Dominique Hufschmid and Fabian Plüss
This interview with Dominique Hufschmid (Kingfluencers) and Fabian Plüss (Swiss Creator Academy) examines the current importance of influencer and digital influence marketing. The two experts provide insights into the dynamics and challenges of this constantly growing market in Switzerland, which now achieves sales of up to 100 million francs. The focus is on the Swiss Influence Marketing Forum (SIMF) 2023, which will take place in combination with the Smile Swiss Influence Award on October 25, 2024. These events promote the exchange and further development of the industry, supported by the swissinfluence.ch platform, which connects influencers, brands and creators. The interview is available in writing and as a video cast.
m&k: How did you find your way into influencer marketing?
Fabian Plüss: I come from the medical industry. Opinion leader marketing is deeply rooted there. At the time, we developed a referral program with dentists, pharmacists and druggists and integrated dental products. Recommendations from opinion leaders, such as dentists, meant that price hardly played a role anymore – trust was the be-all and end-all. Within six years, we were able to expand into over 100 countries.
Dominique Hufschmid: I have worked as a designer and creator, worked in many agencies and built brands. In my work for Energy and FC Basel in particular, I have come into intensive contact with influencers and creators. It is exciting to see how you can reach a community through them and place strong brand messages.
m&k: And, was the journey worth it?
Fabian Plüss: Absolutely. Influencer marketing has grown enormously in the last ten years. We are seeing annual growth rates of around 40 to 45 percent in Switzerland. Overall, sales in this area are between 50 and 100 million francs per year, depending on how you look at the market – whether through agencies like Kingfluencers or brands that do influencer marketing in-house.
Why are brands increasingly shifting their budgets to influencer marketing?
Dominique Hufschmid: Influencer marketing is dynamic, authentic and, above all, entertaining. People tell the brand’s stories in their own way and integrate them into their lives. It feels more natural for the target audience when the brand is told by someone they trust than when they see classic advertising.
Which platforms are currently particularly strong in Switzerland?
Dominique Hufschmid: Instagram and TikTok dominate in Switzerland. Instagram offers brands very measurable results and is easier to control. TikTok, on the other hand, is more unpredictable because content can quickly go viral, but it is difficult to predict what will work. Many brands are therefore still hesitant to fully enter TikTok because they have to give up control.
During the presentation of the IGM Digimonitor, it became clear that LinkedIn is now ranked third among social media platforms in Switzerland and continues to grow. How do you rate the role of LinkedIn in the B2B sector?
Fabian Plüss: LinkedIn is definitely on the rise, especially in the B2B sector. The platform has developed significantly and is increasingly reminiscent of classic social media feeds. It is exciting to see how business content creators are becoming more and more important and what opportunities are emerging in B2B influencer marketing.
Which formats perform best on social media?
Dominique Hufschmid: Short videos that are entertaining and humorous work very well. At the same time, content that conveys in-depth knowledge is very successful. What is important is not the format itself, but the authenticity, creativity and originality of the content that appeals to the target group.
m&k On Tour – with Dominique Hufschmid and Fabian Plüss
Where do you get information about the latest trends in influencer marketing?
Fabian Plüss: We focus heavily on markets such as Germany, the USA and Great Britain. These markets are often two to three years ahead. Asia is also very exciting, but due to cultural differences, it is not always transferable one-to-one.
Dominique Hufschmid: I personally immerse myself in the digital culture on TikTok and observe what is happening there. You have to be very close to it in order to recognize the relevant trends and formats and understand how they can be integrated into a marketing strategy.
An example of a successful influencer campaign in Switzerland?
Dominique Hufschmid: A great example is On’s collaboration with influencer Aditotoro. ON faces the challenge that their brand and products are popular with older target groups in the Swiss market, but do not yet have strong access to the younger generations, especially Gen Z. To reach this target group, ON decided to involve creators and ambassadors. Aditotoro documented on Instagram how he went from being a non-athletic person to a marathon runner. The On brand was subtly integrated into his story, and storytelling was used to appeal to the runner community. An authentic and humorous campaign that was particularly well received by young people.
What about campaigns that are aimed more at older audiences?
