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

Anne Freier | 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%).

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