By Alexandra Amling, PR-Manager of Lieb Management on February 20th, 2019

Influencer Marketing: Three Trends for 2019

Influencer marketing found its way to the German marketing mix.   It has been established  as an important element in the German marketing mix, and in 2019, this is being taken  seriously. You can watch every single day how the influencer business is overcoming  its former difficulties, that it is responding to all the critics and that it is demonstrating that it came along to stay – as a creative, authentic channel for brand communications.

How instead of who – it’s all about creative freedom

For advertisers, the question of the right cooperation moves from “who” to “how.”  Through the constant use of tests that uncover suspicious activities and give transparent quality criteria for the valuation of the campaign outcomes, it is not the choice of the right influencer partner that counts – it is more the creativity and the authenticity of the campaign.

Therefore, marketers should be open to unconventional ideas and grant creative freedom  to the influencers – even though the guidelines of the campaign are binding. The most important tool to success is a thoughtful briefing between marketer and influencer, because a credible approach is essential to arouse interest of both followers and end users. The right product staging, which shouldn’t be too promotional, is the key to successful involvement.

Increase in quality through regulation

In 2019, influencer marketing will become safer  and more transparent. As a result of periodic scandals about fake followers and suspicious activities as well as of claims of advertisers to fight those, Instagram recently  took over responsibility to raise the perception as a high-quality and credible advertising environment. The signaled action against fraud proves  that the platform has understood the importance of advertising cooperation for content producers who just invest their income when they can catch a suitable return on investment.

The use  of technologies to optimize quality and efficiency will become more and more important in 2019 and will increase the advertising industry’s confidence in platforms like Instagram. This is a trend from which the entire tourism industry can benefit and that will lead to higher professionalism in the marketing sector.

The question at the top of the to-do list: how can we find a solution for a mandatory AD labeling? Though Instagram offers a best practice option to self-regulation, a clear legal requirement has not been written yet. The hashtag #anzeige (“AD”), which is used in Germany, will not be enough anymore in 2019.

From influencer to creator

Microinfluencers are the new thing! In the past few  years, the small, independent brands challenged big FMCG companies which, in the end, has also led to takeovers and investments . The big fish eats the small one, and cosmetic brands especially are setting a trend here – and this will continue in 2019.

Influencers use their loyal followership as well as creative ideas to exploit themselves. More and more they become the producer of their own products, which benefit even more from the image of the creator than from the image of the main manufacturer.

More than brands, influencers can establish a connection to the consumers. With them becoming one with the brand, they create an appealing concept for a generation of consumers that gets more and more demanding when it comes to values and products.

Platforms like Instagram and Facebook noticed this development just in time and integrated AD tools like ordering functions, which led to a seamless customer experience. The option to purchase the product that was designed, or at least branded, by the favorite influencer directly from his or her channel will become standard in 2019.


The views and opinions expressed in this  blog  are those of the authors and do not necessarily reflect the official policy or position of any other agency member of Travel Consul

By Alexandra Amling, PR-Manager of Lieb Management on February 20th, 2019