Få suksess med influencer marketing i det offentlige

by Andrine | Mar 14, 2023

Få suksess med influencer marketing i det offentlige

Influencer marketing er en bransje i vekst, og mange bruker det i kommersielle sammenhenger for å kommunisere sine bestemte budskaper til spesifikke målgrupper. Men visste du at offentlige etater og organisasjoner også kan bruke det med fordel i for eksempel en opplysningskampanje?

Influencer marketing handler ikke bare om å skape eller øke salg, men kan også brukes av offentlige etater som ønsker å formidle alvorlige budskaper til deres målgruppe. Vi har derfor snakket med Team Lead – Influencer Marketing, Louise Levi Verge fra Represented by Bloggers Delight. Hun har gitt oss innsikt i hvordan du kan anvende influencer marketing i det offentlige.

Louise Levi Verge har en master i medievitenskap fra 2017. Hun har vært ansatt i Represented by Bloggers Delight de siste fem årene som Senior Influencer Marketing Advisor og sitter i dag med rollen som Team Lead – Influencer Marketing. Her spesialiserer hun seg med å rådgive forskjellige brands og selskaper i influencer marketing.

Utover dette jobber hun også med kampanjer innenfor det offentlige i samarbeid med eksempelvis kommuner.

Hvorfor bruke influencer marketing?

Influensere er gode til å vekke oppmerksomhet hos deres målgruppe takket være følgernes tillit. Profilene oppfattes som troverdige og til å stole på. Derfor kan influencer marketing være et godt verktøy for nå ut til din målgruppe – også når du som offentlig instans skal formidle et budskap.

Mange unge ser på influenserne og deres kanaler som et slags nyhetsmedie. Det er nemlig her de får mye av deres kunnskap om verden, forteller Louise Levi Verge. Influencer marketing kan derfor være relevant å bruke hvis du står i en situasjon hvor du gjerne vil kommunisere et budskap i øyehøyde med mottakeren, eller til en yngre målgruppe.

Opplysningskampanjer med influensere

Influencer marketing kan brukes i mange forskjellige kampanjer. Det kan for eksempel brukes for å skape brand awareness eller for å øke salg, men det kan også være et verdifullt verktøy for å formidle viktige budskap og skape troverdighet.

Represented har arbeidet med forskjellige opplysningskampanjer. De har for eksempel utviklet en kampanje for det danske helsetilsynet som skulle oppfordre en yngre målgruppe til å slutte med røyking. I forbindelse med dette forteller Louise hvorfor influencer marketing er et effektivt redskap i en opplysningskampanje som denne.

– Det er en god måte for å opplyse forskjellige forbrukere om emner på en personlig måte, hvor man ofte føler at mer tradisjonelle medier retter pekefinger, utdyper Louise Levi Verge.

Influencer marketing er et godt sted å starte hvis du ønsker å formidle et viktig budskap med en personlig historie sier Louise Levi Verge. Når influensere formidler et budskap kan de hjelpe med å rette oppmerksomhet mot et emne på en autentisk og mer jordnær måte takket være deres relasjoner med følgerne.

Valg av influenser

Men hva skal du være særlig oppmerksom på når du utvikler en opplysningskampanje i samarbeid med en influenser? Her fremhever Louise Levi Verge at det er viktig å finne en profil som matcher virksomheten og motsatt.

– Når du i offentlig sektor skal formidle et budskap med en influenser er det viktig å velge en profil som når ut til den ønskede målgruppen. Det er derfor relevant å se om influenseren har noe på hjertet som relaterer seg til budskapet som skal kommuniseres, forteller Louise Levi Verge.

Det er dermed viktig å finne den riktige influenseren til ditt budskap. Hvis influenseren har en særlig relasjon til emnet som kommuniseres vil det også skape større troverdighet og appellere til din målgruppe.

Visste du at vi har mange influensere i Vocast sin database?

Du finner influensere på våre kuraterte lister som samler pressekontakter etter bestemte emner – og du kan også alltid søke dem frem selv i kontaktdatabasen.

Gi plass til kreativitet

Influenserne sin autensitet på sosiale medier skaper mer troverdighet. Derfor er det viktig å la influenseren velge hvordan budskapet skal formidles.

– Man må tørre å slippe taket og gi ansvaret videre til influenserne. I siste ende er det influenserne sine egne ord som skal ut, sier Louise Levi Verge.

Når influenseren formidler budskapet med sine egne ord blir det mer direkte og personlig. Budskapet skinner derfor mer klart gjennom for følgerne, og er lettere å relatere til. La influenserne være selvstendige og gi dem ansvaret, selvom det kan være utfordrende og grenseoverskridende når du vil sikre deg at alle opplysninger blir formidlet korrekt.

Louise Levi Verge poengterer likevel at at du fortsatt kan gjøre det klart og tydelig hvilken retning du vil ha på samarbeidet og hva hovedbudskapet er. Det sikrer at avsenderen fortsatt har stor innflytelse på kommunikasjonsarbeidet. I følge Louise Levi Verge kan du alltid kreve å se innholdet innen utgivelsen for å sikre at influenseren ikke sier noe som er feil.

Du kan derfor bruke influencer marketing med fordel for å formidle et alvorlig budskap i en opplysningskmapanje. Det kan både være enklere og en mer effektiv måte å nå bestemte målgrupper. Influenserne kan nemlig hjelpe deg med å skape troverdighet og deres autensitet kan bidra til at du kan kommunisere på en helt ny måte.

