2022
9
Germany Influencer Marketing Market Report 2022
2022-01-25T08:02:15+00:00
REP81980CA9_D8F2_4F2F_9962_9334338AD9DD
2195
147343
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Report
en_GB
Influencer marketing has become a key component of brands' marketing strategies, but brands can now boost credibility by giving influencers more creative freedom. Dr. Christina Wessels, Senior Analyst -…

Germany Influencer Marketing Market Report 2022

£ 2,195 (Excl.Tax)

Description

The Germany Influencer Marketing Market Report 2022 identifies consumers’ attitudes towards influencers Germany, influencer marketing in Germany, and the impact of COVID-19 on influencer marketing in Germany. This report covers the influencers Germany market size, market forecast, market segmentation and industry trends for the influencer marketing in Germany.

Germany Influencer Marketing: Current Market Landscape

Social media usage has seen a significant increase. However, social distancing measures meant that some industries have seen less interest from consumers, e.g. BPC, travel. Advertising from influencers had to strike the right tone to be appropriate and relevant to consumers experiencing lockdown measures.

Making a collaboration between influencers and brands feel genuine remains a major challenge, but efforts of authenticity will find appeal. Influencer relations Germany should be characterised by creative freedom to present a product or service in the influencer’s own tone of voice to appear genuine to consumers.

Influencer Marketing Germany: Market Share and Key Industry Trends

The use of social media is expected to remain high as many consumers still spend more time at home. However, consumers are also becoming increasingly aware of social media’s negative impacts, which can affect consumers’ mental wellbeing and anxiety. Platforms should find a balance between enticing usage and assisting consumers with a healthy usage of this medium, e.g. by being more mindful of video lengths to reduce screen time.

  • 26% of male social media users who follow influencers have purchased influencer-promoted clothing.
  • 67% of Gen Z social media users want to reduce the time they spend on social media.
  • 31% of all social media users say they have spent more time on social media since the COVID-19 outbreak.
  • 47% of Twitch users have watched social media influencers/entertainment celebrities via live stream.

Which social media is most popular in Germany?

Overall, our Germany influencer market report shows that YouTube and Facebook dominate German social media platforms. 77% of German users use YouTube, followed by Facebook with 70%.

What do Germans use instead of Facebook?

While Facebook is doing well overall, our Germany influencer market report has identified that younger social media users are less inclined to use Facebook. 16 to 24 year-olds prefer YouTube and Instagram.

Future Trends for Influencer Marketing in Germany

In the future, due to stay-at-home mandates and a rise in work-from-home initiatives, we can expect the consumption of online media to further increase. To remain relevant long term, influencers need to hit the right tone, especially as normality is disrupted by the pandemic or other socio-economic crises.

Influencer marketing will become an essential part of every brand’s marketing mix, ranging from collaborating for regular campaigns to creating new product lines together.

Read on to discover more details or take a look at all of our German Marketing & Promotion Market Research.

Quickly Understand

  • The short-, medium- and long-term impact of COVID-19 on influencer marketing Germany.
  • Who do Germans follow on social media?
  • Behaviour regarding and in response to influencers Germany.
  • Products or services purchased after seeing an influencer promote/use it on social media.
  • Reasons to stop following/frequently viewing influencers and their content on social media.
  • Attitudes towards influencer marketing in Germany.

Covered in this Report

Brands: Audi, Facebook, got2b, H&M, Kaufland, Otto, Pinterest, Sosho, Twitch, Twitter, YouTube, and many more.

Expert Analysis from a Specialist in the Field

This report, written by Dr. Christina Wessels, a leading analyst in the Lifestyles sector, delivers in-depth commentary and analysis to highlight current trends in influencer marketing Germany, and adds expert context to the numbers.

Influencer marketing has become a key component of brands’ marketing strategies, but brands can now boost credibility by giving influencers more creative freedom.

Dr. Christina Wessels
Dr. Christina Wessels
Associate Director – Lifestyles, Health & Wellbeing, Household Care & Leisure, Germany

Table of Contents

  1. executive summary

    • Key issues covered in this Report
    • The impact of COVID-19 on influencer marketing
    • Market context
    • Graph 1: social media platforms used in the last three months, 2021
    • Opportunities
    • Graph 2: consumers who watched social media influencers/entertainment celebrities via a live stream, 2021
  2. MARKET DRIVERS

    • COVID-19
    • Graph 3: key economic data, in real terms, 2019-23
    • Time spent online & social media platforms used
    • Graph 4: average daily consumption of online media (in min), by age, 2017-20
    • Graph 5: social media platforms used in the last three months, 2021
    • Graph 6: [no title]
    • The downsides of social media
    • Legal framework
  3. WHAT CONSUMERS WANT AND WHY

    • Who consumers follow on social media
    • Graph 7: who consumers follow on social media, 2021
    • Graph 8: consumers who follow full-time social media influencers on social media, by generation, 2021
    • Behaviour in response to influencers
    • Graph 9: behaviour in response to influencers in the last three months, 2021
    • Graph 10: consumers who watched social media influencers/entertainment celebrities via a live stream, 2021
    • Products or services bought after seeing an influencer promote/use it on social media
    • Graph 11: products or services bought after seeing an influencer promote/use it on social media, 2021
    • Graph 12: social media users who have purchased clothing/accessories after seeing a social media influencer/entertainment celebrity promoting it, by gender, 2021
    • Reasons why users would stop following influencers on social media
    • Graph 13: reasons why users would stop following influencers on social media, 2021
    • Behaviours regarding influencer marketing
    • Graph 14: behaviours regarding influencer marketing, 2021
    • Graph 15: behaviours regarding influencer marketing, 2021
    • Graph 16: whether consumers think it’s acceptable to see advertising on social media, by age, 2021
    • Attitudes towards influencer marketing
    • Graph 17: attitudes towards influencer marketing, 2021
  4. LAUNCH ACTIVITY AND INNOVATION

  5. APPENDIX

    • Appendix – abbreviations, consumer research methodology and language usage

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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