Trend study on influencers

Internet without influencers? For most of us this has become unimaginable and in the advertising industry influencers have become an important player, too. The current ‘best for planning (b4p) trends#3’-study takes a closer look at the relationship between Germans and bloggers as well as influencers.

The most important insights

The term “influencer” is well known in Germany: 62% of the population and even 77% of the younger target group (14-29 years) understand that this is a person with a strong presence and reach in social media networks. And even more, 88%, have heard of “bloggers”. 66% of all Germans check out - at least randomly - one of the many influencers and bloggers, while especially young people check on their favourites regularly: 65% of the 14-29 year olds at least once a week.

The top-channels of the different target groups

Regardless of the age of the user, YouTube is the number one channel for following bloggers and influencers in Germany: Three quarters of all young Germans and more than half of all people over 50 years use the video platform. Facebook and Instagram follow on second and third place, although here the use varies strongly depending on the age range. The “young” channel Instagram is used predominantly by 20-29 year olds: 63% of them are active on this platform. In comparison, Facebook is used by 66% of the older followers.

Topics, which move the users

Advice and inspiration are most common motives for using a blog. For younger Germans these two benefits are equally more important than for the older generations: 59% of the 14-29 year olds see blogs as independent advisors, 75% feel inspired by them. In all age categories blogs with the topics food and drinks are most popular.
While for women cosmetic and beauty as well as fashion and style occupy rank two and three, men prefer blogs discussing technology and gaming, followed by sports and health topics. The thematic use of blogs strongly depends on the age and the sex of the user, which is highly similar to the different target groups on the magazine market.

When recommendations prompt buying - and what advertisers have to consider

Approximately half of all users generally regard product recommendations as positive.
One possible reason: Most users are convinced that blogs they read are not primarily made for advertising, but that they base on a real interest and passion for a specific topic. The acceptance for product advertising rises accordingly to 68%, if the recommended article fits the overall thematic orientation of the blog.
More than one third of all users (38%) admit being inspired to buy a certain product afterwards. In fact even 41% of all blog users state that they have already bought a recommended product.
Compared to this, only 26% of all blog users find blog articles untrustworthy in general. Over half of all blog users (52%) do not have a problem with sponsored posts and don’t believe them to be untrustworthy. In order to increase the transparency in this field, most of them (83%) do wish for an obvious labelling of paid posts, though.

The main goal of the Study-Satellite b4p trends is sharing current trends and subjects around the topics media usage, product innovation and consumer behaviour with advertisers and agencies and providing them with all relevant data. All of its results are based on online-surveys, which are collected 6 to 10 times a year and then published every two months. More information: https://gik.media/b4p-trends/

Gruner + Jahr is one of the five shareholders of the GIK (Gesellschaft für integrierte Kommunikationsforschung, association for integrated communication research), next to Axel Springer, Bauer Media Group, Hubert Burda Media and Funke Mediengruppe.