Tre ting du skal tenke på før du starter med influencer marketing i offentlig sektor

1) Start med å vurdere om du skal bruke influencer marketing i din kommunikasjon

Det kan hjelpe deg med å formidle budskaper gjennom en personlig historie som gjør budskapet ditt mer autentisk.

2) Sørg for at det er en god match mellom influenser og organisasjon

Det kan for eksempel være en fordel hvis influenseren har noe på hjertet som relaterer seg til budskapet som skal kommuniseres.

3) Gi influenseren frihet til å sette rammene for formidlingen av budskapet

På denne måten blir budskapet mer personlig og lettere for følgerne å relatere til. Men husk at du fortsatt kan se gjennom innholdet før publisering for å forsikre deg om at det blir kommunisert korrekt.

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Mie Yuze Nordbæk Rasmussen har vært News Media Researcher i VOCAST siden mars 2022. Hun studerer master i kommunikasjon på Aalborg Universitet i København, og har en har en bachelor i psykologi og kommunikasjon fra Roskilde Universitet. Hennes primære interesseområder er strategisk kommunikasjon, influencer marketing og det utviklende medielandskapet.

Artikkelen er oversatt av vår norske researcher Anna Maud T. Hersvik.

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Greenfluencere: hvem er de, og hvordan bruger du dem i dit pressearbejde?

by Andrine | Feb 27, 2023

Greenfluencere: hvem er de, og hvordan bruger du dem i dit pressearbejde?

Klimakrisen udfordrer os og gør, at vi handler mere og mere bæredygtigt. Her hos VOCAST har vi talt med personen bag en profil, der dagligt inspirerer sine følgere til at foretage grønne valg.

De omtales som Greenfluencere: personer, der bruger deres digitale kanaler til at kommunikere om miljøvenlige og etiske hensyn. De ønsker at påvirke deres følgere til at leve en grønnere livsstil – og lige netop derfor er de relevante for pressearbejde med bæredygtighed på dagsordenen.

Greenfluencere prioriterer deres værdier højt. Her er den røde tråd grøn, og eventuelle samarbejdspartnere skal også tage hensyn til det.

For at inspirere deres følgere til at leve mere bæredygtigt deler profilerne oplysende indhold om alt fra miljøaktioner og -kampagner, genbrug, zero waste og naturlige produkter til vegetarisk og vegansk kost.

Et eksempel på en sådan influencer, eller greenfluencer, er norske Martin Skadal.

Martin Skadal er aktivist og grundlægger af World Saving Hustle, som er en netværksorganisation, der arbejder med at passe på naturen, mennesker og dyr. Han er også grundlægger af Altruism for Youth, som er en frivillig organisation, der fokuserer på unges mentale helbred.

Allerede i en ung alder grundlagde Martin Skadal to organisationer, der passer på mennesker, dyr og natur. Det hele startede med, at han selv deltog i et lignende netværk.

– Dengang begyndte jeg også på de sociale medier for at dokumentere det, jeg gjorde. Og så var der pludselig en masse mennesker, der fandt det interessant, og på den måde har jeg opbygget mine forskellige kanaler.

Aktivismen er altså i fokus hos Martin Skadal, men de sociale medier har gjort det nemmere at være aktivist.

– Jeg har følt mig meget alene tidligere, men så viste det sig, at der var mange mennesker på de sociale medier, der havde det på samme måde. Og jeg ønsker også at inspirere andre.

På sine digitale kanaler deler han sit bæredygtige og humanitære arbejde. Og at inspirere til en grøn, etisk og bæredygtig livsstil handler ifølge Martin Skadal om både at passe på natur, miljø og egne omgivelser.

– Jeg ved jo, at hvis jeg dokumenterer mit eget arbejde på de sociale medier og kan nå ud til flere mennesker, så får mit arbejde større betydning og potentiale.

I takt med at følgerskaren vokser, er han også blevet kontaktet af flere potentielle samarbejdspartnere.

– Jeg vil gerne indgå i samarbejder, men det skal være med nogen, der har de samme værdier som mig.

Han har tidligere reklameret for bestemte produkter i samarbejde med organisationer som Amnesty, Human Rights Watch og WWF. I de samarbejder har han haft mulighed for at promovere et budskab i tråd med egne værdier.

– Jeg har også selv taget kontakt til nogen, som kunne være passende for mig. Jeg tror, der er et rigtig stort potentiale der.

Og netop fordi der er et stort potentiale i greenfluencere, har vi samlet en liste med danske influencere, der bruger deres platforme til at kommunikere grønne budskaber. Du kan finde den fulde liste i VOCAST og se et udsnit fra den lige her.

Tre eksempler på greenfluencere:

Caroline Bessermann

Caroline Bessermann er aktiv i Den Grønne Ungdomsbevægelse samt politisk rådgiver i Klimabevægelsen i Danmark. Hun har været medlem af Den Grønne Studenterbevægelse siden januar 2020, og så har hun siddet som repræsentant for Poltik & Presse i Det Nationale Koordineringsudvalg. Hun benytter særligt sin Instagram til at appellere til en grøn omstilling og en bæredygtig hverdag. Derudover har hun med sin kollega, Mette Susgaard, lavet podcastserien, “”HVEM FANDEN STEMMER MAN PÅ I EN KLIMAKRISE?”, der blev etableret i forbindelse med folketingsvalget 2022.

