In today's digital age, attaining influencer status is within reach for many individuals.
In 2023, a staggering $30 billion was doled out globally for influencer marketing, marking a 17% surge from the preceding year. This intriguing success of influencer marketing has left many scratching their heads. Two prominent German social media gurus, featured on the ntv podcast "Startup - Now, let's get real", shed some light on this topic.
Recent research by the Fraunhofer Institute for Systems and Innovation Research revealed a startling fact: teenagers commonly look up to influencers as their role models, guiding them towards what's perceived as trendy. This conclusion was drawn from a survey of over 1,000 teenagers aged 14 to 18, who shared insights about their social media habits and consumption. The study revealed that approximately half of these adolescents had already forked out for a product endorsed by an influencer.
Companies' investments in influencer marketing have significantly increased in Germany as well. In 2017, a modest 94 million euros were channeled into this area, with the sum expanding to an impressive 569.8 million euros in 2023. Despite this sum being dwarfed by Germany's overall advertising market, valued at approximately 48.8 billion euros (ZEW), the growth rates are quite remarkable: investments could surge to a whopping 906 million euros by 2028, an impressive 59% increase.
Swirls of questions inevitably arise: What's the ultimate destination for this trend? How does the expansion of this realm impact traditional media? What role do social media platforms wield in elections, like the one held in the United States in 2020? What forces are driving the corporate influencing phenomenon?
These, and many other questions, are tackled by two influential figures in the ntv podcast "Startup - Now, let's get real".
Ann-Katrin Schmitz, a pioneer in the field of social media marketing, is one such individual. She serves as talent manager for Farina Opoku, a prominent German influencer, and has been a netizen for over a decade. Through her business, Baby got Business, she shares insights about the social media world, through a podcast, an Instagram channel, annual conferences, and an online training academy.
Isa Daur, another esteemed guest, also adds her thoughts to the podcast. Her company, Idee Dialog, offers expertise in building and managing brands and talents, as well as strategic consulting, implementation of social media campaigns, and conception and execution of events. She is renowned for her vast and influential network within the social media sphere.
Janna Linke held a conversation with Ann-Katrin Schmitz and Isa Daur, which was edited for clarity and better understanding. The full discussion can be heard on the ntv podcast "Startup - Now, let's get real".
Instagram is a great platform where many teenagers look up to influencers as role models, often leading to purchases of products endorsed by them. Following this trend, companies in Germany have significantly increased their investments in influencer marketing, with Instagram likely being one of their primary platforms.
