Whether fashion, fitness, gaming, knowledge or lifestyle – children and young people spend a lot of time on social media and meet digital role models there. Influencers present content that entertains, inspires or informs. This overview shows parents what types of influencers there are, what topics they cover, what young people pay particular attention to and what opportunities and risks they present.
They know what’s going on on the catwalks and in the fashion stores: fashion influencers show the latest trends, give styling tips and often combine clothing with beauty, sports or lifestyle topics. Younger viewers in particular use these profiles to get inspiration for their own style, outfits and self-presentation.
Problematic: unrealistic beauty and body ideals, high consumer pressure, advertising for products.
A workout in the morning, followed by the perfect breakfast – fitness influencers live for sport and health and share training plans, nutrition tips and motivation with their followers. They appeal to young people with sporting ambitions as well as beginners.
Problematic: exaggerated body ideals, unrealistic training goals, advertising for products or nutritional supplements.
From savings accounts to crypto custody accounts: finfluencers explain saving, investing, trading and cryptocurrencies. They often combine tips with personal success stories and glamorous lifestyle portrayals. Older young people come across these channels when pocket money, part-time jobs or their first major purchases become relevant.
Problematic: lack of qualification, unrealistic promises of profit, monetization, possible financial losses.
Politics, science, psychology or history – knowledge influencers convey complex topics in a clear and understandable way. Examples include Mai Thi Nguyen-Kim, Mirko Drotschmann and Leon Windscheid. They explain content in an entertaining, approachable way and often with a wink. Many young people perceive them not only as a source of information, but also as role models who influence language, ways of reasoning or school interests.
Problematic: limited depth, susceptibility to errors, monetization, simplified representations.
Chips and popcorn out – Let’s Players play video games and comment on strategies, tips and stories. The gaming scene is male-dominated, but female and queer Let’s Players are becoming increasingly important and serve as role models for children and young people.
Problematic: addictive potential, excessive screen time, monetization, interaction with strangers.
Whether crafting, baking or restoring furniture – DIY influencers show step-by-step instructions for creative projects. Children and young people can try out their own skills and copy ideas.
Problematic: risk of imitation for dangerous work, advertising for products, monetization.
They let their followers take part in what appears to be everyday life: Preparing breakfast, shopping, decorating or doing sports – lifestyle influencers show everyday content and entertainment. Young people look to them as role models and follow their preferences and everyday rituals.
Problematic: unrealistic everyday expectations, consumer pressure, advertising, privacy.
Dancing, comedy, pranks – entertainment influencers offer short, funny content. They are stars at peer group level and provide entertainment, but rarely more in-depth information.
Problematic: Violent or joking content, monetization, uncontrolled comments.
They campaign for the environment, social justice, tolerance and mental health. Sinnfluencer*innen motivate children and young people to get involved in society.
Problematic: one-sided representations, ideologization, possible advertising or sponsoring.
