If you want to get started as an influencer, you have to ask yourself: What kind of content do I want to share – and in what form do I want to offer it? YouTube is still a very good choice for longer video content. However, if the content consists more of pictures and short videos, I recommend Instagram as the main platform. Streaming currently works very well on Twitch, and TikTok is the app for entertaining videos. In general, we at Studio71 recommend to not only focus on just one platform, but to use several networks and apps simultaneously. Since each platform has its strengths and weaknesses, and the target groups also vary greatly depending on the platform, a multi-platform strategy achieves the greatest possible reach.
Looking at successful influencers, you quickly notice something they all have in common: authenticity. Hence, influencers should choose a topic they are passionate about and in which they are well-versed. This is the only way they become credible ambassadors for their respective audience. Whether the chosen content is a niche or a generally known topic is of secondary importance for the time being. Both options have their pros and cons. With niche topics, there is less competition, but the influencer reaches only a limited number of people showing interest. With popular topics, newcomers to the influencer world must assert themselves against a large number of similar channels. Therefore, they can draw from a much larger pool of potential fans and followers. Success is determined not only by authenticity, of hard work and discipline, but above all by the personality of the influencer – the so-called 'it' factor. It is the 'it' factor that ultimately decides whether the audience likes someone and makes them a successful influencer.
Anyone can consider themselves influencers, because after all, everyone has been an opinion leader for someone at some point or another. For us, the following applies: Whoever reaches about 25,000 followers/subscribers or more is an influencer. We classify all accounts below that level as micro-influencers.
There is no general answer to this question, especially since the number of followers/subscribers says little about the amount of revenue. Rather than the number of followers, the reach of the content is a much more meaningful indicator. Both the platforms themselves and cooperation partners now calculate their prices based on the views. In addition to reach, various other factors also play a role in pricing, which is why it is not possible to provide a fixed figure.
For influencers, there are several ways to turn their content into cash. I am going to focus on the two main sources of income: income through standard and special marketing. Standard marketing refers to the possibilities offered by the individual platforms themselves and usually works – like TV advertising – by placing advertisements in front or within the content. Influencers can also generate additional income through various forms of special marketing. These include advertising deals (e.g. product placements or advertising videos), bookings for events, or their own merchandising products. Our 'creator' Luca has already successfully sold several frozen pizzas, others are now making their own podcasts become reality with us. We have lots of creative ideas!
We consider ourselves a premium partner for premium artists. If you look at our portfolio, you can also see that many of the most famous and most successful influencers are under contract to us. The word 'premium' does not only refer to the reach. We decide whether we want to work with an artist based on several factors. In addition to the top artists in the industry, we also invest a lot of time in promoting up-and-coming talents and pay particular attention to that certain something when selecting them.
Every influencer who enters into a partnership with us is assigned a personal Artist Partnerships Manager. This manager is in touch with the artists on a regular basis and keeps an eye on everything. We offer a 360° service and take care of the marketing as well as the maintenance and development of the individual influencer brands. From classic sales deals to the development of a new format and their very own product – with us, the artist is offered a wide range of opportunities for further development.
Being an influencer is a full-time job. That's a fact. Therefore, openness and communication skills, passion for the respective topic, creativity, perseverance, professionalism, discipline, and – last but not least – authenticity are important.