Snapchat Plays a Role as Influencer Marketing Expands in Germany

Snapchat Plays a Role as Influencer Marketing Expands in Germany

Snapchat users in Germany are overwhelmingly young, and most are keen to keep up with at least some well-known personalities, according to a study by Professor Claudia Gerhards, Ph.D., and students at the Hochschule Düsseldorf (HDE) produced in cooperation with digital strategy agency whylder.

Teens dominated Germany's Snapchat audience, the study found. Nearly two-thirds (65.7%) of users in the four weeks prior to polling in November 2016 were ages 14 to 19, while 29.3% were ages 20 to 29. Very small percentages—2.5% and 2.4%, respectively—were younger than 14 or older than 29.

Notably, seven in 10 respondents (70.9%) were female.

Some 55% of respondents said they looked at other people's posts and also posted their own. But checking out other users' contributions was far more important; fewer than 3% said they chiefly uploaded their own posts.

Lenses and Stories were the most popular Snapchat features—more than 63% of users engaged with these often or very often. Around 44% were also frequent users of the social network's Chat feature and geofiltered content. The Discover function was the only one respondents had little time for; 52.2% said they never used it.

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Following celebrities, including online figures, was a major feature of Snapchat use for most users in Germany. More than half (55.

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