Influencer Marketing 2025: The 5 Frequently Asked Questions

Influencer marketing is no longer just a hype – it's an integral part of online marketing . Brands like HelloFresh , Snocks , Oatsome , Glossybox , and Purelei owe a large part of their growth to targeted collaborations with influencers on Instagram, TikTok, and other platforms.

According to a recent Statista forecast, influencer marketing revenue in Germany will exceed 1.5 billion euros in 2025 – more than a threefold increase since 2020 .

Source: Statista Influencer Marketing Report 2024

Nevertheless, many companies, marketers or startups are constantly faced with the same questions:

• How do I find suitable influencers?

• Is it also worthwhile with small budgets?

• How do discount codes & influencer vouchers work?

• How do I know if a creator is reputable?

  
  

In this blog post you will get clear and honest answers to exactly these questions.

1. What is influencer marketing – and why is it booming?

Influencer marketing is a form of online marketing in which companies collaborate with social media personalities – so-called influencers – to promote products authentically. Instead of traditional advertising, they rely on trust , reach , and storytelling – and that's exactly what works. Studies show that over 60% of consumers are more likely to buy a product if it's recommended by a trusted person – rather than through traditional advertising. (Source: Nielsen Trust in Advertising Report )

Furthermore, social media is now part of everyday life. In Germany alone, people spend an average of 1 hour and 36 minutes a day on platforms like Instagram, TikTok, and YouTube—influencers are constantly present there. (Source: ARD/ZDF Online Study 2024 )

According to a Statista study (2024) source, the market volume for influencer marketing in Germany is estimated to be over 1.5 billion euros in 2025 – and rising.

2. How many followers do you need to have to be an influencer collaboration to be worthwhile?

Brands often wonder how many followers an influencer needs to have before they can collaborate with them, and at what point they can truly call someone an influencer. Fundamentally, it's not just the number of followers that matters, but also how actively someone engages with their community.

Nano-influencers are considered to have as few as 1,000 followers . These often have a very active community and are particularly interesting for regional brands or niche products .

Influencer type	Number of followers	Advantage
Nano	1,000–10,000	high engagement rate
Micro	10,000–100,000	targeted target groups
macro	100,000+	long range

Nano-influencers sometimes achieve up to four times higher engagement rates than large accounts. (Source: Influencer Marketing Hub )

3. How do I find suitable influencers for my brand?

There are two ways to find the right influencers: manual search or special platforms.

Here are some platforms for finding influencers:

• Influencity

• Upfluence

• Reachbird

• Hypeauditor

• Toolzu

There are 3 options for manually finding influencers:

1. Go to a specific influencer profile and find other influencers from the same niche among suggested profiles.

2. Enter relevant keywords and search for influencers based on the suggested content.

   Example: Training session, gym vlog, nutrition test (for the fitness industry)

3. simply targeted hashtag searches such as #ad , #sponsored , #influencerdeutschland

   
   

Important: Pay attention to content fit , engagement rate and whether the influencer has already worked with influencer codes or discount campaigns , for example.

4. How do influencer discount codes and vouchers work?

Many companies today rely on personalized influencer codes/discount codes such as LISA20 or MARIO10 to track purchases and directly measure sales. These codes typically offer:

• 10–30% discount for followers

• Commissions or fixed fees for the creator

• More tracking options for brands

At the same time, these codes are a great way for brands to generate more sales through influencers, as they offer the target audience direct benefits for purchasing.

If you as a brand decide to use promo codes for your influencers, you should consider the following:

• A connection with an affiliate link for measurable tracking

• Direct positioning of the code: As an example in a story or video description

• The influencer's clear message to the community: "With my code XY you get 15% off the following products"

5. How do I know if an influencer is promising?

Not every influencer with a large following will bring real value to your brand. Especially when working with influencer codes , vouchers , or performance goals , it's crucial to select the right partners.

Here are the most important points to check the quality of an influencer :

1. Check engagement rate

The engagement rate shows how active and genuine the community is. A healthy rate is:

• Nano-influencers (1k-10k followers): 4-8%

• Micro-Influencers (10k-100k): 2-4%

• Macro influencers (100k+): 1-2%

  
  

Tools like HypeAuditor , Ninjalitics or Modash help you analyze likes, comments, views and real reach – for free or in the trial version.

2. Analyze follower quality

Many fake influencers have purchased followers from the Far East or bot networks. Watch out for:

• sudden strong follower growth

• no interaction in comments

• many foreign profiles without profile pictures

  
  

Tip: Tools like Social Blade or Upfluence offer free follower analyses and growth curves.

3. Content quality and brand fit

Ask yourself: Does the tone, imagery, aesthetics, and target audience fit your product? Influencers who drop a different influencer voucher or discount code in every story often seem implausible or erratic—this is a classic case of:

“Influencers gone wild” – too many collaborations, no focus, hardly any brand fit.

Better: Fewer, but more targeted partnerships with creators who demonstrate genuine product loyalty.

4. Transparency and labeling

A promising influencer legally labels advertising with:

• “Advertisement” or “advertisement” directly at the beginning of the post or in the story

• Linking cooperation partners

• Reference to voucher codes, e.g., “with my influencer code MARIA15 you save 15%”

  
  

If this transparency is regularly lacking, it can also become legally tricky for you as a brand.

5. Reliability & Communication

Ask other brands or agencies about their experiences: How punctual was the creator? Was content approved properly? Were there any contract violations?

Professional influencers deliver briefings, post on time, and provide reports with click counts or code conversions . This is essential if you want to scale influencer marketing.

Conclusion: Influencers gone wild or strategic brand ambassadors?

Not every creator with a large number of followers is automatically suitable. However, those who work in a structured manner with influencer marketing , coupon codes , and data-based tools can sustainably increase their visibility – and can directly measure sales .

Studies show: Over 67% of consumers are more likely to purchase if a product is promoted via an influencer discount code . ( Source: Nielsen )