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At a time when social media has become an integral part of our everyday lives, influencer marketing has established itself as a powerful tool in the arsenal of brands. But while some praise it as the Holy Grail of modern marketing, others question its long-term effectiveness. Is influencer marketing just a short-lived trend or a lasting key to success?

The evolution of influencer marketing

Influencer marketing has evolved from simple product placements to a sophisticated strategy that focuses on authenticity and a targeted approach. This evolution reflects a deeper understanding of how brands can build trust and engagement through real stories and relationships.

Why influencer marketing works

  • Trust and credibility: Influencers often have a loyal following that trusts their judgment, giving brands a platform for credible recommendations.
  • Targeting specific groups: The ability to reach specific niches and demographics through carefully selected influencers increases the effectiveness of campaigns.
  • Content diversity: Influencers bring creativity and personality to the content, which conveys the brand message in a fresh and engaging way.

The industry is experiencing considerable growth

The market size in influencer marketing, which amounted to USD 13.8 billion in 2021, is expected to increase to USD 22.2 billion by 2025 – a growth of around 60% in just four years. In the DACH region in particular, this growth is also significant, with an increase in expenditure from around EUR 549 million in 2023 to an estimated EUR 622 million in 2024.

Challenges and criticism

Despite its benefits, influencer marketing also faces challenges: Oversaturation, declining trust with perceived inauthenticity and the difficulty of accurately measuring ROI are just some of the concerns marketers must navigate.

The future of influencer marketing

The distinction between influencers and brand ambassadors is becoming increasingly important, as is understanding the different types of influencers, from nano- and micro-influencers to mega-influencers and celebrity influencers. This diversity opens up a wide range of opportunities for companies to reach their target groups in an authentic and effective way.

The benefits of influencer marketing are clear: an increasing number of companies are planning to increase their budgets for influencer marketing, attracted by the authenticity and close bond that influencers can build with their community. In addition, studies confirm the potential of influencer marketing to significantly increase awareness and willingness to buy brands and products.

The distinction between influencer marketing and influencer relations also shows the importance of a strategic and long-term approach. While influencer marketing is often geared towards quick sales promotion, influencer relations aim to build a lasting relationship and a positive brand image.

Choosing the right influencer, clarifying the expectations of the collaboration and measuring the campaign results are crucial steps for the success of an influencer marketing strategy. In addition, compliance with legal regulations, such as correct advertising labeling and copyright, is essential in order to avoid legal consequences.


The unvarnished truth: Is your next influencer a hit or a miss? A small checklist.


  • The influencer should appear honest and authentic so that the advertising message is conveyed credibly.
    Observe the influencer’s interactions with their audience and pay attention to how personal and honest they come across.

Engagement rate

  • A high engagement rate shows that the influencer has an active and engaged following.
    Check the number of likes, comments and shares in relation to the number of followers.

Target group match

  • The influencer’s target group should correspond to the brand’s target group.
    Analyze the demographics and interests of the influencer’s followers

Quality of the content

  • The content should be high-quality, creative and tailored to the brand.
    Review the influencer’s portfolio to assess the quality and creativity of the content.


  • The influencer should act professionally and have experience in working with brands.
    Ask about previous partnerships and inquire about references.

Transparency and honesty

  • The influencer should be able to communicate transparently about advertising content.
    Discuss how the influencer will label planned advertising content.


  • The influencer’s values should match those of the brand.
    Have a conversation about personal and business values to find common ground.

Flexibility and openness

  • The influencer should be open to feedback and show flexibility in the implementation of campaigns.
    Discuss previous campaigns and how the influencer responded to feedback.

Long-term potential

  • Consider whether the influencer offers the potential for a long-term partnership.
    Evaluate the influencer’s development to date and discuss joint visions for the future.

Legal clarity

  • The influencer should be aware of the legal requirements and comply with them.
    Clarify how the influencer deals with legal guidelines and whether they have experience with contractual agreements.

Conclusion: Influencer marketing remains exciting

Influencer marketing may continue to change, but its core principles – authenticity, engagement and targeting – remain consistently relevant. With the right strategy and an eye for authenticity, influencer marketing is not a fleeting trend, but an effective means of differentiating brands and achieving sustainable success.