SIMF 2023: "We have entered a new marketing zeitgeist"

This interview with Dominique Hufschmid (Kingfluencers) and Fabian Plüss (Swiss Creator Academy) sheds light on the current importance of influencer and digital influence marketing. The two experts will provide insights into the dynamics and challenges of this constantly growing market in Switzerland, which now generates revenues of up to CHF 100 million. The focus will be on the Swiss Influence Marketing Forum (SIMF) 2023, which will take place in combination with the Smile Swiss Influence Award on October 25, 2024. These events promote the exchange and further development of the industry, supported by the swissinfluence.ch platform, which connects influencers, brands and creators. The interview is available in written form and as a video cast.

m&k: How did you find your way into influencer marketing?

Fabian Plüss: I come from the medical sector. Opinion leader marketing is deeply rooted there. Back then, we developed a referral program with dentists, pharmacists and chemists and integrated dental products. The recommendation by opinion leaders, such as dentists, meant that price hardly played a role any more - trust was the be-all and end-all. Within six years, we were able to expand into over 100 countries.

Dominique Hufschmid: I have worked as a designer and creator, worked in many agencies and built up brands. My work for Energy and FC Basel in particular brought me into close contact with influencers and creators. It's exciting to see how you can reach a community through them and place strong brand messages.

m&k: So, was the journey worth it?

Fabian Plüss: Absolutely. Influencer marketing has grown enormously over the last ten years. We are seeing annual growth rates of around 40 to 45 percent in Switzerland. Overall, turnover in this area is between CHF 50 and 100 million per year, depending on how you look at the market - be it through agencies such as Kingfluencers or brands that run influencer marketing in-house.

Why are brands increasingly shifting their budgets to influencer marketing?

Dominique Hufschmid: Influencer marketing is dynamic, authentic and, above all, entertaining. People tell the brand's stories in their own way and integrate them into their lives. It feels more natural to the target group when the brand is told by someone they trust than when they see traditional advertising.

Which platforms are currently particularly strong in Switzerland?

Dominique Hufschmid: Instagram and TikTok dominate in Switzerland. Instagram offers very measurable results for brands and is easier to control. TikTok, on the other hand, is more unpredictable, as content can go viral quickly, but it is difficult to predict what will work. Many brands are therefore still hesitant to get fully involved in TikTok because they need to relinquish control.

During the presentation of the IGM Digimonitor, it became clear that LinkedIn now ranks third among social media platforms in Switzerland and continues to grow. How do you rate the role of LinkedIn in the B2B sector?

Fabian Plüss: LinkedIn is definitely on the rise, especially in the B2B sector. The platform has developed strongly and is increasingly reminiscent of classic social media feeds. It is exciting to see how business content creators are becoming increasingly important and what opportunities are opening up in B2B influencer marketing.

Which formats perform best on social media?

Dominique Hufschmid: Short videos that are entertaining and humorous work very well. At the same time, content that conveys in-depth knowledge is very successful. The decisive factor is not the format itself, but the authenticity, creativity and originality of the content that appeals to the target group.

Where do you find out about the latest trends in influencer marketing?

Fabian Plüss: We are strongly oriented towards markets such as Germany, the USA and the UK. These markets are often two to three years ahead. Asia is also very exciting, but not always transferable one-to-one due to cultural differences.

Dominique Hufschmid: I immerse myself deeply in the digital culture on TikTok and observe what happens there. You have to be very close to it to recognize the relevant trends and formats and understand how they can be integrated into a marketing strategy.

An example of a successful influencer campaign in Switzerland?

Dominique Hufschmid: A great example is On's collaboration with influencer Aditotoro. ON faces the challenge that their brand and products are mainly popular with older target groups in the Swiss market, but do not yet have strong access to the younger generations, especially Gen Z. To reach this target group, ON decided to involve creators and ambassadors. Aditotoro documented on Instagram how he went from being an unathletic person to a marathon runner. The On brand was subtly integrated into his story and storytelling was used to appeal to the running community. An authentic and humorous campaign that was particularly well received by young people.

What about campaigns that are aimed more at older target groups?

