Instagram is still going stron
Posted: Tue Jan 21, 2025 4:26 am
There are definitely customers [in Germany] who do use tools, and who use Kolsquare or have heard about checking insights regularly, but it’s still one of those things that will need to develop over the next couple of years ,” says Song Schmidt, adding that many marketers have yet to appreciate the value of engagement versus total followers when choosing KOLs, for example.
“ That general understanding that followers are a vanity metric [doesn’t exist yet], it’s a number I don’t look at anymore, I prefer to look at net reach and intent ,” says Song Schmidt.
Price increase
The influx of brands turning to influencer marketing in Germany has contributed to an exponential rise in costs , with CMP doubling in the past two years from €15 to €28, according to observers and Kolsquare analysis.
As a result, brands and agencies are starting to demand quantifiable results from campaign performance. Laeticia Marie Ecklé, managing director of influencer marketing agency The Influencer , says that German brands are increasingly focusing on leads and conversions rather than awareness.
« Clients are more concerned about the real result of the campaign and whether it really makes sense to spend so much money. [This is because] prices are getting higher because there are more talents, more demands, more requests ,» says Ecklé.
“ Yes, it’s crazy how many [requests] there are right now. As an agency we have to explain why the prices are what they are, and what the outcome will be. So it’s getting harder and harder .”
Greater commitment
One of the advantages of a less mature market is that generating a strong return on investment from smaller creators is perhaps easier in Germany than elsewhere. Head of operations team at influencer marketin vice president software email database g agency Gocomo , Benedict David Baecker, says that KOLs with a follower count of between 10,000 and 300,000 have stronger relationships with their communities and are able to drive higher ROI.
“ When I run a sales campaign in Germany […] we have a higher return on investment . In one extreme case, we had ten times more sales than I paid for, which is amazing ,” says Baecker.
« When I did campaigns like this in the UK, in the Nordic countries or when I worked with a brand in the US, it was much harder to find that sales rep among the influencers who really stands out. I think that's because their markets are more mature than the German one, and people are saturated with influencer offers .»
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Despite its meteoric rise in popularity, especially among Gen Z users , TikTok has yet to take off in Germany as a strong channel for KOL marketing. While highly entertaining, the platform’s lack of social interaction, compared to Instagram, makes it harder for creators on TikTok to build strong communities and authentically drive purchase intent for products and brands.
“ That general understanding that followers are a vanity metric [doesn’t exist yet], it’s a number I don’t look at anymore, I prefer to look at net reach and intent ,” says Song Schmidt.
Price increase
The influx of brands turning to influencer marketing in Germany has contributed to an exponential rise in costs , with CMP doubling in the past two years from €15 to €28, according to observers and Kolsquare analysis.
As a result, brands and agencies are starting to demand quantifiable results from campaign performance. Laeticia Marie Ecklé, managing director of influencer marketing agency The Influencer , says that German brands are increasingly focusing on leads and conversions rather than awareness.
« Clients are more concerned about the real result of the campaign and whether it really makes sense to spend so much money. [This is because] prices are getting higher because there are more talents, more demands, more requests ,» says Ecklé.
“ Yes, it’s crazy how many [requests] there are right now. As an agency we have to explain why the prices are what they are, and what the outcome will be. So it’s getting harder and harder .”
Greater commitment
One of the advantages of a less mature market is that generating a strong return on investment from smaller creators is perhaps easier in Germany than elsewhere. Head of operations team at influencer marketin vice president software email database g agency Gocomo , Benedict David Baecker, says that KOLs with a follower count of between 10,000 and 300,000 have stronger relationships with their communities and are able to drive higher ROI.
“ When I run a sales campaign in Germany […] we have a higher return on investment . In one extreme case, we had ten times more sales than I paid for, which is amazing ,” says Baecker.
« When I did campaigns like this in the UK, in the Nordic countries or when I worked with a brand in the US, it was much harder to find that sales rep among the influencers who really stands out. I think that's because their markets are more mature than the German one, and people are saturated with influencer offers .»
g
Despite its meteoric rise in popularity, especially among Gen Z users , TikTok has yet to take off in Germany as a strong channel for KOL marketing. While highly entertaining, the platform’s lack of social interaction, compared to Instagram, makes it harder for creators on TikTok to build strong communities and authentically drive purchase intent for products and brands.