Gittemarie Johansen

Gittemarie beskriver sig selv som grøn influencer og er passioneret omkring bæredygtighed – især med henblik på “zero Waste” og plantebaseret kost. Hun anvender særligt sin Instagram til at give sine følgere indblik i og råd til at leve en grønnere livsstil, samt hvordan vi kan komme i mål med en grøn omstilling. Derudover anvender hun også sin Youtubekanal, hvor hun laver videoer, der bl.a. omhandler bæredygtig kost, zero waste livsstil samt bæredygtig mode.

Mette Susgaard

Mette Susgaard er uddannet i Politik & Forvaltning og journalistik fra Roskilde Universitet. Hun har været et aktivt medlem af Den Grønne Studenterbevægelse siden juli 2019, hvor hun bl.a. beskæftiger sig med udvikling af landbrugspolitik og kommunikation på sociale medier. I november 2022 var hun gæst i afsnittet “Bad COP27” i podcasten Genstart, der omhandler FN’s Klimatopmåde i Sharm el-Sheikh.

Derudover har hun lavet podcastserien “HVEM FANDEN STEMMER MAN PÅ I EN KLIMAKRISE?”, der blev etableret i forbindelse med folketingsvalget 2022. Hun er medvært med Caroline Bessermann. Som greeninfluencer bruger hun særligt sine sociale medier, herunder Instagram og Twitter, til at vise sit engagement for den grønne omstilling og aktivistiske arbejde i Den Grønne Studenterbevægelse.

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Anna Maud Hersvik has worked as a Norwegian News Media Researcher at VOCAST since August 2020. She has a bachelor in media and communication from University of Bergen. Currently she studies Communication at Aalborg University in Copenhagen, and is interested in journalism, politics and how to maneuver in today’s fragmented media landscape.

Artiklen er oversat af Maria Salina Nedergaard Mortensen

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Gender-fluid fashion is not a trend, it’s a reality

by Andrine | Feb 7, 2023

Gender-fluid fashion is not a trend, it’s a reality

As attitudes towards gender continue to evolve, so is the fashion industry’s approach to gender-fluid fashion, creating a more inclusive and diverse fashion landscape. In the coming years, we can expect to see more and more of this. Gender-fluid fashion is gaining greater traction amid consumers’ changing understanding of gender identity and expression. For many brands and retailers, the blurring of the lines between menswear and womenswear will require rethinking their product design, marketing, and in-store and digital shopping experiences. This article will provide you with an understanding of why gender-fluid fashion is no longer just a trend, but a reality.

VOCAST has spoken to an expert within the field: Thorn de Vries, who shares their view on gender-fluid fashion, and sheds light on strategies brands can implement. So, if you’re looking to dive into this important matter, this article is for you.

Meet Thorn de Vries

Thorn de Vries is a Dutch actor, drag king, and activist. Thorn, who is non-binary, played the first non-binary character in a Dutch TV series and, together with partner Mandy Woelkens (Editor-in- Chief of Linda Meiden), wrote the book “FAQ Gender“. As a queer couple, they are asked a lot of questions about gender. With this book, they hope to answer the gender FAQ once and for all and to clear the gender-grey clouds. In addition, they have a podcast together called “Couplegoals” where they talk about a broad range of topics along with other couples.

Photo credit: Roeltje van de Sande Bakhuyzen

The shift toward gender-fluid fashion

The last decade has seen a shift in the fashion industry towards gender-fluid fashion. This shift is (partly) driven by evolving cultural and social attitudes toward gender. In recent years, many people have developed their understanding of gender identities, viewing gender as a spectrum, rather than a binary. Additionally, the growth of the Internet and social media platforms have allowed gender- nonconforming individuals to create communities and share their styles, which has further increased the visibility and normalization of gender-fluid fashion.

As Thorn tells us, “more and more people are realizing 1. there is more between man and woman, and 2. the oppression that comes with gender roles is something very relevant to everyone. For years, we’ve listened to the voices in our heads and those in society, telling us ‘what a man should wear’, or ‘how a woman should look’. The normative image created by the gender binary can feel very limited if you want to experiment outside these gender ‘boxes’.”

“A more open vision of fashion helped people think outside the box they thought they needed to fit in. Fashion is supposed to be fun. So more and more people are allowing themselves to have fun with fashion, and to not be restricted by gender norms.”

The importance of including gender-fluid fashion into brands’ collections

The shift that is happening is clearly not only visible on high-fashion runways, but also in everyday shopping, with online searches for “genderless” and “gender-neutral” fashion increasing year-on- year. The result is a growing demand for fluid clothing, from high-end couture to everyday basics and streetwear. According to research conducted by fintech company Klarna, around 50% of Gen-Z globally have purchased fashion outside their gender identity, and around 70% of consumers say they are interested in buying gender-fluid fashion in the future, with younger generations leading the way. Consumers in North America, Europe, Japan, and South Korea, among other locations, are expected to be the most receptive to gender-fluid strategies from fashion brands.

Moreover, it’s important for brands to be inclusive, and as Thorn says, being inclusive to all genders contributes to that. Thorn explains it in the following way: “Thinking about ‘who can wear it’, ‘who can afford it’, ‘who has access to it’, ‘who fits it’, ‘who do we visually represent in our messaging’, etc. are all important questions that I think every company should ask themselves.”

