{"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":"som-ar-genuina-influencers","status":"publish","type":"post","link":"https:\/\/relevance.digital\/sv\/who-are-genuinfluencers\/","title":{"rendered":"Genuina influencers: Vilka \u00e4r de och vad betyder de f\u00f6r ditt HNW &amp; UHNW-varum\u00e4rke?"},"content":{"rendered":"<p class=\"wp-block-paragraph\">Influencers styr onekligen massmarknadens sociala mediev\u00e4rld. Enligt en <a href=\"https:\/\/mediakix.com\/blog\/how-many-influencers-are-there\/\">MediaKix unders\u00f6kning<\/a>uppskattas antalet globala influencers p\u00e5 TikTok, Instagram och YouTube till mellan 3,2 miljoner och 37,8 miljoner, d\u00e4r det stora spannet beror p\u00e5 falska konton och andra avvikelser. \u00c4ven om influencers framg\u00e5ngsrikt har dominerat v\u00e4rlden av FMCG och andra konsumtionsvaror f\u00f6r massmarknaden, har de traditionellt varit mer problematiska i v\u00e4rlden av HNW- och UHNW-varum\u00e4rken, som kr\u00e4ver verkligt autentiska ambassad\u00f6rer f\u00f6r att f\u00e5nga f\u00f6rtroendet hos sin elitpublik.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Nu, p\u00e5 randen till <a href=\"https:\/\/www.hitc.com\/en-gb\/2021\/03\/03\/instagram-hiding-likes\/\">Instagrams \"gilla\"-funktion f\u00f6rsvinner<\/a>och med det \u00f6kande behovet f\u00f6r varum\u00e4rken att bevisa sitt sociala samvete, ser vi hur balansen mellan influencers tippar \u00e4nnu mer mot \u00e4kthet och positionering (kvalitet) framf\u00f6r ber\u00f6mmelse och sympati (kvantitet).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Upp- och nedg\u00e5ngar i traditionell influencer-marknadsf\u00f6ring<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">2010-talet var utan tvekan de gyllene \u00e5ren f\u00f6r influencers och influencer marketing, med bildledda Instagram som lanserades i oktober 2010. Mer \u00e4n n\u00e5gon annan plattform f\u00f6r sociala medier gjorde Instagram det m\u00f6jligt f\u00f6r m\u00e4nniskor att skapa och projicera sin \u00f6nskade livsstil till alla som kunde vara intresserade, och de som skapade f\u00e4ngslande fl\u00f6den fick snabbt f\u00f6ljare och inflytande. F\u00f6r de flesta varum\u00e4rken - \u00e4ven de med mycket olika m\u00e5lgrupper, fr\u00e5n massmarknad till UHNW - var m\u00f6jligheten att f\u00e5 sitt namn eller sina produkter marknadsf\u00f6rda av Instagrams mest \u00e4lskade personligheter en otrolig m\u00f6jlighet.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Men i takt med att tiden har g\u00e5tt och antalet influencers har \u00f6kat har vissa konsumenter tr\u00f6ttnat p\u00e5 den traditionella influencer-modellen. Varf\u00f6r \u00e4r det s\u00e5? Ett viktigt problem \u00e4r att n\u00e4r influencers blir allt popul\u00e4rare blir deras inneh\u00e5ll, som kanske fr\u00e5n b\u00f6rjan syftade till att skapa kontakt med m\u00e4nniskor, ofta mer opersonligt. Detta har lett till att vissa influencers publicerar glansigt men ganska homogent inneh\u00e5ll, som inte l\u00e4ngre f\u00e5ngar m\u00e4nniskors hj\u00e4rtan eller uppm\u00e4rksamhet.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">S\u00e4rskilt f\u00f6r lyxvarum\u00e4rken \u00e4r den \u00f6kade populariteten hos influencers ocks\u00e5 ett problem eftersom det inte finns n\u00e5gon garanti f\u00f6r att deras m\u00e5lgrupp kommer att utg\u00f6ra majoriteten av f\u00f6ljarna. Ofta f\u00f6ljer ett stort antal m\u00e4nniskor lyxinfluencers f\u00f6r att titta p\u00e5 de vackra bilderna, men m\u00e5nga har aldrig r\u00e5d att k\u00f6pa det de marknadsf\u00f6r. \u00c4ven om detta fortfarande \u00e4r ett bra s\u00e4tt att bygga varum\u00e4rkesk\u00e4nnedom kan det inneb\u00e4ra att det finns lite m\u00e4rkbar ROI fr\u00e5n influencer-kampanjer. Naturligtvis \u00e4r detta inte alltid fallet - varum\u00e4rken som ser till att arbeta med influencers vars f\u00f6ljarbas matchar deras m\u00e5lgrupp v\u00e4l kommer fortfarande att bel\u00f6nas med framg\u00e5ngsrika kampanjresultat.