Market Insights Advertising & Media Advertising

Influencer Advertising - Germany

Germany

Ad spending in the Influencer Advertising market in Germany is forecasted to reach €650.90m in 2024.
The anticipated annual growth rate (CAGR 2024-2029) for ad spending is 8.71%, leading to an estimated market volume of €988.40m by 2029.
The average ad spending per internet user in the Influencer Advertising market in Germany is expected to be €9.14 in 2024.
When compared globally, China is projected to have the highest ad spending with €17,770.00m in 2024.
In Germany, Influencer Advertising is rapidly evolving, with brands shifting towards micro-influencers for more authentic and targeted audience engagement.

Key regions: Australia, Germany, France, Europe, United States

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Región

Comparación de regiones

Moneda

Analyst Opinion

The Influencer Advertising market in Germany has been experiencing significant growth in recent years.

Customer preferences: German consumers have shown a strong preference for influencer marketing, as it allows them to connect with brands in a more authentic and relatable way. Influencers are seen as trusted sources of information and recommendations, and their endorsements carry a lot of weight with consumers. Additionally, German consumers are increasingly turning to social media platforms for product research and recommendations, making influencer advertising an effective way for brands to reach their target audience.

Trends in the market: One of the key trends in the German influencer advertising market is the shift towards micro-influencers. These are influencers with smaller but highly engaged audiences, often in niche areas. Brands are recognizing the value of working with micro-influencers, as they can provide a more targeted reach and higher levels of engagement compared to larger influencers. This trend is driven by the desire for more authentic and personalized content, as well as the need to reach specific niche markets. Another trend in the market is the increasing use of video content. Video platforms such as YouTube and TikTok have gained popularity in Germany, and brands are leveraging these platforms to reach their target audience. Video content allows for more engaging and immersive storytelling, and influencers are using these platforms to create entertaining and informative content that resonates with their audience.

Local special circumstances: Germany has strict regulations when it comes to influencer advertising. Influencers are required to disclose any sponsored content or partnerships with brands, ensuring transparency for consumers. This has led to a higher level of trust in influencer advertising, as consumers know when they are being marketed to. Additionally, German consumers value authenticity and are more likely to engage with influencer content that feels genuine and relatable.

Underlying macroeconomic factors: Germany has a strong economy and a high level of disposable income, which has contributed to the growth of the influencer advertising market. Consumers have the means to purchase products and services, and influencer endorsements can play a role in their purchasing decisions. Additionally, the rise of social media and digital platforms has made it easier for brands to connect with influencers and reach their target audience. The increasing use of smartphones and internet access has also contributed to the growth of the influencer advertising market, as consumers are constantly connected and consuming content on the go.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.