Industry Trends in October

What’s happening in the world of social media in October 2021? We’ll keep you up to date with the latest trends and summarize the industry trends from the upcoming month in this post.

1. TikTok World is in the starting blocks

“TikTok World” is Tiktok’s first global summit, which will help brands and marketers with a successful Tiktok advertising strategy. The Summit will also help with targeting and growing your community.

Tiktok announced in its own newsroom, “We’re excited to introduce creative, branding and commerce solutions that help brands of all sizes achieve success. Our tools will make the experience for brands on TikTok even better and transform how they interact with their community.”

2. #TrueStory: Making young people aware of disinformation

Fake news and disinformation pose a major challenge to society. Social media is a medium where such disinformation can be placed and spread rapidly. The Vodafone Foundation and the youth education initiative MESH Collective (We Are Era) therefore launched the awareness campaign #TrueStory.young people are to be sensitized and trained for dealing with fake news and, in addition, media and information skills are to be promoted.

Wailam and NikotheC, The Real Lauri and Vikykid are among the campaign ambassadors. In total, the four creators have a reach of 2.5 million. “Screentime among young people has increased again since the pandemic began, as have encounters with disinformation. With our #TrueStory campaign, we’re making a statement where young people are getting their information today – on social media.” Amanda Brennan, Editorial Director at MESH Collective shares.

3. Tiktok and Bumble join forces

The dating app Bumble will work with TikTok on a partnership aimed at inspiring people to show their true, “authentic personality” to make more high-quality matches on Bumble, according to campaign.

The partnership launches with the “Date with better answers” campaign, in which TikTok authors from the U.K., France and Germany inspire people to improve themselves as dating partners.

4. ByteDance limits the usage time of children to 40 minutes per day

TikTok parent company ByteDance is restricting how much time children can spend with Tiktok’s Chinese counterpart, Douyin.

Children under 14 will have to use Douyin’s new “youth mode,” which automatically limits their usage time to a total of 40 minutes per day, and only between 6 a.m. and 10 p.m., ByteDance said in an official blog post over the weekend.

As reported by BBC, ByteDance is the first short video platform to introduce a time limit, according to a blog post (in Chinese) .

ByteDance also noted that Douyin’s youth mode will feature education-oriented content such as “interesting popular science experiments, exhibitions in museums and galleries, beautiful landscapes across the country, explanations of historical knowledge and so on.”

5. horizon publishes which brand convinces on Tiktok and which falls through

Daniel Wellington is Horizon’s negative example when it comes to advertising on Tiktok. In 2015, the company triggered a veritable influencer marketing revolution on Instagram. But what works well on Instagram doesn’t necessarily work well on Tiktok. While the company launched on Tiktok back in 2019, it is still stuck at 50,000 followers. The Horizon article states, “So what’s the problem? It’s obvious that Daniel Wellington is missing TikTok’s maxim “Don’t make Ads, make TikToks”. All the videos, while of high quality, seem to be produced more for TV or Instagram and lack the added value so important to the ad-sensitive GenZ.”

Horizont presents Kaufland as a positive example. They describe their approach as coherent and lively. It also becomes clear that those responsible are pursuing a clear and promising strategy. Instead of reposting a brand ambassador in almost every video, Kaufland relies on a few employees and a good dozen content creators who fit the brand perfectly and form a common thread.” This clearly differentiates the strategy from the first example. Horizont summarizes the Kaufland example as follows: “Overall, Kaufland succeeds in creating an entertaining and refreshing TikTok appearance, which fits in with similarly potent formats and implementations with potent creators (such as Trymacs, Knossi, CrispyRob) on YouTube or Twitch, and in view of the content so far, we can look forward to what else is in store for us in the future.

Industry Trends in October

Cover-Credits: George Bohunicky & Sereja RisHire

Industry Trends in September

What’s happening in the world of social media in September 2021? We’ll keep you up to date with the latest trends and summarize the industry trends from the upcoming month in this post.

