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Influencer Marketing in the DACH Region: Market Structure, Size and Future Outlook

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  • 60 Pages
  • March 2018
  • Region: Global
  • Goldmedia GmbH
  • ID: 4806905

Around 30,000 German-Speaking Instagrammers, YouTubers, etc. were Active in the DACH Region in 2017 and Generated a Total Net Revenue of ~560 MEUR

Influencer marketing has become one of the most relevant fields for marketers in the digital sphere, and is about to evolve into a billion Euro market in Germany, Austria and Switzerland (DACH). According to the report, around 30,000 German-speaking Instagrammers, YouTubers, etc. were active in the DACH region in 2017 and generated a total net revenue (monetary and non-monetary) of ~560 MEUR. Over the next years, the market will likely experience an annual growth of ~20% and reach a size of nearly 1 BEUR by 2020.

The study about Influencer Marketing in Germany, Austria and in the German-speaking Switzerland This study provides market figures and forecasts for the years 2017 to 2020. It is based on an extensive scenario analysis, which relies on social media analytics data, information from 1,000+ influencers, and in-depth interviews with industry professionals. The market volume reported comprises all monetary and non-monetary revenue streams. Moreover, the study features a detailed description of the market structure, its players and processes as well as a classification of influencers. Different social media channels and revenue sources are analysed in terms of relevancy for influencer marketing. Furthermore, success and growth drivers are identified.

Table of Contents

1 Introduction

2 Relevancy of Influencers for Marketing
2.1 Background on Opinion Leadership
2.1.1 The Origin of the Opinion Leaders Concept
2.1.2 The Two-Step-Flow Model of Communication
2.2 Opinion Leadership in Marketing
2.2.1 Consumer Decision-Making and Opinion Leaders’ Influence
2.2.2 New Media, New Marketing Approaches
2.2.3 New Media, New Marketing Communication Models

3 Towards a Definition of Influencer Marketing
3.1 Differentiation from Related Marketing Approaches
3.1.1 Social Media Marketing
3.1.2 Electronic Word-of-Mouth Marketing
3.1.3 Content Marketing
3.1.4 Online Public Relations
3.1.5 Influencer Marketing as Part of the Marketing Communications Ecosystem
3.2 Derivation of a Working Definition of Influencer Marketing Based on Existing Approaches

4 Existing Market Assessments for Influencer Marketing
4.1 Market Structure
4.1.1 Relevancy of Different Social Media Channels for Influencer Marketing
4.1.2 Core Market Stakeholders and Transaction Processes
4.1.3 Influencer Segmentation
4.2 Market Size

5 Interim Conclusion

6 Methodology of Empirical Research and Market Analysis
6.1 Overall Research Design
6.2 Social Media Analytics and Influencer Pricing Information
6.3 Expert Interviews
6.3.1 Selection of Experts
6.3.2 Analysis of Results
6.4 Data Merging and Market Analysis Approach

7 Market Sizing for Influencer Marketing in the DACH Region

8 Market Outlook for Influencer Marketing in the DACH Region
8.1 Relevant Influencing Factors for the Evolving Market
8.2 Market Development Scenarios 2017-2020

9 Conclusion and Future Perspectives

10 Bibliography

Companies Mentioned

  • Instagram
  • YouTube