Does the increasingly competitive environment

[Dimaeiya333]

among influencers also have an influence, the fact that there are more of them today ?
It's not something I've noticed. The influencers who get the contracts are usually the ones who have been around for a while or deal with a very niche topic and have a good community. I don't think competition is a key factor in CPM stability. I think it has more to do with budget cuts in the post-pandemic world. In the last two or three years, we were in this crazy e-commerce bubble, which drove prices up exponentially because influencer marketing was one of the most in-demand marketing channels. Today, the trend is going in the other direction.

What impact is this having on partnership negotiations between influencers and brands? Is there a trend towards more global contracts rather than one-off pay-as-you-go contracts ?
Recently, for the first time, I received a media kit from an influencer whose pricing was based on CPMs rather than a fixed price . This is interesting because it shows that this person really understands how brands and agencies work. This influencer worked at an agency, so they knew exactly what they needed to do to make negotiations easier and more professional. They were upfront about the fact that they were working on the basis of 38 euros CPM for an Instagram story. It’s the fairest thing for everyone. I wish more influencers would do this.

Have you noticed that more and more influencers are reluctant to make deals with big brands because they fear the reaction of their audience?
That's what I see more and more with Shining Star influencers. I call them the "blue chips" - the ones who have been around for a long time, the ones who know how the industry works. It's hard to generalize, because every influencer follows their own learning curve and chooses partners that suit them. For example, if an influencer is pregnant, it's obvious that they'll choose partners that match that stage of their life. It's always contextual.

Of course, some addresses are known to be much more picky than others, especially in Germany. I hope and assume that this will change as well, simply because of supply and demand. That's also why CPMs are becoming a bit more flexible; it's because influencers and management have realised that instead of receiving 100 requests a day, they receive 20. There are far fewer options, which means they have to be more flexible to get the contracts they want.

Have the new monetization possibilities offered by the platforms for creators had an impact on prices ?
I haven't really seen any impact. The monetary benefits of brand partnerships are s quality directors email database till higher than creator revenue systems , especially on TikTok and Instagram, which are still in the testing phase. Instagram in particular offers new products like community channels, which I see being used a lot, but are not directly monetized at the moment.

YouTube AdSense pays a reasonable CPM to creators, making it much more lucrative to launch on YouTube than TikTok or IG for creator-targeted programs. But even so, compare the €15 CPM of YouTube AdSense to the €75 CPM of a brand partnership. Most influencers still do both, or even focus solely on brand partnerships.

How is the relationship between influencers and their audiences changing? Do influencers need to step up their efforts to keep their audience engaged ?
It's harder to get good engagement than it was two years ago . There's more competition for followers. Like influencers, audiences are on their own learning curve. The past two years have shown that the community is becoming more demanding about who they want to actively follow.

The public is becoming more and more demanding. This is also related to the fact that social media is becoming more and more aware of its impact on mental health . Various studies have shown this, but we are all intrinsically aware of the impact of social media on our mental health. It can encourage escapism, feelings of addiction – people want that dopamine fix – but also anxiety and depression. People are starting to become more aware of this and act accordingly by deleting certain accounts because they no longer provide value. The key is added value . Influencers have to be more selective in their content and offer more value to their followers, whether it is through the positive focus of the content or by targeting a certain niche.