1. 100 Million Fund for Youtube Shorts Creators goes Live

YouTube will pay creators up to $10,000 per month to create videos for TikTok competitor YouTube Shorts. The company plans to pay $100 million over the next year, with the first payments reportedly made in August.

YouTube requires that the videos are original. Reuploads and videos watermarked from other platforms (TikTok, Snapchat, or Reels) disqualify a channel for payments. The discovery is only available in 10 regions for now, including the U.S., U.K., India and Brazil, and YouTube says it plans to expand that list in the future.

2. Linkedin acquires video tutorial app Jumprope

Linkedin has acquired how-to video app Jumprope as part of its expanded video focus. Jumprope, titles itself as “the best place where anyone can create a tutorial and export it to any social platform.” The platform allows users to create step-by-step tutorials with video and images, with preset formats and overlays to help convey each element.

On LinkedIn, Jumprope CEO Jake Poses announced that the Jumprope team will now work exclusively on LinkedIn tools to develop its own products.

3. Instagram introduces new measures against abuse

The new measures include:

  • The ability to limit comments and direct message requests during heightened tension. This is a feature that automatically hides comments and direct message requests from people who do not follow you or who have recently followed you.
  • Stronger warnings when people try to post potentially offensive comments. Previously, there was a two-step warning process when someone tried to post a potentially offensive comment. Now, the second, stronger warning is displayed directly.
  • The global launch of the Hidden Words feature, which allows you to filter abusive DM requests. The feature allows offensive words, phrases and emojis to be automatically filtered into a hidden folder that you never have to open if you don’t want to. It also filters direct message requests that are likely to be spam or low-quality.

4. Instagram collabs for more transparency

Collaborations can become more transparent on Instagram and other social networks. The new Instagram feature Instagram Collabs is now being tested as a way to improve this.

Instead of the partner account “only” being marked for an advertising collaboration, the second account for the advertising post is displayed as the CO author of the post. To do this, a request must be sent, as with the Branded Content Ads tool. If this request is accepted, the post appears in the partner’s profile like a regular feed post. Until now, the post was only listed under the markers at the partner. The comments are also visible on both profiles.

5. Polywork as a new LinkedIn competitor

Peter Johnston, the founder of the professional social network Polywork, has created a new platform. With it, he wants to create the possibility to represent one’s own personality, interests and abilities. He thinks that there is a need to show much more than just what is done during regular working hours. At the moment, you can only register on the platform with an invitation, similar to the Clubhouse beginnings.

“As Polywork continues to grow, we hope to be able to empower people to express what’s important to them, and enable them to take professional paths more colorful, unique and different than they once thought possible. Because when people use their agency to make the life for themselves that they want — without feeling suppressed, embarrassed or intimidated — only good can come of it.” Peter Johnston Industry Trends in September

Industry Trends in Spetember

Cover Credits: Molly Mears & Lilian Dibbern

SMEs should also rely on influencer marketing

Is influencer marketing only suitable for large companies?

No! Influencer marketing should be a marketing strategy for all companies, to which increased attention is paid. The importance of the young marketing discipline can be clearly proven by forecasts and figures. Experts expect an annual growth rate of around 30% in the DACH region and a market volume of approximately CHF 5 billion in 2027 (Kammermann, et al. (2020)). Various insights of the Swiss Influencer Marketing Report 2020 also underline the relevance of influencer marketing today. Three key insights of the report are:

60% of all millennials follow influencers on social media. More than half of them specifically search for product information there.

37% of all millennials have already been motivated to make a purchase by influencers. Among those who have subscribed to influencers and actively follow them, the figure is as high as 53%.

Millennials are more influenced in their purchasing decisions by information from influencers than by information from (other) paid forms of advertising such as TV commercials, ads or search engine results.

