This is how Tiktokers work in Switzerland

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Dream job influencer. According to a study by market research institute Morning Consult, 86 percent of young American women dream of a life in the social media limelight. Thanks to the rise of Tiktok, the dream seems closer than ever. Because the experts agree: the video platform makes all users go viral almost overnight. On Facebook, Instagram and Co. this was not possible.

There is a long list of Tiktokers that have gained some fame in Switzerland with 5,000 to 250,000 followers as well. These are usually teenagers or young adults who are starting the platform during the heyday of Corona and Tiktok in 2020. They danced, put on make up and played pranks on each other. The audience who stayed at home in quarantine liked it very much.

Swiss Tiktokers: often young and inexperienced

Today they want to monetize their reach on Tiktok. And open doors are pouring in to companies looking for young faces for their products. For example, American bakery chain Dunkin’ Donuts brought on board a few young influencers who danced in front of their Swiss branch and tested their latest donut creations. Or Swiss cantonal banks sending influencers on trips across the country to promote the benefits of the STUcard youth card.

Agencies often keep their fingers on the cake when companies and influencers find each other. Blick asked around in this secret industry.

Agencies working with Tiktok influencers from Switzerland reported “tough negotiations”. Unlike Instagram or YouTube, Tiktokers are generally not well organized. “They’re young and have less experience,” says an executive at an agency in Zurich, who wants to remain anonymous.

“Sometimes it’s the lack of professionalism that makes working together difficult,” says her colleague. Influencers often took care of their email accounts themselves and responded late or not at all to questions. If an agreement is already reached with a company, it happens again and again that the agreed services – namely the form and scope of the video – are not kept. “There is one rule: The more followers an influencer has and the more successful he is, the more unreliable he is,” says an agency manager from Basel.

“We deal with a wide variety of people and characters in this industry. It’s never easy – and often Tiktokers are creative free spirits who work a little differently anyway,” says Fabian Plüss (40). He is the co-founder of Kingfluencers, one of the largest digital influence agencies in Switzerland. Plüss can understand the criticisms of his colleagues but at the same time “In the end, that’s exactly what characterizes influencers,” he says. “They’re different and therefore manage to inspire thousands of followers.”

That’s how much Swiss influencers earn

Plüss deals with Tiktokers every day. Some have hundreds of thousands of followers, others only a few thousand. It is important to know each person and their characteristics very well. “Kingfluencers sometimes see themselves as a bridge builder and mediator between different demands, interests, and finally different age groups and contractors,” says Plüss. There are always challenges, but after eight years in this industry, his agency knows the inside out of his protégés.

By the way: How much money is for an order depends on the scope of cooperation and the reach of the influencer. Anything from low three-digit numbers to high five-digit amounts is possible in Switzerland.

Source :Blick