From content to conversion: the new rules of influencer marketing in Germany

How are changes within social media platforms shaping your strategy, and what challenges do you expect next?

In my opinion, platforms are currently changing faster than ever before. New formats, algorithm adjustments and evolving user behaviour mean that content now needs to be thought of in a much more format-driven way.

Short-form video remains dominant, but we are also seeing a return to longer formats. This is particularly evident on YouTube or in podcast formats, where trust and community are built more strongly.

A major challenge for brands will be to truly understand platform dynamics. Influencer marketing does not work if brands try to simply transfer traditional advertising logic to social media.

What challenges do brands face when integrating influencer marketing into the wider marketing mix, and how can its value be proven?

The biggest challenge for many brands is not to view influencer marketing in isolation.

In many companies, the channel is still managed separately from media, PR or social teams. Yet in my opinion, influencer content delivers its greatest value when it is used across channels.

For decision-makers, it is therefore becoming increasingly important to understand that influencer marketing can deliver both short-term performance and long-term brand trust.
The role of influencer marketing in the marketing mix can mainly be explained through two factors: efficiency in content production and credibility compared to traditional advertising.

How are collaborations, long-term partnerships and compensation models evolving?

We are currently seeing two parallel developments. On the one hand, many brands are seeking long-term partnerships with creators to build credibility. On the other hand, performance is becoming increasingly important. If a creator does not deliver results, a long-term collaboration becomes difficult to justify economically. Long-term partnerships therefore work best when they deliver both brand fit and measurable results.

Compensation models are also evolving. In addition to traditional flat fees, performance-based elements, content licensing and whitelisting rights are playing an increasingly important role.

Where do you see the biggest opportunities and challenges for brands and agencies in the next 18 months?

Over the next 18 months, I see two major opportunities.

1. The continued professionalisation of the creator economy, as creators are increasingly becoming media brands with clear positioning, communities and their own business models.
2. Influencer content as a central component of content production for brands. Many brands are recognising that creators can produce content more efficiently and authentically than traditional production structures.

At the same time, one of the biggest challenges will be the increasing fragmentation of platforms and audiences. Brands will need to learn to approach influencer marketing in a more strategic and long-term way.