Clegg, M., Hofstetter, R., Schindler, L., Deubelbeiss, O., Lanz, A., Faltl, M., & Tomczak, T. (2020). Swiss Influencer Marketing Report 2020, University of Lucerne.

Companies particularly want to appeal to the young target group, Generation Z. According to Facebook’s Gen Z Report, this generation now accounts for 40% of purchasing power worldwide. If you want to reach this target group, which is “always on,” you have to communicate where they are – in social media. The Tiktok platform is becoming increasingly popular here and has already overtaken Instagram and YouTube in certain age groups (App Annie, 2021). Generation Z must therefore be reached by companies. TikTok is ideally suited for this. It is recommended to become active on the platform as quickly as possible, because as soon as the enormous growth stagnates, it will also become increasingly difficult for companies to establish themselves on the platform. Since podcasts are also becoming increasingly important in Switzerland (Podcastschmiede, 2021), this medium can also be used well for recommendation marketing. Radio is losing relevance and podcasts are increasingly taking this position. Here, too, marketers can benefit from the close connection between listeners and podcasters (WUV, 2020).

Awareness and sales can therefore be increased rapidly if implemented appropriately and well. The budgets of companies that are to be invested in influencer marketing have therefore increased enormously in recent times. Nevertheless, many are not yet fully aware of the impact of this marketing discipline.

For a successful influencer campaign, it is important that it carries the language of the sender. For an authentic and successful approach, companies need the courage and trust of the selected influencers. Only if they can fully live out their creativity and speak their own language are they able to profitably activate their communities.

The same applies to paid advertising, such as branded content ads. The senders of these sponsored posts are the creators themselves. The partnership to the respective brand is clearly marked and is played out to a defined target group. Branded content ads are a very effective tool for generating impressions. They shine because of the possibility to reach a preferred target group in an authentic way through influencers in order to spread the brand message.

In der Schweiz ist die Generation Z durchschnittlich 37 Stunden täglich mit ihren Smartphones online (Xeit, 2021). Ein Unternehmen, welches in den Sozialen Medien aktiv ist, kann so ganz natürlich Teil des Diskurses werden und eine grössere Relevanz für die User:innen bieten. Brands, die das umsetzen können, haben gute Chancen von der Gen Z erkannt und ernstgenommen zu werden. Laut Facebook würden diese nämlich schlussendlich Marken wählen, die sich engagieren und schliesslich mit ihnen in Verbindung treten (Facebook IQ, 2021)

The software market has also become more diverse and professional in 2020, which will provide significant support for the influencer marketing industry (WUV, 2020). Agencies are developing technologies that improve specific processes. For example, influencer selection and campaign measurement can be simplified and made more efficient. Picstars also has its own technology that supports campaign managers in various processes. The interaction between modern technology and the know-how of the team creates a unique symbiosis that makes the collaboration with brands and influencers efficient, measurable and successful.

But what do you need to pay special attention to if you want to launch a successful influencer campaign? It is important to find the “perfect match”. The right influencers for the brand and the campaign. Once these people have been found, the message is defined on the basis of the briefing. Then it’s a matter of giving the creators creative leeway, agreeing on action steps and arranging a regular exchange.

Once the campaign is live, the amount of campaign KPIs can be clearly displayed and tracked thanks to various insights and technology. Finally, it is important to make meaningful and data-driven decisions, make potential adjustments and measure the success of a campaign.

Are you interested in a potential collaboration? We are looking forward to hearing from you.

Industry trends in August

What’s happening in the world of social media in August 2021? We’ll keep you up to date with the latest trends and summarize the industry trends from the upcoming month in this post.

Branchentrends Juli Branchentrends Juli

1. Spark Ads by TikTok

Branded Content Ads are now called Spark Ads. To build a solid content strategy, creative original videos can be amplified with Spark Ads on TikTok. The Duet features intensify distribution even more and a sustainable connection to the community can be built.

