Featured Agency: Inmix

By Frederik Nikolai Kruchov, Managing Director & Co-founder at Inmix, 25.11.2019, www.inmix.dk

Who is Inmix?

Inmix is a modern micro influencer marketing company, which was established in 2017. The thought behind the company is, that we want to create a strong relation between companies and influential people on social media with a relatively small following.

We strive to replace traditional marketing with authentic and trustworthy content, that targets the specific audience of our clients. Our mission is to create the perfect mix of influencers for our amazing clients all over the world.

We connect some of the best micro influencers with brands all over the world, and in this process, we establish campaigns for companies, find the influencers with the best data for their specific audience and then follow the campaign to the end.

Frederik Nikolai Kruchov, Managing Director & Co-founder at Inmix

After ending a campaign, we analyze the result and create an elaborate report for our clients. Not only do we establish campaigns for companies, but we follow the campaign to the end, so the companies don’t have to worry about a thing.

What do you specialize in?


We specialize in micro influencer marketing. A micro influencer is, in our definition, an influencer with 1.000 – 20.000 followers on social media. We choose them based on their creativity, trustworthiness and data. Nowadays it’s so easy to buy followers and likes and we want to go against this movement and only work with real engagement and trustworthy profiles.

By working with micro influencers, we can create more authentic campaigns and target very specific audiences. Also, we can see that these kinds of campaigns have up to 11 times more return-on-investment compared to traditional marketing.

We identify the best micro influencers and connects them with brands within their aesthetic focus. We look at both the data and creativity, where we match them with our on-going campaigns. When doing this, we are able to create strong and trustworthy content that are suitable for both the companies and the influencers.

What are your clients concerned about at the moment and how are you helping them?


The effect of traditional marketing is declining since the modern consumers are more particular when it comes to choosing a product.

Many consumers are looking for a personal relationship with the companies, and this is something we can help them with. Many companies are working with influencers, but they still don’t have the insight to know if an influencers’ likes and followers are real or bought.

We provide the companies with a strong campaign and the right influencers, which can create a personal relationship and target the right audience.  

We bring them a solution for their marketing problems and connects them with trustworthy ambassadors that will stick with their brand in the future.

Your biggest challenges previously and how did you overcome them?


In the beginning it was kind of difficult to find a good way to contact the influencers – especially in other countries.

First of all, it has been difficult in the startup process to get influencers to answer our messages.

Secondly, it was difficult to maintain the contact since some people just cut the contact. We considered what the problem was and what happened during that process.

We made some important adjustments and tried to optimize our contact process. There are still some problems with the communication, but it has been minimalized.

We now know how to stand out and create a true bond with our influencers. In the process, we have created a large network with almost 2.000 micro influencers who are signed up at Inmix.

This has been a great solution for the challenge, but also a good way to easily establish contact with our influencers and keep them on their toes.

Your best advice for succeeding with influencer marketing as an agency


Don’t always look at how many followers or likes an influencer has. Look for how the influencers interact with their followers and how engaged the followers are.

We like the human factor, but the data is important when it comes to targeting a campaign to a specific audience. We create a bond with our influencers and we only present them with campaigns that we think they could be interested in.

Frederik Nikolai Kruchov, Managing Director & Co-founder at Inmix

It does not make any sense for us to offer a campaign for our entire influencer network, because some people will just say yes, but won’t have the right audience; so why would we do this?

Your biggest learning in the industry lately


That you always have to adapt to new programs and follow the technology, since it is everchanging.

This is not a negative thing, but it can make some restrictions. For example, if you send messages to too many persons on Instagram, then you will be blocked.

This means, that we must think about how we connect with people and lead the information to other platforms. This also means, that we must stay updated on anything that happens in the industry and with technology in general.

How do you see influencer collaborations in the future?


We think that the consumers are getting more reluctant when it comes to products sold by influencers, since there has been some bad publicity. This is not so much about the influencers, but more about the specific product.

The worst-case scenario is, that people don’t see influencers as trustworthy. We still believe, that micro influencers are the way to go, because they have created a relationship with their followers and believe in their own brand.

We have seen that a lot of influencers won’t collaborate because they don’t see themselves in the brand – and this is exactly what we a looking for. Connecting influencers with brands that they really believe in is the way to go.

We think that micro influencers are the future when it comes to digital marketing and creating strong, authentic and creative campaigns for very specific audiences. This is what Inmix is all about.

We have seen that a lot of influencers won’t collaborate because they don’t see themselves in the brand – and this is exactly what we a looking for. Connecting influencers with brands that they really believe in is the way to go. 

Frederik Nikolai Kruchov, Managing Director & Co-founder at Inmix

We think that micro influencers are the future when it comes to digital marketing and creating strong, authentic and creative campaigns for very specific audiences. This is what Inmix is all about.

Get in touch

 

Frederik Nikolai Kruchov

Managing Director & Co-founder at Inmix

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www.inmix.dk 

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[email protected] or Linkedin