If you are under 30 and live in Luxembourg, chances are you own a smartphone and are active on social media.
But what do you know about influencers?
Their numbers are steadily increasing in the Grand Duchy, covering diverse fields such as fashion, beauty, travel, automotive, gastronomy or childcare.
Their followers often number in the thousands, or even hundreds of thousands, and they are active on platforms like Instagram and TikTok.
But what is the real impact of these content creators on young people?
Diversity and Reach of Luxembourgish Influencers
Influencers in Luxembourg range in age (18 to 55 years), gender (men and women), and origin (Luxembourgish, expatriates, or cross-border workers).
They are followed not only for their personalities and creative content—photos, short videos, blogs, or stories—but also for their recommendations and opinions.
Who hasn’t been tempted to buy a product after seeing it presented by an influencer in a tutorial? Therefore, it is essential for these content creators to provide honest and thoughtful content.
The Journey of Becoming an Influencer
Contrary to popular belief, becoming an influencer is not just about taking pretty pictures.
It requires a true artistic eye for the world around them and a desire to share their passions, life moments, and discoveries with hundreds, thousands, or even millions of followers. It is a job that demands authenticity and transparency to build an engaged community.
In France, the influencer status is now recognized as a legitimate profession, and it is time for Luxembourg to follow suit to better regulate their role in advertising.
Building Authentic and Lasting Relationships
Influencers in Luxembourg, who are often professionals in other fields, choose their collaborations according to their values and criteria.
This encourages authentic and lasting partnerships with local brands. Although social networks can be a potentially dangerous place, there have been no notable incidents involving local influencers so far.
It’s all about building real relationships with followers and long-term professional partnerships.
Credit article and picture : Brune Agency