TikTok communicates, “Content on TikTok has endless potential to inspire creativity. We are excited to introduce this product to our brands and partners. We look forward to making TikTok a place where communities and brands can connect and discover. And look forward to seeing the limitless possibilities and creativity that await in the TikTok universe.”

2. TikTok overtakes YouTube in the USA

TikTok was not taken seriously for a long time. Many are still skeptical of the platform today, but it continues to prove itself time and time again. Users of Android phones in the USA now spend an average of 24.5 hours per month on TikTok, compared to 22 hours per month on YouTube. In England, too, TikTok is ahead of YouTube, with 26h per month, compared to 16h per month.

Two and a half hours may be a small difference, but judging by data collected by the app Annie, that gap is set to widen: In December 2019, the start of the company’s survey period, Americans spent just 16 hours per month on TikTok versus 21.5 hours on YouTube – meaning TikTok’s user engagement has grown significantly while YouTube’s has grown very little.

However, this development is not the same everywhere. In South Korea, for example, consumption of YouTube videos is still twice as high as that of TikTok videos.

3. Instagram tests story links for all

Until now, “normal consumers” could not put links in their Instagram stories that could be swiped up directly to visit the website.

Now, however, Instagram is testing the Link Sticker feature, which enables a similar form of linking. This will benefit Instagram accounts that do not yet meet the requirements for the swipe-up feature, such as small businesses and micro-influencers.

4. Thriller develops: longer formats for videos and entry into social commerce

Thriller had long seemed poised to become a competitor to TikTok if politics in the U.S. under Trump had evolved to block TikTok in the United States. Now that that hasn’t come to pass, Triller has expanded its creation of long-form videos that match influencers with brands to differentiate its platform from its main competitor, TikTok.

Triller, through the development of direct-to-consumer (DTC) strategies for marketing products through digital channels, is adding a click-to-purchase feature to livestreams called shoppable video.

The shoppable livestream was another sign of how Triller combines entertainment content with commerce on behalf of brands. Last year, NYX promoted its Spring 2021 collection with a virtual concert by singer Bebe Rexha and an augmented reality (AR) pop-up store on Triller.

5. TikTok resells in-house AI

ByteDance, the parent company of video sharing app TikTok, has started selling TikTok’s AI to other companies. This may eventually happen through a subscription, but it is not clear yet.

TikTok’s recommendation algorithm plays a big part in why the company is so popular. Essentially, the way you interact with the app influences which videos it recommends to you.

Cover credits: Jacalyn Beales & Andy Holmes Industry Trends Juli Industry Trends Juli Industry Trends Juli Industry Trends Juli

Picstars and 20 Minuten launch new channel

Picstars goes journalism. We have teamed up with 20 Minuten and from now on we will publish news from the influencer world on the new influencer channel several times a week. The channel is called Influencer Radar and will appear once every Thursday in the print edition. We shared an article about the shopping madness on TikTok, already talked about the Norwegian law for more authenticity on social media, went into the sudden  Tourettes syndrom of Dillan White and about the emerging fitness apps of fitfluencerns.

“We are very excited about the cooperation with 20 Minuten and are convinced that our curated content can transfer the enthusiasm for the world of influencers to the audience.” Antonia Stickdorn, Head of Marketing Picstars

“The parallel worlds on Instagram, TikTok, Twitch and the like are getting bigger and faster. Because it is difficult and above all time-consuming to keep track of all the challenges, chasing trends and ever new business models, I am particularly pleased to have Picstars as a partner in house, who professionally monitors all the important news from this area and shares his knowledge with our users with immediate effect” Gaudenz Looser, Editor-in-Chief of 20 Minuten.

Industry Trends in July

What’s happening in the world of social media in July 2021? We’ll keep you up to date with the latest trends and summarize the industry trends from the upcoming month in this post.

