Stay ahead of the curve and future-proof your business with Mintel’s Germany Influencer Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest trends and consumer behaviours affecting your industry. Get a 360° view of influencer marketing in Germany including outlook and 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 influencer marketing in Germany.
- Interest in social media personalities on different social media platforms and topics covered.
- Activities regarding influencers in Germany, e.g. buying products advertised by influencers.
- Behaviours regarding influencers in Germany, e.g. consumers’ trust in influencer product reviews.
- How your business can tap into opportunities regarding Germany influencer marketing.
Influencer Marketing Germany: Current Market Landscape
Due to the cost-of-living crisis consumers’ budgets are still strained, causing brands to scale back their spending on ads, and consumers to spend more cautiously. Nevertheless, influencers in Germany can be used as a valuable source for reassurance and advice, resonating with consumers’ prioritisation of value purchases.
Moreover, as mid-aged users increase their presence on social media platforms, e.g. for entertainment or content creation, influencer marketing in Germany will become increasingly applicable beyond a younger target group.
Germany Influencer Marketing: What Consumers Want and Why
- Consumer Behaviour towards Influencer Marketing in Germany: With 93% of 16 to 24-year-old social media users following and viewing content from influencers, they are the main target group of influencer marketing in Germany. Young men especially look up to them, underpinning their role model function. This creates opportunities for brands to appeal to this target group through closer collaborations with influencers.
- Influencers in Germany: 56% of 16 to 34-year-olds trust that the influencers they follow actually like the products they advertise. Simultaneously however, 48% think that influencers tend to say what their followers want to hear. This calls for more authenticity in Germany influencer marketing to build up a solid level of trust. Mintel’s experts will be able to give you actionable insights to increase consumers’ trust.
Market Outlook on Influencer Marketing in Germany
- With the growth of content creators’ importance to social media platforms, they can expect increased support from platforms in connecting them with brands.
- Technological AI developments present opportunities for new types of influencer marketing, such as virtual influencers, while also enabling them to create more innovative content quicker and more efficiently.
To learn how to connect with your audience, purchase our full Germany Influencer Market Report 2023. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.
Brands Discussed in this Report
Brands: YouTube, Facebook, Instagram, TikTok, Snapchat, Pinterest, Twitter, Twitch, Fendi, Kaufland, LinkedIn, Xing, Reddit, BeReal, Apple, Google, Firefox, Meta, ChatGTP, Lidl, Red Bull, Hello Fresh, Renault, Dacia, and more.
Additional Features Included with Your Purchase
- Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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- Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trend pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.
Expert Insights on Influencer Marketing Germany
This report, written by Lena Rittman, Analyst, delivers in-depth commentary and analysis to highlight current trends in influencer marketing Germany and add expert context to the numbers.
Younger Germans idolise influencers and the importance of social media as an entertainment channel is growing. This presents growing opportunities for brands to differentiate by becoming partners in content creation through influencer marketing.
Lena Rittmann
Analyst
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EXECUTIVE SUMMARY
- Key issues covered in this Report
- Market context
- Graph 1: social media platforms used in the last three months, by age group, 2023
- Opportunities
- Graph 2: engagement with social media personalities in the last three months, by age group, NET, 2023
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MARKET DRIVERS
- The German economy
- Graph 3: key economic data, in real terms, 2019-24
- Online and social media consumption
- Graph 4: average online media consumption (in mins), by age, 2020-22
- Graph 5: social media platforms used in the last three months, 2023
- Graph 6: social media platforms used in the last three months, by age, 2023
- Graph 7: repertoire analysis of different platforms used, by age, 2023
- Graph 8: usage of videos on social media, 2021-22
- The downsides of social media consumption
- Data privacy
- Technological developments
- Creator economy
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WHAT CONSUMERS WANT AND WHY
- Who consumers follow on social media
- Graph 9: type of people followed or frequently viewed on social media, by age group, 2023
- Graph 10: type of people followed/frequently viewed content from on each social media platform, 2023
- Graph 11: social media personalities followed on each platform, by age group 16-34, 2023
- Influencer topics
- Graph 12: topics focused on by social media personalities followed, 2023
- Graph 13: topics focused on by social media personalities followed, by age group, 2023
- Graph 14: topics focused on by social media personalities followed, by gender, 2023
- Engagements with social media personalities
- Graph 15: selected engagements with social media personalities in the last three months, by age, NET, 2023
- Graph 16: interactions with social media personalities on social media platforms in the last three months, by gender and age, 2023
- Behaviours regarding social media personalities
- Graph 17: behaviours regarding social media personalities, 2023
- Graph 18: consumers preferring to watch short videos (ie under five minutes) from social media personalities over long videos (ie over five minutes), by gender and age, 2023
- Graph 19: behaviours regarding social media personalities, 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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