Fabian Reichle from Switzerland Tourism shares some key learnings from starting out with influencers years ago to now incorporating influencer marketing through a coherent, company-wide strategy.

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Fabian firstly discusses the importance of coordinating internal departments by creating a set of simple guidelines to distribute to the relevant teams, ensuring all teams are clear and working to the same criteria. He also emphasises the importance of aligning influencers with the brand, and how brands should only consider influencers if they can really add value to a specific project.

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In terms of content, Fabian discusses the power of user-generated content and how it really goes hand in hand with influencer marketing. Switzerland Tourism's Instagram is 100% UGC, with over 700,000 photos shared using #inlovewithswitzerland. This forms a strong basis for influencing potential visitors and after all, you're likely to trust your friends more than an A list celeb!