Industry Trends in June Industry Trends in June Industry Trends in June Industry Trends in June Industry Trends in June

1. In norway, the government takes legal action against the spread of fake photos

Advertising images that have been edited by influencers must be marked as such on social media with immediate effect. This is intended to protect children and young people from an unrealistic image of beauty.

In a survey, it was found that 43% would be under stress when it comes to external appearance. Children and young people should be able to accept themselves as they are.

2. Instagram introduces Reels Ads in all regions

Instagram is pushing forward with the expansion of Reels ads. The new format is said to be available in all regions starting today. Tests were conducted in select regions and due to their success, they are now available worldwide. Reels, according to Instagram, is the best place on Instagram to reach people who are not yet followers and thus the largest audience can be reached.

The effective success of the format is difficult to predict, as it still depends to a large extent on the creativity and target group fit of a campaign.

3. Research shows the influence of TikTok on the entire music industry

Of those surveyed, a full 80% say TikTok is the primary place they discover new music. The influence runs so deep that TikTok tracks not only go through the roof on the app, but also storm the charts.

You discover new music, new artists and find old favorites again. It’s not uncommon for an older song to go viral again and make a comeback. These three parts are the main drivers of the music experience on TikTok.

The songs form a kind of new hashtag. You can click on the sound and find an overview of all the videos that have been created for that song. Since most people use the same track for the same trend or dance, the songs have a similar effect as the hashtags on the app.

4. TikTok expands its offer with Jump

Jumps allow users to link from their videos to external programs and services run by TikTok’s beta partners. Examples of TikTok partners that have already created such jumps are Whist, Breathwrk, Wikipedia, Quizlet, StatMuse and Tabelog. You can click on these links to discover things like recipes, quizzes, learning tools, etc. TikTok is a place for entertainment, but also for learning new things, and according to TikTok, Jump is the last mile for the discovery journey of their community.

New Jump partners are being added all the time. TikTok relies on the creativity of the users and we can be curious how they will use the Jump function.

5. Instagram adds group fundraiser to their offering

Instagram has added the ability to run group fundraisers on the platform. This allows users to increase engagement with a good cause by having multiple people participate in a single fundraiser within the app.

This feature was created based on the experience gained during the pandemic. There have already been several new options created on the app over the last while that go in the same direction. In July last year, Instagram added personal fundraisers, followed by Instagram Live fundraisers in August. Last November, Instagram also added the ability for users to create and share charitable fundraisers directly in their IG feed.

Industry Trends in July

Cover Credits: &

The most important social media channels

Not all social media channels are the same. All platforms have their own character and their own advantages and disadvantages. For a campaign, the channels can be selected very strategically, which allows the optimal target group to be reached precisely. In this article we give an overview of the currently most important social platforms.


Instagram’s global user base is incredibly large. Currently, Instagram has a total of 1.22 billion active users (Statista). You can share posts, stories, reels, IGTV videos, live videos and guides on the platform. Reels is Instagram’s answer to the success of TikTok. In Switzerland, 2.9 million users actively use the app (Statista)) and in Germany, 27.8 million (Agentur Gerhard).

A large part of the creators on Instagram drives the “glossy rail”. The posts are very perfectly designed and attention is paid to every detail and every possible flaw. The fact that influencers advertise on Instagram is now widely accepted and the followers still rely heavily on the opinion of their favorite creators, since they stand behind the products they advertise with their name. The great variety of different creators allows us to find the perfect mix of niche influencers, big creators, personalities, etc. and thus to reach the target group accurately.

The biggest Swiss influencer at the moment is Dean Schneider. He emigrated to South Africa, where he built a private sanctuary called Hakuna Mipaka. With him live lions, monkeys, a hyena and many other animals.

In Germany, the twins Lisa and Lena are the creators with the largest following with almost 16 million followers. The two became known through the platform, the predecessor of TikTok.


