Focus: Influencers

Incircles marketing platform from Gruner + Jahr creating cross-media facilities

Influencers are being treated as the new superstars. Which is no surprise: some of them, via their social-media channels, enjoy a reach similar in size to that of the most eminent print magazines. American Vogue has 16.5 million followers on Instagram, while the Italian blogger Chiara Ferragni has 10 million. And even if a single influencer enjoys only a narrower reach, their target-group oriented influence, and thus the relevance of their dissemination channels, is not to be underestimated as an advertising platform.  

The potential of this market has been recognised by numerous agencies and online market places, which bring advertisers together with the right multipliers. Since September 2016 Gruner + Jahr have expanded into this business, too, in the shape of their marketing platform, Incircles. The concept: a 360° approach, designed to facilitate cross-media campaigns, from strategy to reporting. Suitable adjuncts to the Hamburg publisher’s portfolio are multipliers from a number of sectors: food, beauty, fashion, lifestyle, parenting and living. An algorithm of its own development and qualitative screening promote an individual selection of influencers, using criteria such as reach, interaction rate, content quality, target-group suitability and topic fit. In this way, the platform’s staff can also find the right influencers for niche topics, such as sustainability. As a rule of thumb, the smaller the niche, the fewer the number of influencers and their reach. But also: the higher the relevance of the individual influencer in the target group. Among the best known of the 600 influencers which whom Incircles is currently collaborating come the YouTubers Esslust and Snukieful and the blogger Itscaroo. In the field of sustainability and sustainable fashion, for instance, there have already been successful collaborations with YouTuber Andrea Morgenstern or the two bloggers of Sophisticated Sisters.

Advertising clients such as Henkel, L’Oréal or About You gain an opportunity to play contents directly in a cross-media combination with the G + J media. “Incircles is setting new benchmarks for influencer marketing. It makes it possible to plan and measure collaborations with influencers, and above all to make them bookable as a full-service solution. In this way, we are able to expand our range of communication solutions for our clients in social communities. We at G + J want to bring greater confidence, higher quality and more cross-media networking into the digital playing field, which is so highly relevant for advertising clients.” The idea was developed and validated by the G+J innovation lab Greenhouse, which had already tested a marketing network for YouTubers’ cooking videos, in the shape of its “Club of Cooks.”

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