“The fashion industry has the power to break down barriers, and create a new, more inclusive normal. So lead by example”.

Jonathan Anderson, creative director of Loewe and founder of label JW Anderson notably stated: “Gender-neutral is not a trend, it’s a reality. My whole philosophy is that you cannot tell people what to wear. You’re not allowed to say: I want this to be bought by a woman or by a man.” Thorn completely agrees with this: “My identity is not a trend. For centuries, in multiple cultures across the globe, there have been people that have had gender identities that are not exclusively man or woman. This is not a new thing. We’ve been around for a long time. But for some reason, we only seem to be talking about it right now”.

How to implement gender-fluid fashion into your brand-strategy

An easy first step would be to make your shopping experience, both physical and online, more inclusive. Having a well-designed floor layout will allow customers to gain a new perspective of “personal style.” A gender-fluid layout will present multiple options to the customer without labeling it as menswear or womenswear. Thorn tells us how they feel ‘betrayed’ if they want to order an item from a fluid collection from a certain brand, and at the checkout, have to check a box whether they’re a man or woman. They elaborate by explaining: “Brands could ask themselves: How do we address the subscribers of our newsletter? Is it necessary to have separate fitting rooms? Is there a gender-neutral toilet? Keep asking questions”.

On the design side, clothing brands could offer more gender-neutral items and lines. This means that men, women, and non-binary people can wear the same items without feeling restricted by gender norms. This can include things like oversized jackets, baggy trousers, and unisex t-shirts.

Additionally, fashion brands are likely to introduce more gender-fluid sizing systems, allowing for a wider range of clothing sizes and styles to fit a variety of body types. In terms of style, brands could lean more towards experimental looks – playing not only with the fits and tailoring of skirts, dresses, suits, and basics but also with textiles and embellishments of pieces.

Marketing-wise, brands should feature gender-fluid models and influencers in their campaigns, and work with editors and stylists who themselves are gender-non-conforming. Brands can benefit from using VOCAST’s curated list: “Androgynous Style”. This list contains male, female, non-binary & gender-fluid influencers, stylists, editors & publications who wear, style, and work with both women’s & men’s wear fluidly. With their large reach, these individuals can help brands reach a wider audience and create a more inclusive shopping experience.

Androgynous contacts across markets

Take a look at some of the top Androgynous contacts across markets, that can be found in VOCAST’s curated lists:

Sweden

Richard is a talented fashion profile from Sweden. He works, amongst other things, as a stylist and has been named one of Sweden’s best dressed by the magazine Café.

monsieurrichy

Finland

Simon Nygard is a Finnish model and fashion influencer currently living in Paris, France.

He has an eclectic and edgy style, with a true love for all things fashon.

@simonnygard

France

Lenny is a fashion influencer and model, based in Paris. Especially Known on TikTok, Lenny’s style can be described as a mix of women’s and men’s fashion – such as pearl necklaces, pink handbags styled with baggy trousers.

@lenny.iza

Italy

Nick is a Creative Director and Fashion Stylist. He is the co-Founder of SUGARKANE STUDIO. Along with Albi Scotti, he is the host of “Cabina Armadio”, an italian fashion podcast.

He is the fashion stylist of all the rockstar in the Italian scene, between them Maneskin, Achille Lauro, Tananai and many others.

nickcerioni

Germany

He is an influencer and stylist who worked for ELLE Serbia, ELLE Indonesia and has a partnership with Zalando. He is represented by the Visionary Services agency. His style is an androgynous street style.

marvinmarioo

The Netherlands

Thorn Roos de Vries is a Dutch actor, dragking and activist. Thorn Roos De Vries, who is non-binary, played the first non-binary character in a Dutch series. Moreover, together with spouse Mandy Woelkens (Editor-in-Chief of Linda Meiden), they wrote the book “FAQ Gender”.

thorn.vineyard

Belgium

Jake Marcelo is a Belgian streetstyle fashion influencer, living in NYC and London. Also, he has his own fashion brand called “System Malfunction”. The brand has an Androgynous style. He is represented by The Pause Agency.

jakemarcelo12

The UK

Emma D’Arcy is an English actor. They are known for their roles in the BBC drama Wanderlust (2018) and HBO fantasy series House of the Dragon (2022). Their style has been known to subvert notions of glamour and GQ has penned them ‘ruler of the red carpet” in 2022. VOGUE has also commented on their‘razor-sharp’ eye for style.

@emmaziadarcy

The US

Parker Kit Hill is a social media star turned model, actor and fashion insider. Having walked for names like Calvin Klein and Valentino, he continues to dominate on TikTok and Instagram.

parkerkithill

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Sweden

Plaza Magazine is a magazine about fashion, design, and interiors for both men and women. Plaza Magazine covers underground phenomena and trends, approaching every subject with the same curiosity, along with interesting Swedish and international photographers, writers, and stylists. Plaza is known for their fantastic fashion reports, often with a male and female model and perspective.

@plazamagazine

Finland

SSAW is a Helsinki-based bi-annual publication, that focuses on fashion and culture.

The magazine includes contributions from leading photographers around the world.