Fabian Plüss: A new format that is strongly aimed at older target groups is the Digital Influence program on LinkedIn. Here, C-level executives become brand ambassadors who share their expertise on LinkedIn and thus strengthen the employer brand. These programs are in-depth and cover a variety of goals.
What is important for an ideal influencer campaign?
Dominique Hufschmid: It’s important that brands understand their identity and target audiences before selecting influencers. Creators need to fit the brand, and brands need to give creators creative freedom to develop authentic and exciting content. Letting go of control is key here.
A term that is increasingly becoming part of the everyday lives of marketers and advertisers: “digital influence”. What does this term mean and how does it fit into the entire spectrum of marketing?
Dominique Hufschmid: With the rise of social media and the increasing influence of digital platforms, the environment for brands has become more complex. In the past, brands could decide for themselves what messages they wanted to send, and media companies acted as gatekeepers. Today, communities decide for themselves what they consume and from whom. This is a massive change. We have entered a new marketing zeitgeist. Brands no longer have to just inform, but actively participate in shaping communication.
This means that it is no longer just about advertising, but about building a real connection with communities. The term “digital influence” describes exactly this development: brands have to participate in conversations, recognize the relevance of the issues that concern people, and get involved authentically. It is a multi-faceted concept that ranges from working with influencers to internal communication, such as through corporate influencers.
Fabian Plüss: Influencer marketing is only one part of the whole. Digital influence encompasses much more. Brands must understand that today it is not just about working with external influencers, but also about developing their own employees as brand ambassadors. Topic leadership cannot only depend on individuals, but the brand itself must also express its passion and expertise on social channels. With holistic digital influence strategies, you can achieve an enormous amount – whether in building customer trust or directly in sales.
Are you anticipating this development, especially the increasing importance of influencer marketing, with the platform you have built?
Fabian Plüss: We have the platform «Swiss Influence» was launched to reflect the further development of influence marketing in Switzerland. This platform is a hub for everything related to digital influence. It consists of the Smile Swiss Influence Award, the Swiss Influence Marketing Forum and the Swiss Creator Academy. These three areas cover the entire spectrum of influence marketing, from recognizing the best influencers to networking and knowledge sharing to training the next generation of creators.
What exactly does the Swiss Creator Academy offer?
Fabian Plüss: The Swiss Creator Academy is an advanced training program aimed at content creators. In collaboration with the HWZ (Zurich University of Applied Sciences) and various professors, experts and the creators themselves, we offer courses and training. The aim is to further develop the skills of the creators and show them how they can create their content professionally and sustainably. It covers topics such as storytelling, community management and the development of a clear brand identity. The Creator Academy is an investment in the future of the creator economy in Switzerland.
The next Swiss Influence Marketing Forum will take place on October 25th in “The Hall” in Dübendorf. What can we expect there?
Dominique Hufschmid: At the Swiss Influence Marketing Forum, we will decode the facets of brand influence and offer insights into how to successfully cultivate and use it. Keynotes, panel discussions and workshops will be presented to the specialist audience. The event will present insights, trends and projects in the areas of social media, influencer marketing, digital culture, content creation, AI, community building and brand influence.
What is the significance of the Smile Swiss Influencer Award?
Fabian Plüss: The Smile Swiss Influence Award has a special meaning because it honors the best digital opinion leaders in Switzerland. In doing so, we bring influencers and creators into the spotlight who have a real impact on their communities through their work. At the same time, the award raises awareness of the growing importance of influencer marketing in Switzerland.
We are particularly proud that we have expanded the award further this year. We have grown from 10 to 18 categories in order to better reflect the broader market. In addition to the classic influencer categories, we have also integrated topics such as “Brands of Influence” and “B2B Influencers”. We want to show that influencer marketing is much more than just working with well-known faces. It is about how brands can successfully place their messages and exert influence in a digitalized environment.
What has changed in the award ceremony compared to previous years?
Fabian Plüss: The most important aspect is that we look at influencer marketing in a much more holistic way. It is no longer just about the classic influencer as we know them, but also about “brands of influence” and “media of influence”. We want to cover the entire spectrum of digital influence. Anyone who understands how to use this power of influence on social media can build customer trust and ultimately have a positive impact on sales.
m&k On Tour – with Dominique Hufschmid and Fabian Plüss
