{"id":10318,"date":"2021-06-08T12:51:54","date_gmt":"2021-06-08T10:51:54","guid":{"rendered":"https:\/\/relevance.digital\/?p=10318"},"modified":"2021-08-17T09:43:14","modified_gmt":"2021-08-17T07:43:14","slug":"der-er-aegte-influencere","status":"publish","type":"post","link":"https:\/\/relevance.digital\/da\/who-are-genuinfluencers\/","title":{"rendered":"Genuinfluencers: Hvem er de, og hvad betyder de for dit HNW- og UHNW-brand?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Influencere styrer un\u00e6gtelig massemarkedets sociale medieverden. If\u00f8lge en <a href=\"https:\/\/mediakix.com\/blog\/how-many-influencers-are-there\/\">MediaKix-unders\u00f8gelse<\/a>If\u00f8lge en unders\u00f8gelse fra New York Times er de ansl\u00e5ede tal for globale influencere p\u00e5 TikTok, Instagram og YouTube tilsammen mellem 3,2 og 37,8 millioner, og det store sp\u00e6nd d\u00e6kker over falske konti og andre uoverensstemmelser. Men selvom influencere med succes dominerer FMCG-verdenen og andre forbrugsvarer til massemarkedet, har de traditionelt v\u00e6ret mere problematiske for HNW- og UHNW-brands, som har brug for virkelig autentiske ambassad\u00f8rer for at vinde tilliden hos deres elitepublikum.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nu, p\u00e5 randen af <a href=\"https:\/\/www.hitc.com\/en-gb\/2021\/03\/03\/instagram-hiding-likes\/\">Instagrams 'like' forsvinder<\/a>Og da behovet for, at brands beviser deres sociale samvittighed, er stigende, ser vi, at balancen mellem influencerne tipper endnu mere i retning af autenticitet og positionering (kvalitet) frem for ber\u00f8mmelse og likeability (kvantitet).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Op- og nedture ved traditionel influencer-marketing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">2010'erne var uden tvivl de gyldne \u00e5r for influencers og influencer marketing, hvor det billedstyrede Instagram blev lanceret i oktober 2010. Mere end nogen anden social medieplatform gjorde Instagram det muligt for folk at kuratere og projicere deres \u00f8nskede livsstil til alle, der m\u00e5tte v\u00e6re interesserede, og de, der skabte f\u00e6ngslende feeds, fik hurtigt f\u00f8lgere og indflydelse. For de fleste brands - ogs\u00e5 dem med meget forskellige m\u00e5lgrupper, der sp\u00e6nder lige fra massemarkedet til UHNW - var muligheden for at f\u00e5 deres navn eller produkter promoveret af Instagrams mest elskede personligheder utrolig.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Men som tiden er g\u00e5et, og antallet af influencere er vokset, er nogle forbrugere blevet tr\u00e6tte af den traditionelle influencer-model. Hvorfor er de det? Et af hovedproblemerne er, at efterh\u00e5nden som influencernes popularitet vokser, bliver deres indhold, som m\u00e5ske startede med det form\u00e5l at komme i kontakt med folk, ofte mere upersonligt. Det har f\u00f8rt til, at nogle influencere poster glittet, men ret homogent indhold, som ikke l\u00e6ngere fanger folks hjerter eller opm\u00e6rksomhed.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Is\u00e6r for luksusbrands er denne v\u00e6kst i influencernes popularitet ogs\u00e5 et problem, fordi der ikke er nogen garanti for, at deres m\u00e5lgruppe udg\u00f8r st\u00f8rstedelen af f\u00f8lgerne. Ofte vil en bred vifte af mennesker f\u00f8lge luksusinfluencere for at se de smukke billeder, og mange har aldrig r\u00e5d til at k\u00f8be det, de reklamerer for. Selvom det stadig er en god m\u00e5de at opbygge brand awareness p\u00e5, kan det betyde, at der ikke er meget m\u00e6rkbar ROI fra influencer-kampagner. Det er selvf\u00f8lgelig ikke altid tilf\u00e6ldet - brands, der s\u00f8rger for at arbejde med influencere, hvis f\u00f8lgerskare matcher deres m\u00e5lgruppe godt, vil stadig blive bel\u00f8nnet med vellykkede kampagneresultater.