@ssawmag

France

CRASH Magazine is a French high-end fashion magazine, with a focus on art in Fashion. The magazine also puts emphasis on “genderfluid” fashion, and regularly works with androgynous fashion models.

@crashmagazine

Italy

Outpump is the story of the link between lifestyle and pop culture since 2016, a home for news, stories and curiosities related to the world of trainers, fashion, music and sport, topics for which it has become a reference point in Italy. Outpump’s point of view is unique: the importance of the news and the curiosity of the story are always combined with the aesthetic power of the content and accompanying visual material.

@outpump

Germany

KALTBLUT Magazine stands for a limitless symbiosis between art, photography, fashion, music and media. The theme of every issue works as a platform for artists to showcase their personal interpretation and point of view.

kaltblut_magazine

The Netherlands

Since september 2019 there is an extra fashion magazine in The Netherlands: the orignial French distributed Numeró. NUMÉRO NETHERLANDS is a growing progressive movement and publishes a unique biannual publication that brings the fashion world, art and design together in collaboration with leading international photographers, top models and the best-known stylists and young talent.

numero_netherlands

Belgium

ELLE Belgium and ELLE België are each a unique blend of Belgian and international news, fashion and people news, beauty and lifestyle: all in two versions, French and Dutch.

elle_belgie

The UK

Another magazine is a blend of high fashion and world-class photography with features on the arts, politics and literature and continues to make each beautifully crafted edition a collector’s item. The magazine celebrates gender-fluidity and counter-culture throughout each publication. Published twice a year, AnOther Magazine quickly established a reputation for highly original content brought together in its pages by an emerging set of photographers, stylists and writers bound by a search for creativity and authenticity. Counting Rihanna, Solange Knowles and Tilda Swinton amongst its impressive run of cover stars, it is now the most recognised biannual fashion magazine in the world.

@anothermagazine

The US

Office magazine is a self proclaimed unorthodox approach to fashion and culture at large. The magazine celebrates art and fashion as a whole, highlighting first movers and trends overall.

@officemagazinenyc

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References: https://cdn.businessoffashion.com/reports/The_State_of_Fashion_2023.pdf (page.50-62).

Michelle Achten is the Dutch Market Coordinator at VOCAST, responsible for the Dutch and Belgian Fashion and Lifestyle research. She received her bachelor’s degree in Fashion Business and master’s degree in Innovation.

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Få succes med influencer marketing som offentlig instans

by Andrine | Feb 2, 2023

Få succes med influencer marketing som offentlig instans

Influencer marketing er en branche i vækst, og mange virksomheder bruger det i kommercielle sammenhænge til at kommunikere ud til en specifik målgruppe med et bestemt budskab. Men vidste du, at offentlige instanser også kan have gavn af det f.eks. i form af en oplysningskampagne?

Influencer marketing handler ikke bare om at skabe eller øge salg, men det kan også bruges af offentlige instanser, som gerne vil formidle alvorlige budskaber til deres målgruppe. Vi har derfor talt med Team Lead – Influencer Marketing, Louise Levi Verge, fra Represented by Bloggers Delight. Hun har givet os indsigt i, hvordan du kan gribe influencer marketing an som offentlig instans.

Louise Levi Verge har en kandidat i medievidenskab og blev færdiguddannet i 2017. Hun har arbejdet hos Represented by Bloggers Delight de sidste fem år som Senior Influencer Marketing Advisor og sidder i dag som Team Lead – Influencer Marketing. Her specialiserer hun sig i at rådgive forskellige brands og virksomheder i influencer marketing.

Derudover arbejder hun også med kampagner inden for det offentlige i samarbejde med eksempelvis kommuner.

Hvorfor bruge influencer marketing?

Influenter er gode til at skabe opmærksomhed hos deres målgruppe. Det skyldes, at følgerne har meget stor tillid til det, influenterne siger, og opfatter dem som troværdige og til at stole på. Derfor kan influencer marketing være et godt værktøj at bruge til at nå ud til din målgruppe – også når du sidder som en offentlig instans og skal formidle et budskab.

For mange unge kan influenterne betragtes som et slags nyhedsmedie. Det er nemlig herigennem, de får viden om verden på, fortæller Louise Levi Verge. Influencer marketing kan derfor være relevant at tænke ind, hvis du står i en situation som offentlig instans, hvor du gerne vil kommunikere et budskab i øjenhøjde med modtageren, eller hvis du bare gerne vil målrette dit budskab til et yngre segment.

Oplysningskampagner med influenter

Influencer marketing kan bruges til mange forskellige typer af kampagner. For eksempel kan du bruge det, hvis du vil skabe brand awareness eller øge salg, men det kan også være et værdifuldt værktøj, hvis du vil formidle et vigtigt budskab og skabe troværdighed.

Hos Represented har de arbejdet med flere forskellige oplysningskampagner. Eksempelvis har de lavet en kampagne for Sundhedsstyrelsen, som skulle opfordre en yngre målgruppe til at kvitte cigaretterne. Louise fortæller i den forbindelse, hvorfor influencer marketing er et effektivt redskab at bruge i en oplysningskampagne.

– Det er en rigtig god vej til at oplyse forskellige forbrugere omkring emner på en personlig måde, hvor man oftest oplever, at de lidt mere traditionelle medier vil have et budskab med en løftet pegefinger, uddyber Louise Levi Verge.

