According to a study conducted by the Leibniz Institute for Media Research as part of the #usethenews project, the trust placed in influencers is always strongly linked to their respective thematic orientation.

💶 Most respondents to the study are aware that this also involves product placements and making money.

The young people were also asked about their most important motives for following. In addition to entertainment, this seems to be particularly the creation of social proximity. But orientation and knowledge also play a major role.

For the independent study, in-depth interviews were conducted with 14- to 17-year-old adolescents and 18- to 24-year-old young adults.

👥 It was found that young adults with a primary need for knowledge turn more to content-focused offerings, while adolescents tend to use person-focused channels.