When it comes to influencer marketing in Europe, the DACH region — Germany, Austria, and Switzerland — holds a strategic edge. These markets are digitally advanced, highly regulated, and full of discerning consumers who know exactly what they want. No wonder they’ve become a focal point for global influencer marketing campaigns.
According to recent influencer marketing stats in Germany, the country is now one of Europe’s largest hubs for brand-creator partnerships. This article explores the numbers behind that transformation — and what the current data says about influencer data in the DACH region, platform usage trends in German-speaking countries, and engagement benchmarks for DACH influencers.
Influencer marketing stats in Germany and the wider DACH region show the impact of local partnerships. AWISEE helps you scale with vetted influencers and regionally tailored campaigns.
Influencer Marketing Stats in Germany: Market Size & 2025 Outlook
Germany’s influencer marketing scene has officially hit scale. In 2024, the market size reached €660 million, with growth projections pointing to €739 million in 2025, according to Statista. That’s a 12% annual growth — a signal that influencer budgets are becoming a core part of national marketing strategies.
Where’s the spend going?
- Instagram still leads the pack, especially for fashion, food, and wellness brands.
- TikTok is now the go-to for youth-focused and viral campaigns.
- YouTube holds strong for fitness, tech, and educational content.
What’s clear is that brands in Germany are not just testing influencer marketing anymore. They’re scaling it.
To understand the German marketing landscape, here are 5 things to consider before you enter the German market.
Social Media Growth in Austria and Switzerland: A Statistical Overview
Turning to Austria and Switzerland, both countries have witnessed notable digital gains. In 2024, Austria experienced a 5.3% increase in social media users, while Switzerland saw a 6.1% rise, according to Kingfluencers.
Although these percentages might seem moderate, the context matters: these are high-income nations with over 90% social media penetration.
Platform highlights:
- TikTok usage in Switzerland skyrocketed 18%, even overtaking YouTube among Gen Z.
- Instagram remains dominant for influencer-led campaigns, especially in lifestyle and travel niches.
This social growth has created fertile ground for influencer collaborations, and marketers are responding with increased ad spend, especially on Reels, Stories, and live events.
This section effectively reflects social media growth in Austria and Switzerland, one of your listed secondary keywords.
Engagement Benchmarks for DACH Influencers in 2025
So, what kind of engagement are brands seeing?
Here’s a snapshot of engagement benchmarks for DACH influencers, referencing industry-wide metrics from the Sprout Social Benchmark Report.
- Instagram influencers averaged 2.7% engagement.
- TikTok creators topped the chart with 6.3%, thanks to algorithmic discoverability.
- YouTube influencers trailed with 1.4%, though still solid for long-form content.
Broken down by tier:
- Nano influencers (1K–10K): Most engaged across the board.
- Micro influencers (10K–50K): Strong engagement in finance, family, and health.
- Macro and Mega: More reach, but less personal interaction — often below 2%.
Influencer marketing stats in Germany and beyond consistently show that nano influencers generate the highest engagement.
Platform Usage Trends in German-Speaking Countries
Which platforms are shaping the future?
According to Statista and Kingfluencers, here are the platform trends in 2024–2025:
- Instagram is still king for users aged 25–34.
- TikTok dominates Gen Z and has significantly higher daily use among users under 24.
- YouTube reaches the widest age range, favored for in-depth and evergreen content.Meanwhile, the adoption rate of influencer marketing in Germany rose from 62% in 2023 to 76% in 2025. Similar spikes were reported in Austria and Switzerland, where brands increasingly favor native content formats over polished ads.
Influencer Data in the DACH Region: Creator Economy by Numbers
Let’s explore the depth of the creator economy in this part of Europe. According to Kingfluencers, the influencer data in the DACH region shows that there are over 45,000 active influencers across Instagram, TikTok, and YouTube:
- Germany: approximately 30,000 influencers
- Austria: 8,000 influencers
- Switzerland: 7,000 influencers
While Germany leads in sheer volume, Austria and Switzerland outperform in engagement per follower, particularly among nano and micro influencers.
What’s trending in 2025? Creator specialization. Swiss influencers often focus on sustainability, health tech, and outdoor lifestyle, whereas Austrian creators lean toward mountain travel and minimal living.
Also rising: platform-specific micro-networks and boutique influencer agencies — crucial for navigating Germany’s diverse dialects and localized cultures. For global brands, Here, influencer marketing stats in Germany move from abstract figures to practical campaign insights.
Pie Chart: Influencer Distribution in the DACH Region (2025)
Germany accounts for over 60% of the influencer population in the DACH region, while Austria and Switzerland hold 17.8% and 15.6% respectively. This chart visualizes the volume and dominance of each market within the regional ecosystem.
Key Influencer Marketing Performance Metrics in Germany, Switzerland, and Austria
Numbers matter — especially when you’re spending.
Based on Kingfluencers data and case studies, here’s a breakdown of key influencer marketing performance metrics in Germany, Switzerland, and Austria:
Germany continues to drive scale, while Austria offers high returns at lower cost. Switzerland’s higher CPM is offset by its higher consumer purchasing power.
Influencer marketing stats in Germany confirm that Instagram remains the top platform for driving conversions for German consumers, while TikTok rules viral growth across the DACH region.
How Influencer Engagement Differs Across The Dach Region
Now comes one of the most insightful data points — How influencer engagement differs across the DACH region.
It’s not just about vanity metrics anymore. Trust and connection are the real KPIs.
Here’s the 2025 snapshot:
It might surprise some: Austria and Switzerland score higher than Germany on influencer trust. This often stems from localized content and a tighter community feel — especially in smaller cities.
That said, influencer fatigue in cities like Berlin and Munich is real. Brands working with macro-influencers in Germany need stronger storytelling strategies to earn the same engagement.
What These Stats Mean for Global Brands Entering the DACH Region
Time to turn data into action.
If you’re a brand looking to expand into these markets, here’s what the influencer marketing stats in Germany and its neighboring countries are telling you:
- Tailor your content: Local culture matters. A strategy that works in London won’t always translate in Vienna or Zurich.
- Micro beats macro in Austria and Switzerland — the community is everything.
- TikTok’s rise in Switzerland is a green light for entertainment-first content.
- And importantly, regulations vary — ensure your campaigns comply with Germany’s disclosure and GDPR rules.
Understanding the nuances in platform usage trends in German-speaking countries can spell the difference between relevance and rejection.
From outreach to conversion metrics, AWISEE builds regionally adapted campaigns that deliver. Trust our team to help you grow across the DACH region with confidence. Connect with us at AWISEE.
