Spiegel magazine recently devoted its cover to “idols of consumption” (German) and described the growing number of YouTube, Facebook or Instagram stars, who are called influencers based on their popularity on the social web. As such, they are enriching the development of what has become the self-evident parallel world of the social web once started by bloggers. But what relevance do these influencers have for marketing, how do they differ, and what is the best way to approach these new opinion leaders?
Influencer relations are gaining more importance in trade fair communication, as well as in the communication and content marketing strategies of many companies. At the same time, the social web has significantly changed the media landscape, in which companies and trade fair organizers operate. An interview with Thimo Schwenzfeier.