Fabian Plüss: A new format that is strongly aimed at older target groups is the Digital Influence Program on LinkedIn. Here, C-level executives become brand ambassadors who share their expertise on LinkedIn and thus strengthen the employer brand. These programs are in-depth and encompass a variety of objectives.

What is important for an ideal influencer campaign?

Dominique Hufschmid: It is important that brands understand their identity and target groups before selecting influencers. The creators need to fit the brand, and the brands need to give the creators creative freedom to develop authentic and exciting content. Letting go of control is crucial here.

A term that is increasingly finding its way into the everyday lives of marketers and advertisers: "digital influence". What does this term mean and how does it fit into the overall spectrum of marketing?

Dominique Hufschmid: With the rise of social media and the increasing influence of digital platforms, the environment for brands has become more complex. In the past, brands could decide for themselves what messages they wanted to send and media companies acted as gatekeepers. Today, communities decide for themselves what they want to consume and from whom. This is a massive change. We have entered a new marketing zeitgeist. Brands no longer just have to inform, but actively participate in shaping communication.

This means that it is no longer just about pure advertising, but about building a genuine connection with communities. The term "digital influence" describes exactly this development: brands need to participate in conversations, recognize the relevance of the topics that people are concerned about and engage authentically. It's a multi-layered concept that ranges from working with influencers to internal communication, such as through corporate influencers.

Fabian Plüss: Influencer marketing is just one part of the whole. Digital Influence encompasses much more. Brands need to understand that today it's not just about working with external influencers, but also about building their own employees as brand ambassadors. Topic leadership must not only depend on individuals, but the brand itself must also express its passion and expertise on social channels. A huge amount can be achieved with holistic digital influence strategies - be it in building customer trust or directly in sales.

Are you anticipating this development, especially the growing importance of influencer marketing, with the platform you have built?

Fabian Plüss: We have the platform "Swiss Influence" to map the further development of influence marketing in Switzerland. This platform is a hub for everything to do with digital influence. It consists of the Smile Swiss Influence Award, the Swiss Influence Marketing Forum and the Swiss Creator Academy. These three areas cover the entire spectrum of influence marketing, from honoring the best influencers to networking, knowledge sharing and training the next generation of creators.

What exactly does the Swiss Creator Academy offer?

Fabian Plüss: The Swiss Creator Academy is a continuing education program aimed at content creators. In collaboration with the HWZ (Zurich University of Applied Sciences) and various professors, experts and the creators themselves, we offer courses and training. The aim is to further develop the skills of creators and show them how to design their content professionally and sustainably. It covers topics such as storytelling, community management and the development of a clear brand identity. The Creator Academy is an investment in the future of the creator economy in Switzerland.

The next Swiss Influence Marketing Forum will take place on October 25 at "The Hall" in Dübendorf. What can we expect there?

Dominique Hufschmid: At the Swiss Influence Marketing Forum, we decode the facets of brand influence and offer insights into how it can be successfully cultivated and used. Keynotes, panel discussions and workshops will be presented to the specialist audience. The event presents insights, trends and projects in the areas of social media, influencer marketing, digital culture, content creation, AI, community building and brand influence.

What is the significance of the Smile Swiss Influencer Award?

Fabian Plüss: The Smile Swiss Influence Award has a special significance because it honors the best digital opinion leaders in Switzerland. It puts the spotlight on influencers and creators who have a real impact on their communities through their work. At the same time, the award raises awareness of the growing importance of influencer marketing in Switzerland.

We are particularly proud of the fact that we have further expanded the award this year. We have grown from 10 to 18 categories to better reflect the broader market. In addition to the classic influencer categories, we have also integrated topics such as "Brands of Influence" and "B2B Influencers". We want to show that influencer marketing is much more than just working with famous faces. It's about how brands can successfully place their messages in a digitalized environment and make an impact.

What has changed in the awarding of prizes compared to previous years?

Fabian Plüss: The most important aspect is that we take a much more holistic view of influencer marketing. It's no longer just about the classic influencer as we know them, but also about "brands of influence" and "media of influence". We want to map the entire spectrum of digital influence. If you understand how to use this influence on social media, you can build customer trust and ultimately have a positive impact on sales.