Studie ist ein Kooperationsprojekt und wurde unter der Leitung von Professor Reto Hofstetter zusammen mit Melanie Clegg und den Studienpartnern Farner Consulting AG, Reachbird, ICI-HSG | Institut für Customer Insight, HEC Paris, gfm – Schweizerische Gesellschaft für Marketing durchgeführt. 

 

Swiss Influencer Marketing Report 2020
Der Swiss Influencer Marketing Report 2020 ist die erste Studie, welche das Beziehungsdreieck zwischen Schweizer Marketingverantwortlichen, Influencers und Millennials (Alter 13-30 Jahre) untersucht. In drei quantitativen Online-Studien wurden insgesamt 1349 Personen befragt, davon 1’007 Millennials als wichtige Zielgruppe, 124 Influencer/innen und 218 Marketingverantwortliche in Schweizer Unternehmen.

Eine Auswahl wichtiger Erkenntnisse
Auf über 70 Seiten bietet der umfangreiche Report der Studie vertiefte Erkenntnisse rund um das Thema Influencer und Influencer Marketing. Dabei beantwortet der Report unter anderem Fragestellungen wie: Welches sind die beliebtesten Influencers der Millennials? Wie sollen Kooperationen mit Influencer ausgestaltet werden? Eine Zusammenfassung der relevantesten Erkenntnissen finden Sie hier:

1. Influencer Marketing ist vor allem bei der jüngeren Generation von Konsumentinnen und Konsumenten ein wichtiges Thema: Während von den 13-30-jährigen (Millenials) bereits 60% Influencer/innen auf Sozialen Plattformen folgen, suchen 56 Prozent von ihnen gezielt nach Produktinformationen.

2. Insgesamt orientieren sich Millennials bei ihren Kaufentscheidungen stärker an den Informationen von Influencer/innen als an Informationen durch andere bezahlte Werbeformen wie TV-Werbung, Anzeigen oder Suchmaschinenresultate. 37% aller Millennials wurden schon von Influencer/innen zu einem Kauf inspiriert. Unter Millennials, die aktiv Influencer/innen folgen, sind es sogar 53%.

3. Von den befragten Marketingverantwortlichen nutzen aktuell 28% das Potenzial des Influencer Marketing um ihre Zielgruppen zu erreichen – Tendenz steigend, denn 44% planen es zukünftig einzusetzen. Möglicherweise beeinflussend hierbei: Etwa die Hälfte der befragten  Marketingverantwortlichen schätzen den bisherigen Return on Investment ihrer Influencer Kampagnen höher ein als bei alternativen Werbeformen.

4. Glaubwürdigkeit ist das wichtigste Merkmal guter Influencer Werbung – da sind sich alle befragten Gruppen einig (71% der Millennials, 83% der Marketingverantwortlichen, 94% der Influencer/innen stimmen dem zu).

5. Instagram ist die wichtigste Influencer Plattform – darin sind sich Millennials (76% stimmen dem zu) und Influencer/innen (90%) einig. Jedoch: Nur 28% aller Marketingverantwortlichen favorisieren Instagram für Influencer Marketing in ihrem Unternehmen.

 

Mehr Informationen:
Die Studie wurde unter der Leitung von Professor Reto Hofstetter zusammen mit Melanie Clegg und den Studienpartnern Farner Consulting AG, Reachbird, ICI-HSG | Institut für Customer Insight, HEC Paris, gfm – Schweizerische Gesellschaft für Marketing durchgeführt. Der Zugang zu den relevanten Erkenntnissen der Studien in Form der „Key Insights“ ist kostenlos. Die umfassenden Studien können gegen ein Entgelt bestellt werden.

Bestellung der Studie: https://lnkd.in/gd7VpEh

 

Referenz:
Clegg, M., Hofstetter, R., Schindler, L., Deubelbeiss, O., Lanz, A., Faltl, M., & Tomczak, T. (2020). Swiss Influencer Marketing Report 2020, University of Lucerne.

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