Putting the product in the right light
Above all, it is important that the products to be marketed are offered in a target group-oriented and authentic manner. The influencer is primarily in demand here, as he knows exactly what influence he has on the followers and where his own strengths and weaknesses lie. In addition, many influencers have been dealing with this form of marketing for years and are more or less professionals in this social media area. Especially those who have been involved in the early days of YouTube, Instagram etc. are predestined to advertise certain products very authentically. This is because they have built up a reach at a time when it was not yet about marketing products for a certain fee. It was mainly about enthusiasm for certain topics, which was shared with other interested parties.
There are various ways to select the right influencer for your own product. In addition to various tools and databases, specialized agencies can support you. However, the personal level should not be disregarded, as the human and personal side plays a major role in influencer marketing. Only content that appeals to the followers can lead to the desired result.
However, to ensure that the postings do not get lost in the daily flood of contributions, they are becoming more and more elaborate. It is no longer enough to simply post a good picture. Because what is just as important is the right story to go with it. Ideally, the story is then not only distributed on one platform, but on many different ones at the same time. A well-produced story can build trust with the followers, which in turn has an enormous impact on the sales of certain products.
Engagement is important in influencer marketing
However, influencer marketing is not only about a particularly wide reach. The target group-oriented involvement with the community is also of particular importance. This often leads to more effective marketing than is possible, for example, through TV commercials. Above all, influencer marketing, which is less expensive for companies than TV commercials, makes cooperation with influencers particularly attractive. It should also not be forgotten that followers are more aware of the influencers’ advertising. Usually they get a good feeling when the “idol” makes authentic recommendations. Nevertheless, influencer marketing is not a game, but a scaled business, which is about nothing less than making money.
The influence of influencer marketing continues to grow year after year. What we see in practice working with Swiss companies: the expectations have shifted. It’s no longer just about follower counts. Engagement rates, authenticity, and genuine community trust matter more than ever. Especially in markets like Zürich and Zug, where audiences are sophisticated and advertising-weary, only truly authentic influencer partnerships deliver results.
Recent data from 2025 shows that:
– Over 97% of consumers aged between 15 and 69 years are fully aware of what influencers are.
– Based on the recommendations of influencers, roughly 28% have already bought a certain product.
– A full 65% of these recommendation buyers are female.
– About 40% of those between the ages of 20 and 29 follow recommendations from influencers.
– 68% of the women surveyed purchased beauty and personal care products and 35% clothing. In contrast, 48% of men bought technical products and 32% computer games based on recommendations from influencers.
Interview with Sabrina Heinke, blogger and influencer (Mamahoch2)
The blogger and influencer Sabrina Heinke let herself look behind the scenes in an interview. She has been advertising for brands on various platforms since 2015. Meanwhile she already has two employees.
For Sabrina Heinke, everything started in 2013, when the topic of cooperation was not yet very important. Almost everything took place in blogs. However, this changed over time as more and more companies realized that influencers can do targeted and above all successful advertising. Today, Instagram is primarily used to advertise products. Facebook or blogs are no longer so much in demand.
As the demands of the users of Instagram, for example, continue to grow, the demands on influencers are also becoming more and more demanding. Companies are also making it very clear what exactly they expect from the advertisements they place. For Sabrina Heinke, it is above all important that the product she is supposed to advertise fits her. Because only if she is 100% behind a product will she place advertising for it. Otherwise she will not be authentic with her followers and will lose credibility. In addition, she makes sure that she only places advertising once a week, as she does not want to be a pure advertising channel, but wants to offer added value to her followers. However, payment is also important to her.
She offers a blog entry for CHF 1,500, an Instagram post costs CHF 250 and an Instagram Story CHF 1,000 (depending on the number of followers and views). An entry on Facebook costs CHF 250 to CHF 500. Sabrina Heinke mainly deals with everything to do with family, DIY and children. About 96% of her target group are women between 25 and 45 years.
Follow us further on this blog series about Influencer Marketing.
Häufige Fragen
How much does influencer marketing actually cost?
It varies massively. Micro-influencers with 10,000 to 50,000 followers might charge CHF 200 to CHF 800 per post. Mid-tier influencers can demand CHF 1,000 to CHF 5,000. The real stars? Easily CHF 10,000+ per collaboration. What matters more than follower count is engagement rate and audience fit.
Is influencer marketing still effective in 2026?
Absolutely. But the approach has matured. Generic product placements don’t cut it anymore. What works is long-term partnerships, authentic storytelling, and influencers who genuinely use and believe in the products. We see this especially with Swiss brands that invest in quality over quantity.
Which platforms are most relevant for influencer marketing?
Instagram and TikTok dominate, but it depends on your target audience. LinkedIn influencers work brilliantly for B2B. YouTube still delivers for in-depth product reviews. The key is matching the platform to your product and audience, not just following trends.
How do I measure ROI from influencer campaigns?
Track unique discount codes, affiliate links, and UTM parameters. Monitor engagement rates, not just likes. Look at follower growth, website traffic spikes, and ultimately conversion rates. The best campaigns generate both immediate sales and long-term brand awareness.
This article was created by the ONELINE team. We have been supporting Swiss companies in digital transformation for over 10 years, from SEO and SEA to AI automation and lead generation.