TikTok is the new star in the social media sky. The video platform is the most downloaded app in the Apple App Store (Oberlo). Originally, the app was known as, where you could upload mainly lipsync videos. You can upload up to 3 mi nute videos on TikTok, which you can add sound to, edit and process with filters and effects. The creators have the chance to gain incredible reach and everyone has the same chance to go viral. There are many niches and fringe groups and so you can achieve a very precise target group fit with a TikTok campaign by choosing the right creator.

For companies, products such as Branded Effects, Hashtag Challenge, or Brand Takeovers are available, and TikTok also provides companies with best practices or product instructions to optimize their own channel (Hubspot). TikTok is especially popular with younger users, but the age curve is rising steadily. Surveys by Statista showed that the user frequency is very high: 75.6% use the app daily (Statista). By the 20-year-olds in a survey in 2020, more than half of the respondents have installed TikTok and by the 17-year-olds, it is even more than 88% (Statista). The future buyers are therefore on the platform. And if one observes the steep growth curve of the platform, it can be assumed that these figures will continue to rise. The numbers speak for themselves: 689 million active users worldwide, an average usage time of 52 minutes daily, and 90% of users open the app several times a day (Oberlo).

Oluyomi Scherrer from Bern is currently the biggest Swiss TikToker. The trained chef produces cooking videos on the platform, using an iPad as a cutting board. Under the username @Thispronto he maintains a whole 8 million followers and his videos are extremely well received. (werbewoche)
Source: @Thisispronto – TikTok

With an incredible 33.2 million followers, Younes Zarou is the largest German TikToker. He has videos on his page that have over 100 million views.
Source @youneszarou – TikTok


The classic Youtube: founded in 2005 and part of Google since 2006 (Statista). Everyone seems to know Youtube, and influencer marketing on Youtube is no longer a novelty. Many creators produce advertising videos and have established functioning partnerships and cooperations. The number of monthly active users worldwide is over 2.3 billion people (Statista).

The reaches achieved are incredibly high. It is not uncommon for content creators from Youtube to have a celebrity-like standing and have built their own brand through their Youtube careers.


Twitch is a livestream platform that has been operating independently since 2011. The platform is mainly used by gamers who live stream their games and interact live with their community. Events take place on E-Spot, which can be followed online (Computerbild). Via the Twitchtracker one can follow the numbers live. In May, for example, 2,307,473,592 h were actively watched (Twitchtracker).

Youtubers are also increasingly flocking to the site. For example, Gronkh, who has uploaded Let’s Plays to Youtube, MontanaBlack, the biggest German streamer and Knossi, who also does online gaming live, are all also on Youtube (Streamproject).


Facebook is the largest social network. It is also the parent company of Instagram and WhatsApp. Every day, 2.6 billion people use Facebook daily and 3.3 billion use the network monthly (allfacebook). Facebook has changed a lot since the beginning and during the Corona pandemic it put a focus on live videos and also focuses on thematic communities. Online shopping is also a topic that Facebook is becoming more and more involved with, and the developers seem to be putting a lot of emphasis on expanding these features. (trustedshops)

However, Facebook’s dominance has fallen sharply since 2015 as young people turn away from the network. Facebook is still very popular with the older generations, but is no longer the frontrunner among the young. Among 12-34 year-olds, Facebook is now the most-used social medium for only 1 in 5. Instagram takes the top spot in this age category. For it with the over 55 year olds Facebook is with 70% the most used network. (wiwo)


Compared to the previous year, Twitter showed a 17% growth and 199 million users (futurebiz). Brands with a large reach can use Twitter to set their own trends if the condition is met that their community searches for the brand and listens (hubspot).

But what makes Twitter different from other social media? It is a platform based on real-time communication. You can “tweet” opinions, ideas, etc. and then interact with the Twitter community. You can react to statements and photos from other members of our community and exchange opinions. Primarily individuals are on Twitter to follow their favorite celebrities and brands and stay up to date and as close to them as possible. (diri)

Cover credits: Dean SchneiderYounes Zarou & Lisa & Lena