Every second social media user in Germany follows influencers. Among 16 to 29 year olds, 81 percent have subscribed to posts, videos and stories from their stars on Instagram, Facebook, TikTok and Co. 57 percent are among 30 to 49 year olds. There are significantly fewer people over 50 (25 percent) and people over 65 (21 percent), as a survey by the digital association BITKOM shows.
Part of marketing
1,005 people in Germany aged 16 and over were surveyed, including 599 social network users.
So follow…
- 71 percent fashion influencers,
- followed by living & design (62 percent),
- Cosmetics & make-up (49 percent),
- Travel (45 percent),
- Fitness & Sport (42 percent),
- 40 percent are also interested in celebrities and VIPs such as Kim Kardashian, Heidi Klum or Daniela Katzenberger,
- 38 percent find nutrition and health interesting.
“In the digital world, influencers have become increasingly important and are now an integral part of many innovative marketing strategies. They set trends, increase the brand reputation of numerous companies and have become an integral part of the social media marketing ecosystem.”
BITKOM expert Rebekka Weiß
Many people share and comment
According to the survey, 40 percent of followers have already shared a post from their idols. 37 percent used a discount code and 29 percent commented on a post. More than a quarter (27 percent) have already bought a product based on the recommendation of an influencer. The vast majority of users (92 percent) are aware that influencers earn their money by advertising products.
Two thirds (67 percent) think that advertising and sponsored products should be labeled as such.
“Social network users need to be able to tell whether a post is advertising or not. At the same time, it always depends on the individual circumstances whether a post or story is really advertising. In any case, it is important that influencers have legal certainty when dealing with their contributions.”
BITKOM expert Rebekka Weiß
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Source: press release
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