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">En anden grund er, at vi som samfund er blevet mere fokuserede p\u00e5 politiske og sociale sp\u00f8rgsm\u00e5l og p\u00e5lidelig information. Dette skift var allerede i gang f\u00f8r udbruddet af COVID-19, selvom pandemien helt sikkert har accelereret det; influencere, der postede billeder uden for r\u00e6kkevidde, mens verden var i lockdown, kom til at virke uinformerede om, hvordan nogle mennesker oplevede pandemien, selvom det var billeder taget f\u00f8r sundhedskrisen. Succesfulde influencere var dem, der \u00e6ndrede deres indhold, s\u00e5 det passede til deres f\u00f8lgeres aktuelle behov og hum\u00f8r, hvor hudplejerutiner og hjemmevideoer med fritidst\u00f8j gav meget bedre genlyd end high fashion-billeder og #TBTs p\u00e5 glamour\u00f8se destinationer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hvad er \u00e6gte influencere?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Her kommer genuinfluencers ind i billedet. Opfundet af trendforudsigelsesfirmaet <a href=\"https:\/\/www.wgsn.com\/insight\/p\/article\/89834?lang=en&amp;_fsi=vtUEdEdW\">WGSN<\/a> Begrebet blev lanceret i december sidste \u00e5r og henviser til influencere, der er mere interesserede i at sprede sandf\u00e6rdige oplysninger og tilbyde r\u00e5dgivning, end de er i at s\u00e6lge produkter og promovere brands. Genuinfluencers er sp\u00e5et til at blive en af WGSN's fem vigtigste trends i 2021 og fremover, og de skaber typisk en niche for sig selv p\u00e5 sociale medier baseret p\u00e5 deres egen ekspertise, hvor de deler deres v\u00e6rdifulde viden og meninger med deres tillidsfulde publikum. Men de kan ogs\u00e5 v\u00e6re meget popul\u00e6re influencere, der beslutter sig for at samarbejde med en organisation og bruge deres magt til at g\u00f8re noget godt - for eksempel TikTok-sensationen Charli D'Amelios <a href=\"https:\/\/www.tiktok.com\/foryou?referer_url=https%3A%2F%2Fwww.prweek.com%2F&amp;referer_video_id=6807971434959310085&amp;is_copy_url=1&amp;is_from_webapp=v3&amp;item_id=6807971434959310085#\/@charlidamelio\/video\/6807971434959310085\">#DistanceDance<\/a> for at fremme social distancering, eller ITV's <a href=\"https:\/\/www.insider.com\/love-island-stars-paid-to-advertise-uk-test-and-trace-2020-9\">Love Island-stjerner<\/a> promovering af det britiske NHS Test and Trace-program.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Hvorfor bruge genuinfluencers til at markedsf\u00f8re produkter og tjenester af h\u00f8j v\u00e6rdi?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Denne type virkelig autentisk indhold - som giver seerne indsigt, de kan handle ud fra, i stedet for at v\u00e6re alt for glittet, poserende og salgsfremmende - er pr\u00e6cis, hvad nutidens publikum eftersp\u00f8rger. Du t\u00e6nker m\u00e5ske, at mens genuinfluencers fungerer godt for statslige organer eller visse organisationer, giver de mindre mening i en luksussammenh\u00e6ng - m\u00e5ske tror du, at brands ikke beh\u00f8ver at promovere deres etik for at f\u00e5 succes. Men i dagens klima er det simpelthen ikke sandt.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">I 2021 skal brands med h\u00f8j v\u00e6rdi bevise deres sociale acceptabilitet som en vigtig del af k\u00f8bsrejsen. For eksempel er mange UHNWI'er klar over, at deres forbrug og adf\u00e6rd har en indvirkning p\u00e5 milj\u00f8et, og at de har magten til at \u00e6ndre masseadf\u00e6rd gennem deres beslutninger som tidlige adopt\u00f8rer. Som s\u00e5dan s\u00f8ger de aktivt at k\u00f8be fra brands, der g\u00e5r forrest med milj\u00f8venlige politikker. A <a href=\"https:\/\/luxe.digital\/business\/digital-luxury-trends\/millennials-buy-sustainable-luxury\/\">Luxe Digital-rapport<\/a> at Millennials og Generation Z-forbrugere st\u00e5r for 85% af den globale v\u00e6kst i luksussalget, mens en Nielsen-unders\u00f8gelse har vist, at 73% af de adspurgte Millennials var villige til at bruge mere p\u00e5 et produkt, hvis det kom fra et b\u00e6redygtigt eller socialt bevidst brand. Virksomheder, der ikke viser deres b\u00e6redygtighed, vil p\u00e5 den anden side sandsynligvis blive efterladt.