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Influencer revolution: This is how young Germans earn on social media!
Berlin will become the center of influencer marketing in 2025, with increasing income and diverse challenges for creators.
Influencer revolution: This is how young Germans earn on social media!
More and more people are working as influencers and using platforms like YouTube and Instagram to earn a living through product placement. Influencer marketing is booming in Germany, especially in 2025: spending on this type of advertising is expected to be 827.7 million euros, which is almost four times as much as in 2019, when it was 217.71 million euros. This development is also reflected in the numbers of influencers themselves. rbb24 reports that more and more young adults from Generation Z (18-26 years old) are working full-time as content creators.
The possibilities for influencers are diverse. Klaus Glaetzner, whose YouTube channel “Klaus grillt” has an impressive 1.5 million viewers and 475,000 subscribers, dedicates eight to ten hours a day to his business, including the often complicated tax matters. Although he receives support from a tax advisor, he still had to pay taxes after he was audited by the tax office. Jeannine Langen, who has 35,000 followers on Instagram and promotes products such as fruit cords, has also brought in a manager for tax issues to address the challenges in this industry.
A growing market
The global influence of influencer marketing is also reflected in marketing budgets. Loud Statista About 14% of marketers plan to invest 10-15% of their budgets in this type of marketing, with some even planning to use more than half of their funds for sponsored content. In 2022, global investment was over $16 billion and is forecast to rise to $30 billion by 2025.
Further proof of the importance of this industry is that 27% of marketing managers in the DACH region budget between 10,000 and 50,000 euros annually for influencer marketing. With a market worth nearly $22.2 billion by 2025, the importance of influencer marketing is clearly visible. Companies benefit from the authenticity and reach of influencers. Product recommendations often act like recommendations from friends and can significantly influence the consumer decision-making process.
The role of social media
Social networks are crucial platforms for this type of marketing. Statista highlights that Instagram, TikTok and YouTube are among the key platforms for brand strategies. Young target groups, which represent the largest user group on social media platforms, are particularly targeted by influencers. The number of influencers in Berlin, which reaches 27 per 1,000 inhabitants, shows the city's great potential for brands and companies looking to expand their reach.
While influencers invest a lot of commitment and time in creating their content, they also have to maintain close contacts with companies. Reactions and views on social media are crucial to your revenue. However, challenges such as measuring return on investment and proving brand impact remain significant. In addition, negative headlines can affect a brand's image, causing around 20 percent of consumers to forego purchases. Despite these challenges, influencer marketing remains a promising concept in the marketing and advertising industry.