Many young adults find influencer marketing more believable than traditional advertising

The Influencer marketing has in 2020 continued to gain influence. According to a study, 21.6 percent of Germans bought a product because they saw it at an influencer.

Youtubers, Instagramers, bloggers and other influencers further expanded their influence on German consumers in 2020 . According to a study by the Bundesverband Digitale Wirtschaft (BVDW), more than a fifth of Germans (21.6 percent) bought a product because an influencer had advertised it. Last year, this value was 19 percent, after 16 percent in 2018.

Influencers are part of the marketing mix

“Influencers have established themselves as a tool in the marketing mix,” said BVDW Vice President Anke Herbener. Large advertising companies have been relying on influencers for years, and their influence on sales is now measurable. According to the study, more than a quarter (26.4 percent) of all respondents see an influencer on a digital channel at least once a day.

Young adults are naturally more open to influencer marketing, which takes place primarily online, than older ones. Among 16- to 24-year-olds, 52.6 percent stated that they had bought a product advertised by influencers. Also exciting: over half (51.2 percent) of young adults find influencer marketing more credible than traditional advertising on TV, radio or newspapers. At least 15 percent of 55-64 year olds are of this opinion. Overall, however, only 7.5 percent of Germans answered here with a clear yes.

Influencer marketing annoying for a quarter

Almost a quarter of the Germans surveyed (23.8 percent) find influencers annoying, which is almost two percentage points above the value of last year. A large majority of respondents, on the other hand, have no problem with advertising by influencers. According to the study , influencers should cope well with the economic crisis triggered by the corona pandemic . “As soon as the economy recovers, advertisers will also consider influencers in their marketing budget again, we’re sure of that,” says Anke Herbener.