Influencer marketing – hit or miss?

The topic of influencers and fake followers created a stir in Switzerland over the last few days following a report on Swiss television.

“I like the look of your website and what you have on offer. I am xxx and my blog is called xx. I would like to collaborate with you”. Almost every day, our agency receives emails from new "influencers" (bloggers, Instagrammers, etc.) and there are always collaboration requests via the 20 plus Facebook and Instagram channels that we look after for various clients. They might be for beauty products, hotel stays or other things.


Fake Followers


We were one of the first PR agencies in the country to collaborate with bloggers. We started the first collaborations around eight years ago. Since then the market has been constant and the interest of clients has risen sharply.

We keep meticulous lists of influencers and check every enquiry carefully. However, communication breaks off after asking for coverage, interaction and the disclosure of Google Analytics – these influencers end up on a blacklist.

The topic of “fake followers” is also a major issue among influencers. On one occasion not so long ago, I was sitting with different bloggers when a heated debate erupted. Because in the past, agencies and clients were apparently not bothered how many real followers they had; coverage was the only thing that mattered.

This is why we work as follows:

Influencer marketing is a great tool in content marketing if it is used shrewdly and correctly and with prior in-depth research. 

Just recently we were able to reach 158,672 people on Facebook with a video of Swiss DJ Tanja la Croix. The video was viewed 66,244 times and commented on, liked or shared 115 times. 9,274 people saw the Facebook competition with the campaign visual by Tanja La Croix and there were a total of 376 reactions, comments and shares.

Barbara Ryter