Stay ahead of the curve and future-proof your business with Mintel’s Germany Social Media: Content Creators Market Report 2024. Our full report is packed with consumer-led market intelligence, content creator trends in Germany, and consumer behaviours affecting your industry. Get a 360° view of the creator economy in Germany including the social media market share Germany, market size, and a growth forecast to help you align your business strategy with the needs of your audience.
Below, we’ve handpicked the key insights analysed in the full report and summarised the core topics.
Topics Analysed in this Report
- The short-, medium- and long-term outlook for social media content creators in Germany.
- Social media platforms used by German consumers.
- Who consumers follow on different social media platforms, with Instagram and TikTok the most valuable for influencer marketing in Germany.
- Attributes associated with social media personalities.
- Areas in which social media personalities exert influence, with diet and cooking habits leading the list.
- Consumer behaviours regarding social media content creators in Germany.
- How to tap into opportunities to increase your social media market share Germany.
An Overview of the Creator Economy in Germany
Social media personalities’ content continues to captivate younger audiences in Germany.
While X (formerly Twitter) usage holds steady, ongoing controversies offer alternative platforms a chance at mainstream success with the attraction of celebrities and creators.
Social Media Germany Market Research: What Consumers Want and Why
- Social Media Market Share Germany: 68% of Germans aged 16 to 34 who follow social media personalities spend more time watching content from them online than watching TV. This underpins social media platforms as a go-to media for many young consumers, with content creators receiving considerable attention and reach.
- Germany Social Media Market Opportunities: 32% of German influencer followers aged 16 to 34 have paid a social media personality in the last three months, and another 3 in 10 would pay for exclusive content from their favourite creators. Community-based support drives quality content creation by rising creators, opening increased collaboration opportunities for brands.
- Influencer Marketing in Germany – Challenges: Mintel’s Germany influencer market report shows that their perception is still marked by associations such as ‘superficial,’ ‘waste of time,’ and ‘fake’, which could deter particularly older German consumers from engaging with them. While younger generations have a more positive perception due to deeper experiences, negative associations remain a challenge. By addressing these concerns, influencer marketing in Germany can become more effective.
Germany Social Media Market Forecast
- As people encounter a broader range of social media content creators in Germany, perceptions of them will gradually shift in a more positive direction. Increased creativity tools, monetisation options, and improved features for brand-personality alignment will contribute to this shift.
- The development of AI Influencers offers brands safer and more controllable ways of collaborations, and young male social media users are most likely to be interested in social media innovations. However, virtual influencers will need to be more useful to compensate for their lack of relatability, and the value of relatable, authentic human creators for platforms or brands will not diminish despite these innovations.
To learn how to connect with your audience, purchase our Social Media Content Research in Germany 2024 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Brands Discussed in this Report
Brands: Instagram, TikTok, YouTube, Sora, Samsung, ARD/ZDF, Google, Meta, Facebook, Pinterest, Snapchat, LinkedIn, Twitch, Reddit, BeReal, and more.
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Expert Insights on the Creator Economy in Germany
This report, written by Lena Rittmann, Analyst, delivers in-depth commentary and analysis to highlight content creator trends in Germany and add expert context to the numbers.
Consumers are seeking exclusive content from social media personalities, providing opportunities to build a closer relationship between content creators and their community.
Lena Rittmann
Analyst
Collapse All
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- Key issues covered in this Report
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EXECUTIVE SUMMARY
- Market context
- Graph 1: Gen Z's use of free media formats, 2023
- Mintel predicts
- Opportunities
- Graph 2: whether consumers made money from their social media content in the last three months, by gender and age, 2023
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MARKET DRIVERS
- The German economy
- Graph 3: key economic data, in real terms, 2019-25
- Graph 4: financial confidence index, 2022-24
- Media consumption
- Graph 5: daily online media consumption* (in mins), by age group, 2019-23
- Graph 6: Gen Z's use of free media formats, 2023
- Online search behaviour
- Graph 7: types of website/app consumers go to first when looking for ideas/information, NET, by age, 2023
- Artificial intelligence
- Digital regulations
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WHAT CONSUMERS WANT AND WHY
- Social media usage
- Graph 8: social media platforms used in the last three months, 2024
- Graph 9: social media platforms used in the last three months, by age, 2023
- Graph 10: social media platforms used in the last three months, by age 16-24, 2023
- Graph 11: X (formerly Twitter) usage, by gender and age, 2023
- Who Germans follow on social media
- Graph 12: who consumers follow/frequently view content from on selected social media platforms, by age, NET, 2023
- Graph 13: who consumers follow/frequently view content on selected social media platforms, 2023
- Associations with social media personalities
- Graph 14: attributes consumers associate with social media personalities, by social media personality followers and non-followers, 2023
- Graph 15: attributes associated with social media personalities, by age 16-24, 2023
- Impact of social media personalities
- Graph 16: impact of social media personalities on behaviour, 2023
- Graph 17: consumers who bought a product because of an influencer recommendation, by impact of social media personalities on behaviour, top five, 2023
- Graph 18: impact of social media personalities on behavior, by gender and age, 2023
- Behaviours regarding social media personalities
- Graph 19: behaviours regarding social media personalities, 2023
- Graph 20: whether consumers made money from their social media content in the last three months, by gender and age, 2023
- Graph 21: whether consumers would pay for exclusive content from their favorite social media personality, by age, 2023
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LAUNCH ACTIVITY AND INNOVATION
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APPENDIX
- Appendix – products covered, abbreviations, consumer research methodology and language usage
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