Knowledge
Influencer marketing knowledge
Answers to the questions brands and creators ask us most often. With sources, figures and the date the information is based on.
For brands
What does influencer marketing cost in 2026?
Market rates for Instagram, TikTok and YouTube per follower tier, price drivers, agency fees and a worked example.
Nano- and micro-influencers
How the tiers are defined, when smaller creators are a better fit and how to spot bought followers.
Disclosing influencer advertising correctly
The German Act against Unfair Competition (UWG), the Digital Services Act (Digitale-Dienste-Gesetz, DDG), the Interstate Media Treaty (Medienstaatsvertrag), the media authorities' guidelines and the 2021 rulings of the Federal Court of Justice (BGH).
Law & ad disclosure for brands
Liability, contracts, usage rights, the artists' social insurance levy (Künstlersozialabgabe) and giveaways with creators.
For creators
Knowledge for creators
Ad disclosure, the artists' social insurance fund (Künstlersozialkasse), registering a business, the small business VAT scheme (Kleinunternehmerregelung) and usage rights, clearly explained.
Terms in plain language
What a fair management contract contains and which clauses you should not sign.
Knowledge
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