What are influencers?

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Influencers are individuals who have a large following on social media channels such as Instagram, TikTok, YouTube, or Facebook. They are either already well-known – for example, as successful athletes – or they are only becoming known to a wider audience through their social media activities. The latter category includes influencers who create content specifically for an industry – such as fitness, beauty, or books – or who are dedicated to a particular topic – such as cooking or fitness.

The influencer trend has grown alongside Instagram, but the blue giant Facebook also remains popular. Influencers are also increasingly appearing on TikTok. They maintain close contact with their fans and thus appear authentic and credible. Credibility and proximity to the target audience are important selling points in marketing, so it's no wonder that many companies have discovered influencer marketing for themselves.

The market has been growing steadily in Germany and worldwide for years. According to figures from Statista for Germany:

Spending on advertising in influencer marketing is expected to amount to around 718.40 million euros in 2025.
A market volume of around 960 million euros will be reached in 2029, which mexico phone number data corresponds to an expected annual sales growth of 7.53 percent.
Influencers can be, for example:

Blogger/website operator
YouTuber/Instagramer/TikToker
Politicians/political associations
Coaches
Speaker
Celebrities (athletes, models, bodybuilders, TV stars, etc.)
Experts on a specific topic
Employees of companies (= corporate influencers )
What are micro influencers?
Micro Influencer Definition: Depending on the number of fans and followers they have, influencers are divided into nano-, micro-, macro-, and mega-influencers. There is no standard definition; some set the threshold for micro influencers at 10,000 followers, others at 100,000. The number of followers can also vary depending on the industry and social media platform. Micro influencers are generally less well-known to the general public. However, within their niche, they are established and considered experts in their field. The success of an influencer can be measured by one factor in particular: a comparatively higher engagement rate.