6 jan 2026
tags: ![{text=Influencer marketing, link={url={href=?selected_tag=influencer marketing, type=EXTERNAL}}}, {text=6 jan 2026}, {text=Debora, link={url={href=/specialist/debora, type=EXTERNAL}}}]!
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Inhoudsopgave

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1. Wat is influencermarketing eigenlijk?
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2. Geen beren op de weg, maar kansen voor succes
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3. Hoe groter, hoe beter! Niet altijd.
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4. Hoe meet je succes?
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5. Een aantal influencer marketing tips op een rij
\n

\n

 

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1. WAT IS INFLUENCERMARKETING EIGENLIJK?

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In principe bestaat influencermarketing al eeuwen. In essentie draait het om het benutten van andermans invloed om een doelgroep te bereiken en tot actie aan te zetten. Toch kreeg het pas echt een vlucht met de opkomst van Instagram in 2010. Wat begon als een trend, is inmiddels uitgegroeid tot een belangrijk onderdeel van moderne marketingstrategieën. Toch zijn niet alle bedrijven meteen overtuigd. Vragen over budget, betrouwbaarheid, tijd en meetbaar resultaat zorgen vaak voor terughoudendheid.

\n\n

2. Geen beren op de weg, maar kansen voor succes.

\n

Die twijfel is begrijpelijk: een slecht uitgevoerde samenwerking kan schade aan je merk toebrengen. Maar met de juiste kennis en aanpak biedt influencermarketing juist grote kansen. Een influencer agency kan je helpen bij de opzet van de samenwerking. Zij zoeken in hun portfolio de juiste match binnen jouw budget en nemen het projectmanagement volledig uit handen. Dat bespaart tijd, vooral als je er nog geen ervaring mee hebt.

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Een betrouwbare digitale woordvoerder

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Wanneer iemand zich herkent in een influencer (ook wel bekend als content creators), neemt hij of zij een aanbeveling sneller serieus dan een onpersoonlijke advertentie. Een sterke match is dus cruciaal: de influencer moet passen bij je merk én bij je doelgroep om als goede digitale woordvoerder te fungeren. Sinds 2024 kunnen influencers een certificaat behalen, opgezet door o.a. Stichting Reclame Code, waarmee zij aantonen dat ze op een juiste en verantwoorde manier reclame willen maken. Met een jaarlijkse toets toont de influencer aan op de hoogte te zijn van recente ontwikkelingen, wat een positief effect heeft op de betrouwbaarheid van de influencer.

\n

3. Hoe groter, hoe beter! Niet altijd.

\n

Een samenwerking met een influencer met meer dan een miljoen volgers klinkt indrukwekkend, maar groter is niet per se beter. Hoe groter de followingbase, hoe onpersoonlijker het contact. Een influencer die dagelijks honderden reacties en berichten krijgt, kan onmogelijk iedereen persoonlijk te woord staan.

\n

Kleinere influencers hebben vaak een veel hogere betrokkenheid. Ze bouwen een hechte band op met hun volgers en creëren daardoor meer vertrouwen.

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Bij het bepalen van je strategie is het belangrijk om je doel en budget helder te hebben.

\n

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• Wil je een groot, algemeen bereik en heb je voldoende budget? Dan passen macro- of mega-influencers goed.
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• Wil je juist meer diepgang, persoonlijk contact of richt je je op een niche? Dan zijn micro-influencers met een hogere engagement rate vaak effectiever.
\n

","module_id":1155639},"child_css":{},"css":{},"id":"Text_2","label":null,"module_id":1155639,"name":"Text_2","order":20,"smart_type":null,"styles":{},"type":"module"},"Text_21":{"body":{"html":"

4. Hoe meet je succes?

\n

Of influencermarketing werkt, hangt van veel factoren af. De influencer kan zijn werk uitstekend doen, maar als je website niet goed functioneert, blijft het resultaat uit.

\n

Wanneer de basis op orde is, kun je het effect op verschillende manieren meten. Meestal ontvang je van de influencer of agency een overzicht met resultaten, zoals bereik, impressies, klikken en kijktijd. Je kunt dit uitbreiden met eigen data:

\n

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• Gebruik bijvoorbeeld een unieke link met UTM-code, zodat je in Google Analytics precies kunt zien hoeveel verkeer er via de website binnenkomt.
\n
• Ook kortingscodes zijn handige meetinstrumenten. Ze stimuleren niet alleen aankopen, maar laten ook duidelijk zien hoeveel verkopen uit de samenwerking voorkomen.
\n

\n

Jouw belangrijkste KPI's

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Bepaal vooraf welke KPI's voor jou het belangrijkst zijn. Conversies zijn niet altijd het hoofddoel, soms gaat het om naamsbekendheid of merkvoorkeur. Misschien koopt die scroller op zaterdagavond niet direct jouw horloge, maar de volgende keer dat zijn oude horloge uitvalt, denkt hij wel aan jouw merk. Dat is de kracht van influencermarketing.

","module_id":1155639},"child_css":{},"css":{},"id":"Text_21","label":null,"module_id":1155639,"name":"Text_21","order":24,"smart_type":null,"styles":{},"type":"module"},"Text_21_2_-_Heroes":{"body":{"html":"

5. Een aantal influencermarketingtips op een rij

\n

\n
1. \n

   Maak het makkelijk om te klikken: zorg dat de link naar je website eenvoudig bereikbaar is. Neem bijvoorbeeld altijd een Instagram-story mee in de afgesproken uitingen.

   \n
\n
2. \n

   Vraag om doelgroep inzichten: vraag de influencer altijd naar statistieken over hun volgers. Zo krijg je inzicht in demografische gegevens en weet je precies wie ze bereiken.

   \n
\n
3. \n

   Geef ruimte in planning: Laat de influencer zelf bepalen wanneer ze de content plaatsen. Zij weten het beste op welk moment van de week hun volgers het meest actief zijn.

   \n
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4. \n

   Investeer in een langdurige samenwerking: Kies liever voor een duurzame samenwerking die merkambassadeurs creëert, dan voor eenmalige samenwerkingen. Dat komt de geloofwaardigheid van zowel de influencer als jouw merk ten goede.

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5. \n

   Gebruik de optie \"Betaalde samenwerking\": Deze optie kan wat extra kosten met zich meebrengen, maar het vergroot het bereik van de post doordat deze zichtbaar wordt op zowel het account van de creator als op dat van jouw merk. Daarnaast verschijnt je merknaam direct onder de gebruikersnaam van de influencer.

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Meer weten over influencermarketing?

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Wil je ontdekken wat influencermarketing voor jouw merk kan betekenen? Neem gerust contact met ons op. Onze specialisten denken graag met je mee of nemen het volledige projectmanagement uit handen.

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