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Influencer Marketing: Expertenmeinung - Vergleiche - Trends; Whitepaper 2017

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Dieses Whitepaper bietet Insights zur Effektivität von Influencer-Marketing und zeigt, welche deutschen Influencer den größten Einfluss haben.
Mehr Informationen: de.statista.com

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Influencer Marketing: Expertenmeinung - Vergleiche - Trends; Whitepaper 2017

  1. 1. Influencer-Marketing: Expertenmeinung – Vergleiche – Trends Whitepaper 2017
  2. 2. Ein Trend mit Potenzial: Mit Influencern erreichen Marken ihre ideale Zielgruppe 2 Als Influencer werden Menschen bezeichnet, die eine hohe Social- Media-Reichweite und einen großen Einfluss auf ihre Follower haben. Influencer Marketing ist eine Marketingstrategie, bei welcher diese Meinungsmacher gezielt in die Kommunikation eingebunden werden. Das funktioniert gut, denn subtile Produkterwähnungen in zielgruppengerechter Sprache kommen gut an. Während der EM 2016 teilte Weltfußballer Cristiano Ronaldo auf Instagram mit dem Hashtag #JustDoIt ein Bild, welches den Nike- “Swoosh“ zeigte. Dieser Post erhielt 1,75 Millionen Likes und 13.000 Kommentare. Der Medienwert dieses Posts betrug 5,8 Millionen US$. Dieser Post war Teil des lebenslangen Werbevertrags mit Nike, der dem Fußballer eine Milliarde US$ einbringt. Aber es geht auch günstiger. Oftmals werden Influencer mit kostenlosen Produkten belohnt, erhalten Einladungen zu exklusiven Events oder werden wie bei den ASICS Frontrunnern, Teil eines Teams. Dieses Whitepaper bietet Insights zur Effektivität von Influencer-Marketing und zeigt, welche deutschen Influencer den größten Einfluss haben. Hintergrund Mehr auf Statista.com
  3. 3. Mit gut geplantem Influencer-Marketing lässt sich die Markenpräsenz erhöhen 3 1. Reichweite hilft: Influencer fördern besonders effektiv die Markenbekanntheit 2. Die größte Schwierigkeit in der Marketing- Planung ist die geeignete Influencer Auswahl 3. Besonders im Lifestyle-Bereich gibt es viele Influencer mit riesigem Medienwert 4. Event organisieren, Influencer einladen: Das gilt als besonders effektives Marketingmittel 5. YouTube am lukrativsten: Kosten für Postings variieren stark nach Plattform und Reichweite Key Takeaways
  4. 4. Reichweite hilft: Influencer fördern besonders effektiv die Markenbekanntheit 4 Industry Insights Wirksamkeit von Influencer-Marketing nach Marketingziel¹ 1: N=967 Befragte aus relevanten Branchen; weltweit Quelle: LaunchMetrics 25% 24% 48% 50% 49% 27% 26% 7% 44% Lead GenerierungMarkenbekanntheit erhöhen Kundentreue erhöhen IneffektivEffektivSehr effektiv
  5. 5. Die größte Schwierigkeit in der Marketing- Planung ist die geeignete Influencer Auswahl 5 Industry Insights Die am häufigsten genannten Schwierigkeiten des Influencer-Marketings¹ 1: N=967 Befragte aus relevanten Branchen; weltweit; Mehrfachnennung möglich Quelle: LaunchMetrics 32% 53% 69% Die Peformance trackenDie richtige Engagement- Taktik finden Den passeden Influencer finden 75% Influencer-Aktivitäten im Überblick behalten
  6. 6. Besonders im Lifestyle-Bereich gibt es viele Influencer mit riesigem Medienwert 6 Industry Insights Ranking der fünf deutschen Influencer auf Instagram mit dem höchsten Earned Media Value¹ im April 2016 in 1.000 US$ 1: Der Earned Media Value berechnet sich über Follower, Likes und die Reichweite des jeweiligen Postings Quellen: Horizont; InfluencerDB 312 340 391 474 751 1.051 kosta_williams sandroisfree pamela_rf xeniaoverdose magic_fox caro_e_
  7. 7. Event organisieren, Influencer einladen: Das gilt als besonders effektives Marketingmittel 7 Industry Insights Die effektivste Einbindung von Influencern¹ 1: N=967 Befragte aus relevanten Branchen; weltweit; Mehrfachnennung möglich Quelle: LaunchMetrics 44% 69% VideosBlog-PostsEvents 70%
  8. 8. YouTube am lukrativsten: Kosten für Postings variieren stark nach Plattform & Reichweite 8 Industry Insights Durchschnittlicher Verdienst pro Influencer-Post in 1.000 US$ nach Anzahl der Follower und Plattform Quellen: The Economist; Captiv8 255613 25 4101013 125 63 50 50 20 30 7575 94 187 60 150150 188 300 1 - 3 Mio. 3 - 7 Mio. über 7 Mio. 500 Tausend - 1 Mio. 100 - 500 TausendAnzahl Follower:
  9. 9. Über den Digital Market Outlook 9 Dieser Report bietet Insights zum Thema Influencer-Marketing. Weitere Daten können zum Thema Digitale Werbung können über Statista Digital Market Outlooks eingesehen werden. Der Digital Market Outlook bietet direkten Zugriff auf Umsatzprognosen, Nutzerpenetration und Ländervergleiche. Daten stehen aktuell für die folgenden 9 Märkte der Digital Economy in 50 Ländern zur Verfügung: Digitale Medien, Digitale Werbung, e-Commerce, eServices, Smart Home, FinTech, eHealth, Connected Car und eTravel. Die Segmente Bannerwerbung, Videowerbung, Suchmaschinenwerbung, Social-Media-Werbung und Online- Kleinanzeigen werden in unseren Analysen zum digitalen Werbemarkt abgedeckt. Der Digital Market Outlook ist auf Statista.com für Kunden mit Corporate-Account oder Enterprise-Account verfügbar. 9 Märkte, 34 Segmente, 50 Länder Weitere Daten Kontakt Sebastian Buss Analyst sebastian.buss@statista.com Mehr auf Statista.com Sebastian Buss hat BWL & Wirtschaftspsychologie in Hamburg studiert und sich auf Konsumentenverhalten und Marktpsychologie spezialisiert. Vor seiner Zeit bei Statista sammelte er Erfahrungen im Bereich der digitalen Medien mit dem Schwerpunkt Musikindustrie. Bei Statista ist er als Spezialist für digitale Märkte, Trends und die Datenanalyse tätig.
  10. 10. Imprint Statista ▪ Johannes-Brahms-Platz 1 ▪ 20355 Hamburg ▪ +49 40 413 49 89 0 ▪ www.statista.com Disclaimer This study is based on survey and research data of the previously mentioned sources. The forecasts and market analysis presented were researched and prepared by Statista with great care. For the presented survey data, estimations and forecasts Statista can not assume any warranty of any kind. Surveys and forecasts contain information not naturally representing a reliable basis for decisions in individual cases and may be in need of further interpretation. Therefore Statista is not liable for any damage arising from the use of statistics and data provided in this report.

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