One in six buys a product that they have previously seen on an influencer
One in six German online users between the ages of 14 and 29 has already bought products that they previously saw on an influencer. That is one of the findings of the Influencer Marketing Study by the German Digital Industry Association (BVDW) and Influry.
Among 30 to 49-year-olds, seven percent have still bought a product that they saw on influencers beforehand. The most important channels, with product awareness of 52 percent and 37 percent respectively, are Facebook and YouTube.
Among online users who are particularly social media-savvy, the proportion who have bought a product advertised by influencers is a high 22 percent. A closer look at the target group of 14- to 29-year-olds, which will become important for advertisers in the near future, even shows that 30 percent of social media-savvy online users have already purchased products promoted by influencers, which is almost one in three. "The figures clearly show that influencer marketing has a sales-promoting effect," says Marco Zingler (denkwerk), Vice President of the BVDW. "We also experienced the topicality of influencer marketing at the BVDW's Influencer Marketing Day at the end of October, which was fully booked. Starting December 1, agencies and companies will again have the opportunity to submit their influencer marketing campaigns to the German Digital Award, which has a separate category for it."
Perception
The most important channels for product awareness are Facebook and YouTube. 52 percent of German online users aged 14 and over have already become aware of a product or service on Facebook. On YouTube, this figure is 37 percent. This is followed by Whatsapp (22 percent), Instagram (15 percent) and Google Plus (15 percent). "It's also interesting to note that one in six Internet users actually finds information about products and services when searching the social web," says Influry CEO Levin Vostell. "Strategically planned integration of influencers into the marketing mix is therefore a must."
Top industry: Food
Food is clearly one of the industries that are currently most successful in influencer marketing. For almost all age groups, food is one of the sectors most frequently searched for by online users with an affinity for influencers. Among 14- to 17-year-olds, only beauty is more popular. Sport is already in second place among 18- to 29-year-olds. Among 30 to 49-year-olds, on the other hand, news is the most popular category after food.
The influencer marketing study was commissioned by the BVDW and the influencer platform Influry. It was conducted by Goldmedia (n=1604 online users).