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ett annat sk\u00e4l \u00e4r att vi som samh\u00e4lle blir allt mer fokuserade p\u00e5 politiska och sociala fr\u00e5gor och tillf\u00f6rlitlig information. Detta skifte var redan p\u00e5 g\u00e5ng f\u00f6re utbrottet av covid-19, \u00e4ven om pandemin s\u00e4kert har p\u00e5skyndat det; influencers som publicerade bilder fr\u00e5n n\u00e4r v\u00e4rlden var i lockdown framstod som oinformerade om hur vissa m\u00e4nniskor upplevde pandemin, \u00e4ven om de var bilder tagna f\u00f6re h\u00e4lsokrisen. Framg\u00e5ngsrika influencers var de som \u00e4ndrade sitt inneh\u00e5ll f\u00f6r att passa sina f\u00f6ljares aktuella behov och hum\u00f6r, med hudv\u00e5rdsrutiner och hemmavideor om fritidskl\u00e4der som gav mycket b\u00e4ttre resonans \u00e4n bilder fr\u00e5n high fashion och #TBTs p\u00e5 glamor\u00f6sa destinationer.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Vad \u00e4r genuina influencers?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e4r kommer genuinfluencers in i bilden. Myntat av trendprognosf\u00f6retaget <a href=\"https:\/\/www.wgsn.com\/insight\/p\/article\/89834?lang=en&amp;_fsi=vtUEdEdW\">WGSN<\/a> Begreppet anv\u00e4ndes i december f\u00f6rra \u00e5ret och syftar p\u00e5 influencers som \u00e4r mer intresserade av att sprida sanningsenlig information och ge r\u00e5d \u00e4n att s\u00e4lja produkter och marknadsf\u00f6ra varum\u00e4rken. Genuinfluencers \u00e4r en av WGSN:s fem viktigaste trender f\u00f6r 2021 och fram\u00e5t och de skapar sig vanligtvis en nisch p\u00e5 sociala medier baserat p\u00e5 sin egen expertis och delar med sig av sina v\u00e4rdefulla kunskaper och \u00e5sikter till sin trogna publik. Men de kan ocks\u00e5 vara mycket popul\u00e4ra influencers som best\u00e4mmer sig f\u00f6r att samarbeta med en organisation och anv\u00e4nda sin makt f\u00f6r att g\u00f6ra gott - till exempel 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\">#DistansDans<\/a> f\u00f6r att fr\u00e4mja social distansering, eller ITV:s <a href=\"https:\/\/www.insider.com\/love-island-stars-paid-to-advertise-uk-test-and-trace-2020-9\">Love Island-stj\u00e4rnor<\/a> fr\u00e4mja det brittiska NHS:s test- och sp\u00e5rningsprogram.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Varf\u00f6r anv\u00e4nda genuina influencers f\u00f6r att marknadsf\u00f6ra produkter och tj\u00e4nster med h\u00f6gt v\u00e4rde?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Denna typ av verkligt autentiskt inneh\u00e5ll - som ger anv\u00e4ndbara insikter f\u00f6r tittarna, snarare \u00e4n att vara \u00f6verdrivet glansigt, poserande och s\u00e4ljande - \u00e4r precis vad dagens publik efterfr\u00e5gar. Du kanske t\u00e4nker att genuina influencers fungerar bra f\u00f6r myndigheter eller vissa organisationer, men att de \u00e4r mindre meningsfulla i lyxsammanhang - du kanske tror att varum\u00e4rken inte beh\u00f6ver marknadsf\u00f6ra sin etik f\u00f6r att bli framg\u00e5ngsrika. Men i dagens klimat \u00e4r det helt enkelt inte sant.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Under 2021 m\u00e5ste varum\u00e4rken med h\u00f6gt v\u00e4rde bevisa sin sociala acceptans som en viktig del av k\u00f6presan. Till exempel \u00e4r m\u00e5nga UHNWI medvetna om att deras utgifter och beteende p\u00e5verkar milj\u00f6n, och att de har makten att f\u00f6r\u00e4ndra massbeteendet genom sina beslut som tidiga anv\u00e4ndare. D\u00e4rf\u00f6r v\u00e4ljer de aktivt att k\u00f6pa fr\u00e5n varum\u00e4rken som g\u00e5r i br\u00e4schen f\u00f6r en milj\u00f6v\u00e4nlig policy. A <a href=\"https:\/\/luxe.digital\/business\/digital-luxury-trends\/millennials-buy-sustainable-luxury\/\">Luxe Digital-rapport<\/a> att millenniegenerationen och generation Z st\u00e5r f\u00f6r 85% av den globala tillv\u00e4xten inom lyxf\u00f6rs\u00e4ljning, medan en Nielsen-studie har visat att 73% av de tillfr\u00e5gade millenniegenerationerna var villiga att spendera mer p\u00e5 en produkt om den kommer fr\u00e5n ett h\u00e5llbart eller socialt medvetet varum\u00e4rke. F\u00f6retag som inte visar sin h\u00e5llbarhet kommer \u00e5 andra sidan sannolikt att hamna p\u00e5 efterk\u00e4lken.