Influencer marketing: here to stay

Influencer marketing is a key component in the marketing strategy of many companies across different sectors. And rightly so: did you know, for example, that more than half of German followers have already bought at least one product due to an influencer recommendation? Here is a summary of important study insights on the topic of influencer marketing:

Influencers are playing an ever greater role in the global advertising market.

The reach of influencers is growing continuously, as shown by a Statista Advertising & Media Outlook forecast for the United States and Germany. With 323 million social media users reached, this reach is more than four times as high in the US than in Germany. However, the reach of influencers in Germany is growing much more rapidly; in the period between 2018 and 2026, it will have increased by an estimated 54 per cent. In the US, on the other hand, the growth rate is a mere 20 per cent.

Influencer marketing reaches different age groups.

It’s not only teenagers and young adults who follow influencers: 57 per cent of 30- to 49-year-old social media users in Germany follow influencer content. The older people are, the less likely they are to follow. Nevertheless, as of July 2022, 21 per cent of the users aged 65 or above still follow influencers.

Influencer marketing has an impact on purchase decisions.

The extent to which influencers can influence purchase decisions is reflected in the number of digital users in Germany who have purchased products and services due to social media content: according to a 2021 special influencer marketing report by the German association of Online Research (agof) and Kölnmesse, more than half of influencer followers, 50.7 percent, have already done at least once. In particular, women and 16- to 39-year-olds are particularly likely to be encouraged to buy.

Influencer marketing is relevant across sectors.

Influencer marketing should not be solely associated with retail and the media sector. In 2020, many sectors invested far more resources in influencer marketing than in the previous year. In a study carried out by market research company TAKUMI, more than 50 per cent of marketers in Germany, the UK and the US from the following sectors agreed with the statement above:

• Retail and sales
• Law
• Media and marketing
• Industry
• Education
• IT and telecommunications
• Architecture, engineering and construction
• Finance
• Healthcare
• Art and culture

Author: Nicole Turkin
Video: Raphael Hammer
Date: 20.10.22

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