How brands find creators in Luxembourg

Finding the right creators for a campaign in Luxembourg is a different task from finding them in Germany or France. The market is small, the audience speaks several languages, and many of the people you want to reach live or work across a border. This guide walks through the steps that work in this setting, from defining the audience to building a shortlist.

Why Luxembourg is different

Luxembourg had 691,000 residents at the start of 2026, and 46.6 % of them are not Luxembourg nationals, according to STATEC. On top of that, 237,200 cross-border commuters from France, Germany and Belgium work in the country. An audience "in Luxembourg" is therefore rarely a single group: it is a mix of residents with different first languages and commuters who follow media from their home country.

Language is the clearest sign of this. In the 2021 census, 48.9 % of residents named Luxembourgish as their main language, 15.4 % Portuguese and 14.9 % French. When people were asked which languages they usually speak at work, at school or at home, 61.2 % named Luxembourgish, 50.8 % French, 25.7 % English and 22.5 % German. A creator who posts only in one of these languages reaches only part of the country.

The local creator pool is also small. In the LetzCreators market report, 235 active creator profiles with a connection to Luxembourg had data on the evaluation date, and 234 of them were on Instagram. Only 18 reached the threshold on TikTok. That is why global platforms are of limited help: Luxembourg is not among the markets Meta lists for Instagram's Creator Marketplace (last updated in October 2024), and TikTok One, TikTok's marketplace for finding vetted creators, does not publish a list of countries.

Step 1: Describe the audience before you look at creators

Write down who you want to reach before you open any search. Three questions are enough to start:

• Where do they live? Residents, cross-border commuters, or both.
• Which language do they expect? For a local shop, Luxembourgish or French may matter more than reach; for an international brand, English may be enough.
• Where do they spend time online? In STATEC's 2025 survey, the share of social network users on Instagram rose to 68 % and on TikTok to 31 %. Among people under 35, 83 % of internet users take part in social networks.

The answers decide which creators are worth a second look. A creator with many followers outside Luxembourg is not automatically a good fit for a campaign aimed at residents.

Step 2: Search by niche, language and platform

Next, narrow the field. Start with the niche that fits your product, then filter by the languages a creator uses and by the platform you plan to use. On LetzCreators, Discovery lists creators with a connection to Luxembourg and lets you filter by niche, language and platform. The trends by niche show which topics are growing.

Be careful with language labels in any tool. On LetzCreators, the languages of a creator are estimated automatically. That is useful for a first filter, but it is not a promise about every post. Before you brief a creator, look at their recent content yourself.

Step 3: Compare engagement within the same size class

Follower counts are easy to compare and easy to misread. The engagement rate tells you how strongly an audience reacts, but it falls as accounts grow. In the LetzCreators market report, the median Instagram nano creator below 10,000 followers reached an engagement rate of 7.3 %, while the median micro creator between 10,000 and 99,999 followers reached 2.1 %.

Comparing a nano creator with a micro creator on engagement alone therefore says little. Compare creators within the same size class instead, and look at the trend over several weeks rather than at a single value. The guide on the engagement rate explains how the number is calculated and why different tools show different values.

Research supports looking beyond the largest accounts. A study of 802 Instagram campaigns with more than 1,700 influencers found that engagement with sponsored content first rises and then falls as follower counts grow. Creators with a medium follower count achieved the highest engagement.

Step 4: Look at what and how often they post

Once you have a few candidates, look at their content. Three things are worth checking:

• Format. Reels made up 59.9 % of Instagram posts by creators in Luxembourg in the 90 days before the evaluation date. If your campaign needs video, check that a creator actually produces it.
• Rhythm. The median nano creator published 0.5 posts per week, the median micro creator 0.9. A creator who posts rarely may need more lead time.
• Timing. Most posts go out in the evening: 28.0 % of Instagram posts were published between 18:00 and 21:00.

Step 5: Build a shortlist and compare side by side

Keep the shortlist short: five to ten creators who fit the audience, the language and the format. Compare them side by side on the same measures, and note why each one is on the list. LetzCreators lets you compare creators and collect them in a shortlist; what each plan includes is listed on the pricing page.

Then talk to the creators. A short conversation about their audience often tells you more than any metric: which languages their followers write in, where those followers live, and which topics work for them.

A checklist for your search

• The audience is described: where it lives, which language it expects, which platform it uses.
• The creators post in the language of that audience.
• Engagement is compared within the same size class.
• Format and posting rhythm fit the campaign.
• The shortlist names a reason for every creator.

Luxembourg's creator market is small enough that you can see most of it. Use that: a complete local overview beats a large global database when your customers live here.