Content creators in Luxembourg are reporting challenges in monetizing their work as domestic businesses remain reluctant to pay for collaborations, per the Luxembourg Times.

“Companies in the country can be a bit old-fashioned,” Olia, founder of the “Women of Luxembourg” Instagram page, said in a statement. “They’re more willing to spend on billboard ads at bus stops rather than pay a few hundred euros to a content creator on social media, even though that could be much more impactful.”

The cost disparity is notable: a billboard in Luxembourg City averages €20,000 depending on duration and location, based on JCDecaux pricing data. Meanwhile, influencers report earning “zero to a thousand” euros for campaigns.

Content creation requires a significant time investment. “I spend roughly 15 to 20 hours a week creating content. It’s like a part-time job, but I’m not paid enough for it,” said Olia.

Julie Costa, who founded the Instagram page “Luxembourg does it best” and has accumulated 38,000 followers, recently criticized businesses that expect content in exchange for minimal compensation. “It can take 4 to 7 hours and a half for me to create an entire reel,” Costa stated on Instagram.

Image credit: “Luxembourg does it best”

Marketing professionals identify multiple factors contributing to the situation.

“Luxembourg is kind of late. Late with trends, late in how the system works, late in how to use social media,” Louis Loschetter, co-founder of marketing agency Skandal, said in a statement.

Lifestyle content creator Stephanie Jabardo added: “Traditionality is still very much valued here in Luxembourg. Global trends don’t necessarily work here, or if they do, they arrive late.”

Signs of Change

Despite current challenges, industry observers note positive developments. Smaller businesses such as restaurants and local shops increasingly recognize the value of digital partnerships.

“For small companies, the impact can be huge. If you’re a small business and have even a little bit of extra budget to work with a major content creator, it can give you a lot of exposure,” Loschetter explained.

“The trend is clearly moving in the direction where businesses understand that it’s worth investing in collaborations with content creators,” he added, suggesting Luxembourg is entering a growth phase for influencer marketing similar to what other countries experienced previously.