2020
9
Germany Influencer Marketing Market Report 2020
2020-12-02T12:03:34+00:00
REP8D0DF3A3_4C21_48BF_8C2B_EF9265A4DB9A
2195
128226
[{"name":"Advertising and Marketing","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/marketing"},{"name":"Influencers","url":"https:\/\/store.mintel.com\/industries\/media-marketing\/social-media\/influencers"}]
Report
en_GB
In light of COVID-19, influencer marketing must strike the right tone to be appropriate. Brands should pick a few influencers that truly align with their vision.Mainga Hachibiti, Research Analyst…

Germany Influencer Marketing Market Report 2020

£ 2,195 (Excl.Tax)

Report Summary

Providing the most comprehensive and up-to-date information and analysis of the Influencer Marketing – 2020 market including the behaviours, preferences and habits of the consumer.

48% of German social media users say social media became more important during lockdown. However, 31% of consumers say it was inappropriate for influencers to advertise during the outbreak. As many remain sceptical of influencers, content needs to be transparent and have the right empathetic tone given the current climate in Germany.

Quickly Understand

  • How does COVID-19 present a challenge and an opportunity for influencers?
  • How will nano and micro-influencers become more important in Germany?
  • How to diversify influencer partnerships?
  • How do social media anxieties pose a challenge?
  • How to build trust and honesty on private channels?
  • How will influencer advertising increasingly become an important part of the marketing mix?

Covered in this report

Brands mentioned: ABOUT YOU, ASOS, Burberry, ByteDance, Collusion, Congstar, Facebook, Franco Fresco, Gerolsteiner, Gucci, Gustavo Gusto, Instagram, IT Cosmetics, Langnese, L’Oréal, Luca l ConCrafter, Maje, Mercedes-Benz, Nike, Pinterest, Punica, REWE, Ricardo Simonetti, Snapchat, Spicebar, The Viwi, TikTok, Twitch, Wayfair, YFood, YouTube, 8X4, etc.

Influencer mentioned: Bodykiss, Carmushka, Conny Doll, Finanzfluss, lebens.verliebt, Johanna Jaskowska, Kreativfieber, Lil Miquela, Madame Moneypenny, Rezo, etc.

Expert analysis from a specialist in the field

Written by Mainga Hachibiti, a leading analyst in the Consumer Lifestyles sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

“In light of COVID-19, influencer marketing must strike the right tone to be appropriate. Brands should pick a few influencers that truly align with their vision.”

Mainga Hachibiti
Analyst – Consumer Lifestyles

Table of Contents

  1. Executive summary

    • Market context
    • Graph 1: device used most often to access social networks, March 2020
    • Graph 2: any social media usage, by age, August 2020
    • Mintel predicts
    • What consumers want and why
    • Opportunities
    • The competitive landscape
    • Graph 3: social media platform use in the last three months, August 2020
  2. THE IMPACT OF COVID-19

    • market drivers

      • Graph 4: online media consumption, in minutes, by age, 2015-19
    • What consumers want and why

      • Social media platforms used
      • Graph 5: social media platforms used in the last three months, August 2020
      • Graph 6: social media platforms used in the last three months, by age, August 2020
      • Graph 7: repertoire of social media platforms used, by age, August 2020
      • Graph 8: frequency of social network usage in the last three months, March 2020
      • Graph 9: consumers who have used Pinterest in the last three months, by age and gender, August 2020
      • Type of content posted
      • Graph 10: type of content posted on social media, August 2020
      • Graph 11: consumers who post their personal opinion on politics/current affairs, by gender and age, August 2020
      • Social media inspiration
      • Graph 12: topics consumers search for inspiration on, August 2020
      • Graph 13: social media inspiration, by gender, August 2020
      • Who people follow on social media
      • Graph 14: who social media users follow on social media, August 2020
      • Graph 15: who people follow on social media platforms, by platform, August 2020
      • Important influencer attributes
      • Graph 16: important influencer attributes when deciding who to follow, August 2020
      • Graph 17: importance of the attribute "They make me laugh", by social media platform, August 2020
      • Attitudes towards social media influencers
      • Graph 18: attitudes towards social media influencers, August 2020
      • Graph 19: consumers who think that social media influencers are overrated, by age, August 2020
      • Graph 20: consumers who think advertising from social media influencers is more relatable than traditional advertising, by generation, August 2020
    • Launch activity and innovation

      • Appendix

        • A note on COVID-19
        • Appendix – abbreviations and consumer research methodology

      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.

      Click to show report
      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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