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At fremme etiske v\u00e6rdier er en n\u00f8dvendig ingrediens for din succes. Og selvom dit brand selv skal tale om sine sociale v\u00e6rdier, vil genuinfluencers hj\u00e6lpe med at levere dette budskab p\u00e5 en meget mere autentisk og upartisk m\u00e5de.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Arbejd med genuinfluencers for dit HNW- og UHNW-brand: R\u00e5d fra vores eksperter<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">1. Gennemg\u00e5 dit brand og de kommunikationsproblemer, du skal l\u00f8se i forhold til virksomhedens sociale ansvar. For eksempel kan et privat yachtcharterm\u00e6rke have brug for at vise sin forpligtelse til at genbruge materialer; et luksusbilm\u00e6rke kan have brug for at vise sin forpligtelse til at eliminere emissioner og skrot; et jetcharterfirma kan have brug for at vise sin forpligtelse til dobbelt modregning af CO2-fodaftryk.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Dit valg af genuinfluencer vil v\u00e6re en naturlig f\u00f8lge af en gennemgang af dine kommunikationsproblemer. Ikke \"k\u00f8b det nu\"-budskaberne, men de mere dybtg\u00e5ende sp\u00f8rgsm\u00e5l om social accept og ansvar.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Brug tid p\u00e5 at unders\u00f8ge og forbruge indhold for at forst\u00e5 de forskellige stilarter af genuinfluencer-kampagner, der allerede findes derude. For eksempel kan brands, der har dyrevelf\u00e6rd t\u00e6t p\u00e5 hjertet, tjekke instagrammeren <a href=\"https:\/\/www.instagram.com\/chelseakauai\/\">Chelsea Kauai<\/a>der, udover at poste en masse \u00e6gte, ikke-sponsoreret indhold, arbejder med b\u00e6redygtige virksomheder, herunder luksusrejsesteder, <a href=\"https:\/\/www.instagram.com\/p\/CNeReDiBlHx\/\">har for nylig arbejdet med det femstjernede Royal Malewane<\/a> &amp; Spa lodge for at give sin mening til kende om deres etiske safarioplevelse.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Overvej, hvilken type kampagne der kunne fungere godt for dit brand, baseret p\u00e5 din viden om din m\u00e5lgruppe og deres foretrukne platforme og indholdsstile. N\u00e5r du finder en genuinfluencer, som du tror kunne fungere godt til din kampagne, skal du v\u00e6re meget omhyggelig med at evaluere deres f\u00f8lgerbase for at sikre, at den matcher dit brands m\u00e5lgruppe.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. Husk, at genuinfluencers' v\u00e6rdi i endnu h\u00f8jere grad end traditionelle influencers kommer fra deres unikke historiefort\u00e6llingsmetoder og \u00e6rlige meninger, s\u00e5 de vil sandsynligvis tage f\u00f8ringen p\u00e5, hvordan indholdet ser ud og lyder. Det kan virke underligt for dem, der ikke kender til denne form for markedsf\u00f8ring, men genuinfluencers ved, hvad deres publikum vil have, s\u00e5 hvis man stoler p\u00e5 dem, vil det sandsynligvis give meget h\u00f8jere engagement og bedre resultater.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Hvis du vil have hj\u00e6lp til at skabe en \u00e6gte influencer-kampagne, s\u00e5 t\u00f8v ikke med at kontakte os. <a href=\"https:\/\/relevance.digital\/da\/kontakt\/\">Kontakt Relevance's ekspertteam<\/a>. Vi vil hj\u00e6lpe med at sikre og fremme dit brands sociale accept, s\u00e5 du f\u00e5r nye hengivne f\u00f8lgere og potentielle kunder.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Influencere styrer un\u00e6gtelig massemarkedets sociale medieverden. If\u00f8lge en MediaKix-unders\u00f8gelse er de ansl\u00e5ede tal for globale influencers p\u00e5 TikTok, Instagram og YouTube tilsammen...<\/p>","protected":false},"author":38,"featured_media":10319,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[8],"tags":[],"class_list":["post-10318","post","type-post","status-publish","format-standard","has-post-thumbnail","category-luxury-news"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Who Are Genuinfluencers | Advice For HNW &amp; UHNW Brands | Relevance<\/title>\n<meta name=\"description\" content=\"Genuinfluencers focus on sharing facts and honest advice, rather than glossy promotional content. 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