Key regions: Australia, Germany, France, Europe, United States
The Influencer Advertising market in D-A-CH is experiencing significant growth and development, driven by changing customer preferences, emerging trends, and local special circumstances.
Customer preferences: Customers in the D-A-CH region are increasingly turning to social media platforms for information and entertainment, creating a growing demand for influencer advertising. Influencers are seen as trusted sources of information and recommendations, and customers are more likely to engage with brands that are endorsed by influencers they follow. Additionally, customers are seeking personalized and authentic content, and influencer advertising allows brands to connect with their target audience in a more relatable and genuine way.
Trends in the market: One of the key trends in the Influencer Advertising market in D-A-CH is the rise of micro-influencers. These are individuals with smaller but highly engaged audiences, often with a specific niche or interest. Brands are increasingly partnering with micro-influencers as they offer a more targeted reach and higher engagement rates compared to macro-influencers. This trend is driven by customers' desire for more authentic and relatable content, as micro-influencers are often seen as more genuine and trustworthy. Another trend in the market is the growing use of video content in influencer advertising. Platforms like YouTube and TikTok are gaining popularity, especially among younger audiences, and brands are leveraging these platforms to reach their target customers. Video content allows for more creativity and storytelling, and influencers who can create compelling videos are in high demand. Additionally, live streaming has become a popular format, allowing influencers to engage with their audience in real-time and create a sense of exclusivity.
Local special circumstances: In the D-A-CH region, influencer advertising is influenced by the cultural and linguistic diversity of the countries. Germany, Austria, and Switzerland have distinct local markets, with different consumer behaviors and preferences. Brands need to tailor their influencer campaigns to the specific market they are targeting, taking into account language, cultural references, and local influencers. This localization is crucial to ensure that the advertising message resonates with the target audience and drives engagement.
Underlying macroeconomic factors: The Influencer Advertising market in D-A-CH is also shaped by macroeconomic factors such as the overall economic growth and digitalization. The D-A-CH region has a strong and stable economy, which provides a favorable environment for brands to invest in influencer advertising. Furthermore, the increasing digitalization and access to the internet have created new opportunities for influencer marketing. With more people spending time online and engaging with social media platforms, brands are recognizing the potential of influencer advertising to reach their target customers effectively. In conclusion, the Influencer Advertising market in D-A-CH is experiencing growth and development due to changing customer preferences, emerging trends, and local special circumstances. The rise of micro-influencers and the use of video content are key trends in the market, driven by customers' desire for authenticity and personalized experiences. The cultural and linguistic diversity of the D-A-CH region also plays a significant role, requiring brands to tailor their influencer campaigns to the specific market they are targeting. Overall, the strong economy and increasing digitalization in the region provide a conducive environment for the growth of influencer advertising.
Data coverage:
Data encompasses enterprises (B2B). Figures are based on influencer advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers advertising fees paid directly to influencers to post sponsored content.Modeling approach:
Market size is determined by a combined top-down and bottom-up approach. We use market data from independent databases, influencer marketing platforms, and third-party reports to analyze and estimate global influencer advertising spending. We start by researching on the average cost per content post on each social media platform, the number of influencers available on advertising platforms (breakdown by tier: nano, micro, macro, and mega), and the average number of posts per year. Then we estimate the market size for each country individually. We use relevant key market indicators and data from country-specific industry associations, such as GDP, social media users, and digital consumer spending. Lastly, we benchmark key countries or regions (global, United States, China, etc.) with external sources.Forecasts:
We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.Additional notes:
Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
