Some who create and distribute a lot of content become so-called influencers because their content is consumed by many other people and these people follow the influencers and their actions (so-called followers). In Germany alone, 3.8 billion euros are expected to be spent on social media advertising in 2022 (approx. 150 billion euros worldwide). Furthermore, the rate of increase in spending is forecasted to be around 12.23%. In 2026, spending on social media marketing in Germany alone will be around 6.02 billion euros. For content marketing alone, 10 billion euros were spent worldwide in 2021.