Influencer marketing er et godt sted at starte, hvis du gerne vil formidle et vigtigt budskab gennem en personlig historie, siger Louise Levi Verge. Når du bruger influenter til at formidle et budskab, kan influenternes opbyggede relation til deres følgere hjælpe dig med at skabe opmærksomhed om et emne på en autentisk og mere jordnær måde.

Valg af influent

Men hvad skal du være særligt opmærksom på, når du laver en oplysningskampagne i samarbejde med en influent? Her fremhæver Louise vigtigheden i at finde det rigtige match mellem virksomhed og influent.

– Når du som offentlig instans skal kommunikere et budskab ud gennem en influent, så er det vigtigt at udvælge en influent som rammer den målgruppe, du gerne vil ramme. Det kan derfor være relevant at indtænke, om influenten har et eller andet på hjertet, som relaterer sig til det budskab, der skal kommunikeres, fortæller Louise Levi Verge.

Noget af det vigtigste, du skal være opmærksom på, er altså at finde den rigtige influent, som passer til lige netop dit budskab. Hvis influenten har en særlig relation til det emne, der skal kommunikeres, vil det også hjælpe dig med at skabe troværdighed samt appellere til din målgruppe.

Vidste du, at vi har mange forskellige influenter i VOCAST?

Du kan finde influenter på vores kuraterede lister, hvor vi samler en række forskellige pressekontakter inden for forskellige stofområder – og så kan du også selv søge dem frem i kontaktdatabasen.

Giv plads til kreativitet

Influenter skaber troværdighed gennem deres autenticitet på de sociale medier. Når du som offentlig instans indgår et samarbejde med en influent, er det vigtigt, at du også er bevidst om, at det er selve influenten, der bør italesætte dit budskab med sine egne ord, og altså ikke dig som offentlig instans.

– Man skal turde at slippe tøjlerne lidt og give den tøjle videre til influenterne. I sidste ende er det influentens egne ord, som skal ud at leve, siger Louise Levi Verge.

Når influenten italesætter budskabet med sine egne ord, bliver det mere personligt og lettere for følgerne at relatere til, end hvis det kommer direkte fra en offentlig instans. Budskabet skinner derfor mere klart igennem for følgerne. Derfor skal du være indstillet på at give influenten noget ansvar og lade dem være selvstændige – selvom det kan være udfordrende eller endda grænseoverskridende, når du gerne vil sikre dig, at alle oplysninger bliver formidlet korrekt.

Louise pointerer dog, at selvom det er influenten, der er talerør, kan du stadig gøre det klart over for dem, hvad det er for en retning, du gerne vil have på samarbejdet, og hvad dit kernebudskab er. Du har derfor stadig indflydelse på kommunikationsindsatsen. Ifølge Louise kan du nemlig altid modtage indholdet før udgivelse, så du kan være sikker på, at influenten ikke kommer til at sige noget, der er faktuelt forkert.

Du kan derfor med fordel bruge influencer marketing, hvis du som offentlig instans gerne vil formidle et alvorligt budskab i en oplysningskampagne. Det kan både være en nemmere og mere effektiv måde at kommunikere ud til bestemte målgrupper. Influenterne kan nemlig hjælpe dig med at skabe troværdighed, og deres autenticitet kan gøre, at du kan kommunikere på en helt ny måde.

Tre pointer, du skal have i tankerne, inden du går i gang med influencer marketing som offentlig instans

1) Begynd først med at overveje, om du skal bruge influencer marketing til dit budskab.

Det kan hjælpe dig til at formidle budskaber gennem en personlig historie, som gør dit budskab mere autentisk.

2) Undersøg om der er det rette match mellem dig og influenten.

Det kan for eksempel være en fordel, hvis influenten har et eller andet på hjertet, som relaterer sig til det budskab, der skal kommunikeres.

3) Vær opmærksom på at give influenten frihed til at rammesætte budskabet.

På den måde bliver budskabet mere personligt og lettere for følgerne at relatere til. Men husk at du stadig kan få tilsendt indholdet, før det bliver udgivet, så du sikrer dig, at det bliver kommunikeret korrekt.

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Mie Yuze Nordbæk Rasmussen har arbejdet som News Media Researcher hos VOCAST siden marts 2022. Hun læser en kandidat i kommunikation på Aalborg Universitet i København, og har en har en bachelor i psykologi og kommunikation fra Roskilde Universitet. Hendes primære interesseområde er strategisk kommunikation, influencer marketing og det udviklende medielandskab.

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Outdoors Influencers: how should brands work with this niche branch of content creators?

by Andrine | Dec 15, 2022

Outdoors Influencers: how should brands work with this niche branch of content creators?

In recent years, the increased focus on health and wellness has paved the way for new creators to inspire their audience to lead an active lifestyle. Among these are outdoors influencers, that seek to motivate and inspire their followers to go outside and enjoy what nature has to offer. These influencers specifically create content revolving around outdoor destinations, gear, sports, and causes. With this comprehensive approach to content and inspiration, often presented in a visually appealing form, these creators represent excellent sources with which you can grow your brand. Learn how your brand can benefit from working with these high-engagement profiles.

How can outdoor influencers benefit your brand?

