Influencers
Role models or danger for young people?

Whether it's picture poses, outfits or the latest trends - influencers on social media are the new stars and determine what's hot. But behind the perfectly staged posts often lurk hidden advertising messages, distorted representations of reality and problematic content as well as role models that can have a negative influence on young people. How exactly do influencers work and what should parents and guardians look out for? These and other questions are dealt with in detail in our topic area. We also offer a wide range of materials for parents, teachers and young people to help them better understand how to deal with influencers.

The term "influencer" is derived from the English word "to influence". Influencers are people who influence their followers via social networks such as TikTok, Instagram or YouTube . They often share their entire lives online and market products and services in the process. For many young people, this gives the impression that they also know their role models in private, which can further increase their impact and influence.

Children and young people are often strongly oriented towards their role models, which can have both positive and negative effects. The influence of hidden advertising, which influencers often incorporate inconspicuously into posts and videos, is particularly critical. Children and young people are particularly at risk of not recognizing these hidden advertising messages as such, which makes them easier to manipulate.

How influencers earn money and what dangers lurk

In order to sensitize children and young people to critically question influencers, it is important to teach them how they earn money online. The infographic "How do YouTube stars earn money?" illustrates the various ways of earning money on the YouTube platform. Particularly problematic are appeals to buy, which suggest to children and young people that they can get closer to their idols by paying money. One example of this is the possibility of highlighting comments through donations.

Why influencers are so attractive to the advertising industry

Influencers are particularly attractive to the advertising industry because they enjoy a high level of credibility in their community and often have the status of friends. When influencers promote a product, this is often perceived by their fans as a personal recommendation. While traditional advertising is often viewed critically, recommendations from supposed friends are viewed much more positively.

Labeling of advertising content by influencers

It is crucial that advertising content is also clearly labeled for influencers. This protects against manipulation by hidden advertising and promotes transparency towards followers.

For children and young people in particular, recommendations from their favorite influencers provide a certain amount of guidance. This was also shown in a survey conducted by klicksafe as part of Safer Internet Day 2020. Just under a third of respondents aged 13 to 20 said that social media influence the formation of their opinions. Around one fifth even said that they were explicitly guided in their opinion formation by influencers.

Children and young people need support at school and at home. This is the only way they can learn to correctly assess the goals and actions of influencers and influencer marketing. They also need help in filtering information and evaluating it for relevance and truth. Conversations and an honest interest in the young people's lives are a good way to start. In the classroom, it is important to address these issues and offer projects to teach children and young people about reflection and critical assessment.

1. Keep up the conversation with your children about the currently popular influencers. For example, have your child introduce you to their three favorite influencers . To get an overview yourself, you can watch the klicksafe video series "#ParentsInformed" on the topic of influencers. Our information brochures "What does my child actually do on ..." also provide an overview of the YouTube, TikTok and Twitch platforms.
2. Make children & aware of problematic tendencies among influencers. This will enable them to classify their idols in a competent and informed manner.
3. Promote background knowledge, for example, by learning with your child about the actual everyday life and working methods of influencers . With the infographic "How do YouTube stars earn money?" you can clearly explain what sources of income there are. The "YouTube Family Checklist" also offers many opportunities to start a conversation together.