With 1.1 million Instagram followers, Caro Daur plays in the German top league of female influencers. And confirms in an interview with Manager Magazin that the influencer industry is not only extremely lucrative, but also quite secretive. Outsiders have to make do with estimates from experts when it comes to understanding the business of the hour. Concrete numbers or the contents of contracts are generally never discussed. Influencer marketing also thrives on the fact that those to be influenced never know exactly what is being shown, worn or recommended and when. Since it is not uncommon for sponsored content to be clearly declared, the million-dollar industry is repeatedly confronted with allegations of surreptitious advertising. The legislator reacts: In the EU, for example, the same advertising rules will soon apply to Youtubers as to TV broadcasters.
Hamburg ✨?? #macxcarodaur
Jun 2 2017 at 2:02 pm
Said Interview with the 22-year-old is moderately interesting. When asked if she is aware of the responsibility she has to her young followers, she says something like, "Responsibility is a big word. For me, it's still surreal when people use me as a role model, or someone comes up to me and tells me how much I influence them." Her clients probably have less trouble with that.
More interesting are the questions, which were not answered and answered by the - probably somewhat disillusioned - Manager Magazin following the interview published have been. Daur not saying how exactly her contracts work is understandable. Nor is her sales or her first fee anyone's business. Topics like mandatory labeling, on the other hand, are. Also, the questions of whether influencers only post, and tag, for money once they reach a certain level of professionalism - and whether it wouldn't be just smart to do it for free for the sake of credibility - would have been intriguing, to say the least. "Influencers are subject to mandatory labeling just like bloggers. Are you complying?" No Comment.
And so the upper league of the influencer industry continues to be a fascinating and somewhat mysterious black box, in which many advertising dollars "disappear" that were previously invested elsewhere. And from which the brand names just bubble out in return. (hae)
Teaser image: Instagram.com. Theme Influencer: W&V