Outdoor influencers present a unique combination of qualities that stand out in the media landscape through the unique and varied qualities they offer. These creators use their platform to inspire and motivate their followers to lead an active and healthy lifestyle in multiple ways, whether it be camping, hiking, or skiing. However, the core message lies in inspiring to go outside – D2 Magazine, therefore, coined outdoors influencers as “outfluencers”. Hence, outdoor influencers arguably have an encouraging approach to their content: through sharing their knowledge and experiences, these influencers can make the outdoors more accessible for their followers, inspiring and motivating them to seize the outdoors to a larger extent.

Meet outdoors influencers Stine & Jarlen

VOCAST has spoken to influencers Stine & Jarlen about the stance of wildlife and outdoors creators. The couple inspires their followers through photography and tips for journeys that they undertake along with their 1-year-old son and three dogs. Read the couple’s insights into the creation and collaboration in our featured interview.

Branding through outdoor influencers

Depending on the specific focus of the influencer, one can find numerous areas and setting in which their gear and products can be portrayed. Today, outdoor influencers can inspire their audience to seize nature in numerous ways, whether that be leisurely activities like hiking, skiing, or camping, or extreme sports like mountain biking, climbing, or rafting. There is virtually a community within every area of interest, in which the influencer share inspiration and tips. Through this, the outdoors influencers can create solid communities within their area of interest and expertise, making them trusted sources of knowledge, ultimately translating to high engagement levels. Essentially, these profiles do, through consistent and thorough content manifest as solid sources of knowledge and thereby dependable advocates.

What makes outdoor influencers unique?

Stine & Jarlen tell us that the goal for many hiking and outdoors influencers is to use as “little as possible”, and to use what they have for a long time.

“We enjoy working with brands to find the very best products for different situations so that we can promote and recommend sustainable and well-thought-out products for our followers.”

They continue to tell us that the trust between them and their followers is very strong due to the fact that the products they use and promote are tested in often extreme situations. They need to be able to trust their great, clothes, products, etc. If they can show a setting, scenario, or activity that their followers know they have experience in, and show products that help in the given setting, it is always a success: “a combination of building credibility through stories and showcasing a product in a post is also a good way of showcasing the products” they explain.

The importance of destination

The location and environment of activity play an important part in the content for outdoors influencers. More so, the profiles share specific tips for nature destinations and specific journeys, like skiing treks and hikes to undertake. Thus, the elements of travel and destinations remain a central part of their appeal. Here, you can find outdoors influencers conveying specific journeys for hiking and exploration both in your central area or a destination you desire to visit. By this, the “backdrop” of the outdoors influencers’ content becomes one of its key components. This is emphasized in their content; instead of the specific activity conducted being the main point of focus, for example, a hike in the mountains, the beautiful environment, and the scenery the hike might just be what motivates the audience to go outside and do the same. In that way, outdoors influencers are also comparable to travel influencers, as showing landscape and environment becomes a central part of their content.

Exceptional production quality

Further, outdoors and wildlife influencers stand out in their approach to visual presentation. Many of these creators are professional photographers and video creators, collaborating with camera brands like GoPro. Thus, the emphasis on photography is very strong – the level of visual quality is on a professional level. This is a favorable quality for brand collaborations, as these influencers create a visually outstanding environment for product promotion. Not only can collaborating with wildlife influencers portray the product in use in its intended state, whether that be at a campsite or on a summit but it can also be conveyed in a professional aesthetic.

How should brands partner with outdoor influencers?

Long-term partnerships are a good way to work and are often essential to building trust, according to Stine & Jarlen. A long-term partnership also allows for a larger line of products to be tested, as the value for many of their followers is their ability to recommend something related to their specific situation. They advise brands who partner with outdoors influencers that the creators be given time to actually test the products.

“We value being able to give feedback to the client on their product as well as the brand using our content to use in their own socials, as we also build our own brand further on our partners’ good name and reputation.”

Stine & Jarlen tell us that their followers respond to a combination of posts promoting products, but also showing how to service and repair your gear is a good way of building trust and long-term positive brand awareness in our audience.

Market Landscapes

VOCAST has created curated press lists of prominent outdoors influencers in the following markets:

Norway 🇳🇴

In Norway, sharing content revolving around the outdoors, like hiking and skiing, remains among the most popular types of content on social media; showcasing outdoor adventures and journeys within the country has become an inevitable trend. Furthermore, the media coverage led to an increased demand for outdoor equipment like hammocks, sleeping bags, and randonné skis. With the natural establishment and interest in everything outdoors in Norway, the target market for outdoor products spans wide. Hence, the media value of the outdoor lifestyle is becoming increasingly recognized, and the influencers’ arena is prominent and ever-growing. In the fall of 2021, Vixen Influencer Awards created wildlife and travel as an award, solidifying the establishment of these influencers in the media landscape.

Sweden 🇸🇪

There is no doubt that Sweden is a country with impressive nature and beautiful landscapes, which makes it an excellent hiking destination. Due to the diverse nature with high mountains, captivating forests, lakes, and long coastlines, as well as shifting seasons and large public access to the wilderness (Allemansrätten), hiking activities hold a high position among Swedes. Furthermore, outdoor clothing brands such as Fjällräven and Patagonia have become a trend not only for the outdoors but also for Swedes living an urban lifestyle in the cities. Hence, hiking is today not only reserved for a niche outdoor community but presents a part of Swedish culture.

