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Influencer revolution in Schleswig-Holstein: 14,000 new stars are conquering the networks!
Pinneberg is part of a growing influencer market in Schleswig-Holstein, where over 14,000 influencers are active helping companies reach target groups.
Influencer revolution in Schleswig-Holstein: 14,000 new stars are conquering the networks!
A fascinating development has taken place in Schleswig-Holstein: Social media as a profession is booming! Loud NDR There are around 14,000 influencers in the state who reach millions of followers via platforms such as TikTok, Instagram and YouTube. This number is constantly growing and is not only evident in cities like Kiel and Lübeck, but also extends across the entire country.
Kiel in particular stands out, where around 6,800 influencers live, which corresponds to around 27 influencers per 1,000 inhabitants. This puts Kiel in 5th place in a nationwide comparison. Flensburg and Neumünster are not behind either, with 780 and 270 influencers respectively. Schleswig-Holstein ranks third overall behind North Rhine-Westphalia and Hesse in Germany.
A serious industry
“Influencer marketing has developed into a serious industry,” says Marlon Giglinger from Netzschreier. Companies are increasingly investing in this form of advertising to reach their target groups directly. Netzschreier brokers between 300 and 400 collaborations every month for brands such as Puma and HelloFresh. No wonder influencer marketing is expected to reach a market value of over $30 billion by 2025, according to a study by Statista shows.
The range of influencers is wide. A distinction is made between content creators who show content and influencers who form opinions. While some with a high number of followers do a good business straight away, there are also nano-influencers with only 1,000 to 10,000 followers who often address very committed target groups.
Familiar faces from Schleswig-Holstein
The region has also produced some more prominent faces in the influencer scene. These include Freshtorge (Torge Oelrich) with over 4 million YouTube subscribers and Falco Punch, which has almost 15 million TikTok followers. Ann-Kathrin Bendixen, better known as “Monkey on Bike”, is also a big name in the scene with around 600,000 followers on Instagram. These influencers show that Schleswig-Holstein has a lively and diverse online culture.
Even two 23-year-old twins from Husum, who are active as “Anelimonster” and “PerfectDollsLife”, have built up a following in the fashion doll sector with almost 100,000 followers. Although they make money through their content and collaborations, they are not yet able to make a full living from their life as an influencer.
The local dimension
It is also impressive that around 30% of the followers of the most famous accounts come from Schleswig-Holstein. This shows the close connection between influencers and their local community. They also have an obligation to clearly label their paid product recommendations to ensure transparency.
In addition, many influencers use their reach to support local initiatives, such as the volunteer fire department in Schleswig-Holstein with its 53,000 members. Here, influencers who post content from Föhr could attract new guests.
In a world that is constantly changing, it remains to be seen how the influencer scene in Schleswig-Holstein will develop. But one thing is certain: the influence of social media is unstoppable, and local creators are an essential part of this new communication culture.