Higher percentage of Germans consider influencers to be less credible in 2019

Anne Freier

In Influencer. October 18, 2019

Influencers have become an important part of brand marketing evidenced by almost 90% of Germans who know the term ‘influencer’. But a higher percentage of Germans now consider influencers to be less credible in 2019 (54%) compared to the previous year (67%).

That’s according to the “Spotlight Influence 4.0” study by Wavemaker, executed by GroupM.

Over half (55%) of respondents said they recognised influencers. And whilst 38% reject cooperation between influencers and brands, 44% said they enjoyed finding out about new products through influencers.

Every second follower (52%) has previously purchased a product or service promoted by an influencer.

But what are the most important attributes of influencers among German consumers?

Around 71% of respondents want influencers to remain true to themselves and 67% believe they should refrain from promoting products in every post or video.

66% also prefer posts to be clearly marked when promoting products. Another 60% believe products should match the influencer’s lifestyle and beliefs.

Sympathy is also of growing importance for 58% (compared to 47% in 2018) and receiving relevant tips for daily life (50%) is another criterion customers look for in influencers.

The categories where respondents prefer to see influencer-promoted content and tips include diet and fitness (42%), lifestyle (39%), fashion (38%), beauty (37%) and travel (37%).