France 🇫🇷

France is home to some of the most popular skiing and hiking routes in Europe, such as the mountain regions of the Alps and the Pyrenees. Thereby, hiking and skiing are deep-rooted in the French active lifestyle. It is very common for families to spend their holidays up in the mountains. Additionally, the range of French media that portray outdoor activities spans wide. Today, one can find athletes, photographers, influencers, and magazines that dedicate their content to the French outdoors lifestyle, and by that also promote tourism in the region.

The U.S. 🇺🇸

In the US, the endless opportunities for wildlife and adventure are reflected in the influencer market. Here, one can find various profiles showcasing nature activities, mainly falling within two categories: outdoor photographers with a large emphasis on landscape photography and camera gear, collaborating with brands such as Canon, and instructional adventurers, advising their audiences on journeys and how to conduct them, as well as gear recommended for use.

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Outdoors influencers

VOCAST has gathered the most prominent outdoors lifestyle influencers from select markets. Meet some of them here:

🇳🇴 Helene Myhre

Helene Myhre is an outdoors, travel, and photography enthusiast. She shares content revolving around travelling, outdoors lifestyle, and photo tips with her followers. She has a large online following, and has also written a book about journeys and destinations to visit in Norwegian nature.

Followers: 210k

@helenemoo

🇸🇪 Hildur Karlsson

Hildur Karlsson is a Swedish influencer passionate about hiking, adventure, skiing, photography & the outdoors. She lives the city life in Stockholm in between her outdoor travels.

Followers: 195k

@hildurkarlsson

🇫🇷 Anne Dubndidu

As a sports and outdoor enthusiast, Anne dedicated her blog and social media to her passion – where she shares her favorite hiking routes across France as well as outdoor clothing and equipment.

Followers: 122k

@annedubndidu

🇺🇸 Morgan Philips

Morgan Phillips is a Seattle-based adventure and lifestyle photographer. Born and raised in Birmingham, Alabama he started adventuring at nineteen. Morgan combines his passion for adventure with his passion for photography, blended in order to document and share the beauty of his unique way of life.

Followers: 385k

@morganphillips

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Sara is the Norwegian Market Coordinator at VOCAST, responsible for Norwegian fashion and lifestyle research. When not at VOCAST, she studies Brand and Communications at Copenhagen Business School. Besides work and studies, she is a travel, music, and movie enthusiast.

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Få suksess med influencer marketing i det offentlige

Influencer marketing er en bransje i vekst, og mange bruker det i kommersielle sammenhenger for å kommunisere sine bestemte budskaper til spesifikke målgrupper. Men visste du at offentlige etater og organisasjoner også kan bruke det med fordel i for eksempel en opplysningskampanje?

Hvorfor bruke influencer marketing?

Opplysningskampanjer med influensere

Valg av influenser

Gi plass til kreativitet

Tre ting du skal tenke på før du starter med influencer marketing i offentlig sektor

1) Start med å vurdere om du skal bruke influencer marketing i din kommunikasjon

2) Sørg for at det er en god match mellom influenser og organisasjon

3) Gi influenseren frihet til å sette rammene for formidlingen av budskapet

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Greenfluencere: hvem er de, og hvordan bruger du dem i dit pressearbejde?

Klimakrisen udfordrer os og gør, at vi handler mere og mere bæredygtigt. Her hos VOCAST har vi talt med personen bag en profil, der dagligt inspirerer sine følgere til at foretage grønne valg.

Tre eksempler på greenfluencere:

Caroline Bessermann

Gittemarie Johansen

Mette Susgaard

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The shift toward gender-fluid fashion

“A more open vision of fashion helped people think outside the box they thought they needed to fit in. Fashion is supposed to be fun. So more and more people are allowing themselves to have fun with fashion, and to not be restricted by gender norms.”

The importance of including gender-fluid fashion into brands’ collections

“The fashion industry has the power to break down barriers, and create a new, more inclusive normal. So lead by example”.

How to implement gender-fluid fashion into your brand-strategy

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Få succes med influencer marketing som offentlig instans

Influencer marketing er en branche i vækst, og mange virksomheder bruger det i kommercielle sammenhænge til at kommunikere ud til en specifik målgruppe med et bestemt budskab. Men vidste du, at offentlige instanser også kan have gavn af det f.eks. i form af en oplysningskampagne?

Hvorfor bruge influencer marketing?

Oplysningskampagner med influenter

Valg af influent

Giv plads til kreativitet

Tre pointer, du skal have i tankerne, inden du går i gang med influencer marketing som offentlig instans

1) Begynd først med at overveje, om du skal bruge influencer marketing til dit budskab.

2) Undersøg om der er det rette match mellem dig og influenten.

3) Vær opmærksom på at give influenten frihed til at rammesætte budskabet.

SIGN UP TO OUR NEWSLETTER

RELATED POSTS

Outdoors Influencers: how should brands work with this niche branch of content creators?

How can outdoor influencers benefit your brand?

Meet outdoors influencers Stine & Jarlen

Branding through outdoor influencers

What makes outdoor influencers unique?

“We enjoy working with brands to find the very best products for different situations so that we can promote and recommend sustainable and well-thought-out products for our followers.”

The importance of destination

Exceptional production quality

How should brands partner with outdoor influencers?

“We value being able to give feedback to the client on their product as well as the brand using our content to use in their own socials, as we also build our own brand further on our partners’ good name and reputation.”

Market Landscapes

Outdoors influencers

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RELATED POSTS