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Att fr\u00e4mja etiska v\u00e4rderingar \u00e4r en n\u00f6dv\u00e4ndig ingrediens f\u00f6r din framg\u00e5ng. Och \u00e4ven om ditt varum\u00e4rke sj\u00e4lvt beh\u00f6ver prata om sina sociala v\u00e4rderingar, kommer genuinfluencers att hj\u00e4lpa till att leverera detta budskap p\u00e5 ett mycket mer autentiskt och opartiskt s\u00e4tt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Att arbeta med genuina influencers f\u00f6r ditt HNW- och UHNW-varum\u00e4rke: R\u00e5d fr\u00e5n v\u00e5ra experter<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">1. G\u00e5 igenom ert varum\u00e4rke och de kommunikationsfr\u00e5gor som ni beh\u00f6ver l\u00f6sa ur ett socialt ansvarsperspektiv. Till exempel kan ett varum\u00e4rke f\u00f6r privat yachtcharter beh\u00f6va visa sitt engagemang f\u00f6r \u00e5tervinning av material; ett lyxbilsm\u00e4rke kan beh\u00f6va visa sitt engagemang f\u00f6r att eliminera utsl\u00e4pp och skrot; ett jetcharterf\u00f6retag kan beh\u00f6va visa sitt engagemang f\u00f6r dubbelkompensation av koldioxidavtryck.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Ditt val av genuinfluencer kommer naturligt fr\u00e5n en genomg\u00e5ng av dina kommunikationsfr\u00e5gor. Inte \"k\u00f6p det h\u00e4r nu\"-budskapen utan de mer djupg\u00e5ende fr\u00e5gorna om social acceptans och ansvar.&nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. L\u00e4gg tid p\u00e5 att unders\u00f6ka och konsumera inneh\u00e5ll f\u00f6r att f\u00f6rst\u00e5 de olika stilarna av genuinfluencer-kampanjer som redan finns d\u00e4r ute. Varum\u00e4rken som v\u00e4rnar om djurens v\u00e4lbefinnande kan till exempel kolla in instagrammaren <a href=\"https:\/\/www.instagram.com\/chelseakauai\/\">Chelsea Kauai<\/a>som, f\u00f6rutom att publicera en hel del \u00e4kta, osponsrat inneh\u00e5ll, arbetar med h\u00e5llbara f\u00f6retag, inklusive lyxresorter, <a href=\"https:\/\/www.instagram.com\/p\/CNeReDiBlHx\/\">har nyligen arbetat p\u00e5 det femstj\u00e4rniga Royal Malewane<\/a> &amp; Spa lodge f\u00f6r att ge sin syn p\u00e5 deras etiska safariupplevelse.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fundera p\u00e5 vilken typ av kampanj som skulle kunna fungera bra f\u00f6r ditt varum\u00e4rke, baserat p\u00e5 din kunskap om din m\u00e5lgrupp och deras f\u00f6redragna plattformar och inneh\u00e5llsstilar. N\u00e4r du hittar en genuinfluencer som du tror skulle kunna fungera bra f\u00f6r din kampanj ska du vara mycket noga med att utv\u00e4rdera deras f\u00f6ljarbas f\u00f6r att se till att den matchar ditt varum\u00e4rkes m\u00e5lgrupp.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">3. Kom ih\u00e5g att genuinfluencers v\u00e4rde i \u00e4nnu h\u00f6gre grad \u00e4n traditionella influencers kommer fr\u00e5n deras unika ber\u00e4ttelsemetoder och \u00e4rliga \u00e5sikter, s\u00e5 de kommer sannolikt att ta ledningen f\u00f6r hur inneh\u00e5llet ser ut och l\u00e5ter. Detta kan verka konstigt f\u00f6r dem som inte \u00e4r bekanta med denna typ av marknadsf\u00f6ring, men genuinfluencers vet vad deras publik vill ha, vilket inneb\u00e4r att f\u00f6rtroende f\u00f6r dem sannolikt kommer att ge mycket h\u00f6gre engagemang och b\u00e4ttre resultat.\u00a0<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Om du vill ha hj\u00e4lp med att skapa en genuin influencer-kampanj, tveka inte att kontakta oss <a href=\"https:\/\/relevance.digital\/sv\/kontakt\/\">kontakta Relevance's expertteam<\/a>. Vi hj\u00e4lper dig att s\u00e4kra och utveckla ditt varum\u00e4rkes sociala acceptans, vilket ger dig nya h\u00e4ngivna f\u00f6ljare och potentiella kunder.&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>Influencers styr onekligen den massmarknadsbaserade sociala mediev\u00e4rlden. Enligt en studie fr\u00e5n MediaKix \u00e4r de uppskattade siffrorna f\u00f6r globala influencers p\u00e5 TikTok, Instagram och YouTube tillsammans...<\/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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