Robert of STRG. told us a few weeks ago in the first part of our interview about many exciting insights into the world of social media marketing and digital machines. We have, among other things, learned how the agency has turned a vodka-pissing manneken into a social media star. Speaking of social media stars: STRG. also works closely with influencer agency flow: fwd.
Read in the second part of our interview everything that makes an influencer, well, an influencer.
One of your partner agencies is the influencer agency flow: fwd, which represents social media greats such as Simon Unge and Melina Sophie. What are your experiences in regards to influencer marketing?
Robert: “The greatest challenge faced by influencers is to unify the customer, the product or topic, and the respective influencer or influencers. For many companies, it is still difficult to get involved with influencers and their methods. Many consider influencers as pure media outlets and forget that they are ultimately artists and not paid actors, playing a role in an advertisement.”
Do you advise your customers on influencer campaigns? Or are influencer measures, for you, always part of a larger concept?
Robert: “There can absolutely be pure influencer campaigns, but more integrated, cross-platform campaign concepts are often more effective. Good examples are cases like Yuneec or the Streaming Marathon on the gaming channel Twitch for EWE. The 30-day streaming marathon of gamer and YouTuber Simon Un, alias “ungespielt”, has reached over 10 million viewers on Twitch, and the YouTube videos gained a total of 9 million views. ”
What makes an influencer an influencer? Can you strictly define this?
Robert: “He or she must have influence on at least three channels in order to label themselves as influencers. These are usually YouTube and Instagram, sometimes their own blog or Facebook. If you still remain authentic and also produce super high-quality content in the long term, you’re rocking!”
That leads us to the topic of performance: STRG. regularly publishes a YouTube influencer report. How do you keep track of millions of videos posted on YouTube?
Robert: “We evaluate data collected by VeeScore. VeeScore.com measures the performance of 30 million YouTube channels and over 500 million YouTube videos on every topic. The challenge is then to evaluate this data and make it useful and appealing.”
Managing 30 million YouTube users cannot be easy. How do you identify the most important influencers and topics?
Robert: “In our influencer report we are focusing on influencers from Germany. Then we divide the channels into different categories, such as beauty, gaming, entertainment, technology, people and blogs. The figures are gigantic: the five most-watched channels from 5 different categories generate over 600 million views on YouTube within one month. The growth rates are also exciting, i.e. how many new subscribers gets – or loses – a channel within a month. These are all numbers that show the reach that influencers can generate. Such figures are, of course, always very interesting for customers. After all, they want to know where to invest their money and what sort of ROI value to expect. ”
This is always the biggest challenge in content marketing: measurable successes. Perhaps we should not ask the question as a content marketing agency: How do you assess the content marketing trend as a social media agency?
Robert: “I have long worked in PR and must smile whenever I see changes such as a company that was formerly producing little more than boring corporate publishing now ‘reinventing’ themselves as something more of a hip content marketing agency. This isn’t surprising, but people should make less wind of it. The trend is no longer a trend; content marketing is now mainstream. I personally try to use the word ‘content marketing’ as seldom as possible. I’d rather call it ‘content with storytelling’. ”
“Content with stories” sounds great, but if it cannot be found, it cannot fulfill its purpose. How do you ensure that your content gets the reach it needs?
Robert: “We use social advertising, usually Facebook Media and Instagram Media. Or we use influencers to attain this reach, so long as it’s a fitting pairing. Good content alone is not always enough in the massive competition for visibility. ”
Last question for today: How will content and social media marketing develop, from your point of view, in the next five years? Will we move into virtual worlds?
Robert: “In addition to the digital developments in social media, I personally expect a return to classic content, such as websites as content hubs. I would also foresee a renaissance in paper content. This is because of a deluge of online content and the frantic search for trustworthy sources of information. There is a reason for returning to e-mail newsletters and direct marketing aswell. In communication, it will always be important to connect the smart way both online and offline – as with our digital machines. No, seriously: I believe in a long and peaceful coexistence of all content worlds. ”
[This English article has been adapted from the original German version by Astarte Buono]