How to work with Influencers
Guest lecturer Carmen Würth, Chief of Staff at the influencer platform Refluenced AG, gave the students in Prof. Giuffredi-Kähr's Digital Marketing lecture an inside look at the strategiv process of influencer marketing: They lerned what to consider, what to avoid, and how to connect brands and creators effectively.
The students were very engaged in asking questions, eager to know what works better on TikTok versus Instagram, why the amount of views often matter more than the followers, and how to monetize such a platform. Key takeaways from Carmen's talk:
- Invest in long-term relationships with influencers rather than one-off campaigns
- Start broad, then continue with collaborations that perform best, while exploring new partnerships to discover emerging talent.
- Authenticity matters! Don't overbrief influencers - let them show their individual voice and creativity.