Influencers fall short on Facebook video in Germany

Rob Clapp

An overview of social video views by creator type on Facebook, Instagram and YouTube in Germany.

Influencers dominate Instagram and YouTube video in Germany, according to the latest data from Tubular Intelligence. Over three-quarters of Instagram video views were on influencer content, with this share rising to more than four-fifths for YouTube content. However, influencers are far less popular on Facebook, where they captured only 40% of all video views in 2018.

Instead, media companies posted the most popular Facebook video content, accounting for half of all video views. Branded engagement was far lower across the three platforms, responsible for less than 10% of all video views across Facebook, Instagram and YouTube.

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