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From promoter to developer

It’s a thing! What has been a topic in Germany, but also internationally for a long time, it’s also coming to Switzerland – the Influencer product.

There are good reasons why influencers change from promoters to developers and no longer just make opinions, but also products:

1. influencers are experts in their field

Influencer products are fan articles and loyal fans or followers have so many influencers that their products are often sold out within a very short time. This is what happened recently with the fashion influencer Justin Fuchs and the latest streetwear collection of his brand Peso: in only 30 minutes the entire collection was completely sold out. The hoodie cost 85 Euros – the feeling of being a little closer to his YouTube idol was included for free.

2. influencers influence the purchase decision

And it’s not only in the low-price segment that the Influencer products are paying off. Becky Li, a Chinese fashion influencer who, because she so successfully triggers buying impulses, is also known as the shopping goddess, provides the best proof: her limited special edition “MINI Yours”, a turquoise Mini-Cooper for €37,000, sold 100 times in just five minutes. Wow! For this to work, followers must become friends who trust you – Becky Li’s tip in an interview.

(Sources: Artikel VogueCase Becky Lee)

3. influencers can be bound to brands in the long term with own products

To develop a product, from the idea to production, often takes a whole year. In the fast-moving world of social media, this is a long time and unique opportunity to build a long-term relationship with the influencer. The collaboration between Youtuber Luca Scharpenberg, formerly known as “ConCrafter” and the German premium brand for frozen pizza Gustavo Gusto is the best example of this. What was initially planned as a one-time cooperation has developed into a lasting partnership due to its extraordinary success. In the meantime, the third pizza creation under the name “Pizza Bianca Sette Formaggi” and a circulation of almost one million copies is available on the market and on the shelves of Edeka and Rewe.

The crux of the matter: if it says Influencer on it, there is not automatically one in it. The possibilities of collaboration are manifold – from a finished product branded with the persona of the influencer only, to putting together personal but existing favorite products in an edition or collection, to the effective development of a product and participation in the entire process. They all have their advantages and disadvantages in terms of time, creative freedom or community involvement. If you are looking for credibility and a long-term perspective, I recommend: turn the promoter into a developer!

Ralf Osteroth

More than 20 years in the industry and not a second tired. Ralf Osteroth’s professional experience counts as many years as some of Picstars’ young people. For two decades he has been moving in the entertainment, music and media world, always sure-footed and in sneakers. He already worked with influencers when they were not yet stars – #earlybird – and today he is an old hand in influencer marketing and CEO of Picstars Germany.


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