UEFA EURO 2024 host, a creative powerhouse and unique influencers: Germany is having a moment

Posted by Emilie McMeekan in News

1 month ago

To mark the start of UEFA EURO 2024, CORQ’s insider guide to working with creators in Germany was released to subscribers today. This is the introduction from this extensive research – start your free seven-day trial to access the full report.

Germany is having a moment. The country is hosting the 2024 UEFA European Football Championship in June and July. The new creative director at French luxury house Chloé, Chemena Kamali, is from Düsseldorf. Her debut collection for the label made headlines around the world, and has been worn by the likes of Beyoncé and US vice-president Kamala Harris. Actress Sandra Hüller was nominated for Best Actress at the 96th Academy Awards, and Deadline duly reported on and praised Germany’s enviable regional arts funding. Hüller also starred in the Oscar-winning film The Zone of Interest.

On TikTok, the chatter is all about the Amazon Original series Maxton Hall – The World Between Us, the German high school drama and one of the most watched series on Prime Video this year. German was the fourth most popular language studied on Duolingo in 2023. But the country doesn’t just have cultural currency right now, it is also a commercial powerhouse, alongside the other countries in the DACH region, offering a large consumer base for various industries.

The DACH region refers to Germany (D), Austria (A), and Switzerland (CH), and is characterised by economic stability, high purchasing power, and a robust industrial base, with a population of around 100 million people. In broad brushstrokes, Germany is the largest economy in Europe, known for its manufacturing and engineering sectors, with a population of 83 million, according to Reuters. Austria is famous for its dynamic service sector, as highlighted by the Austrian Federal Economic Chamber. Switzerland is renowned for its financial services, pharmaceuticals, and high-quality manufacturing.

The market size in the DACH region is significant due to the high gross domestic products (GDPs) of these countries; Germany alone has a GDP of more than £3 trillion, making it the fourth-largest economy in the world.

It’s not surprising, therefore, that the creator economy is booming in Germany. Nils Seger, founder of agency RCKT, told CORQ that the DACH market’s consumer landscape and agency work has shifted significantly from offline-activation to digital-first over the past decade.

According to Statista: “Spending in the influencer advertising market in Germany is forecasted to reach US $0.70bn (£0.55bn) in 2024.” Statista’s report on the German influencer market also anticipated an annual growth rate for ad spending of 8.65% for the period 2024 to 2029.

It is notable that global advertising superpower Dentsu Creative has boosted its presence in the DACH market, following the acquisition of RCKT last year. A spokesperson for the company told CORQ that Dentsu Creative is committed to building a strong footprint in the DACH region. Key DACH region brands include huge global concerns such as adidas, BMW, Siemens, Volkswagen, Lidl, Zalando and Bayer, to name a few.

CORQ spoke to agencies, creators and brands about the changing shape of the digital landscape in Germany. TL:DR? Here are the key takeaways:

  • WhatsApp Broadcast Channels are accelerating community growth for German creators in 2024.
  • Fashion brands are driving most consumer engagement via German influencers – 40% of 2024’s viral adverts are for brands from this vertical.
  • German-speaking content is essential. Combining German and English language can spike engagement.
  • The Euros are reenergising value-based marketing.
  • German audiences love brand content that is about everyday useful things.

By Emilie McMeekan, features director for CORQ. Get CORQ’s guide to working with influencers in Germany here.