Laura Müller (19) is no longer just the friend of pop singer Michael Wendler (47). The "Let's Dance" candidate, who was photographed for "Playboy", has just shown her 386,000 Instagram followers how to give her boyfriend a new car. The video was not only a viral hit and often re-enacted in the "Wendler Challenge", it also raised the question: How can a 19-year-old afford it?
Journalist Nena Schink believes that Laura Müller will continue to earn a lot of money in the future. In her book "Unfollow! How Instagram Destroys Our Lives" (Eden Books) she talks about why the app is addictive and how safe use can look. But it's also about the personalities that Instagram creates. In an interview with spot on news, the author explains how she estimates Laura Müller's career opportunities.
When do you count as an influencer?
Nena Schink: Influencers themselves say that you need over a hundred thousand followers. This is the golden podium, from this brand you can earn a lot of money. It is also important that an influencer is relevant to the media so that companies perceive him as a star. Instagram alone is not enough.
And who did it, earns millions?
Nena Schink: Christoph Kastenholz from the Pulse agency estimated in 2018 that there are more than ten income millionaires among influencers in Germany, but fewer than fifty. The market value of Caro Daur, Leonie Hanne and Stefanie Giesinger is approximately 25,000 to 50,000 euros per campaign. Their profile shows how many campaigns they run each year. There are also appearances for which they are booked.
These followers are worshiped like top stars by their followers.
Nena Schink: An influencer is only famous for celebrating his private life on Instagram. For me, these are not top stars. And only these people have my criticism.
How do you rate Laura Müller?
Nena Schink: Your market value must have increased significantly in the past few months. She now has over 300,000 followers. For me, this proves that prominence has become a commodity. It's much less about talent today than it used to be. Boris Becker and Steffi Graf have become stars because they could play tennis well. Today the stars are the ones who talk the most about their private lives or take off their clothes. Laura Müller provides the best example of this by cleaning the car half-naked in a video by Michael Wendler. This is bad and destroys the image of women.
Where do you see Laura Müller in five years?
Nena Schink: I think Laura Müller will make a lot of money. She now seems to be using all of this very cleverly. The "Let's Dance" participation ennobles them. I also found her decision wise not to go to the jungle camp. If she continues to use her career opportunities so well, she may soon be more famous than Michael Wendler.
Why do influencers like to use old role models?
Nena Schink: Studies have shown that many of these women show on Instagram at home how they decorate the house and how they are there for their husbands. If a woman presents herself with a doctoral certificate on Instagram, she gets fewer likes than if she posts a picture in a great new dress. As far as I know, there are no successful Instagramers who have no children and no man and are not interested in fashion and beauty topics.
I firmly believe that if the situation does not change again, we are currently raising the weakest generation since the 1950s. In the past, women fought to be perceived differently, today's generation writes "Wifey of" in their Instagram biography. Then there is how women present themselves on Instagram: always short skirts and high shoes. A Coco Chanel fought for women to dress differently. We undo everything.
Shows like "Germany's next top model" or the "Bachelor" formats always bring new influencers. Is this part of the career plan?
Nena Schink: In the past, "Germany's next top model" made the first place famous, the rest was quickly forgotten. Today, girls like Gerda Lewis even have the opportunity to build up a platform on Instagram and then become a "Bachelorette". For me, "GNTM" and "Bachelor" are the cadermakers of the influencers, the tickets to the influencer Olympus.
What do you think needs to change?
Nena Schink: Most of my book is about my own mistakes. I wanted to show that everyone of us actually participates. The blame is not only with the influencers, but with the Instagram system and our usage behavior. I don't want to demonize the influencers, but the way we all use the app.